How to get started with Mobile Analytics: - How to determine KPIs - Who are my users - Which campaigns are working? - User behavior & lifecycle tracking - Getting Started with Flurry Analytics

1. TOBIAS VOGELS
Mobile Developer Evangelist | Flurry Analytics
SANTA CLARA IOS CONNECT

2. - QUICK INTRO -
- IMPORTANCE OF MOBILE ANALYTICS -
- WHICH METRICS SHOULD I TRACK -
- WHO ARE MY USERS & WHERE ARE THEY COMING FROM -
- UNDERSTANDING BEHAVIOR & LIFECYCLE OF USERS -
- GETTING STARTED WITH FLURRY -
@tobiasvogels @flurrymobile

3. WHAT DO I DO?
@tobiasvogels @flurrymobile
Mobile. Startups.
Marketing. Analytics.
Product. Retention.
Events. UA. Apps.
Partnerships. Content.
Growth. Flurry.

4. ABOUT FLURRY ANALYTICS
@tobiasvogels @flurrymobile
A Mobile Analytics Platform That Grows With You
830,000 apps
250,000 companies
10 Billion Sessions per day

5. @tobiasvogels @flurrymobile
251
220
162158
OPPORTUNITY: TIME SPENT ON MOBILE
TIME SPENT ON MOBILE DEVICES IN THE US
MOBILE TIME SPENT (MINUTES)
20%
BROWSER BROWSER
10%
TIME IN
BROWSER
DECREASED
BY HALF
-50%14%
BROWSER BROWSER
9%
Q1 2013 Q2 2014 Q2 2015 Q4 2015

6. CHALLENGE: RETENTION
@tobiasvogels @flurrymobile

7. WHY MOBILE ANALYTICS?
THE IMPORTANCE OF MOBILE ANALYTICS
@tobiasvogels @flurrymobile
We believe that the
understanding of your
users sets the foundation
for a sustainable long-
term growth.

8. 3 CORE QUESTIONS MOBILE ANALYTICS ANSWER
THE IMPORTANCE OF MOBILE ANALYTICS
@tobiasvogels @flurrymobile
1. Who? Discover who your core users are, including demographics and
interests
2. How? Understand how your users are interacting with your app to drive
data-driven product decisions to meet their needs
3. Where? Determine which channels and campaigns are helping you
acquire quality users

9. WHICH METRICS SHOULD I TRACK?
@tobiasvogels @flurrymobile

10. @tobiasvogels @flurrymobile
HOW TO DETERMINE KPIS?
Start with the most important metric:
- A single measurement for your app’s performance
- Tie main metric to user value and business value.
- e.g. nights booked for Airbnb
Build sub-metrics and assign them to each other
- levers to optimize main metric

11. @tobiasvogels @flurrymobile
5 BASIC METRICS
New Users
Active Users
Sessions
Retention
Frequency of Use

12. WHO ARE MY USERS &
WHERE ARE THEY COMING FROM?
@tobiasvogels @flurrymobile

13. Get to know your users
@tobiasvogels @flurrymobile
Build personas and user groups to segment your users based on:
- User needs
- Characteristics
- Specific use cases
- Interests
- Demographic / geographic information
- etc.

14. Audience | Demographics
Flurry estimates audience
demographics with
increased accuracy from
YahooAudience Insights,
powered by Yahoo Mail,
Search, Content and
Tumblrs
@tobiasvogels @flurrymobile

15. Audience | Geography
Track Sessions, New
Users,Active Users etc.
Based On Region,
Country or Language.
@tobiasvogels @flurrymobile

16. HOW TO TRACK UA CAMPAIGNS CORRECTLY?
Monitor & Optimize based on:
• Campaign Metrics (CTR, Install Costs etc.)
• Quality Metrics of acquired users (Behavioral
Analytics, Retention, your main KPIs etc.)
@tobiasvogels @flurrymobile

17. HOW TO TRACK UA CAMPAIGNS ON FLURRY?
Campaign setup & tracking in Flurry
@tobiasvogels @flurrymobile

18. ASO ANALYTICS
- Store Metrics (to optimize keyword, title, screenshots &
video):
- Search volume for keyword
- Keyword rank
- Install Rate: app store page views / installs
- Measure quality metrics
@tobiasvogels @flurrymobile

19. UNDERSTANDING BEHAVIOR & LIFECYCLE OF USERS
@tobiasvogels @flurrymobile

20. @tobiasvogels @flurrymobile
Common behavioral analyses and questions
- Which actions do users perform most often?
- Which users perform which actions?
- How many people are dropping off?
- Which actions make users come back?
- Which campaigns bring in quality users?
- etc.

21. @tobiasvogels @flurrymobile
Track SpecificActions with Custom Events
Use Flurry’s custom events to
monitor actions such as:
• Article view
• Inviting a friend
• Making an in-app purchase
• Completing a sign-up
Flurry offers a two-level event structure to track parameters of custom events. For example,
you can add the parameter article_title to the event article_view.

22. @tobiasvogels @flurrymobile
Introducing Flurry Explorer
Flurry’s new powerful analysis tool allows you to understand user behavior through
instant queries.
How do your users interact with your
app?
Where do users drop off in an event
sequence?
What actions make your app sticky?

23. @tobiasvogels @flurrymobile
Flurry Explorer | Segments
• Which article category in my news
feed generates the most clicks in
different countries?
• Is there a level in a game that users
are finding too difficult
Answer questions like:
Segment your data based on users, sessions, events, and parameters

24. @tobiasvogels @flurrymobile
Flurry Explorer | Funnels
Discover key drop-off points for your users as they navigate through the app.
Sign-up funnel
Identify barriers to completing sign-up
by understanding where users drop off.
Purchase Funnel
Monitor the steps that users need to
take in order to make purchases in your
app.
Common FunnelAnalyses:

25. @tobiasvogels @flurrymobile
Flurry Explorer | CohortAnalysis
• How many days does it take to turn a user
into a paying customer?
• Which regions have lower user churn rates?
Answer questions like:
Use cohort analyses to get deeper insights on users’return rates and discover how many days it
takes them to perform certain actions.

26. GETTING STARTED WITH FLURRY ANALYTICS
@tobiasvogels @flurrymobile

27. OUT-OF-THE-BOX TRACKING
FlurryAnalytics: 5 Minutes & Five Lines of Code
Adoption & Engagement
#import "Flurry.h"
- (BOOL)application:(UIApplication *)application didFinishLaunchingWithOptions:(NSDictionary
*)launchOptions {
// Replace YOUR_API_KEY.with the api key in the downloaded package
[Flurry startSession:@"YOUR_FLURRY_API_KEY"];
User Navigation & Retention
• Sessions
• Active Users
• New Users
• Session Length
• Frequency of Use
• Category
• Benchmarks
• Custom User Segments
• User Paths
• Lifecycle Metrics
• User Retention
• VersionAdoption
• Cross-App Usage
• iOS Category Interest
Audience Profiling
• Demographic Estimates
• Time of Day Reporting
• Geographic Usage
• Language Metrics
• Devices
• Carriers
• Firmware Version
@tobiasvogels @flurrymobile

28. Set Up Event Tracking
Event Tracking
Event Parameter Tracking
@tobiasvogels @flurrymobile

29. Get started at
developer.yahoo.com
@tobiasvogels @flurrymobile

30. THANK YOU!
@tobiasvogels @flurrymobile