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Understanding Your App Users with Google ... - Google Services
25B+. # of mobile apps on Google Play. # of apps downloaded from Google Play. Mobile app revenue1 expected by 2016. $46B
Understanding Your App Users with Google Analytics October 23rd, 2012 Jessica Sapick, Mobile Ads Product Marketing Chrix Finne, Mobile Ads Product Management
Google Confidential and Proprietary
1
Agenda 1 Mobile App Landscape 2 How to measure app user activity with Google Analytics & new features
3 Q&A
Google Confidential and Proprietary
2
With analytics solutions for apps, we help you:
Win moments that matter
Enable better decisions
Constantly innovate
Drive new kinds of customer engagement with mobile apps
Enable tracking and targeting features that help improve your ROI
Use data to iterate and unlock maximum value
Google Confidential and Proprietary
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Agenda 1 Mobile App Landscape 2 How to measure app user activity with Google Analytics & new features
3 Q&A
Google Confidential and Proprietary
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Mobile apps are changing the consumer world
667
Minutes the avg. smartphone user spends per month using apps
675K
# of mobile apps on Google Play
700K
# of mobile apps on Apple iTunes
25B+
# of apps downloaded from Google Play
$46B
Mobile app revenue1 expected by 2016
. 1 Including pay-per-download, in-app purchase, subscriptions and in-app advertising. Source: ABI research, eMarketer.com, comscore, Flurry, Gartner, IHS Screen Digest, internet search. New York Times.
Google Confidential and Proprietary
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In-store
From Apps
Cross device www
On mobile web
Click-to-Call
Mobile is Spurring New Types of Conversions Google Confidential and Proprietary The Full Value of Mobile
6
Fluency in measuring apps is an emerging skill
6%
Extremely Sophisticated
we measure our mobile apps integrated with other initiatives
12%
Advanced
we measure apps in a comprehensive manner but the data is in a silo
23%
Intermediate
we measure our apps but feel like we're not seeing the whole picture
36% Novice
we’re starting to measure apps and are just learning
23% No understanding
we’re not really sure where to start with mobile app measurement
Research question: Rate your sophistication of using mobile analytics to measure a mobile app. Data based on 2318 respondents.
Google Confidential and Proprietary
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Lifecycle of a mobile app The focus
Develop an app
Market an app
Measure and iterate Measuring the End-to-End Value of Your App, improve based on data
Google Confidential and Proprietary
8
Understand the end-to-end value of mobile apps App marketplace download New users Active users Demographics Acquisition channels
Improve App Discovery & Drive Installs
Acquisition
Outcome
App sales Ad monetization In-app purchases Goal conversions
Cultivate Loyalty Engagement
Engagement flow User loyalty and retention
Top app screens App crashes Events
Delight Your Users Google Confidential and Proprietary
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Marketers want to measure full app lifecycle Metrics that matter to marketers:
71% Engagement / usage of apps
55% Insights into app marketplaces
56% Revenue generated from apps
38% Cross-device tracking
& downloads of apps Research question: What mobile metrics are important when choosing a mobile app analytics solution? (check all that apply) Data based on 2318 respondents.
51%
Advertising metrics revenue generated from in-app or spent on acquisition
32% Crash reporting / troubleshoot information
Google Confidential and Proprietary
10
Benefits of Google Mobile App Analytics
New set of reports tailored for mobile app measurement
New Users: revamped sign-up flow
1 3
2
More powerful mobile SDK (easy to implement)
4
Speaking the language of the mobile app world
Google Confidential and Proprietary
11
From app download to in-app purchase App Acquisition Funnel
App Analytics
App Promo
Outcomes
Impressions Clicks
Goals E-commerce Lifetime values Monetization
App Store Number of views Number of installs Rating / reviews
Installs Number of installs Number of opens Interaction rate
Acquisition Outcomes
Engagement Events / screens Loyalty Crashes
Users Demographic Mobile device Behavioral Google Confidential and Proprietary
12
Slacker Radio: Beating ROI goals with analytics
70%
Improvement in Cost per Download
With the new SDK tools, robust and reliable attribution was possible in new ways. Marc Drucker, iCrossing senior Media Analyst
Google Confidential and Proprietary
13
Magma Mobile: Driving ad revenue with analytics
130m
Android app downloads
14m
monthly active users
Google Analytics helps us analyze data and draw clear actions from which we can build a better user experience and encourage greater usage.
Using Google Analytics we were able to see that some marketing channels drove installs but very little traffic after the download. We now focus promotion efforts where we see the highest growth in loyal users that consume more pageviews and spend more time using the app.
Google Confidential and Proprietary
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Agenda 1 Mobile app landscape 2 How to measure app user activity with Google Analytics & new features
3 Q&A
Google Confidential and Proprietary
15
Best practices for mobile app analytics
Track different apps in separate properties
Track different platforms and app versions in the same property
Track app editions based on feature similarities
Google Confidential and Proprietary
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Two-step app Analytics setup process
Set up a new app property in your Analytics account
Download the Google Analytics SDK2
Analytics account manager
Your app developer
Google Confidential and Proprietary
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A more powerful mobile SDK v2.0
Easy to implement Easy Tracker library auto tracks Android / iOS views and activities App developer can implement initial tracking in < 5 min.
Open platform wire-format Wire-format will be open platform to support customized solution on other mobile platform
Opt-out ready
Secure and lean
API for app-specific user opt-out
Hits to GA backend can be sent through secure HTTP Less data will be sent –better battery life
Google Confidential and Proprietary
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Creating a new account in Google Analytics
Google Confidential and Proprietary
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Creating an app account
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How to use the Google Analytics SDK
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Receiving your tracking ID
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Adding the code snippet to your app
Google Confidential and Proprietary
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Finding acquisition and user data
Google Confidential and Proprietary
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Understanding your app users
Google Confidential and Proprietary
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Knowing how & where your users are engaging
Start Screen 2.81k interactions 776 left Profile Picker 2.81k
Start Screen 2.81k interactions 776 left Profile Picker 2.81k
2nd Interaction 2.03k interactions 162 left Category: P ...filePicker Action: pickProfile Label: success 994
Category: P ...filePicker Action: pickProfile Label: accounts 548 2nd Interaction
2.03k interactions 162 left Category: P ...filePicker 341
3rd Interaction 1.87k interactions 1.16k left AnalyticsMainActivity 731
Category: P ...filePicker Action: pickProfile Label: profiles 521
