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Sparkline Analytics                                                                    Measuring                          ...
Sparkline Analytics               About this presentation                      •  Presented at Google Developer Group DevF...
Are you a Growth Hacker?                                                    •  Recommended                                ...
Measurement framework for growthSparkline Analytics     @vinoaj | vnjv.co/vvgplus
Sparkline Analytics               Today     @vinoaj | vnjv.co/vvgplus
•  Vinny                                                                    Sparkline Analytics                           ...
Measurement framework for growthSparkline Analytics     @vinoaj | vnjv.co/vvgplus
How it’s usually done                                      Implement measurement tool                                     ...
How it’s usually done                                      Implement measurement tool                                     ...
… you wont go far unless youSparkline Analyticsknow where the goal posts are.Arnold H. Glasgow                            ...
4 Google Analytics Goal Types                      Goal Type         Goal Triggered By …                                  ...
Setting Meaningful Goals                                                 Free             Paid          Loyalty /         ...
Other Uses for Goals                      •  Flow Visualization                      •  Multi-Channel Funnels Sparkline An...
Measurement framework for growthSparkline Analytics     @vinoaj | vnjv.co/vvgplus
Sparkline Analytics               Google Analytics     @vinoaj | vnjv.co/vvgplus
Track Behaviour                                   BehaviourSparkline Analytics                      Entry                 ...
The GA Async Tracking Code                                  Look for _gaq                                  stack and execu...
Customizing Your Tracking Code        <script type="text/javascript">                                                     ...
The __utm.gif hit                      __utm.gif?utmwv=6.3&utmn=101027544&utmsr=1280x854&utmsc=32-                      bi...
Sparkline Analytics   What about the 1-page App/Site?     @vinoaj | vnjv.co/vvgplus                                       ...
Enter Event Tracking                 •  Track events on your site                 •  Detect events and trigger            ...
Sparkline Analytics   YouTube Video Tracking Example                                           http://vnjv.co/ytgaevts    ...
How did visitors interact with my videos? (Action)Sparkline Analytics     @vinoaj | vnjv.co/vvgplus
Sparkline Analytics   Which videos were played? (Label)     @vinoaj | vnjv.co/vvgplus
Custom Variables: Extended Measurement Model                                    BehaviourSparkline Analytics              ...
Custom Variables               • _setCustomVar(index, name, value, opt_scope);              •  index – position to store a...
Visitor Level Custom Variables                                  •  Stays with the visitor across multiple                 ...
Session Level Custom Variables                                  •  Labels a session.                                  •  V...
Page Level Custom Variables                                  •  Useful for content grouping.                              ...
Measure social interactionsSparkline Analytics     @vinoaj | vnjv.co/vvgplus
Setup for +1 button                      •  Setup for the      button: NoneSparkline Analytics                      •  The...
Sparkline Analytics          Setup for other networks                      _trackSocial(network, action, target_url);     ...
Copy & paste Twitter & Facebook codeSparkline Analytics       http://code.google.com/apis/analytics/docs/tracking/gaTracki...
Sparkline Analytics               MilkADeal.com     @vinoaj | vnjv.co/vvgplus
<!– Email share button: -->         <a onclick="showMailer('Check out MilkADeal for         huge discounts in Malaysia! He...
What value do socially-engaged visitors hold?Sparkline Analytics     @vinoaj | vnjv.co/vvgplus
Sparkline Analytics   Socially-Engaged Conversions     @vinoaj | vnjv.co/vvgplus
Sparkline Analytics         Encourage email sharing     @vinoaj | vnjv.co/vvgplus
Sparkline Analytics     @vinoaj | vnjv.co/vvgplus
Sparkline Analytics               Social Listening     @vinoaj | vnjv.co/vvgplus
Sparkline Analytics               Social Sources     @vinoaj | vnjv.co/vvgplus
Sparkline Analytics               Social Sources     @vinoaj | vnjv.co/vvgplus
Sparkline Analytics               Social Sources     @vinoaj | vnjv.co/vvgplus
Sparkline Analytics               Social Sources     @vinoaj | vnjv.co/vvgplus
Sparkline Analytics               Social Conversations     @vinoaj | vnjv.co/vvgplus
Mobile Tracking                      HTML & Applications                                          WAP                     ...
