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HOW TO INTEGRATE ANALYTICS
INTO YOUR GAME
to be able to answer all questions
VASILIY SABIROV
LEAD ANALYST
DEVTODEV
PROJECTS USE ANALYTICS IN
DIFFERENT WAYS
▨ No analytics at all
▨ Poor analytics
(garbage in-garbage out)
▨ Analytics but what should we do with it?
▨ Analytics but no analyst
▨ Analytics, but I track only visits and money
“
WHAT SHOULD BE SENT
TO THE ANALYTICS
SYSTEM?
THE ANSWER
IS DIFFERENT
FOR EACH
PROJECT
▨ SESSIONS
◍ The first session separately
▨ PAYMENTS
▨ CUSTOM EVENTS
◍ Every small step
◍ Only key events
◍ Balance
THE ALGORITHM
OF CREATING
EVENT STRUCTURE
STEP 1
▨ Choose key events
▨ What do you want from a user?
◍ Pay
◍ Share with friends
◍ Complete the level, etc.
THE ALGORITHM
OF CREATING
EVENT STRUCTURE
STEP 2
▨ Determine what actions precede and follow
key events
▨ Build funnels in advance
THE ALGORITHM
OF CREATING
EVENT STRUCTURE
STEP 3
▨ Which parameters define this event?
◍ If it is a purchase: what was bought, for how much and why?
▨ Distinguish between user parameters and event parameters
◍ The day of registration (cohorts)
◍ Traffic source
◍ Activity
◍ Paying activity
THE ALGORITHM
OF CREATING
EVENT STRUCTURE
STEP 4
IDEALLY TO BE MADE AFTER EACH STEP
▨ Ok, you see the funnel. What’s next?
ANALYTICS IS NOT FOR
ANALYTICS
IT’S ABOUT DECISIONS
THE ALGORITHM
OF CREATING
EVENT STRUCTURE
STEP 5
▨ Work carefully on the first session, pay
attention to as much detail as possible
BASIC AND CUSTOM
EVENTS
STEP 6
▨ Basic events - out of the box reports, one
click
▨ Custom events - funnels & steps
BASIC EVENTS
▨ Session
▨ Payment
BASIC EVENTS
▨ In-App Purchase
▨ Resource change
BASIC EVENTS
▨ LevelUp
▨ Attempt to pass the level
THE ALGORITHM
OF CREATING
EVENT STRUCTURE
STEP 7
▨ Integration
▨ Testing
▨ Testing
▨ Testing
ADVICE 1. FUNNELS
A FUNNEL IS AN
EXCELLENT
MECHANISM, BUT NOT
PANACEA
ADVICE 1
FUNNELS
▨ Don’t forget about metrics
▨ Conversion on early stages can be a lever
▨ Optimize each step so it doesn’t spoil
conversion on following steps
▨ Funnel optimization is an ongoing process
LIKE SHERLOCK
HOLMES DID
ADVICE 2.
LET’S
TURN ANALYTICS
UPSIDE DOWN
▨ Deduction (from general to specific)
◍ Metrics
◍ Conversion funnels
▨ Induction (from specific to general)
◍ Detailed analysis of behavior of specific users
WHAT SHOULD YOU DO?
▨ Choose a group of users to answer a question
▨ Look at the sequence of events of each user (literally)
▨ Analyze behavior and find bottlenecks
IF YOU THINK YOU
NEED LOTS OF
USERS FOR THIS,
YOU ARE WRONG
CASE 1. USERS TAKE
UNNECESSARY ACTIONS
User 1 User 2 User 3
registration right click menu open photo menu
open photo menu right click menu right click menu
right click menu open photo menu
right click menu _
element1_tap
open photo menu pic_upload right click menu
pic_upload open photo menu
pic_upload
CASE 2. USERS
REPEAT EVENTS
User 1 User 2 User 3
Level 1 Level 1 Level 1
Level 1 Level 1 Level 1
Level 1 Level 2 Level 1
Level 1 Level 1
Level 1 Level 1
Level 2 Level 1
ADVICE 3
LIMITATIONS
▨ The number of different events
▨ The number of event parameters
▨ The number of values of event parameters
▨ Implicit limitation - price
ADVICE 4
USE PARAMETERS
▨ KillBoss1
▨ KillBoss2
▨ KillBoss3
▨ …
▨ KillBossN
Game analytics: from basics to advanced strategies
www.devtodev.com | info@devtodev.com
▨ KillBoss (1 .. N)
ADVICE 5
DON’T PUT AWAY ANALYTICS
FOR LATER
▨ The project on soft launch stage should
already have the analytics
ADVICE 6
DUPLICATE THE INFORMATION INTO
SEVERAL ANALYTICS
▨ Verification
▨ Comparison
▨ Free vs Paid
▨ Static difference is OK
▨ Different dynamics is a problem
HOW TO BETTER USE
ANALYTIC PLATFORM
▨ Find the optimal structure of events
▨ Use the parameters
▨ Increase conversion with funnels
▨ Follow users logic
▨ Don’t delay analytics
▨ Use more than one analytic system
▨ Don’t forget it’s an ongoing process
All data sources
and platforms
SDKs for all platforms
www.devtodev.com
Your server directly (using our API) to analyze any complicated internal values
The MARKET (Apple AppStore, Google Play) to enrich the data, verify it and make analytics
more detailed.
We can also get data from:
THANKS!
