Delivered this presentation in a Learn with Google app developer event in Istanbul in May 2014. It focuses on measuring and optimising mobile apps using insights from Google Mobile App Analytics. I talk about better segmentation by focusing on creating views (filters) and custom dimensions. I also discuss on the fly segmentation concepts like user segments, default reports & insights in Google Mobile App Analytics.

1. Measuring and Optimising Apps
using Google Mobile App Analytics
@buyukgokcesu
BoostingConversion.com
BoostingConversion.com
Cemal Buyukgokcesu
Analytics and Conversion Consultant

2. PCs are now small share of connected devices…
Mobile is the only media time that’s growing
Source: Business Insider

3. Source: tylervigen.com
Correlation: 0.992558

4. Main Idea
Maximize value of each
screen
Main Idea
Get users to look at more
pages
Main Idea
Get users to come back
more often
Main Idea
Attract new users to the
site
Loyalty
Sessions / User
RPM
Revenue / Screen
Depth of Visit
Screens / Session
Session Durat. / Session
# of Users
Revenue / User
LONG TERM REVENUE
Why does digital analytics matter?

5. Mobile App Analytics
Is this
actionable?

6. All data in aggregate is
"useless"

7. Mission-driven Segmentation
Creating views (filters)
Creating custom dimensions
On The Fly Segmentation
User segments
Default reports & Insights

8. Mission-driven Segmentation
Creating views (filters)
Creating custom dimensions
On The Fly Segmentation
User segments
Default reports & Insights

12. Create your own metrics

13. Mission-driven Segmentation
Creating views (filters)
Creating custom dimensions
On The Fly Segmentation
User segments
Default reports & Insights

14. New app-centric data and reports

15. Retroactive

17. Track immediate impact of
marketing campaigns
Real-time reporting

18. Cohort analysis: ability to create a unique
group of visitors that share a commonality

19. Cohort analysis: measure retention

20. Solution Gallery for more segmentation ideas

21. goo.gl/
ZKyjSU

22. “If you torture the data
long enough, it will
confess.”
Ronald Coase
Professor Emeritus of Economics
University of Chicago Law School

23. Get full visibility into how your users are finding your app
“Acquisition” → “Google Play” → “Referral Flow”

24. Find out which devices you need to
optimise for

25. Prioritize development by conversion
“Audience” → “Devices & Network” → “Devices”

26. Find out when your app is crashing.

27. “Behavior” → “Behavior Flow”

28. See how user navigation is impacted by
screen resolution
“Behavior” → “Behavior Flow”

29. Which users to focus on?
“Behavior” → “Behavior” → “Loyalty”

30. Find out what your users are buying

31. Breaking Down Cross-device Barriers
Mobile Web
& App
Desktop
Website
Game
Console TV
Set-Top-Box
Point of
Sales
User ID
Client ID Client ID Client ID Client ID Client ID
&cid=111 &cid=222 &cid=333 &cid=444 &cid=555
5 Users
1 User
&uid=456

32. Cross Device:
Device overlap

33. Cross Device:
Device Paths

34. Perspective matters...
10/90 Rule
Image Credit: Getty & Imgur

35. Thanks!
@buyukgokcesu
BoostingConversion.com
BoostingConversion.com
Cemal Buyukgokcesu
Analytics and Conversion Consultant