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INTRO TO MOBILE ANALYTICS Matthew Ho Product @ Tapmint
INTRO TO MOBILE ANALYTICSMatthew Ho Product @ Tapmint
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• Digital Producer background
• Worked online for 7 years
• Next Digital, Deloitte, Airbnb
• Love TV series, movies & sports
• Twitter: @inspiredworlds
Head of Product Development at Tapmint
ABOUT ME
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• We make mobile apps for ourselves and for consulting clients. We can also help you with mobile analytics.
• Website: http://tapmint.com
• Twitter: @tapmint
• Apps we have made include 3 language game apps (http://nativetongue.com)
• 450,000 downloads
ABOUT US
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• Learn the basics of the mobile application ecosystem in terms of data collection and analytical tools.
• Understand the steps and skills needed to analyse a mobile app from start to finish.
• Learn to make informed decisions on designing, marketing, and developing mobile apps.
• Understand the basics of managing the app development process through analytics.
TAKEAWAYS
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1. Identify the main metrics to follow on mobile 2. Setting up tracking 3. Funnels & goals 4. Ability to analyse mobile app/mobile site for design purposes. With
information I can share with my clients to improve their trust in me when designing for mobile.
5. Flurry vs GA
ONE THING YOU WANT TO LEARN - SURVEY RESPONSES
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1. Why is mobile analytics important? 2. Key Concepts For in-app-analytics 3. Exercises 4. Choosing an analytics tool 5. Appendix
1. Advanced Flurry analytics 2. Sales analytics 3. Case study - Skater 4. References
OUTLINE
WHY IS MOBILE ANALYTICS IMPORTANT?
INTRODUCTION TO MOBILE ANALYTICS
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• Every aspect of a product is a hypothesis about what users want
• Build - measure - learn cycle
• Critical to making decisions
• From opinions to facts
• Qualitative vs Quantitative
• ROI
WHY MOBILE ANALYTICS IS IMPORTANT
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• Shorter cycles for feature releases
• Don’t go live without analytics
• Start by measuring one metric
RULES OF THUMB
KEY CONCEPTSINTRODUCTION TO MOBILE ANALYTICS
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1. In-app-analytics (main focus)
2. We will not cover:
• User Acquisition (intro only)
• Sales analytics (intro only)
• A/B testing
KEY CONCEPTS
IN-APP ANALYTICSINTRODUCTION TO MOBILE ANALYTICS
13WHAT METRICS SHOULD I BE TRACKING?
WHAT METRICS SHOULD I BE TRACKING?
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• Downloads • DAU, WAU, MAU (Daily, Weekly, Monthly Active Users) • Retention rates (Day 1, Day 3, Day 7, Day 30, Day 365) • ARPU - Average revenue per user • ARPPU - Average revenue per paying user • Paying User Conversion Rates (1st, 2nd, nth purchase) • First time user funnel dropoffs
WHAT METRICS SHOULD I BE TRACKING?
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• User paths • Social sharing events • User acquisition • Custom events • Funnels • Segments
WHAT METRICS SHOULD I BE TRACKING?
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• Popular tool • Free • Designed for mobile • Easy to use • Customise events, funnels, segments
WHAT WE USE : FLURRY
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• Usage • Retention • Audience • User acquisition • Events • Errors • Technical
FLURRY OUT OF THE BOX (OOTB)
18FLURRY OUT OF THE BOX (OOTB)
• Usage: new users, active users, sessions, session length • Retention: return rate, rolling retention • Audience: geography, personas, interests, age • User acquisition: source, CPA, quality of install • Events: event summary, user paths, funnels • Errors: crash reporting • Technical: top devices, firmware
19IN-APP ANALYTICS
DOWNLOADS• Downloads is often the most quoted statistic. • Easiest to measure and understand by the public. • Important but only shows one perspective.
20DOWNLOADS
• But if you come across a download expert like this - RUN!
21IN-APP ANALYTICS
NEW USERS• A new user is a user who has just started using your
application. • Users are identified by unique phone IDs (which vary by
platform) to ensure that a user is in fact a unique new user and not just an installation.