Sparkline Analytics         Tracking Feature Phones     @vinoaj | vnjv.co/vvgplus                                         ...
Tracking Your Mobile Site                      •  Provided with server-side code to generate the calls to                 ...
Sparkline Analytics   Server-to-Server Communications                                                                     ...
Google Analytics Mobile SDK                                  •    Native App Tracking                                  •  ...
Setting Up A Tracker Object In An Activity                      import com.google.android.apps.analytics.GoogleAnalyticsTr...
Pageviews & Event Tracking                      tracker.trackPageView(/homeScreen);Sparkline Analytics                    ...
Dispatching Events                      •  Tracked data is queued and dispatched in bundles                      •  Saves ...
Tracking In-App Purchases                      •  How much revenue does my application generate?                      •  W...
Sparkline Analytics    Reporting In App Purchases     @vinoaj | vnjv.co/vvgplus
Measurement framework for growthSparkline Analytics     @vinoaj | vnjv.co/vvgplus
Sparkline Analytics       View your Data in Context                      •  Goal conversion rates                      •  ...
Sparkline Analytics        The default view is OK …     @vinoaj | vnjv.co/vvgplus
But conversion context is much more powerful …Sparkline Analytics     @vinoaj | vnjv.co/vvgplus
Sparkline Analytics               Advanced Segments     @vinoaj | vnjv.co/vvgplus                        60
Sparkline Analytics               MY vs non-MY Visits     @vinoaj | vnjv.co/vvgplus
Sparkline Analytics               Traffic Segmented     @vinoaj | vnjv.co/vvgplus
Sparkline Analytics     Insights through Segments     @vinoaj | vnjv.co/vvgplus
Advanced Segments: The Choice is Yours               Visitor Profile    New vs. Returning                                 ...
Intelligence Events                                              Speaker Notes                                            ...
Intelligence Events & Shoes of Prey                                          Speaker Notes                                ...
Speaker Notes                                                                    •  A spike in intelligence alerts with an...
Speaker Notes                                                                    •  Analyzing the referrals, Shoes of Prey...
10% increase in sales                                  Speaker Notes                                                      ...
“So much happens around                                  us that we don’t always                                  know, an...
Measurement framework for growthSparkline Analytics     @vinoaj | vnjv.co/vvgplus
Sparkline Analytics           A/B/Multivariate Testing                                               Speaker Notes        ...
Sparkline Analytics   Google Content Experiments     @vinoaj | vnjv.co/vvgplus
Sparkline Analytics                       Things to do Tomorrow     @vinoaj | vnjv.co/vvgplus
Measurement framework for growth                                            Define your micro- and                         ...
Sparkline Analytics                                                      aar                         a j Vij              ...
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Measuring your way towards a successful application - 2012-10-04 - Google Developer Group DevFest Kuala Lumpur

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This was a presentation given to 650+ developers at GDG DevFest Kuala Lumpur (Malaysia) 2012. The event was organised by the Google Developer Group (GDG) Kuala Lumpur chapter and supported by Google Southeast Asia.

This talk covers the ways developers and product managers can leverage measurement practices to grow their user base. We look at identifying and tracking the right KPIs and goals. Then we explore implementing advanced Google Analytics features to track meaningful goals. We conclude with best practices for analyzing Google Analytics reports for actionable insights.

