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Introduction to Digital Analytics for Apps - Trusted Conf

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Introduction to Digital Analytics for Apps
Presented by Benoit Weber, Digital Analytics Specialist

In this session we will have an overview and an introduction to Analytics for Apps (basics of digital analytics focusing on apps): how it works, how it is different from websites tracking (metrics and dimensions), how to implement it (firebase implementation versus GTM + Google Analytics). We will be exploring the 2 interfaces and review the different reports to learn about users and how they interacted with the app. 

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Introduction to Digital Analytics for Apps - Trusted Conf

  1. 1. ANALYTICS FOR APPS Benoit Weber - Trusted Conf - Kuching 2018
  2. 2. 2 Senior Digital Analyst @ In Marketing We Trust → Engineering and research background → Loves playing with data, diagnosing and fixing flawed analytics configurations For any questions, or further information, please contact me at: → benoit@inmarketingwetrust.com.au → https://www.linkedin.com/in/benoit-weber/ → +84 931-504-3575
  3. 3. 3 Table of Contents 1. Introduction 2. App Store Consoles 3. Firebase Analytics 4. Universal Analytics For Apps 5. Conclusion *Source: 1. Google Analytics Breakthrough, Feras Alhlou, Shiraz Asif, and Eric Fettman 2. Google Documentations: https://firebase.google.com & https://developers.google.com
  4. 4. 1.INTRODUCTION Mobile Analytics for Apps 4
  5. 5. ” For the last 5 years, there have been more users on mobile than on desktop devices. In 2018, more than 7.1 millions apps were available in App Stores 1. Google Play represents - 50% 2. Apple Store - 30% 3. Windows - 10%, 4. Amazon - 6% 5. Blackberry - 4% 5 Source: Number of Apps available in Leading App Stores - 2018
  6. 6. Users interact with organisations on their mobile devices using both browsers and apps. Mobile Analytics refers to both mobile apps and mobile web. Mobile Apps are standalone applications that must be downloaded and installed on a user’s device. Mobile Analytics helps you understand: ▹ How often people interact with my App ▹ What information in the app is important for them ▹ Which devices are popular so I can optimise my app accordingly ▹ How to best engage with consumers MOBILE ANALYTICS AND MEASUREMENT6
  7. 7. MOBILE APP LIFE CYCLE7 1 - Design5 - Analytics and Reporting 2 - Development 4 - Deployment and Maintenance 3 - Testing
  8. 8. Mobile Analytics while conceptually similar to Web Tracking, is infinitely more complex. Unlike analytics implementation for websites, Mobile Analytics requires more development knowledge and an understanding of how to integrate with an SDK provided by Google. In today’s presentation, we will cover the following: ▹ App Store Consoles: Google Play Console and Itunes App Analytics ▹ Firebase Analytics ▹ Universal Analytics for Apps ▸ Measurement Protocol or Google Analytics Services SDK ▸ Firebase Analytics + Google Tag Manager for Apps TOOLS FOR APP ANALYTICS CAPABILITIES8 VS
  9. 9. 2.APP STORE CONSOLES Stores provides insight on how your app performs without any implementation 9
  10. 10. The Apple Store provides insights on your iOS App’s performance as soon it is released in the Store. This requires no technical implementation. App store ▹ impressions ▹ product page views Sales ▹ App units ▹ In-App Purchases ▹ Sales ▹ Paying Users Usage ▹ Installations ▹ Sessions ▹ Active Devices ▹ Active Last 30 days ▹ Crashes ITUNES APP ANALYTICS - iOS10
  11. 11. Google Play provides insights on your Android app’s performance as soon it is released in the Store. This requires no technical implementation. ▹ Installs by users, by country ▹ Uninstalls by users ▹ Average Rating ▹ Crashes and ANRs ▹ Release (Roll-out and installs) GOOGLE PLAY CONSOLE11
  12. 12. 3.FIREBASE ANALYTICS How to install Firebase Analytics, how it works, what you get 12
  13. 13. Firebase is a toolkit that lets you build more powerful, secure and scalable apps, using world-class infrastructure. WHAT IS FIREBASE?13
  14. 14. Google Analytics for Firebase is a free app measurement solution that provides insight on app usage and user engagement. The Software Development Kit (SDK) once integrated with the app will: ▹ Automatically capture a number of events and user properties ▹ Allow you to define your own custom events and properties to measure what matters to you Once the data is captured, it's available in a dashboard through the Firebase console. GOOGLE ANALYTICS FOR FIREBASE14
  15. 15. WHEN DO WE IMPLEMENT FIREBASE?15 1 - Design5 - Analytics and Reporting 2 - Development 4 - Deployment and Maintenance 3 - Testing
  16. 16. CONNECT YOUR APP TO FIREBASE16 Create a Firebase project in the Firebase console Include Firebase SDK and your config file to your app project Implement your custom events and user properties Initiate the SDK and add Analytics to your project Configure Firebase console: custom events, funnels, audiences
  17. 17. WHAT IS TRACKED BY DEFAULT? Google Analytics for Firebase automatically logs 23 events and 13 user properties. No additional code is required to collect the following: ▹ Events: ad_click, ad_exposure, ad_impression, ad_query, ad_reward, adunit_exposure, app_clear_data, app_exception, app_remove, app_update, dynamic_link_app_open, dynamic_link_app_update, dynamic_link_first_open, first_open, in_app_purchase, notification_dismiss, notification_foreground, notification_open, notification_receive, os_update, screen_view, session_start, user_engagement ▹ User properties: Age, App Store, App Version, Country, Device Brand, Device Category, Device Model, First Open Time, Gender, Interests, Language, New/Established, OS Version 17
