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Run experiments and UX Concepts testing
App Analytics
Study your audience and watch project KPIs -
AU, retention, engageme...
Ad Tracking
Track traffic sources and build reports on user
acquisition campaigns
Optimize CPI,CPA campaigns
Crash Reporting
Watch app stability
Allow for quick updates on new issues and how
to reproduce and fix them
One platform to rule them all
Crash ReportingAd TrackingApp Analytics
Things to know
Real-time reports
Unlimited data - no quotas on audience and custom events
Access to raw data - all data at...
AppMetrica Benefits
Save up to 10% of marketing budget
No data fragmentation
Single SDK
Extended integration capabilities
MAU
Connection Type
WAU
Jailbreak
Session Length
Geo
Platform
Platform Version
Application Version
DAU
Network Provider
Tr...
Accurate tracking for all kinds of sources
Device Identifier Matching
Referrer Matching
Fingerprint Matching (heuristics)
S...
Custom parameters in tracking URL
Ad networks has data about the user - retrieve this data. How?
1. Find macros supported ...
Custom parameters in tracking URL
Ad networks has data about the user - retrieve this data. Why?
1. Use it for new insight...
Case #1 - Search Ads + Yandex.Market
Yandex.Market - one of the most popular e-commerce apps in
Russia.
understand user in...
Case #1 - Search Ads + Yandex.Market
Yandex.Direct (search context ads) provides data on search term
which brought user to...
Case #1 - Search Ads + Yandex.Market
Segment cohort report with search term
values to understand the engagement
and retent...
Yandex.Launcher - android shell with smart app recommendations
understand user interests and intention
show most relevant ...
Case #2 - Social Ads + Yandex.Launcher
MyTarget provides accurate data on user’s gender and age.
collect demographics data...
Case #2 - Social Ads + Yandex.Launcher
Segment Events report with gender and
age data to understand your app
perception by...
Dynamic Deeplinks
Use deeplink in tracker - open application if already installed
Dynamic Deeplinks
Smooth user experience web-to-app and app-to-app
Case #3 - App to app
Subway routing app Yandex.Metro to ride hailing Yandex.Taxi application
Case #3 - App to app
User builds a route from station to station in Yandex.Metro
Case #3 - App to app
User is offered a discount ride on Yandex.Taxi if the last is installed
Case #3 - App to app
Smooth Transition to one-click Yandex.Taxi order
deeplink invocation
route start/end are passed
Case #4 - Remarketing
User haven’t ordered a ride for 1 month though had been a loyal customer
before. Let’s make a specia...
Case #4 - Remarketing
User haven’t ordered a ride for 1 month though had been a loyal customer
before. Let’s make a specia...
Dynamic Deeplinks - how it works
AppMetrica allows building deeplinks on the fly
…?voucher_code=1234567890tracking URL -
AppMetrica allows building deeplinks on the fly
…?voucher_code=1234567890tracking URL -
deeplink template - yandextaxi://pr...
AppMetrica allows building deeplinks on the fly
tracking URL -
deeplink template -
Dynamic Deeplinks - how it works
…?vouch...
AppMetrica allows building deeplinks on the fly
tracking URL -
deeplink template -
Dynamic Deeplinks - how it works
…?vouch...
Post click landing
Reach your users even when interaction is complete
Ad Click
App Install
App Open
Redirect Service
AppMe...
Post click landing
your mobile site
some contextual promo or offer
applications offer wall
Redirect user to
Conversions
7-...
Multiple Postbacks
Ad Click
App Install
Events
App Open
Postbacks
Redirect Service
AppMetrica
Ad Partner AppMetrica SDK
Ad...
Multiple Postbacks
CPI Postback
AppMetrica
Ad Partner
AppMetrica allows to setup up to 5
postbacks for a single tracker
Ad...
Multiple Postbacks
AppMetrica
In-house
analytics
Integration with in-house analytics via postbacks
Application
backend
dev...
Free install attribution and mobile analytics platform
Sign up and try demo at appmetrica.yandex.com
lookin@yandex-team.com
Alexander Lukin,  Yandex
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Alexander Lukin, Yandex

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AppMetrica – Case Study for Smart Campaign Optimization and Product Insights (White Nights Conference Helsinki 2016)