22NEW USERS EXAMPLE: SPANISH SMASH iOS APP
23IN-APP ANALYTICS
ACTIVE USERS• A user that has had at least one session with your
application during a given time period (days, weeks, months).
• If a user launches more than one session during a given period, they will only be counted once.
24IN-APP ANALYTICS
ACTIVE USERS• DAU – daily active users • WAU – weekly active users • MAU – monthly active users
Can be expressed as total number and %.
25MAU EXAMPLE: SPANISH SMASH (iOS)
26IN-APP ANALYTICS
SESSIONS• Number of user sessions: A session is one use of the
application by an end user. When the application is launched and ends when the application is terminated.
• Length of sessions: The session length is defined simply as the length of time between the start application event and the end application event.
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• Return rates – percentage of users who return to your app on a given day, week or month
• Day 1, Day 3, Day 7, Day 30, Month 1 vs Month 12 • Measured by cohort (install date)
IN-APP ANALYTICS
RETENTION
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• Measured by cohort (install date)
• Heatmap of returning users
IN-APP ANALYTICS
RETENTION
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• Custom events that you set up to track specific items or actions.
• Examples: • How many users complete level 1 • How many users bought an IAP (in-app
purchase) • How many users shared their activity to
IN-APP ANALYTICS
EVENTS
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• Events have two elements: 1. Actual event2. Parameters (details)
• Requires title for the event and a description for the event • Use similar wording across apps • Limit of 300 events
IN-APP ANALYTICS
EVENTS
33TRACKING EVENTS : HAHA (iOS) CASE STUDY
34TRACKING EVENTS : HAHA (iOS) CASE STUDY
35DRILL DOWN ON SPECIFIC EVENT: HAHA (iOS) CASE STUDY
36DRILL DOWN: HAHA (iOS) CASE STUDY
37TRACKING EVENTS : SPANISH SMASH (iOS) CASE STUDY
38NEWS APP : SAMPLE EVENTS
39MOBILE COMMERCE APP : SAMPLE EVENTS
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• For this exercise, consider your own app or one that you are familiar with.
• 1. What are your business goals? Choose one goal. • 2. How could you measure this goal using standard
mobile analytics?
• 3. How could you measure this goal using a custom event?
CLASS EXERCISE 1
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• A series of steps or events create a funnel • Funnels track users as they execute a
defined set of steps • Must be completed in the order of steps • See how many users that started a given
process completed it. • For those that did not complete the
process, funnels show you at which step they exited.
IN-APP ANALYTICS
FUNNELS
42FUNNEL CASE STUDY : SPANISH SMASH (iOS) APP
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• Funnel created with 3 events 1.Launched App 2.Played Stage 1 for Animals language pack 3.Purchase IAP for “Clothing & Vegetables language pack”
• Want to know how many people in Stage 1 have bought the first IAP, which is the first IAP.
• Will lead to investigation into questions such as: • How can I increase the conversion of the first IAP? • How does this compare to conversion of other IAP’s? • How does this conversion compare to other stages?
FUNNEL EXAMPLE : SPANISH SMASH (iOS) APP
44FUNNEL CASE STUDY : CAMMY - CCTV ON YOUR SMART PHONE
• Cammy is a free app that connects with most WiFi cameras, smartphone cameras and webcams.
• Allows you to remotely monitor the places and things you care about.
45FUNNEL CASE STUDY : CAMMY
46FUNNEL CASE STUDY : CAMMY
• Cammy has an android app, iPhone app, web app. • They want to use the same tracking across all these apps. • Using mixpanel analytics. • They are tracking:
• Screenflow: What steps a user has done • Where do users fall off the funnel? • Whether a user has successfully added a camera • How many active cameras a person has • Common error messages in using the product
47FUNNEL CASE STUDY : CAMMY
•Has mobile metrics influenced the product? •Yes, to some degree. •Updated the user flow. •Added triggers to assist people when they fall off the funnel.
•MixPanel vs Google Analytics •Chose mixpanel as it can monitor property per user. •Mixpanel is an enterprise product. Pricing based on number of actions. •GA is free. It aggregates data. Doesn’t show properties of individual users
48EXERCISE 2: FIRST TIME USER EXPERIENCE FUNNEL
•Should I require my users to register before using the app for the first time?