  18. 18. EXTEND YOUR MEASUREMENT You can widen and extend the default measurement by defining custom event and custom user properties: up to 500 different events and up to 25 unique parameters per Event type. These customisations require additional implementation. Firebase supports a multitude of built-in events. ▹ All apps ▹ Retail/Ecommerce ▹ Jobs, Education, Local Deals, Real Estate ▹ Travel (Hotel/Air) ▹ Games In the case there is no built-in event that matches your requirements, you can create your own custom event. 18
  19. 19. Firebase can also be integrated within Google Analytics interface simply by creating a new app property and connecting it to Firebase. Reports from Firebase Analytics will replace default GA reports. CONNECT FIREBASE TO GA19
  20. 20. Linking BigQuery to your Firebase app lets you access your raw, unsampled event data along with all of your parameters and user properties. You can query, export, or join your datasets with data from external sources to perform custom analysis. Google Analytics for Firebase and Firebase Crashlytics will export your event data on a daily basis. INTEGRATE WITH BIG QUERY20 Access raw data and run - ad hoc historical queries - export/combine data in other tools - specialised reports
  21. 21. 4.UNIVERSAL ANALYTICS FOR MOBILE APPS How to setup Universal Analytics for Mobile Apps 21
  22. 22. An alternative to Firebase Analytics is to use Universal Analytics for Mobile Apps. There are two ways of implementing Universal Analytics for Apps: 1. Measurement Protocol or Google Analytics Services SDK 2. Combine Firebase Analytics + Google Tag Manager UNIVERSAL ANALYTICS FOR APPS22
  23. 23. WHEN DO WE INTEGRATE UA IN APPS?23 1 - Design5 - Analytics and Reporting 2 - Development 4 - Deployment and Maintenance 3 - Testing
  24. 24. Outcome ▹ Conversions ▹ Lifetime Value ▹ Average Revenue per User (ARPU) ▹ Cost per Install ▹ Revenue / LTV ▹ In-app purchases Adoption ▹ Installs/uninstall s ▹ Active Users ▹ Growth rate ▹ Retention rate ▹ Acquisition Engagement ▹ Engagement Rate (MAU/DAU) ▹ Frequency ▹ Session Length and interval ▹ Depth ▹ Time spent ▹ Behavioural screens/flows ▹ Geo/Demo Performance ▹ Error Rates ▹ App Load Time ▹ Crashes 24 KEY METRICS FOR APP TRACKING Stickiness (customers - customers lost)/ customers
  25. 25. The Measurement protocol is a standard set of rules for collecting and sending hits from any internet-connected device to Analytics. It defines how to construct the hits and how to send them to Analytics. It's particularly useful when you want to send data to Analytics from a kiosk, a point of sale system, or anything that is not a website or mobile app. USE THE MEASUREMENT PROTOCOL25
  26. 26. The Google Analytics Services SDK is a standalone Software Development Kit. It is separate from the Firebase SDK. The Google Analytics Services SDK works with the Google Analytics Measurement Protocol to automatically build hits and send data to Google Analytics. USE THE GA SERVICES SDK26
  27. 27. If you are using Firebase Analytics, Google Tag Manager can easily be added. It can be used to implement and manage measurement tags and pixels in mobile applications, without having to rebuild and resubmit application binaries to app marketplaces. You can log important events, and decide later which tracking tags or pixels should be fired. COMBINE FIREBASE WITH GTM27 GTM supports the following products: Firebase Analytics, Google Analytics, Floodlight, Google Ads, Adjust, AppsFlyer, Tune, Kochava, Custom Function Calls (for other products) +
  28. 28. ADD TAG MANAGER TO YOUR PROJECT28 1 - Add Tag Manager to your project 2 - Create your GTM Container: tags, triggers and variablesCreate a firebase project in the Firebase console Include Firebase SDK and your config file to your app project Implement your custom events and user properties Initiate the SDK and add Analytics to your project Configure Firebase console: custom events, funnels, audiences
  29. 29. FIREBASE ACTS AS A DATA LAYER Data Data Data Data Data Data Data Data Data Data Data Data Data Data For Apps, GTM uses Firebase Analytics' events, parameters, and user properties to trigger and build tags configured in the Google Tag Manager web interface. Your Firebase Analytics implementation acts as your data layer. 29 For websites, Google Tag Manager uses the data layer events and variables to trigger the tags you've configured in the GTM’s interface. The data layer is used to store and share pieces of information.
  30. 30. GTM FOR IOS AND CONTAINER30
  31. 31. Consoles, Firebase and Universal Analytics 31 5 - CONCLUSION
  32. 32. Google Play Console Itunes App Analytics TOOLS FOR APP ANALYTICS CAPABILITIES32 Firebase Analytics Universal Analytics
  33. 33. 33 ANY QUESTIONS? You can find me at benoit@inmarketingwetrust.com.au https://www.linkedin.com/in/benoit-weber/ +84 931-504-3575
  34. 34. 34 OUR CAPABILITIES CRM Content Marketing Analytics & Reporting Marketing Cloud Campaign Management Digital Optimisation Marketing Automation Data & Intelligence Lead Generation

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