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Transcript of "Measuring your way towards a successful application - 2012-10-04 - Google Developer Group DevFest Kuala Lumpur"

  1. 1. Sparkline Analytics Measuring Your Way Towards a aar Successful ey a kum Application Vino a j Vij arklin ea naly tics. c om a j@sp vino oaj @vin plus .co /vvg vnjv din vv linke .co/ vnjv
  2. 2. Sparkline Analytics About this presentation •  Presented at Google Developer Group DevFest 2012. •  Presented on Thu 4 Oct 2012 at Berjaya Times Square (Kuala Lumpur). •  PDF copy available at http://vnjv.co/devfestkl @vinoaj | vnjv.co/vvgplus
  3. 3. Are you a Growth Hacker? •  Recommended reading: http://vnjv.co/SjbjjqSparkline Analytics •  Scale for growth •  Part developer / part marketer @vinoaj | vnjv.co/vvgplus
  4. 4. Measurement framework for growthSparkline Analytics @vinoaj | vnjv.co/vvgplus
  5. 5. Sparkline Analytics Today @vinoaj | vnjv.co/vvgplus
  6. 6. •  Vinny Sparkline Analytics •  2012 - Chief Consultant /Sparkline Analytics Founder – Sparkline Analytics •  2007-12 – Senior Conversion Specialist, Google Southeast Asia @vinoaj | vnjv.co/vvgplus
  7. 7. Measurement framework for growthSparkline Analytics @vinoaj | vnjv.co/vvgplus
  8. 8. How it’s usually done Implement measurement tool Learn to use measurement toolSparkline Analytics Read all reports Try and find some meaning in the data Do nothing (inertia) @vinoaj | vnjv.co/vvgplus
  9. 9. How it’s usually done Implement measurement tool Learn to use measurement toolSparkline Analytics Read all reports Try and find some meaning in the data Do nothing (inertia) @vinoaj | vnjv.co/vvgplus
  10. 10. … you wont go far unless youSparkline Analyticsknow where the goal posts are.Arnold H. Glasgow Why Goals? aar a kum ey a j Vij tics. c om Vino arklin ea naly a j@sp vino oaj @vin plus .co /vvg vnjv din vv linke .co/ vnjv
  11. 11. 4 Google Analytics Goal Types Goal Type Goal Triggered By … … page visitor lands on URL Destination (e.g. /thankyou.html)Sparkline Analytics … time spent on the site Time on Site during a session … number of pages visited Pages/Visit in a session … a dynamic event (e.g. Event clicked on a video play button) on a page @vinoaj | vnjv.co/vvgplus 11
  12. 12. Setting Meaningful Goals Free Paid Loyalty / Awareness Users Users WOM # impressions # signups # paid users Return visits # new visits # referrals # sales # mentionsSparkline Analytics KPIs # mentions # in-app # referrals purchases Time on site User signs up User upgraded Referral made (new visitors) Referral made Product Referral signup Pages / purchased Goals session (new Referral signup visitors) In-app purchase made Macro ($) @vinoaj | vnjv.co/vvgplus
  13. 13. Other Uses for Goals •  Flow Visualization •  Multi-Channel Funnels Sparkline Analytics •  Intelligence Events •  Advanced Segments @vinoaj | vnjv.co/vvgplus
  14. 14. Measurement framework for growthSparkline Analytics @vinoaj | vnjv.co/vvgplus
  15. 15. Sparkline Analytics Google Analytics @vinoaj | vnjv.co/vvgplus
  16. 16. Track Behaviour BehaviourSparkline Analytics Entry Exit Engagement @vinoaj | vnjv.co/vvgplus 1 6
  17. 17. The GA Async Tracking Code Look for _gaq stack and execute queued HTML5: Execute commands script asynchronouslySparkline Analytics Dynamically load the ga.js tracking library @vinoaj | vnjv.co/vvgplus 1 7