•How much content should I show them before initiating the registration process?
•Do my conversion rates improve if I enable customers to register via their Facebook or Google accounts?
•Are new users able to immediately experience an “AHA” moment?
49FUNNEL EXERCISE: FIRST TIME USER EXPERIENCE
• Social game example • It requires a user to complete a tutorial then create a profile to be
matched with similar users.
• Where are people falling off the funnel? What can we do?
50FUNNEL EXERCISE: FIRST TIME USER EXPERIENCE
• After completing the tutorial, 69% of people “Create account” • What is impacting the conversion of the “create account”? • Things to investigate:
• Are there too many fields to be filled out? • Why do we need to ask for these fields? • Could there be another method to sign-in that is easier e.g. Facebook
or Google Account? • Should we require a sign-up before a user can play? • Can we include sign-up information in the tutorial?
• 95% of people have finished the tutorial so this is not a problem area
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• Userflow
• How do users behave in the app?
• Where do they go?
• At what point do they convert?
IN-APP ANALYTICS
USER PATHS
52USER PATHS : HAHA (iOS) CASE STUDY
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• Where do users go after the first view (laugh selection screen)? • Why are not more users going to the second view (send to a
friend)? • From speaking to users and also checking the database, some
users are reluctant to connect to Facebook to send a laugh to a friend. • We can create an event for Facebook login • Then see what happens after user connects to Facebook
HAHA case study
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• Drill down to a specific group based on events and other dimensions • Example 1: All Chinese users that have completed level 2 • Example 2: All users that have bought 4 in-app-purchase packs i.e
all our available IAP’s. • Example 3: All users that have only bought one specific IAP
(Clothing & Vegetables pack).
IN-APP ANALYTICS
SEGMENTS
55IN-APP ANALYTICS
SEGMENTS
56IN-APP ANALYTICS
SEGMENTS• Can drill down metrics by segment
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• Measure the impact of specific campaigns or channels on your user base • When you create a campaign, it gives you a campaign URL
to put in the ad campaign to track • Review metrics:
• Clicks on ads • Installs • Quality of install (funnels, segments) • Post install tracking
IN-APP ANALYTICS
User acquisition
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• Which app? • Metrics they are tracking? • How has it impacted your business? • Metrics they care about? • Tools?
IN-APP ANALYTICS
User Acquisition: Verbal Case Study
CHOOSE THE TOOLS THAT ARE BEST FOR YOU
INTRODUCTION TO MOBILE ANALYTICS
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• Figure out which one is the best for your business and needs
• We want to empower you with the ability to choose the one that is right for you
CHOOSE THE RIGHT TOOLS FOR YOU
61CHOOSE THE TOOLS THAT IS BEST FOR YOU
• Flurry • AppAnnie • Google Analytics (Universal Analytics) • MixPanel • KissMetrics • AppFigures • MopApp • Crashlytics • AppSee • HasOffers • and many more
62CHOOSE THE TOOLS THAT IS BEST FOR YOU
WHAT TO CONSIDER• Purpose • Easy to install? • Easy to setup and use? • Mobile or mobile/web • Value • Price • ROI • Do other people know how to use it?
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• We use Flurry • Popular tool • Designed for mobile apps • Free
CHOOSE THE TOOLS THAT IS BEST FOR YOU
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• Free • Great for sales analytics • Revenue, Rankings, ASO, Advertising, Reviews
CHOOSE THE TOOLS THAT IS BEST FOR YOU
WHAT WE USE : APPANNIE
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• We make mobile apps for ourselves and for consulting clients. We can also help you with mobile analytics.
• Email [email protected]
• Website: http://tapmint.com
• Twitter: @tapmint
NEED ANALYTICS HELP?
APPENDIXINTRODUCTION TO MOBILE ANALYTICS
Advanced Flurry Analytics
Appendix
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• Cross-sells – allows you to see how many users of one app go on to install another app in your portfolio
• Up-sells – lets you see how many users of the free version of your app eventually purchase the paid version
• Cross app usage • Cross app funnels
IN-APP ANALYTICS
CONVERSIONS
69CROSS SELLS
• Cross-sells: If a conversion takes place between two different applications, it is considered a cross-sell.
