This document provides an overview of analytics for mobile apps. It discusses app store consoles like Google Play and Apple Store that provide analytics without implementation. It also covers Firebase Analytics and how to integrate it to capture default and custom events and properties. Additionally, it discusses using the Measurement Protocol or Google Analytics Services SDK to implement Universal Analytics for apps. It concludes with a comparison of analytics options like Firebase Analytics and Universal Analytics.

1. ANALYTICS FOR APPS
Benoit Weber - Trusted Conf - Kuching 2018

2. 2
Senior Digital Analyst @ In Marketing We Trust
→ Engineering and research background
→ Loves playing with data, diagnosing and fixing flawed analytics
configurations
For any questions, or further information, please contact me at:
→ benoit@inmarketingwetrust.com.au
→ https://www.linkedin.com/in/benoit-weber/
→ +84 931-504-3575

3. 3
Table of Contents
1. Introduction
2. App Store Consoles
3. Firebase Analytics
4. Universal Analytics For Apps
5. Conclusion
*Source:
1. Google Analytics Breakthrough, Feras Alhlou, Shiraz Asif, and Eric Fettman
2. Google Documentations: https://firebase.google.com & https://developers.google.com

4. 1.INTRODUCTION
Mobile Analytics for Apps
4

5. ”
For the last 5 years, there have been more users on mobile than on desktop devices.
In 2018, more than 7.1 millions apps were available in App Stores
1. Google Play represents - 50%
2. Apple Store - 30%
3. Windows - 10%,
4. Amazon - 6%
5. Blackberry - 4%
5
Source: Number of Apps available in Leading App Stores - 2018

6. Users interact with organisations on their mobile devices using both browsers and apps. Mobile Analytics refers
to both mobile apps and mobile web. Mobile Apps are standalone applications that must be downloaded and
installed on a user’s device.
Mobile Analytics helps you understand:
▹ How often people interact with my App
▹ What information in the app is important for them
▹ Which devices are popular so I can optimise my app accordingly
▹ How to best engage with consumers
MOBILE ANALYTICS AND MEASUREMENT6

7. MOBILE APP LIFE CYCLE7
1 - Design5 - Analytics and Reporting
2 - Development
4 - Deployment and Maintenance
3 - Testing

8. Mobile Analytics while conceptually similar to Web Tracking, is infinitely more complex.
Unlike analytics implementation for websites, Mobile Analytics requires more development knowledge and an
understanding of how to integrate with an SDK provided by Google.
In today’s presentation, we will cover the following:
▹ App Store Consoles: Google Play Console and Itunes App Analytics
▹ Firebase Analytics
▹ Universal Analytics for Apps
▸ Measurement Protocol or Google Analytics Services SDK
▸ Firebase Analytics + Google Tag Manager for Apps
TOOLS FOR APP ANALYTICS CAPABILITIES8
VS

9. 2.APP STORE CONSOLES
Stores provides insight on how your app performs without any implementation
9

10. The Apple Store provides insights on your iOS App’s performance as soon it is released in the Store. This
requires no technical implementation.
App store
▹ impressions
▹ product page views
Sales
▹ App units
▹ In-App Purchases
▹ Sales
▹ Paying Users
Usage
▹ Installations
▹ Sessions
▹ Active Devices
▹ Active Last 30 days
▹ Crashes
ITUNES APP ANALYTICS - iOS10

11. Google Play provides insights on your Android app’s performance as soon it is released in the Store. This
requires no technical implementation.
▹ Installs by users, by country
▹ Uninstalls by users
▹ Average Rating
▹ Crashes and ANRs
▹ Release (Roll-out and installs)
GOOGLE PLAY CONSOLE11

12. 3.FIREBASE ANALYTICS
How to install Firebase Analytics, how it works, what you get
12

13. Firebase is a toolkit that lets you build more powerful, secure and scalable apps, using world-class
infrastructure.
WHAT IS FIREBASE?13

14. Google Analytics for Firebase is a free app measurement solution that provides insight on app usage and user
engagement.
The Software Development Kit (SDK) once integrated with the app will:
▹ Automatically capture a number of events and user properties
▹ Allow you to define your own custom events and properties to measure what matters to you
Once the data is captured, it's available in a dashboard through the Firebase console.
GOOGLE ANALYTICS FOR FIREBASE14

15. WHEN DO WE IMPLEMENT FIREBASE?15
1 - Design5 - Analytics and Reporting
2 - Development
4 - Deployment and Maintenance
3 - Testing

16. CONNECT YOUR APP TO FIREBASE16
Create a Firebase project in
the Firebase console
Include Firebase SDK and your
config file to your app project
Implement your custom
events and user properties
Initiate the SDK and add Analytics
to your project
Configure Firebase console:
custom events, funnels,
audiences

17. WHAT IS TRACKED BY DEFAULT?
Google Analytics for Firebase automatically logs 23 events and 13 user properties.
No additional code is required to collect the following:
▹ Events: ad_click, ad_exposure, ad_impression, ad_query, ad_reward, adunit_exposure, app_clear_data, app_exception,
app_remove, app_update, dynamic_link_app_open, dynamic_link_app_update, dynamic_link_first_open, first_open,
in_app_purchase, notification_dismiss, notification_foreground, notification_open, notification_receive, os_update,
screen_view, session_start, user_engagement
▹ User properties: Age, App Store, App Version, Country, Device Brand, Device Category, Device Model, First Open Time,
Gender, Interests, Language, New/Established, OS Version
17

