Adrian Kingwell, Managing Director of Mezzo Labs, gave this insightful presentation on mobile app analytics at Mezzo Labs' "GAWA7: Key Performance Innovators" event in July 2015.

1. @adrian_kingwell @mezzolabs #gawa7
App Analytics
Adrian Kingwell and Sid Shah

2. @adrian_kingwell @mezzolabs #gawa7
Mobile and tablet app stores

3. @adrian_kingwell @mezzolabs #gawa7
Source: Appfigures

4. @adrian_kingwell @mezzolabs #gawa7

5. @adrian_kingwell @mezzolabs #gawa7
App Analytics tools
• App stores data (Sales) • In-App data (behaviour)

6. @adrian_kingwell @mezzolabs #gawa7
Standard metrics for Apps
• App store data
• Downloads
• Revenue (by country)
• Ranking
• Keywords
• In-app purchases
• Active Installs (only google play)
• Reviews/Featured
• In-App data (behaviour)
• Users
• Sessions
• Crashes & Exceptions
• App versions/device models
• Demographics
• Screen & Acquisition (requires
configuration)

7. @adrian_kingwell @mezzolabs #gawa7
App campaign measurement
http://support.mobileapptracking.c
om/entries/25539969-How-to-
Deeplink-to-Your-Mobile-App-from-
Your-Website

8. @adrian_kingwell @mezzolabs #gawa7
App Installs: GA campaign measurement
Google Play Store
 Implement Google Play Store Campaign Measurement
 Add referrer parameter to any URLs that will be linking
directly to Google Play Store
https://play.google.com/store/apps/details?id=com.example.app
&referrer=utm_source%3Dgoogle (Referrer) **
%26utm_medium%3Dcpc (Campaign Medium)
%26utm_term%3Dpodcast%252Bapps (Campaign Term)
%26utm_content%3DdisplayAd1 (Campaign Content)
%26utm_campaign%3Dpodcast%252Bgeneralkeywords
(Campaign Name)
iOS Store
 Enable iOS campaign tracking in GA. Implement Google
analytics SDK and enable IDFA (Identifier for Advertisers)
collection
 Add referrer parameter to any URLs that will be linking
directly to Google Play Store
https://click.google-analytics.com/redirect
?tid=UA-12345-22 (GA Code) **
&url=https%3A%2F%2Fitunes.apple.com%2Fus%2Fapp%2Fmy-
app%2Fid123456789 (App Store URL) **
&aid=com.company.app (Your App ID, use GA to retrieve) **
&idfa=%{idfa}) (Marco for IDFA) **
&cs=newsletter (Campaign Source) **
&cm=email& (Campaign Medium)
cn=NewAppCampaign& (Campaign Name)
cc=latestapp& (Campaign Content)
ck=newapp (Campaign Term)

9. @adrian_kingwell @mezzolabs #gawa7
App Launches: Campaigns and traffic source
Google Play
• Ensure setCampaignParamsFromUrl method is set within your app
• http://examplepetstore.com/index.html?utm_source=email&utm_medium=e
mail_marketing&utm_campaign=summer&utm_content=email_variation_1
iOS
• In-build “tracker” tracks URL containing Google Analytics campaign
parameters [GAIDictionaryBuilder setCampaignParametersFromUrl:urlString]
• Use standard Google Analytics campaign tracking parameters
• Ensure “referrer” is set on every URL

10. @adrian_kingwell @mezzolabs #gawa7
Google guide
Track different apps in separate properties.
Track different platforms of an app in different properties.
Google recommends creating an AdMob account for rollup view
Track app editions based on feature similarities.
Track different app versions in the same property.

11. @adrian_kingwell @mezzolabs #gawa7
Apps: Using GTM?

12. @adrian_kingwell @mezzolabs #gawa7
App store optimization
http://www.parisoma.com/app-store-optimization-on-metadata-off-metadata/

13. @adrian_kingwell @mezzolabs #gawa7
Apps stores - How does it affect search?

14. @adrian_kingwell @mezzolabs #gawa7
Loyalty

15. @adrian_kingwell @mezzolabs #gawa7
Google Analytics: App tracking
 Google Analytics SDK for Android
 Google Analytics SDK for iOS
 Google Analytics plugin for Unity (for game developers, still in beta)

16. @adrian_kingwell @mezzolabs #gawa7
Resources
App Stores trends
• App Annie Blog : http://blog.appannie.com
• Appfigures blog: http://blog.appfigures.com
App Optimization
• Mobile dev HQ: http://www.mobiledevhq.com/articles
• Kiss Metrics : https://blog.kissmetrics.com/app-store-optimization/
• Sensor tower: https://blog.sensortower.com/blog/categories/app-store-optimization/