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Google Confidential and Proprietary 1Google Confidential and Proprietary
Metrics for Success in the Mobile / Apps Ecosystem
@AdamSinger +GoogleAnalytics
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Google makes the web work for you
Enable betterdecisions
by accessing unique customer, industry and performance insights.
Win momentsthat matter
by engaging billions of people, in the right context, with
personalized experiences they love.
Constantly innovate
by tapping into technology that works together across
your business needs.
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Agenda
.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.
State of mobile
Mobile app measurement methodology
GA Mobile App Analytics
1
2
3
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Mobile apps are changing the consumer world
Minutes the avg. smartphone user spends per month using apps
675K
667
700K
25B+
# of mobile apps on Google Play
# of apps downloaded from Google Play
Mobile app revenue1 expected by 2016 (cross-platforms)$46B
# of mobile apps on Apple iTunes
.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.
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www
Mobile is Spurring New Types of Conversions
Click-to-Call
In-storeFrom Apps
Cross device
On mobile web
The Full Value of Mobile
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Fluency in measuring apps is an emerging skill
Research question: Rate your sophistication of using mobile analytics to measure a mobile app.
Data based on 2318 respondents.
6%
12%
23%
36%
23%
Extremely Sophisticated
Advanced
Intermediate
Novice
No understanding
we measure our apps but feel like we're not seeing the whole picture
we measure our mobile apps integrated with other initiatives
we’re not really sure where to start with mobile app measurement
we measure apps in a comprehensive manner but the data is in a silo
we’re starting to measure apps and are just learning
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Mobile app revenues worldwide:2011 and 2016Billions
Note: Includes per-per-download, in-app purchase, subscriptions, and in-app advertising.Sources: ABI Research, “Mobile Application Business Models” as cited in press release, Feb. 16, 2012. eMarketer.com
Series10.0
10.0
20.0
30.0
40.0
50.0
$8.5
$46.0
2011 2016
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In-app purchase revenues worldwide:2011 and 2015Millions and % of total smartphone app rev
Sources: HIS Screen Digest, “Mobile Media Intelligence Services” as cited in press release, Jan. 17, 2012. eMarketer.com
Series10%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
(39%)
(64%)
2011 2015
$970
$5,600
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Lifecycle of a mobile app
Market an app
Develop an app
Measure and iterate
Measuring theEnd-to-End
Value of Your App, improve based on data
The focus
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Understand the end-to-end value of mobile app
App marketplace
downloadNew users
Active usersDemographics
Acquisition channels
App salesAd monetizationIn-app purchasesGoal conversions
Engagement flow
User loyalty and retention
Top app screensApp crashes
Events
Acquisition Outcome
Engagement
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Marketers want to measure full app lifecycle
Research question: What mobile metrics are important when choosing a mobile app analytics solution? (check all that apply)
Data based on 2318 respondents.
71%Engagement / usage of apps
56%Revenue generated from apps
51%Advertising metrics
55%Insights into app marketplaces
revenue generated from in-app or spent on acquisition
& downloads of apps
38%Cross-devicetracking
32%Crash reporting / troubleshoot information
Metrics that matter to marketers:
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GA Mobile App Analytics
New set of reports tailored for mobile app measurement
1
New Users: revamped
sign-up flow3
More powerful mobile SDK (easy to implement)
2
Speaking the language of the mobile app world
4
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Acquisition
Outcomes
From app download to in-app purchase
App PromoImpressions
Clicks
App StoreNumber of views
Number of installsRating / reviews
InstallsNumber of installsNumber of opensInteraction rate
App Acquisition Funnel
OutcomesGoals
E-commerce Lifetime values Monetization
EngagementEvents / screens
Loyalty Crashes
Users Demographic Mobile device
Behavioral
App Analytics
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Slacker Radio: Beating ROI goals with analytics
70%Improvementin Cost per Download
With the new SDK tools, robust and reliable
attribution was possible in new ways.
Marc Drucker, iCrossing senior Media Analyst
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Magma Mobile: Driving ad revenue with analytics
Google Analytics helps us analyze data and draw clear actions from which we can build a better user experience and encourage greater usage.
130m Android
app download
s
14m monthly active users
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.
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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
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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
Your app developer
Analytics account manager
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A more powerful mobile SDK v2.0
Open platform
wire-formatWire-format will
be open platform to support
customized solution
on other mobile platform
Easyto implement
Easy Tracker library auto tracks Android /
iOSviews and activities
App developer canimplement initial
tracking in < 5 min.
Opt-outready
API for app-specificuser opt-out
Secureand lean
Hits to GA backendcan be sent through
secure HTTP
Less data will be sent –better battery life
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The new GA Mobile AppAnalytics Reports
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BenefitsDevelopers: • Iterate your application based on data• Identify and fix problems • Know when to deprecate old versions• Understand what features are used
Marketers:• Optimize high-conversion referral sources &
ads• Report success to stakeholders• Improve in-app purchases and revenue• See holistic view of performance
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Creating a new account in Google Analytics
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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
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Finding acquisition and user data
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Understanding your app users
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Knowing how & where your users are engaging
Profile Picker2.81k
Category: P ...filePicker Action: pickProfile Label: success994
Category: P ...filePicker Action: pickProfile Label: accounts548
Category: P ...filePicker341
AnalyticsMainActivity109
AnalyticsMainActivity731
Category: P ...filePicker Action: pickProfile Label: profiles521
Category: P ...accounts322
Category: P ...filePicker Action: pickProfile Label: success547
Start Screen2.81k interactions 776 left
2nd Interaction2.03k interactions 162 left
3rd Interaction1.87k interactions 1.16k left
4th Interaction698 interactions 74 left
AnalyticsMa…/REAL-TIME121
AnalyticsMa…/DASHBOARD117
Category: P… accounts 58AnalyticsMainActivity35Category: P…profiles34AnalyticsMa…/DASHBOARD10ProfilePick…unt/prompt4
(+4 more screens)10
+ Step
Profile Picker2.81k
Category: P ...filePicker Action: pickProfile Label: success994
Start Screen2.81k interactions 776 left
2nd Interaction2.03k interactions 162 left
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Measuring your success
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Use autotagging to test and iterate on ad strategy
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Use Google’s URL builder to test other strategies
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Measuring ad effectiveness & lifetime user value
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See highest value users with loyalty reports
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Avoid user attrition with crash and exception
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Coming soon: full integration with Google Play
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Coming soon: full integration with Google Play
Coming Soon
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Another thing to mention...
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We have launched theAnalytics Mobile App on AndroidSee what’s going on and get alerted on important KPIs
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In Summary
1. See the entire picture of your application in GA Mobile App Analytics.
2. View your web or mobile analytics from anywhere with Google Analytics Android App.