Mobile Analytics Guide: Track Key Metrics & Optimize Your App

Analytics and Metrics
in a Mobile World

Friday, January 3, 14

Why Analytics?


How you think it is

An idea


1

How you think it is

An idea
Product


1

1

How you think it is

An idea
Product

Success


How you think it is


1

How it really is


1

Analytics
A tool so you know
how your users are actually
using your application.

instead of how you
think they are using it


1

Your user journey
Your user
has a need

your user


1

1

Your user journey
Your user
has a need

I’m bored

your user


1

Your user journey
Your user
has a need

I’m bored

your user
needs to execute
a certain task


1

Your user journey
Your user
has a need

I’m bored

your user
needs to execute
a certain task


needs information
on something now

1

Your user journey
Your user
has a need

I’m bored

your user
friends

needs to execute
a certain task


needs information
on something now

and he goes hunting

your user


1

and he goes hunting

your user

how good is my
connection?


1

and he goes hunting

Do I have
the time?

your user

how good is my
connection?


1

1

and he goes hunting

Do I have
the time?

Did I
ﬁnd it?

your user

how good is my
connection?


1

and he goes hunting

Do I have
the time?

Did I
ﬁnd it?

rankings
your user

how good is my
connection?


1

and he goes hunting

Do I have
the time?

reviews
Did I
ﬁnd it?

rankings
your user

how good is my
connection?


1

and he goes hunting
reviews

Do I have
the time?

Did I
ﬁnd it?

rankings
your user

ratings


how good is my
connection?

1

and he goes hunting
reviews

Do I have
the time?

Did I
ﬁnd it?

rankings

alternatives?
your user

ratings


how good is my
connection?

OMG! He installed the app...


1

OMG! He installed the app...

But will he ever use it?

1

using your app

open app

use app


1

using your app

open app

use app


1

uninstall
your app

What we will cover
Outside the app


Inside the app

1

What we will cover
Outside the app

•downloads
•active installs
•user base
•app versions
•ad networks

performance
•acquisition cost
•reviews / ratings
•app store rank
•app size

Inside the app

1

What we will cover
Outside the app

•downloads
•active installs
•user base
•app versions
•ad networks

performance
•acquisition cost
•reviews / ratings
•app store rank
•app size

1

Inside the app

•session duration
•most used

features
•conversion funnel
•bounce rate
•virality rate

Outside the app


User base


apple store analytics


2

play store analytics


2

agregattors


2

What you should be aware

2

Multi
platform

Easy
conﬁguration


Good reports

Metrics


Metrics
Number of
downloads

Quantity of installs
your app got since it was
released


2

2

Metrics
Number of
downloads

This number is always
growing and
does not accuratelly reﬂect
your situation

# of downloads

Metrics
Active
Users

Quantity of users that
installed your app and have
actually used it in a given
period of time


2

2

Metrics
Active
Users

Better reﬂects the reality


# of downloads
Active Installs

Metrics
Churn Rate

Quantity of people that
have uninstalled your app
divided by the quantity of
people that has installed
your app during a given
period in time


2

2

Métricas
Churn Rate

15,000
13,500
12,000
10,500
9,000
7,500
6,000
4,500
3,000
1,500
0

1

2

6

7

# installs


3

4

5

8

9

# uninstalls

10 11

2

Métricas
Churn Rate

Bad


15,000
13,500
12,000
10,500
9,000
7,500
6,000
4,500
3,000
1,500
0

1

2

6

7

# installs

3

4

5

8

9

# uninstalls

10 11

2

Métricas
Churn Rate

Bad

15,000
13,500
12,000
10,500
9,000
7,500
6,000
4,500
3,000
1,500
0

1

2

6

7

3

4

# installs

8

9

# uninstalls

Good


5

10 11

Metrics
Reviews
&
Ratings

Your users are giving
feedback on what they got
back from your app.
Follow theses feedbacks as
metrics too


2

Metrics
Rankings

Your app store
ranking will help
reduce the cost of
acquisition and helps
your better compete
with similar apps.
Organic is better.