  18. 18. Customizing Your Tracking Code <script type="text/javascript"> •  Tracking across var _gaq = _gaq || []; multiple domains or _gaq.push([_setAccount, UA-23181160-1]); _gaq.push([_setDomainName, conversionplaybook.com]); subdomains. _gaq.push([_setAllowLinker, true]); _gaq.push([_trackPageview]); •  Setting/reading/Sparkline Analytics deleting custom (function() { var ga = document.createElement(script); ga.type = text/ variables. javascript; ga.async = true; ga.src = (https: == document.location.protocol ? https:// •  Other ssl : http://www) + .google-analytics.com/ga.js; var s = document.getElementsByTagName(script)[0]; customizations. s.parentNode.insertBefore(ga, s); See API docs at })(); http://vnjv.co/ </script> gamethods @vinoaj | vnjv.co/vvgplus
  19. 19. The __utm.gif hit __utm.gif?utmwv=6.3&utmn=101027544&utmsr=1280x854&utmsc=32- bit&utmul=en&utmje=1&utmjv=1.5&utmfl=7.0 r24&utmdt=My %20Website&utmhn=www.site.com&utmp=/ index.html&utmac=UA-51244-4&utmcc=__utma %3D117945243.823564440.1131054947.1131080858.1133834608.4%Sparkline Analytics 3B+__utmb%3D117945243%3B+__utmc%3D117945243%3B+__utmz %3D117945243.1131054947.3.2.utmccn%3D%28Spring%20Sale %29%7Cutmcsr%3D%28google%29%7Cutmcmd%3D%28ppc%29% %7Cutmtm%3D%28shoes%29%3B Screen Resolution: 1280x854 Page Title: My Website Screen Colors: 32-bit Hostname: www.site.com Browser Language: English(en) Filename: /index.html Java Enabled? Yes (1) Google Analytics Account: UA-51244-4 Java Version: 1.5 Visits: 4   Flash Version: 7.0r24 Campaign: Spring Sale | Google(PPC) | shoes   http://vnjv.co/gagifparams @vinoaj | vnjv.co/vvgplus
  20. 20. Sparkline Analytics What about the 1-page App/Site? @vinoaj | vnjv.co/vvgplus 2 0
  21. 21. Enter Event Tracking •  Track events on your site •  Detect events and trigger tracking callSparkline Analytics _gaq.push([_trackEvent, Purpose Example category, Group of objects being Rating Buttons action, tracked Type of user interaction Click opt_label, with the object opt_value]); Additional info about Thumbs down the event Numerical data about -1 the event @vinoaj | vnjv.co/vvgplus 2 1
  22. 22. Sparkline Analytics YouTube Video Tracking Example http://vnjv.co/ytgaevts @vinoaj | vnjv.co/vvgplus
  23. 23. How did visitors interact with my videos? (Action)Sparkline Analytics @vinoaj | vnjv.co/vvgplus
  24. 24. Sparkline Analytics Which videos were played? (Label) @vinoaj | vnjv.co/vvgplus
  25. 25. Custom Variables: Extended Measurement Model BehaviourSparkline Analytics Entry Exit Engagement 125+ Metrics and Dimensions + X Custom Variables = Custom Measurement Platform @vinoaj | vnjv.co/vvgplus 2 5
  26. 26. Custom Variables • _setCustomVar(index, name, value, opt_scope); •  index – position to store and transmit the variable (1 to 5)Sparkline Analytics •  name – variable name (e.g. “member-type”) (case sensitive) •  value – variable value (e.g. “premium”) (case sensitive) •  opt_scope – 1:visitor-level; 2:session-level; 3:page- level (default: 3) • _setCustomVar(1, ‘foo’, ‘bar’, 2); @vinoaj | vnjv.co/vvgplus
  27. 27. Visitor Level Custom Variables •  Stays with the visitor across multiple visits to the site. •  Cannot store personally identifiable information.Sparkline Analytics _setCustomVar( 1, ‘MembershipLevel’, ‘Platinum’, 1); @vinoaj | vnjv.co/vvgplus
  28. 28. Session Level Custom Variables •  Labels a session. •  Variable is discarded once session ends. _setCustomVar(Sparkline Analytics 3, ‘UsedChatWidget’, ‘true’, 2); @vinoaj | vnjv.co/vvgplus
  29. 29. Page Level Custom Variables •  Useful for content grouping. •  Identify groups of pages according to attributes other than the page URL.Sparkline Analytics _setCustomVar( 5, ‘Author’, ‘John Jane Doe’, 3); @vinoaj | vnjv.co/vvgplus
  30. 30. Measure social interactionsSparkline Analytics @vinoaj | vnjv.co/vvgplus
  31. 31. Setup for +1 button •  Setup for the button: NoneSparkline Analytics •  The +1 button on your website is already tracked. @vinoaj | vnjv.co/vvgplus
  32. 32. Sparkline Analytics Setup for other networks _trackSocial(network, action, target_url); @vinoaj | vnjv.co/vvgplus
