This document discusses app analytics tools and strategies. It outlines standard metrics that are tracked, such as downloads, revenue, rankings and in-app purchases. It also discusses how to measure app installs and launches from marketing campaigns using campaign parameters in URLs. Resources on app store optimization, trends and other analytics tools are provided.

1. App Analytics
Measure Camp March 2015
Sid Shah
Mezzo Labs
London

2. Mobile and tablet app stores

3. Source: Appfigures

5. App Analytics tools
• App stores data (Sales) • In-App data (behaviour)

6. 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. App campaign measurement
http://support.mobileapptracking.com/entries/25539969-How-
to-Deeplink-to-Your-Mobile-App-from-Your-Website

8. 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.a
pp
&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. 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. 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. Apps: Using GTM?

12. App store optimization
http://www.parisoma.com/app-store-optimization-on-metadata-off-metadata/

13. Apps stores - How does it affect search?

14. Let’s discuss
• Your experience with other tools /features? In-App messaging/push
notifications?
• Do you measure apps similar to website?
• How important is app for your business?
• How do you measure success? – Frequency, engagement?
• Is apps space still dominated by big players?
• What would you like to see in App Analytics?

15. Loyalty

16. 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/

17. Google Anaytics: App tracking
• Google Analytics SDK for Android
• Google Analytics SDK for iOS
• Google Analytics plugin for Unity (for game developers, still in beta)