Mobile App Analytics

why, when, what, where, how & gotchas

@niallrochen.roche@ucl.ac.ukGet in touch

Niall Roche

why use analytics?find out who users are

find out how they are using your product (or not)

find out what they are/are not interested in

saves wasted effort or can try differently

either way you have learned something!

can help with innovation accounting

Industry Baselinescompare with other apps in same category

mine data from App Stores and Analytics Libraries

user baselines sourced from the industry • app annie • visionmobile• Flurry • apptopia

without analyticsno idea how users are using your site/app/device

hard to prove to investors and prove metrics

how to measure against KPIs?

how to know if something new or different is working

metrics• Acquisition

• Activation

• Retention

• Referral

• Revenue

• many many more…..

know your userswhere geographically (may not be accurate)

how did they get there (referrals & campaigns)

gender & age (may be implied)

what devices

what languages are they using

when are they using it (any interesting trends?)

where?identify milestones along a journey

different decision points for user

all major events

should be mapped to KPIs and metrics

if in doubt - track as much as possible!

what?decide what to track

and how to interpret

what are the user journeys to focus on

what goal performance to measure

look crash reports exceptions and bad things

don't forget about some feedback!

Product product = new Product() .setName("Dragon Food") .setPrice(40.00);

ProductAction productAction = new ProductAction(ProductAction.ACTION_PURCHASE) .setTransactionId("T12345");

// Add the transaction data to the event.HitBuilders.EventBuilder builder = new HitBuilders.EventBuilder() .setCategory("In-Game Store") .setAction("Purchase") .addProduct(product) .setProductAction(productAction);

// Send the transaction data with the event.tracker.send(builder.build());

heatmaps

Examine Funnels

cohortscohort analysis

match campaigns to cohorts

ignore vanity metrics!

no of page impressions + signups not as important as engaged users

can always buy users to visit your site

what campaigns convert into paying customers for lowest acquisition cost

useful when calculating lifetime value of customers

A/B Testing

source rahulrodriguez

A/B Testingimplementation options

AB Tasty

Convert

Optimizely

Unbounce

many analytics tools have simple implementations built in too with reports on variance

app launch eventsapp icon

spotlight

push notification

from other app / device

url scheme

intent (Android)

Document Handler

proximity trigger

geofence

beacon/iBeacon/eddistone/NFC

system event (low battery)

background mode may bypass initial start logic

multiple pathsA -> B -> C is not always straightforward

may be multiple routes to same point in app/site

how did the user get there?

Tab / Swipe / Press / Gesture

from Hamburger menu, context and other menus

tracking context of how an event was reached

actioning with dataplatforms like Liquid (onliquid.com) can adapt an app experience based on data

identify variables to change inside the app

trigger an actions on a funnel of users (e.g push notification)

set rules to automatically intervene based on trends

personalised experiences

technical problems• some technical issues for websites

• leaving page on form submit

• careful with placement of code

• missing images, load events may not fire

• add timeouts for error handling

analytics toolsGoogle Analytics

MixPanel

Liquid

Flurry

Crashlytics

Keen.io

AppSee

UXCam

AppAnalytics

UsabilityTools

Localytics

Apteligent

Amazon

Segment

Kissmetrics

customer.io

mparticle

Facebook

Crittercism

many more

privacynew EU legislation changes to Privacy regulations

GDPR (General Data Protection Regulations)

check you are compliant

and the analytics provider is too!

UX Testing ToolsUsabilla (https://usabilla.com/)CrazyEgg (http://www.crazyegg.com/)Heatma.ps ( http://www.heatma.ps)Testplant (http://www.testplant.com/)Usertesting

(http://www.usertesting.com)Utest (http://www.utest.com)Silverback (http://silverbackapp.com/)Clicktale (www.clicktale.com)Five Second Test -

https://usabilityhub.comFeng-GUI (automatic eye tracking)

http://openhallway.com/www.trymyui.comhttp://www.techsmith.com/morae.htmlhttp://www.loop11.com/http://www.feedbackarmy.com/https://www.nngroup.com/articles/icon-

testing/http://www.ethnio.com/https://marvelapp.comhttp://entypo.comhttp://www.inspectlet.comhttp://www.invisionapp.com/www.usertesting.comhttp://ethn.io