Experiments and mobile analytics

1. Seeking the truth from
MOBILE ANALYTICSMouhcine El Amine
@moxy85

2. PAGE VIEW COUNTING
<script>
(function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){
(i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o),
m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m)
})(window,document,'script','//www.google-analytics.com/analytics.js','ga');
ga('create', 'UA-12345678-9', 'auto');
ga('send', 'pageview');
</script>

4. PAGE VIEW COUNTING MODEL IS
OBSOLETE

5. EVENT BASED
ANALYTICS

6. TOOLBOX
NSDictionary *parameters = @{@"Source": @"List"};
[analyticsProvider logEvent:@"Premium feature button tapped"
parameters:parameters];

7. Experiment &
MEASURE

8. The purpose of an experiment is to find
the truth.
Not to prove that you are right.
— Joel Marsh (UX Architect)

9. WELL DESIGNED ANALYTICS
1. Outline business and UX goals
2. Decide the questions you want to answer
3. Map the events to answer your questions
4. Build user paths and conversion funnels from collected data

10. EXAMPLE
EXPERIMENT

11. 1. Outline business and UX goals
Increase premium features selling
2. Decide the questions you want to answer
Is the "Gallery" label an efficient selling driver ?

12. 3.Map the events to answer your questions
Gallery button tap (List|Grid|Large)
Gallery premium feature invite refusal
Gallery premium feature invite acceptance
Premium feature button tap (List|Detail)
Premium feature buying intent (x€)
Funnel abort (No Ads|User not logged)

13. 4.Build user paths and conversion funnels from collected data

14. EXPERIMENTS
cannot FAIL!

15. The only way an experiment can fail is if
the result teaches you nothing.
— Joel Marsh (UX Architect)

16. BUILDING A ROBUST
TRACKING SOLUTION

17. SETUP
Objective C
Kiwi + KIF
Private Cocoapods
Flurry

18. @interface SBTAnalyticsEvent : NSObject
@property (nonatomic, copy, readonly) NSString *name;
@property (nonatomic, copy, readonly) NSDictionary *parameters;
- (instancetype)initWithName:(NSString *)name
parameters:(NSDictionary *)parameters;
//...
@end

19. NSDictionary *parameters = @{SBTEventParameterLayoutKey: SBTEventParameterLayoutGrid};
SBTAnalyticsEvent *event = [[SBTAnalyticsEvent alloc] initWithName:SBTEventGalleryButtonTap
parameters:parameters];

20. @interface SBTAnalyticsTracker : NSObject
//...
- (void)trackEvent:(SBTAnalyticsEvent *)event;
//...
@end

21. @implementation SBTAnalyticsTracker
//...
- (void)trackEvent:(SBTAnalyticsEvent *)event
{
NSCParameterAssert(event);
#ifndef DEBUG
[Flurry logEvent:event.name withParameters:event.parameters];
#endif
}
//...
@end

22. FAST
FEEDBACK

23. TAXILOG()
Xcode colors plugin
C Macro
#define XCODE_COLORS_ESCAPE @"033["
// Clear any background and foreground color
#define XCODE_COLORS_RESET XCODE_COLORS_ESCAPE @";"
#define TAXI_COLOR_ESCAPE
XCODE_COLORS_ESCAPE @"fg0,0,0;"
XCODE_COLORS_ESCAPE @"bg255,204,0;"
#ifdef DEBUG
#define TAXILog(fmt, ...)
NSLog((TAXI_COLOR_ESCAPE fmt XCODE_COLORS_RESET), ##__VA_ARGS__);
#else
#define TAXILog(...)
#endif

24. BONJOURLOG()
NSLogger
NSLogger Mac client
C Macro
#ifdef DEBUG
#define LOGGER_DEFAULT_OPTIONS(kLoggerOption_BufferLogsUntilConnection |
kLoggerOption_BrowseBonjour |
kLoggerOption_BrowseOnlyLocalDomain |
kLoggerOption_UseSSL)
#define BONJOURLog(fmt, ...)
LogMessageTo(LoggerGetDefaultLogger(), @"Analytics", 0, fmt, ##__VA_ARGS__);
#else
#define BONJOURLog(...)
#endif