2

User Acquisition


Adnetworks

Your app banner ad
shown in other
people apps

2

Facebook Mobile App Ads

Your app ads are
shown only to
facebook users on
mobile devices of a
given segmentation
that meets your
audience


2

AdWords

Acquire users based
on their search terms

2

Smart Banners

2

Generate downloads
based on visitors of
your website


Mail Marketing


2

Mail Marketing

2

Acquire users that
reads your email
marketing on
mobile devices


Dont forget the desktop...

Awareness
about your apps
on other medias

2

Old fashion way

Apps that generate
downloads through
ofﬂine campaign.
TV ads, outdoors...

2

App Marketing Partner

Pay per install
downloads for your
app in minutes!!!


2

Agregattors

Aggregate download information
from a wide range of ad networks

2

Inside the app


How do I
measure?


How do I measure?

VS.


3

Flurry


3

Google Analytics


3

Analytics Mobile

It’s extremelly simple, if you
are not doing it on your app.
Do it! Now!


3

3

What you should be aware

Multi
Platform

Easy
conﬁguration

Good
reports
Good
platform


What should I
measure?


Your app

Ask yourself:
What does your app do?


3

Your app

Seriously, what does your
app do?
Really!


3

Your app is a funnel

Product Detail


3

10.000
users


Product Detail

3

10.000
users

30%
Shopping Cart


3.000
users


Product Detail

3

10.000
users

30%
Shopping Cart

3.000
users

10%
Order


300
users


Product Detail

3

10.000
users

30%
0.03%
conversion
rate

Shopping Cart

3.000
users

10%
Order


300
users

Found out about your app


3

App Store page


3


3

App Store page
Installed your app


And
its a
very
long
funnel


3

App Store page
Installed your app
Opened your app


And
its a
very
long
funnel


3

App Store page
Installed your app
Opened your app
Product Detail


And
its a
very
long
funnel


3

App Store page
Installed your app
Opened your app
Product Detail
Shopping


And
its a
very
long
funnel


3

App Store page
Installed your app
Opened your app
Product Detail
Shopping
Order

And
its a
very
long
funnel

Your app

Start by measuring what your
app is mainly focused in


3

Your app

And then, track everything...


3

Your app

Thats the best way you can
gain valuable insight on how
your users are actually using
your app

3

Mobile
Metrics


Devices

Find out what are your the major
devices that use your
and use that as a basis for
your product decisions


4

Platforms

Find out which platforms
are actively using your app
and use that as a basis for your
product decisions


4

Carriers

Find out which carriers your users use
the most and assess how that impacts
the overall
experience of your product

4

Demographics

Find out from where your are
users are using your app.
Could that help you better
develop your product?

4

Behavior Flow


4

Funnel


4

Funnel

How many reached that
step

4

Funnel

4

From where
did they
come from

step

Funnel

4

From where
did they
come from

step

Conversion rate

Funnel

4

To where
they left
From where
did they
come from

step

Conversion rate

Ecommerce

In-App Purchase, subscriptions,
orders

4

Many other things...


4

Recency


4

Recency
Avg. time
using
your app


4

Recency
Avg. time
using
your app
Most visited
screens


4


4

Recency
Avg. time
using
your app
Most visited
screens
Screen per session



4

Recency
Avg. time
using
your app
Most visited
screens
Screen per session
Avg. time on
screen

The future...


The world is multi channel

fonte: google


your analytics should also be

5

Follow me on twitter

@vctrlima
thank you


Rio de Janeiro
Rua São José, 90 - Sala 2121
Centro, Rio de Janeiro
CEP: 20010-020


São Paulo
Rua Flórida, 1670 - Sala 22
Brooklin, São Paulo
CEP: 04565-001

Mobile Analytics Guide: Track Key Metrics & Optimize Your App

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