measuring and optimising apps using google mobile app analytics
TRANSCRIPT
Measuring and Optimising Apps using Google Mobile App Analytics
@buyukgokcesu
BoostingConversion.com
BoostingConversion.com
Cemal Buyukgokcesu
Analytics and Conversion Consultant
PCs are now small share of connected devices… Mobile is the only media time that’s growing
Source: Business Insider
Source: tylervigen.com
Correlation: 0.992558
Main IdeaMaximize value of each
screen
Main IdeaGet users to look at more
pages
Main IdeaGet users to come back
more often
Main IdeaAttract new users to the
site
LoyaltySessions / User
RPMRevenue / Screen
Depth of VisitScreens / Session
Session Durat. / Session# of Users
Revenue / User
LONG TERM REVENUE
Why does digital analytics matter?
Mobile App Analytics
Is this actionable?
All data in aggregate is
"useless"
Mission-driven SegmentationCreating views (filters)
Creating custom dimensions
On The Fly SegmentationUser segments
Default reports & Insights
Mission-driven SegmentationCreating views (filters)
Creating custom dimensions
On The Fly SegmentationUser segments
Default reports & Insights
Create your own metrics
Mission-driven SegmentationCreating views (filters)
Creating custom dimensions
On The Fly SegmentationUser segments
Default reports & Insights
New app-centric data and reports
Retroactive
Track immediate impact of marketing campaigns
Real-time reporting
Cohort analysis: ability to create a unique group of visitors that share a commonality
Cohort analysis: measure retention
Solution Gallery for more segmentation ideas
goo.gl/ZKyjSU
“If you torture the data long enough, it will confess.”Ronald CoaseProfessor Emeritus of EconomicsUniversity of Chicago Law School
Get full visibility into how your users are finding your app
“Acquisition” → “Google Play” → “Referral Flow”
Find out which devices you need to optimise for
Prioritize development by conversion
“Audience” → “Devices & Network” → “Devices”
Find out when your app is crashing.
“Behavior” → “Behavior Flow”
See how user navigation is impacted by screen resolution
“Behavior” → “Behavior Flow”
Which users to focus on?“Behavior” → “Behavior” → “Loyalty”
Find out what your users are buying
Breaking Down Cross-device Barriers
Mobile Web & App
Desktop Website
Game Console TV
Set-Top-Box
Point of Sales
User ID
Client ID Client ID Client ID Client ID Client ID
&cid=111 &cid=222 &cid=333 &cid=444 &cid=555
5 Users
1 User&uid=456
Cross Device: Device overlap
Cross Device: Device Paths
Perspective matters...
10/90 Rule Image Credit: Getty & Imgur
Thanks!
@buyukgokcesu
BoostingConversion.com
BoostingConversion.com
Cemal Buyukgokcesu
Analytics and Conversion Consultant