25. - (void)trackEvent:(SBTAnalyticsEvent *)event
{
NSCParameterAssert(event);
#ifndef DEBUG
[Flurry logEvent:event.name withParameters:event.parameters];
#endif
#ifdef DEBUG
NSString *log = [self logStringForTrackedEvent:event];
TAXILog(@"%@", log);
BONJOURLog(@"%@", log);
#endif
}

26. AVOIDING REGRESSION WITH
AUTOMATED TESTING

27. INTEGRATION TESTING WITH KIF
[tester tapViewWithAccessibilityLabel:@"Gallery"];
[tester waitForViewWithAccessibilityLabel:@"This ad is featured"];
[tester tapViewWithAccessibilityLabel:@"No, continue"];

28. TRACKING EXTENSION FOR KIF
NSDictionary *parameters = @{@"Layout": @"Grid"};
SBTAnalyticsEvent *event = [[SBTAnalyticsEvent alloc] initWithName:@"Gallery button tap"
parameters:@{@"Layout": @"Grid"}];
[tester tapViewWithAccessibilityLabel:@"Gallery"];
[tester checkTrackedAnalyticsEvent:event];

29. TRACKING EXTENSION FOR KIF
1. Proxy events to a stack
2. Intercept events before test suite begins
3. Answer if an event is in the stack with YES or NO
4. Transform the boolean answer in a test result

30. 1. Proxy events to a stack
@protocol SBTAnalyticsTrackerDelegate <NSObject>
- (void)analyticsTracker:(SBTAnalyticsTracker *)tracker
didTrackEvent:(SBTAnalyticsEvent *)event;
@end
@interface SBTAnalyticsTracker : NSObject
@property (nonatomic, weak) id<SBTAnalyticsTrackerDelegate> delegate;
- (void)trackEvent:(SBTAnalyticsEvent *)event;
//...
@end

31. - (void)trackEvent:(SBTAnalyticsEvent *)event
{
NSCParameterAssert(event);
#ifndef DEBUG
[Flurry logEvent:event.name withParameters:event.parameters];
#endif
[self.delegate analyticsTracker:self didTrackEvent:event];
#ifdef DEBUG
NSString *log = [self logStringForTrackedEvent:event];
TAXILog(@"%@", log);
BONJOURLog(@"%@", log);
#endif
}

32. 2.Intercept events before test suite begins
CONFIG_START
static dispatch_once_t onceToken;
dispatch_once(&onceToken, ^{
SBTAnalyticsEventsStack *stack = [SBTAnalyticsEventsStack sharedAnalyticsEventsStack];
[[SBTAnalyticsTracker sharedTracker] setDelegate:stack];
});
CONFIG_END

33. 3.Answer if an event is in the stack with YES or NO
- (BOOL)popAnalyticsEvent:(SBTAnalyticsEvent *)event
{
__block SBTAnalyticsEvent *expectedEvent;
[self.events enumerateObjectsWithOptions:NSEnumerationReverse
usingBlock:
^(SBTAnalyticsEvent *stackEvent, NSUInteger idx, BOOL *stop) {
if ([stackEvent isEqualToEvent:event]) {
expectedEvent = stackEvent;
*stop = YES;
}
}];
if (!expectedEvent) {
return NO;
}
[self.events removeObject:expectedEvent];
return YES;
}

34. 4.Transform the boolean answer in a test result
@implementation KIFUITestActor (SBTAnalyticsTracking)
- (void)checkTrackedAnalyticsEvent:(SBTAnalyticsEvent *)event
{
[self runBlock:^KIFTestStepResult(NSError *__autoreleasing *error) {
SBTAnalyticsEventsStack *stack = [SBTAnalyticsEventsStack sharedAnalyticsEventsStack];
BOOL eventWasTracked = [stack popAnalyticsEvent:event];
if (eventWasTracked) {
return KIFTestStepResultSuccess;
}
*error = [NSError KIFErrorWithFormat:@"Event not tracked %@", event];
return KIFTestStepResultFailure;
}
timeout:1.0];
}
/...
@end

35. Q&A

36. THANKSMouhcine El Amine - @moxy85
mouhcine.elamine@scmitaly.it