18. EXTEND YOUR MEASUREMENT
You can widen and extend the default measurement by defining custom event and custom user properties: up
to 500 different events and up to 25 unique parameters per Event type.
These customisations require additional implementation. Firebase supports a multitude of built-in events.
▹ All apps
▹ Retail/Ecommerce
▹ Jobs, Education, Local Deals, Real Estate
▹ Travel (Hotel/Air)
▹ Games
In the case there is no built-in event that matches your requirements, you can create your own custom event.
18

19. Firebase can also be integrated within Google Analytics interface simply by creating a new app property and
connecting it to Firebase. Reports from Firebase Analytics will replace default GA reports.
CONNECT FIREBASE TO GA19

20. Linking BigQuery to your Firebase app lets you access your raw, unsampled event data along with all of your
parameters and user properties.
You can query, export, or join your datasets with data from external sources to perform custom analysis.
Google Analytics for Firebase and Firebase Crashlytics will export your event data on a daily basis.
INTEGRATE WITH BIG QUERY20
Access raw data and run
- ad hoc historical queries
- export/combine data in other
tools
- specialised reports

21. 4.UNIVERSAL ANALYTICS
FOR MOBILE APPS
How to setup Universal Analytics for Mobile Apps
21

22. An alternative to Firebase Analytics is to use Universal Analytics for Mobile Apps.
There are two ways of implementing Universal Analytics for Apps:
1. Measurement Protocol or Google Analytics Services SDK
2. Combine Firebase Analytics + Google Tag Manager
UNIVERSAL ANALYTICS FOR APPS22

23. WHEN DO WE INTEGRATE UA IN APPS?23
1 - Design5 - Analytics and Reporting
2 - Development
4 - Deployment and Maintenance
3 - Testing

24. Outcome
▹ Conversions
▹ Lifetime Value
▹ Average Revenue
per User (ARPU)
▹ Cost per Install
▹ Revenue / LTV
▹ In-app
purchases
Adoption
▹ Installs/uninstall
s
▹ Active Users
▹ Growth rate
▹ Retention rate
▹ Acquisition
Engagement
▹ Engagement
Rate (MAU/DAU)
▹ Frequency
▹ Session Length
and interval
▹ Depth
▹ Time spent
▹ Behavioural
screens/flows
▹ Geo/Demo
Performance
▹ Error Rates
▹ App Load Time
▹ Crashes
24 KEY METRICS FOR APP TRACKING
Stickiness
(customers - customers lost)/
customers

25. The Measurement protocol is a standard set of rules for collecting and sending hits from any internet-connected
device to Analytics. It defines how to construct the hits and how to send them to Analytics.
It's particularly useful when you want to send data to Analytics from a kiosk, a point of sale system, or anything
that is not a website or mobile app.
USE THE MEASUREMENT PROTOCOL25

26. The Google Analytics Services SDK is a standalone Software Development Kit. It is separate from the Firebase
SDK.
The Google Analytics Services SDK works with the Google Analytics Measurement Protocol to automatically
build hits and send data to Google Analytics.
USE THE GA SERVICES SDK26

27. If you are using Firebase Analytics, Google Tag Manager can easily be added. It can be used to implement and
manage measurement tags and pixels in mobile applications, without having to rebuild and resubmit
application binaries to app marketplaces.
You can log important events, and decide later which tracking tags or pixels should be fired.
COMBINE FIREBASE WITH GTM27
GTM supports the following products: Firebase Analytics, Google Analytics, Floodlight, Google Ads, Adjust,
AppsFlyer, Tune, Kochava, Custom Function Calls (for other products)
+

28. ADD TAG MANAGER TO YOUR PROJECT28
1 - Add Tag Manager to
your project
2 - Create your GTM
Container: tags, triggers
and variablesCreate a firebase
project in the
Firebase console
Include Firebase SDK
and your config file to
your app project
Implement your
custom events and
user properties
Initiate the SDK and
add Analytics to your
project
Configure Firebase console:
custom events, funnels,
audiences

29. FIREBASE ACTS AS A DATA LAYER
Data
Data
Data
Data
Data
Data
Data
Data
Data
Data
Data
Data
Data
Data
For Apps, GTM uses Firebase Analytics'
events, parameters, and user properties
to trigger and build tags configured in the
Google Tag Manager web interface.
Your Firebase Analytics implementation
acts as your data layer.
29
For websites, Google Tag Manager uses
the data layer events and variables to
trigger the tags you've configured in the
GTM’s interface.
The data layer is used to store and share
pieces of information.

30. GTM FOR IOS AND CONTAINER30

31. Consoles, Firebase and Universal Analytics
31
5 - CONCLUSION

32. Google Play Console
Itunes App Analytics
TOOLS FOR APP ANALYTICS CAPABILITIES32
Firebase Analytics Universal Analytics

33. 33
ANY QUESTIONS?
You can find me at
benoit@inmarketingwetrust.com.au
https://www.linkedin.com/in/benoit-weber/
+84 931-504-3575

34. 34
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