70UPSELLS
• Up-sells: If a conversion takes place between the free and paid versions of a given application it is considered an up-sell.
SALES ANALYTICS USING APP ANNIE
APPENDIX
72SALES ANALYTICS
REVENUE • The amount of money your app is making
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• Number of downloads for your app in various countries
SALES ANALYTICS
DOWNLOADS
74SALES ANALYTICS
RANKINGS • Daily ranks
• Rank history
• Featured
• ASO Keywords
75SALES ANALYTICS
Keywords
76SALES ANALYTICS
FEATURED• Lets you know if your
app has been featured in the app store
77SALES ANALYTICS
REVIEWS• Reviews users have
posted about your app • Feedback on what is
working and what is not working
• Quality of the app
Case study: SkaterAppendix
Case Study: Skater
Case Study: Skater
1. What is your business? • Action sports games for smart phones. • Focusing on one main product "Skater" for iPhone
2. What are your business goals? • Product: First deep penetration and high engagement in a niche. Then spread to capture broad audience with adaptation of product, pricing and brand partnership model. • Financial: $500k+ within first 24 months from launch as first benchmark.
Case Study: Skater
3. What are the mobile metrics you are tracking to meet these business goals? Our learnings were:
• 1st attempt: Used Mixpanel for first launch. But we were tracking enough data to cost $20k/mth. Mixpanel does not let you access any data unless you pay full amount for what you track.
• 2nd: Implemented Parse analytics. Tests in dev worked but when implementing for next release used white spaces in property names. Although seemingly undocumented this is not allowed and no data points were tracked.
• 3rd: Soon to be released next version with Flurry.
Case Study: SkaterCurrently the analytics we have had to work from are:
• Facebook SDK basic stats including device type, geo, age, gender, etc.
• Parse basic usage stats including retention, DAU, requests / sec, etc.
• Info derived from the cloud systems. The game stores player profiles in the cloud on Parse so we can see player progress, vanity item purchase and selection, contribution to and engagement with user generated content per player.
Case Study: Skater
4. How has mobile metrics impacted your business & product decisions? 1. Retention (DAU and engagement with user generated content) figures validated value of online content system and this will continue to be a focus of refinement in future updates. Plan to make system more relevant to the player's local social graph in future to increase personal investment and incentive. 2. Tracking player progress: We found sticking points which after some discussion with users we learned there was poor communication about some of the more novel aspects of how the game works. A high % of players are not getting value from what we intended to be the most valuable parts of the game.
Case Study: Skater
5. Action point from metric insights? There is a big chunk of players (~40%!!) for whom we can unlock this value in the next updated with some small design changes to expose the correct way to use the game:
• How to engage with the online content • The mechanism for progression • Unlocking of content
Case Study: Skater
6. How are you tracking paid customer acquisition? Facebook conversions using the Facebook SDK. Everything else using Kochava links short-linked to bitly links.
Case Study: Skater
7. What analytics tools are you using to track mobile metrics? Why?
Mixpanel looks really cool and would stick with it but the pricing model is bananas for our needs.
Would consider GA in future as it looks powerful and flexible. I hear it's not that heavily supported though as not a paid product.
Using Flurry for next update as it's free, has large user base and is straight forward. As we're lacking even basic data points at the moment just want something working in there ASAP so can start getting lowest hanging fruit as far as learnings.
Case Study: Skater
8. Where can we find out more about the Skater app?
• Nominated for mobile game of the year by IGN! • Check out the launch trailer
ReferencesAppendix
APPENDIX
References and additional reading• Mobile app analytics directory presentation, MobyAffiliates• Retention in Flurry Analytics, Flurry• Funnels in Flurry Analytics, Flurry• Funnel tutorials, Flurry• Events & Event Reporting, Flurry• Events - News App Sample Events, Flurry (doc available on Paperzz)• How to calculate retention and user uplift, Streethawk
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• We make mobile apps for ourselves and for consulting clients. We can also help you with mobile analytics.
• Email [email protected]
• Website: http://tapmint.com
• Twitter: @tapmint
NEED ANALYTICS HELP?
