The document provides an overview of Accelerated Mobile Pages (AMP) and their significance in improving mobile web performance for consumers and publishers. It discusses the functionality of AMP, variations, and tracking implementations, as well as the competitive landscape including Apple News and Facebook Instant Articles. Additionally, it highlights future trends and considerations for implementing AMP effectively.

1. Accelerated
Mobile
Pages
Getting Started
June 2016 – Web Analytics Wednesdays
Proprietary © and Confidential

2. Sources: Microsoft Research Spring 2015
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3. Vincent Koc
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4. Contents & Agenda
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Mobile Consumer & AMP
• What is AMP
• The Mobile Consumer
Beyond AMP
• Variations of AMP and Differences
• Apple News
• Facebook Instant Articles
Getting Started
• Tracking for AMP
• Validating AMP
• Special Considerations
• The future for AMP
• Organic Search & Social
• Trying for yourself
Future Trends

5. Key Takeaways
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6. Consumer
Mobile Consumer & AMP

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What is AMP?
Sources: Google Official Blog 2015, Search Engine Land 2015, AMP
Project FAQ Page

8. 8Sources: Accelerated Mobile Pages Project

9. 9
How AMP Actually Works
Sources: AMP Project

10. 10
Every second counts!
Sources: Kissmetrics Blog – Loading Time Study – Adapted from
Gomez and Akamai

11. 11Sources: Mobiforge Adblocking Study 2015
Ad-blocking and Speed issues was the birth child of
AMP for publishers

12. 12Sources: AMP Project (Intro to AMP Video), alphr Case Study

13. 13
Even More Reasons To Adopt AMP!
Sources: Techcrunch 2016

14. 14
So what dose this all mean?

15. Beyond AMP
Variations and Considerations

16. 16
But wait! There's more than just AMP!
Sources: AMP Project Who, Facebook, Apple

17. 17
Launched in June 2015

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How does Apple News Work
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Sources: Apple FAQ, Techrunch

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Apple News On-boarding Process
Sources: Apple iCloud Publishing Site
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Apple News Competitors
Sources: Ranking Data from Simmilarweb and App Annie

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Apple News Roadmap

22. 22
Launched in Feb 2016

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How Does Facebook Instant Articles Work?
Sources: Facebook for Developers Documentation

24. 24Sources: Facebook Product Team

25. Getting Started
Lets get going!

26. 26
Tracking Implementation on AMP
Sources: Google Product Forum: Google Analytics

27. 27
Tracking Implementation on AMP
Sources: AMP Project amp-analytics Documentation: https://www.ampproject.org/docs/reference/extended/amp-analytics.html

28. 28
Modules know as packages used for Analytics Tracking
Sources: AMP Project amp-analytics Documentation: https://www.ampproject.org/docs/guides/analytics/analytics_basics.html

29. 29
Not all analytics platforms are supported!
Sources: AMP Project amp-analytics Documentation: https://www.ampproject.org/docs/guides/analytics/analytics_basics.html
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30. 30
Lets start with Google Analytics
Sources: Google Developers AMP Implementation FAQ: https://developers.google.com/analytics/devguides/collection/amp-analytics/
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Correcting the URL
Sources: Google Developers AMP Implementation FAQ: https://developers.google.com/analytics/devguides/collection/amp-analytics/

32. 32
Event Tracking
Sources: Google Developers AMP Implementation FAQ: https://developers.google.com/analytics/devguides/collection/amp-analytics/

33. 33
Variables and Custom Dimensions
Sources: Google Developers AMP Implementation FAQ: https://developers.google.com/analytics/devguides/collection/amp-analytics/
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35. 35
AMP Analytics Configuration Files
Sources: AMP Project amp-analytics Documentation: https://www.ampproject.org/docs/guides/analytics/analytics_basics.html

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More Complex Triggers
Sources: AMP Project amp-analytics Documentation: https://www.ampproject.org/docs/guides/analytics/analytics_basics.html

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38. 38
Toolkit for Testing AMP Pages

39. 39
Toolkit for Testing AMP Pages

40. 40
Toolkit for Testing AMP Pages

41. Future Trends
Where is this all heading

42. 42
What's coming up in AMP
Sources: AMP Project Roadmap & Google Developers Blog

43. 43
What's coming up in AMP
Sources: AMP HTML Wordpress Page

44. 44
Google Organic Search
Sources: AMP HTML Wordpress Page, Google I/O, Search Engine Land

45. Key Takeaways
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46. Thank You!
Q&A
June 2016 – Web Analytics Wednesdays
Proprietary © and Confidential
vincent.koc@resolutionmedia.com