How To Integrate Analytics Into Your Game to be able to answer all questions? PROJECTS USE ANALYTICS IN DIFFERENT WAYS WHAT SHOULD BE SENT TO THE ANALYTICS SYSTEM? THE ALGORITHM OF CREATING EVENT STRUCTURE FUNNELS HOW TO BETTER USE ANALYTIC PLATFORM devtodev.com

1. HOW TO INTEGRATE ANALYTICS
INTO YOUR GAME
to be able to answer all questions
VASILIY SABIROV
LEAD ANALYST
DEVTODEV

2. PROJECTS USE ANALYTICS IN
DIFFERENT WAYS
▨ No analytics at all
▨ Poor analytics
(garbage in-garbage out)
▨ Analytics but what should we do with it?
▨ Analytics but no analyst
▨ Analytics, but I track only visits and money
“

3. WHAT SHOULD BE SENT
TO THE ANALYTICS
SYSTEM?
THE ANSWER
IS DIFFERENT
FOR EACH
PROJECT
▨ SESSIONS
◍ The first session separately
▨ PAYMENTS
▨ CUSTOM EVENTS
◍ Every small step
◍ Only key events
◍ Balance

4. THE ALGORITHM
OF CREATING
EVENT STRUCTURE
STEP 1
▨ Choose key events
▨ What do you want from a user?
◍ Pay
◍ Share with friends
◍ Complete the level, etc.

5. THE ALGORITHM
OF CREATING
EVENT STRUCTURE
STEP 2
▨ Determine what actions precede and follow
key events
▨ Build funnels in advance

6. THE ALGORITHM
OF CREATING
EVENT STRUCTURE
STEP 3
▨ Which parameters define this event?
◍ If it is a purchase: what was bought, for how much and why?
▨ Distinguish between user parameters and event parameters
◍ The day of registration (cohorts)
◍ Traffic source
◍ Activity
◍ Paying activity

7. THE ALGORITHM
OF CREATING
EVENT STRUCTURE
STEP 4
IDEALLY TO BE MADE AFTER EACH STEP
▨ Ok, you see the funnel. What’s next?

8. ANALYTICS IS NOT FOR
ANALYTICS
IT’S ABOUT DECISIONS

9. THE ALGORITHM
OF CREATING
EVENT STRUCTURE
STEP 5
▨ Work carefully on the first session, pay
attention to as much detail as possible

11. BASIC AND CUSTOM
EVENTS
STEP 6
▨ Basic events - out of the box reports, one
click
▨ Custom events - funnels & steps

12. BASIC EVENTS
▨ Session
▨ Payment

13. BASIC EVENTS
▨ In-App Purchase
▨ Resource change

14. BASIC EVENTS
▨ LevelUp
▨ Attempt to pass the level

17. THE ALGORITHM
OF CREATING
EVENT STRUCTURE
STEP 7
▨ Integration
▨ Testing
▨ Testing
▨ Testing

18. ADVICE 1. FUNNELS

19. A FUNNEL IS AN
EXCELLENT
MECHANISM, BUT NOT
PANACEA
ADVICE 1
FUNNELS
▨ Don’t forget about metrics
▨ Conversion on early stages can be a lever
▨ Optimize each step so it doesn’t spoil
conversion on following steps
▨ Funnel optimization is an ongoing process

20. LIKE SHERLOCK
HOLMES DID
ADVICE 2.
LET’S
TURN ANALYTICS
UPSIDE DOWN
▨ Deduction (from general to specific)
◍ Metrics
◍ Conversion funnels
▨ Induction (from specific to general)
◍ Detailed analysis of behavior of specific users

21. WHAT SHOULD YOU DO?
▨ Choose a group of users to answer a question
▨ Look at the sequence of events of each user (literally)
▨ Analyze behavior and find bottlenecks
IF YOU THINK YOU
NEED LOTS OF
USERS FOR THIS,
YOU ARE WRONG

22. CASE 1. USERS TAKE
UNNECESSARY ACTIONS
User 1 User 2 User 3
registration right click menu open photo menu
open photo menu right click menu right click menu
right click menu open photo menu
right click menu _
element1_tap
open photo menu pic_upload right click menu
pic_upload open photo menu
pic_upload

23. CASE 2. USERS
REPEAT EVENTS
User 1 User 2 User 3
Level 1 Level 1 Level 1
Level 1 Level 1 Level 1
Level 1 Level 2 Level 1
Level 1 Level 1
Level 1 Level 1
Level 2 Level 1

24. ADVICE 3
LIMITATIONS
▨ The number of different events
▨ The number of event parameters
▨ The number of values of event parameters
▨ Implicit limitation - price

25. ADVICE 4
USE PARAMETERS
▨ KillBoss1
▨ KillBoss2
▨ KillBoss3
▨ …
▨ KillBossN
Game analytics: from basics to advanced strategies
www.devtodev.com | info@devtodev.com
▨ KillBoss (1 .. N)

26. ADVICE 5
DON’T PUT AWAY ANALYTICS
FOR LATER
▨ The project on soft launch stage should
already have the analytics

27. ADVICE 6
DUPLICATE THE INFORMATION INTO
SEVERAL ANALYTICS
▨ Verification
▨ Comparison
▨ Free vs Paid
▨ Static difference is OK
▨ Different dynamics is a problem

28. HOW TO BETTER USE
ANALYTIC PLATFORM
▨ Find the optimal structure of events
▨ Use the parameters
▨ Increase conversion with funnels
▨ Follow users logic
▨ Don’t delay analytics
▨ Use more than one analytic system
▨ Don’t forget it’s an ongoing process

29. All data sources
and platforms
SDKs for all platforms
www.devtodev.com
Your server directly (using our API) to analyze any complicated internal values
The MARKET (Apple AppStore, Google Play) to enrich the data, verify it and make analytics
more detailed.
We can also get data from:

30. THANKS!
VASILIY SABIROV
lead analyst | devtodev
info@devtodev.com
www.devtodev.com