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Alexander Lukin, Yandex

  1. 1. Run experiments and UX Concepts testing App Analytics Study your audience and watch project KPIs - AU, retention, engagement, target events Improve user experience
  2. 2. Ad Tracking Track traffic sources and build reports on user acquisition campaigns Optimize CPI,CPA campaigns
  3. 3. Crash Reporting Watch app stability Allow for quick updates on new issues and how to reproduce and fix them
  4. 4. One platform to rule them all Crash ReportingAd TrackingApp Analytics
  5. 5. Things to know Real-time reports Unlimited data - no quotas on audience and custom events Access to raw data - all data attributes including device IDs Free
  6. 6. AppMetrica Benefits Save up to 10% of marketing budget No data fragmentation Single SDK Extended integration capabilities
  7. 7. MAU Connection Type WAU Jailbreak Session Length Geo Platform Platform Version Application Version DAU Network Provider Traffic Source Device Screen Resolution SessionsGender Age New Users Returning Users Crash Logs Retention Rolling Retention Goals Completions Analyze Everything
  8. 8. Accurate tracking for all kinds of sources Device Identifier Matching Referrer Matching Fingerprint Matching (heuristics) S2S integration is supported Ad Click App Install Events App Open Postbacks Redirect Service AppMetrica Ad Partner AppMetrica SDK Advertising API In-app ads, mobile web and organic
  9. 9. Custom parameters in tracking URL Ad networks has data about the user - retrieve this data. How? 1. Find macros supported by the ad network 2. Put it to the tracking URL which you’re going to use for campaign 3. Get the data for reports and segmentation
  10. 10. Custom parameters in tracking URL Ad networks has data about the user - retrieve this data. Why? 1. Use it for new insights in product analytics 2. Utilize the data to build better user experience 3. Understand the audience and invent new approaches for user acquisition
  11. 11. Case #1 - Search Ads + Yandex.Market Yandex.Market - one of the most popular e-commerce apps in Russia. understand user interests and intention build most relevant showcase and goods feed
  12. 12. Case #1 - Search Ads + Yandex.Market Yandex.Direct (search context ads) provides data on search term which brought user to install app from advertising. Install Click collect user’s search term use for reports segmentation pull out and use in your business logic
  13. 13. Case #1 - Search Ads + Yandex.Market Segment cohort report with search term values to understand the engagement and retention for users with specific interests and intention. Understand how to improve it Find out the ways to optimize ad campaigns
  14. 14. Yandex.Launcher - android shell with smart app recommendations understand user interests and intention show most relevant app offers Case #2 - Social Ads + Yandex.Launcher
  15. 15. Case #2 - Social Ads + Yandex.Launcher MyTarget provides accurate data on user’s gender and age. collect demographics data use for reports segmentation pull out to improve recommendation engine Install Click
  16. 16. Case #2 - Social Ads + Yandex.Launcher Segment Events report with gender and age data to understand your app perception by different types of the users Understand how to improve it Find out the ways to optimize ad campaigns
  17. 17. Dynamic Deeplinks Use deeplink in tracker - open application if already installed
  18. 18. Dynamic Deeplinks Smooth user experience web-to-app and app-to-app
  19. 19. Case #3 - App to app Subway routing app Yandex.Metro to ride hailing Yandex.Taxi application
  20. 20. Case #3 - App to app User builds a route from station to station in Yandex.Metro
  21. 21. Case #3 - App to app User is offered a discount ride on Yandex.Taxi if the last is installed
  22. 22. Case #3 - App to app Smooth Transition to one-click Yandex.Taxi order deeplink invocation route start/end are passed
  23. 23. Case #4 - Remarketing User haven’t ordered a ride for 1 month though had been a loyal customer before. Let’s make a special offer for him to bring back. Yandex.Taxi $5 voucher Activate now
  24. 24. Case #4 - Remarketing User haven’t ordered a ride for 1 month though had been a loyal customer before. Let’s make a special offer for him to bring back. deeplink invocation voucher secret code voucher secret code is generated for each impression Activate $5 voucher
  25. 25. Dynamic Deeplinks - how it works AppMetrica allows building deeplinks on the fly …?voucher_code=1234567890tracking URL -
  26. 26. AppMetrica allows building deeplinks on the fly …?voucher_code=1234567890tracking URL - deeplink template - yandextaxi://promo_code={voucher_code} Dynamic Deeplinks - how it works
  27. 27. AppMetrica allows building deeplinks on the fly tracking URL - deeplink template - Dynamic Deeplinks - how it works …?voucher_code=1234567890 yandextaxi://promo_code={voucher_code}
  28. 28. AppMetrica allows building deeplinks on the fly tracking URL - deeplink template - Dynamic Deeplinks - how it works …?voucher_code=1234567890 yandextaxi://promo_code={voucher_code} deeplink - yandextaxi://promo_code=1234567890
  29. 29. Post click landing Reach your users even when interaction is complete Ad Click App Install App Open Redirect Service AppMetrica Advertising Returns to Browser Browser Advertising Browser Redirect to postclick landing page
  30. 30. Post click landing your mobile site some contextual promo or offer applications offer wall Redirect user to Conversions 7-13% of users reach post click landing 1% from the previous step complete goal action
  31. 31. Multiple Postbacks Ad Click App Install Events App Open Postbacks Redirect Service AppMetrica Ad Partner AppMetrica SDK Advertising API Fully customizable postbacks - use all of AppMetrica data to pass in postback Pass parameters from tracking URL Fire postback by install or event https://clck.ru/9bDHh
  32. 32. Multiple Postbacks CPI Postback AppMetrica Ad Partner AppMetrica allows to setup up to 5 postbacks for a single tracker Ad Partner CPA Postback Retargeting Partner Event Postback
  33. 33. Multiple Postbacks AppMetrica In-house analytics Integration with in-house analytics via postbacks Application backend device identifierdevice identifier traffic source data user actions and data
  34. 34. Free install attribution and mobile analytics platform Sign up and try demo at appmetrica.yandex.com lookin@yandex-team.com

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