(1) Mobile application analytics allows developers to understand how users are really using their apps. (2) Google Analytics is recommended for starting analytics as it has easy to use SDKs for Android and iOS and allows free tracking of key metrics. (3) Developers should focus on 3-5 key performance indicators relevant to their business goals and use analytics insights to optimize their mobile app design and features.

1. Mobile
application
analytics
How
are
people
really
using
my
apps?
Monetizing
Android
Apps
5.5.2012
–
Janne
Toivola

2. Futurice
in
brief
» Demanding
software
TAMPERE
projects
HELSINKI
» Customers,
end-­‐users
and
developers
extremely
happy.
BERLIN
LONDON
1
15
Founded
in
150
2000

4. Mobile
solutions
Digital
business
Enterprise
IT
solutions
solutions

5. Setting
Why?
Optimize
Summary
up
Why
should
I
How
do
I
start
What
should
I
What
was
the
care
about
collecting
the
do
about
the
point
in
this?
tracking
my
data?
numbers?
application?

6. Why
mobile
application
analytics?

7. Users
are
expecting
excellent
UX
for
native
applications.
http://www.flickr.com/photos/seanhobson/3256445524/

8. Web/social
App
store
Application
Crash
analytics
analytics
logging
sw
Application
discovery
✓
✓
Purchase
metrics
✓
Installation
metrics
and
✓
(✓)
performance
Application
usage
analytics
✓
Advertisement
metrics
✓
In-­‐app
sales
metrics
(✓)
✓
Crash
logging
✓
✓

9. › Demographics:
Language,
Geographical
location
› Behavior:
App
usage
frequency,
engagement
What
can
you
› Technology:
Devices
measure?
› Navigation:
Pageviews,
referrer,
events,
user
flow
› Conversions:
Conversion
funnels,
e-­‐commerce
(in-­‐app
payments),
ad-­‐consumption

10. Case:
Jamie
Oliver
20
minute
meals

11. If
I
was
Jamie
Oliver,
I’d
love
to
know…
http://www.flickr.com/photos/lord-­‐jim/5449757155/

12. Which
recipes
are
most
popular?
http://www.flickr.com/photos/25609635@N03/7130405135/

13. How
long
does
it
take
for
users
to
prepare
“Chilli
corn
chowder”
in
reality?
http://www.flickr.com/photos/andrewmalone/7111416061/

14. Are
the
video
tutorials
used
at
all?
http://www.flickr.com/photos/littledebbie11/4306302744/

15. How
often
is
the
app
used?
http://www.flickr.com/photos/ollesvensson/4432405444/

16. In
which
ways
is
the
shopping
cart
feature
used?
http://www.flickr.com/photos/rdvortex/621757607/

17. Is
the
app
used
more
in
landscape
or
portrait
mode?
http://www.flickr.com/photos/matte4president/6993047866/

18. › Goal:
maximize
article
reads
(ad
displays)
› Company
released
a
new
version
with
widget
and
Case:
notifications
News
app
for
› 10%
of
users
use
the
widget
Android
› 3-­‐4
%
of
article
reads
through
widget
or
notifications
› #
of
weekly
sessions
doubled
on
users
that
use
widget/
notifications
(!)

19. Setting
up
How
can
I
start
collecting
data?

20. …and
many
more.

21. › SDKs
for
Android
and
iOS
Start
with
› Easy
to
setup
and
use
Google
› Full
feature
set
for
free
Analytics
› Widely
used,
especially
in
web
analytics

22. 1. Setup
a
Google
Analytics
account
2. Download
the
Google
Analytics
SDK
for
Android
Setting
up
3. Add
the
SDK
library
to
your
project
4. Setup
project
permissions
5. Add
and
setup
tracking
code

23. Start
tracking
import
com.google.android.apps.analytics.GoogleAnalyticsTracker;
tracker
=
GoogleAnalyticsTracker.getInstance();
tracker.startNewSession("UA-­‐12345678-­‐9",
30,
this);
tracker.trackPageView(“/recipes");
Option
A:
Track
PageViews
tracker.trackEvent(”ShoppingCart",
”Add”,
”Chilli
corn
chowder”);
tracker.stopSession();
Option
B:
Track
Events

27. Taking
it
further:
custom
variables
and
ecommerce
tracking
Futurice
5.5.2012
27

28. Optimize
What
the
numbers
mean?
How
should
the
app
be
changed?

29. First:
Pick
3-­‐5
KPIs
based
on
your
(business)
goals.

30. Ideas
on
how
to
enhance
the
design,
Ideas
ideas
for
new
features
Customer
information,
week
points
in
the
design
Design
and
Learn
Build
development
of
changes.
Actionable
Data
Product
insights!
Minimum
viable
product.
Measure
How’s
the
new
version
doing
against
KPIs?
Eric
Ries:
The
Lean
Startup

31. Summary

32. › People
expect
top
UX
for
native
mobile
apps
› Analytics
is
at
least
as
important
for
mobile
as
it
is
for
web
Key
takeaways
› Focus
on
3-­‐5
KPIs,
use
them
to
validate
your
actions
› You’re
looking
for
actionable
insights
› Iterate!
Fail
fast!
Have
fun!

33. Get
started:
https://developers.google.com/analytics/devguides/collection/android/
Questions?
Comments?
Janne
Toivola
Senior
Service
Designer
janne.toivola@futurice.com
twitter.com/jannetoivola