VASILIY SABIROV
lead analyst | devtodev
info@devtodev.com
www.devtodev.com

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How To Integrate Analytics Into Your Game

  • 1. HOW TO INTEGRATE ANALYTICS INTO YOUR GAME to be able to answer all questions VASILIY SABIROV LEAD ANALYST DEVTODEV
  • 2. PROJECTS USE ANALYTICS IN DIFFERENT WAYS ▨ No analytics at all ▨ Poor analytics (garbage in-garbage out) ▨ Analytics but what should we do with it? ▨ Analytics but no analyst ▨ Analytics, but I track only visits and money “
  • 3. WHAT SHOULD BE SENT TO THE ANALYTICS SYSTEM? THE ANSWER IS DIFFERENT FOR EACH PROJECT ▨ SESSIONS ◍ The first session separately ▨ PAYMENTS ▨ CUSTOM EVENTS ◍ Every small step ◍ Only key events ◍ Balance
  • 4. THE ALGORITHM OF CREATING EVENT STRUCTURE STEP 1 ▨ Choose key events ▨ What do you want from a user? ◍ Pay ◍ Share with friends ◍ Complete the level, etc.
  • 5. THE ALGORITHM OF CREATING EVENT STRUCTURE STEP 2 ▨ Determine what actions precede and follow key events ▨ Build funnels in advance
  • 6. THE ALGORITHM OF CREATING EVENT STRUCTURE STEP 3 ▨ Which parameters define this event? ◍ If it is a purchase: what was bought, for how much and why? ▨ Distinguish between user parameters and event parameters ◍ The day of registration (cohorts) ◍ Traffic source ◍ Activity ◍ Paying activity
  • 7. THE ALGORITHM OF CREATING EVENT STRUCTURE STEP 4 IDEALLY TO BE MADE AFTER EACH STEP ▨ Ok, you see the funnel. What’s next?
  • 8. ANALYTICS IS NOT FOR ANALYTICS IT’S ABOUT DECISIONS
  • 9. THE ALGORITHM OF CREATING EVENT STRUCTURE STEP 5 ▨ Work carefully on the first session, pay attention to as much detail as possible
  • 10.
  • 11. BASIC AND CUSTOM EVENTS STEP 6 ▨ Basic events - out of the box reports, one click ▨ Custom events - funnels & steps
  • 13. BASIC EVENTS ▨ In-App Purchase ▨ Resource change
  • 14. BASIC EVENTS ▨ LevelUp ▨ Attempt to pass the level
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  • 17. THE ALGORITHM OF CREATING EVENT STRUCTURE STEP 7 ▨ Integration ▨ Testing ▨ Testing ▨ Testing
  • 19. A FUNNEL IS AN EXCELLENT MECHANISM, BUT NOT PANACEA ADVICE 1 FUNNELS ▨ Don’t forget about metrics ▨ Conversion on early stages can be a lever ▨ Optimize each step so it doesn’t spoil conversion on following steps ▨ Funnel optimization is an ongoing process
  • 20. LIKE SHERLOCK HOLMES DID ADVICE 2. LET’S TURN ANALYTICS UPSIDE DOWN ▨ Deduction (from general to specific) ◍ Metrics ◍ Conversion funnels ▨ Induction (from specific to general) ◍ Detailed analysis of behavior of specific users
  • 21. WHAT SHOULD YOU DO? ▨ Choose a group of users to answer a question ▨ Look at the sequence of events of each user (literally) ▨ Analyze behavior and find bottlenecks IF YOU THINK YOU NEED LOTS OF USERS FOR THIS, YOU ARE WRONG
  • 22. CASE 1. USERS TAKE UNNECESSARY ACTIONS User 1 User 2 User 3 registration right click menu open photo menu open photo menu right click menu right click menu right click menu open photo menu right click menu _ element1_tap open photo menu pic_upload right click menu pic_upload open photo menu pic_upload
  • 23. CASE 2. USERS REPEAT EVENTS User 1 User 2 User 3 Level 1 Level 1 Level 1 Level 1 Level 1 Level 1 Level 1 Level 2 Level 1 Level 1 Level 1 Level 1 Level 1 Level 2 Level 1
  • 24. ADVICE 3 LIMITATIONS ▨ The number of different events ▨ The number of event parameters ▨ The number of values of event parameters ▨ Implicit limitation - price
  • 25. ADVICE 4 USE PARAMETERS ▨ KillBoss1 ▨ KillBoss2 ▨ KillBoss3 ▨ … ▨ KillBossN Game analytics: from basics to advanced strategies www.devtodev.com | info@devtodev.com ▨ KillBoss (1 .. N)
  • 26. ADVICE 5 DON’T PUT AWAY ANALYTICS FOR LATER ▨ The project on soft launch stage should already have the analytics
  • 27. ADVICE 6 DUPLICATE THE INFORMATION INTO SEVERAL ANALYTICS ▨ Verification ▨ Comparison ▨ Free vs Paid ▨ Static difference is OK ▨ Different dynamics is a problem
  • 28. HOW TO BETTER USE ANALYTIC PLATFORM ▨ Find the optimal structure of events ▨ Use the parameters ▨ Increase conversion with funnels ▨ Follow users logic ▨ Don’t delay analytics ▨ Use more than one analytic system ▨ Don’t forget it’s an ongoing process
  • 29. All data sources and platforms SDKs for all platforms www.devtodev.com Your server directly (using our API) to analyze any complicated internal values The MARKET (Apple AppStore, Google Play) to enrich the data, verify it and make analytics more detailed. We can also get data from:
  • 30. THANKS! VASILIY SABIROV lead analyst | devtodev info@devtodev.com www.devtodev.com