  33. 33. Copy & paste Twitter & Facebook codeSparkline Analytics http://code.google.com/apis/analytics/docs/tracking/gaTrackingSocial.html @vinoaj | vnjv.co/vvgplus
  34. 34. Sparkline Analytics MilkADeal.com @vinoaj | vnjv.co/vvgplus
  35. 35. <!– Email share button: --> <a onclick="showMailer('Check out MilkADeal for huge discounts in Malaysia! Here is my referral link: http://milkadeal.com/r/');return false;" href="#"><div id="lnkMail"></div></a>Sparkline Analytics <!– Functions to track email share button usage: --> <script> function showMailer(myBody){ _gaTrack(); $(".winMessage").html(myBody); $("#mailer").modal(); } function _gaTrack() { _gaq.push([_trackSocial, email, share]); } </script> @vinoaj | vnjv.co/vvgplus
  36. 36. What value do socially-engaged visitors hold?Sparkline Analytics @vinoaj | vnjv.co/vvgplus
  37. 37. Sparkline Analytics Socially-Engaged Conversions @vinoaj | vnjv.co/vvgplus
  38. 38. Sparkline Analytics Encourage email sharing @vinoaj | vnjv.co/vvgplus
  39. 39. Sparkline Analytics @vinoaj | vnjv.co/vvgplus
  40. 40. Sparkline Analytics Social Listening @vinoaj | vnjv.co/vvgplus
  41. 41. Sparkline Analytics Social Sources @vinoaj | vnjv.co/vvgplus
  42. 42. Sparkline Analytics Social Sources @vinoaj | vnjv.co/vvgplus
  43. 43. Sparkline Analytics Social Sources @vinoaj | vnjv.co/vvgplus
  44. 44. Sparkline Analytics Social Sources @vinoaj | vnjv.co/vvgplus
  45. 45. Sparkline Analytics Social Conversations @vinoaj | vnjv.co/vvgplus
  46. 46. Mobile Tracking HTML & Applications WAP iPhone  Sparkline Analytics Windows     Mobile   Pearl  &  Curve   Android   Blackberry   http://code.google.com/apis/analytics/docs/tracking/mobileAppsTracking.html @vinoaj | vnjv.co/vvgplus 4 6
  47. 47. Sparkline Analytics Tracking Feature Phones @vinoaj | vnjv.co/vvgplus 4 7
  48. 48. Tracking Your Mobile Site •  Provided with server-side code to generate the calls to Google Analytics •  Will track all web-enabled devices, not just JS- andSparkline Analytics cookie-capable devices •  Currently provide code snippets for PHP, Perl, JSP, and ASPX platforms @vinoaj | vnjv.co/vvgplus 4 8
  49. 49. Sparkline Analytics Server-to-Server Communications Secure Google Servers Website Server Request pixel: Send /ga.php?.... request to GA servers @vinoaj | vnjv.co/vvgplus 4 9
  50. 50. Google Analytics Mobile SDK •  Native App Tracking •  Unique UsersSparkline Analytics •  Pageviews •  Events •  Ecommerce •  Custom Variables •  Android Market Referrals @vinoaj | vnjv.co/vvgplus
  51. 51. Setting Up A Tracker Object In An Activity import com.google.android.apps.analytics.GoogleAnalyticsTracker; public class UserActivity extends Activity { GoogleAnalyticsTracker tracker; Sparkline Analytics protected void onCreate(Bundle savedInstanceState) { ... tracker = GoogleAnalyticsTracker.getInstance(); tracker.startNewSession("UA-xxx-y", this); ... } @vinoaj | vnjv.co/vvgplus 5
  52. 52. Pageviews & Event Tracking tracker.trackPageView(/homeScreen);Sparkline Analytics tracker.trackEvent( HomeScreenButtons, Rate App, Click ); @vinoaj | vnjv.co/vvgplus
  53. 53. Dispatching Events •  Tracked data is queued and dispatched in bundles •  Saves battery life •  Can track while users are offlineSparkline Analytics tracker.dispatch(); - or - tracker.start("UA-xxx-y", 20, this); @vinoaj | vnjv.co/vvgplus 5
  54. 54. Tracking In-App Purchases •  How much revenue does my application generate? •  Which products are most popular?Sparkline Analytics @vinoaj | vnjv.co/vvgplus
  55. 55. Sparkline Analytics Reporting In App Purchases @vinoaj | vnjv.co/vvgplus
  56. 56. Measurement framework for growthSparkline Analytics @vinoaj | vnjv.co/vvgplus
