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

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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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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.

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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

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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.

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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

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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

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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

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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

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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

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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

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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

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

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Creating a new account in Google Analytics

Google Confidential and Proprietary

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Creating an app account

Google Confidential and Proprietary

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How to use the Google Analytics SDK

Google Confidential and Proprietary

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Receiving your tracking ID

Google Confidential and Proprietary

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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

Category: P ...accounts 322

Category: P ...filePickerAnalyticsMa…/REAL-TIME 121 Action: pickProfile AnalyticsMainActivity 109 Label: success AnalyticsMa…/DASHBOARD 117 994

4th Interaction 698 interactions 74 left Category: P ...filePicker Action: pickProfile Label: success 547 Category: P… accounts 58

+ Step

AnalyticsMainActivity 35 Category: P…profiles 34 AnalyticsMa…/DASHBOARD 10 ProfilePick…unt/prompt 4 (+4 more screens) 10

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Measuring your success

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Interpreting the data

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Use autotagging to test and iterate on ad strategy

Google Confidential and Proprietary

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Use Google’s URL builder to test other strategies

Google Confidential and Proprietary

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Measuring ad effectiveness & lifetime user value

Google Confidential and Proprietary

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See highest value users with loyalty reports

Google Confidential and Proprietary

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Avoid user attrition with crash and exception

Google Confidential and Proprietary

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Unleashing your app potential with Analytics

Drive app downloads

Understand key business drivers

Improve ROI

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

35

Understanding Your App Users with Google ... Services

25B+. # of mobile apps on Google Play. # of apps downloaded from Google Play. Mobile app revenue1 expected by 2016. $46B. # of mobile apps on Apple iTunes ... Google Confidential and Proprietary 13. Slacker Radio: Beating ROI goals with analytics. 70%. Improvement in Cost per. Download. With the new SDK tools,.

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