Once you've built a mobile app, you'll want to acquire new users, engage them regularly, and generate revenue. But how do you do that? Learn how Analytics data can help you make your app more discoverable and profitable.

1. Mobile Analytics
Growth Stack
Manu Fotedar

2. Presentation Structure
◦ Critical Success Factors – Growth
◦ Growth engine
◦ Key Metrics to Track
◦ Unlocking GA for Mobile
◦ App Distribution
◦ Android ASO
◦ Benchmarking

3. Critical Success Factors
Design an experience that will work across
devices
Easy sharing capability
Embed the right analytics
App Store Rating + Reviews
App Performance- Testing- Crash Fix- Bugs
Revision

4. “
• Organic
• Paid
• Referral
• App Stores
ASO
Awareness Share
ActivationDownload
Growth Engine for the APP

5. Key Metrics to Track
◦App Usage
◦ARPU
◦Retention
◦LTV
◦User Feedback

6. App Usage
◦Daily Installs
◦Uninstall Rate
◦Active Users
◦Time Spent
◦Active Sessions
Tools to Use:
1. Flurry
2. Google Analytics
3. Apsalar
4. Localytics

7. ARPU
• Total Revenue/Active Users
Or
• Total Revenue/Total Users
Tip:
Must enable
deep linking +
deferred deep
linking
User Retention
• Loyalty
• Stickiness
• One, Seven, 30 days retention

8. LTV
(Monthly Revenue per User* Gross
Margin per User) ÷ Monthly Churn Rate
*or use Net Profit

9. User Experience
◦App Store Ratings & Reviews
◦App Performance on nominal Speed 2G
◦Crash Rate %
◦Bug fixes & quick updates

10. Unlocking GA
Google Analytics for Mobile offers a comprehensive
list of features that fulfills all the needs of marketers,
product managers & app developers equally
*Install GTM for Mobile SDK & link container to GA
property to unlock all features

11. Google Analytics Usability
◦Enable app speed in GA
◦App demographics GA
◦Link play store with GA
◦Enable experiments GA
◦Google play referral flow

12. App Speed GA- see how long different requests
take to load in your app
Once you enable this, you can track the following
◦Average length time to load an action
◦Sum total of time length taken to load all tracked
action
◦Region wise speed under Map overlay

13. APP DISTRIBUTION
Organic & Paid

14. Before you begin
◦Research the app stores – create a list, create
Meta, Images, list of competition
◦Get tools for research & monitoring
◦Define your success parameters

15. Distribution
◦Organic
▫ASO
▫Reviews & Ratings
▫Social Media- Facebook Ads ( Installs +
Engagement)
◦Paid (affiliates)
▫Ad-networks

16. ASO
◦App Title
◦Description
◦Content & formatting
◦Screenshots + Product Video
◦Reviews
◦Inbound Links

17. Reviews & Ratings
◦Encourage users to rate you, App Pop Ups
◦Respond to all reviews
◦Avoid negative review – (use Apptentive or
Appsfire)
◦Use tools like rater.localytics.com for ASO
testing
◦Use Submit.co for coverage

18. 1,000,000
Whoa! That’s a big number, aren’t
you proud?

19. 1m users
That’s a lot of People
100%
Total success!
100,000 DAU
And a lot of Active Users, Yes that’s 10% of Users

20. App Store Submission
Onboarding
Use tools like batch.com/insights to gain insights into
competitor patterns for notification
Go Wide, There are 100 Android App stores
worldwide – Don’t leave any
• Welcome email — get from account
• FB App invites. — for initial burst
Notification Testing

21. Appsalar
• Collects 3rd Party cookie data , relevant for measure user
behavior on the app
• App attribution platform for more relevant marketing spend.
• Develops customer profile for every user, individual user profile.
Use Cases Appsalar
Marketing
Funnel
Retarget
Engagement
Mobile
Remarketing
Cross
Device
retargeting
Lapsed
Customer
Activation
Customer
Profiling

22. ANDROID PROJECT - ASO
• 63% of apps are discovered through
app store searches. - Key takeaway do
ASO right !
Main Factors
1. Title
- The keyword placed in the title should
be the one with the heaviest search
traffic
2. Keywords
- Choose Kw with( low competition –
High search rates)
- Use tools for research
Additional Factors
1. Total # of downloads
2. Ratings & Reviews
3. Use of Backlinks
**ASO is a process that needs to be monitored and
constantly tweaked over a period of time

23. Thanks!
ANY QUESTIONS?
You can find me at
@manuelfotedar - twitter
manu.fotedar@gmail.com