  57. 57. Sparkline Analytics View your Data in Context •  Goal conversion rates •  Ecommerce values @vinoaj | vnjv.co/vvgplus
  58. 58. Sparkline Analytics The default view is OK … @vinoaj | vnjv.co/vvgplus
  59. 59. But conversion context is much more powerful …Sparkline Analytics @vinoaj | vnjv.co/vvgplus
  60. 60. Sparkline Analytics Advanced Segments @vinoaj | vnjv.co/vvgplus 60
  61. 61. Sparkline Analytics MY vs non-MY Visits @vinoaj | vnjv.co/vvgplus
  62. 62. Sparkline Analytics Traffic Segmented @vinoaj | vnjv.co/vvgplus
  63. 63. Sparkline Analytics Insights through Segments @vinoaj | vnjv.co/vvgplus
  64. 64. Advanced Segments: The Choice is Yours Visitor Profile New vs. Returning Geographic Distribution Language Mobile vs. Desktop BrowsersSparkline Analytics Behaviour Engagement (Time-on-Site, Pageviews) Became a Member Requested a Trial Channels Brand vs non-Brand Keywords Paid vs non-Paid Search Paid vs Organic Direct vs Referral @vinoaj | vnjv.co/vvgplus 6 4
  65. 65. Intelligence Events Speaker Notes •  Google Analytics (GA) Intelligence Events aim to surface the unknown unknowns for your business through your web analytics data. •  Constantly monitors your data and alerts you whenever there are any significant changes (+ve or – ve). •  Highlights specific areas to focus on and investigate.Sparkline Analytics @vinoaj | vnjv.co/vvgplus
  66. 66. Intelligence Events & Shoes of Prey Speaker Notes •  Case Study: Shoes of Prey •  Download full case study at http://vnjv.co/sopgaia Sparkline Analytics @vinoaj | vnjv.co/vvgplus
  67. 67. Speaker Notes •  A spike in intelligence alerts with an unexpected surge in traffic from referrals. Sparkline Analytics @vinoaj | vnjv.co/vvgplus
  68. 68. Speaker Notes •  Analyzing the referrals, Shoes of Prey saw a surge in traffic from polkadotbride.com •  Engagement from that source is also pretty healthy. High time on site and pages/visit.Sparkline Analytics @vinoaj | vnjv.co/vvgplus
  69. 69. 10% increase in sales Speaker Notes “We knew that their [Polka Dot Bride’s] audience would be receptive and it was a natural choice to partner with them,” he says. “Together we ran a competition for their readers to design and win a pair of wedding shoes on Shoes of Prey. This helped kick-start the launch ofSparkline Analytics our range of wedding shoes, and we’re seeing great sales as a result.” Michael credits the 10% uplift in sales following the release of the new wedding shoe range to this intelligent approach. @vinoaj | vnjv.co/vvgplus
  70. 70. “So much happens around us that we don’t always know, and Intelligence Alerts allows us to becomeSparkline Analytics aware of these ‘unknown unknowns’ and make sure we’re responding effectively.” Michael Fox, Co-Founder & Director of Operations, Shoes of Prey @vinoaj | vnjv.co/vvgplus
  71. 71. Measurement framework for growthSparkline Analytics @vinoaj | vnjv.co/vvgplus
  72. 72. Sparkline Analytics A/B/Multivariate Testing Speaker Notes •  HiPPO = Highest Paid Person’s Opinion •  Democratize creativity •  Take the HiPPO out of the equation @vinoaj | vnjv.co/vvgplus
  73. 73. Sparkline Analytics Google Content Experiments @vinoaj | vnjv.co/vvgplus
  74. 74. Sparkline Analytics Things to do Tomorrow @vinoaj | vnjv.co/vvgplus
  75. 75. Measurement framework for growth Define your micro- and macro-conversionsSparkline Analytics •  Mobile •  Event Tracking •  Custom Variables •  Social Interactions •  View data in context •  Segment •  Review Intelligence Events @vinoaj | vnjv.co/vvgplus
  76. 76. Sparkline Analytics aar a j Vij ey a kum tics. c om Q&A Vino arklin ea naly a j@sp vino @vinoaj oaj @vin plus .co /vvg vnjv din vv linke .co/ vnjv
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