yandex appmetrica
TRANSCRIPT
![Page 1: Yandex AppMetrica](https://reader033.vdocument.in/reader033/viewer/2022042511/589bfb0e1a28ab40348b6fbb/html5/thumbnails/1.jpg)
Free mobile analytics and marketing platform
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Let’s meet!
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Run experiments and UX Concepts testing
App Analytics
Study your audience and watch project KPIs - AU, retention, engagement, target events
Improve user experience
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Ad Tracking
Track traffic sources and build reports on user acquisition campaigns
Optimize CPI,CPA campaigns
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Push Campaigns
Deliver personalized content just in time
Re-engage users with push messages
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Crash Reporting
Watch app stability
Allow for quick updates on new issues and how to reproduce and fix them
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One platform to rule them all
App Analytics Ad Tracking Push Campaigns Crash Reports
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Things to know
Real-time reports
Unlimited data - no quotas on audience and custom events
Access to raw data - all data attributes including device IDs
Free
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AppMetrica Benefits
Save up to 10% of marketing budget
Full-stack solution for marketing and analytics
Single SDK
Extended integration capabilities
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Support for all platforms
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AppMetrica Today
180B events processed
monthly
3,500+ developers
150M+ MAU (devices)
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Install Attribution Story
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How tracking works?
Ad Click
App Install
Events
App Open
Postbacks
Redirect Service
AppMetrica
Ad Partner AppMetrica SDK
Advertising
API
〉Attribution authority
〉Accurate tracking for all kinds of traffic sources
〉Connects installation to click
〉Sends a postback to ad partner
〉Install - first app launch
More cool tech details - https://tech.yandex.com/metrica-mobile-sdk/doc/mobile-tracking/concepts/tracking-docpage
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Custom parameters in tracking URL
Ad networks has data about the user - retrieve this data. How?
1. Find macros supported by the ad network
2. Put it to the tracking URL which you’re going to use for campaign
3. Get the data for reports and segmentation
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Custom parameters in tracking URL
Ad networks has data about the user - retrieve this data. Why?
1. Use it for new insights in product analytics
2. Utilize the data to build better user experience
3. Understand the audience and invent new approaches for user acquisition
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Case #1 - Search Ads + Yandex.Market
Yandex.Market - one of the most popular e-commerce apps in Russia.
understand user interests and intention
build most relevant showcase and goods feed
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Case #1 - Search Ads + Yandex.Market
Yandex.Direct (search context ads) provides data on search term which brought user to install app from advertising.
Install
Click
collect user’s search term
use for reports segmentation
pull out and use in your business logic
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Case #1 - Search Ads + Yandex.Market
Segment cohort report with search term values to understand the engagement and retention for users with specific interests and intention.
Understand how to improve it
Find out the ways to optimize ad campaigns
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Yandex.Launcher - android shell with smart app recommendations
understand user interests and intention
show most relevant app offers
Case #2 - Social Ads + Yandex.Launcher
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Case #2 - Social Ads + Yandex.Launcher
MyTarget provides accurate data on user’s gender and age.
collect demographics data
use for reports segmentation
pull out to improve recommendation engine
Install
Click
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Case #2 - Social Ads + Yandex.Launcher
Segment Events report with gender and age data to understand your app perception by different types of the users
Understand how to improve it
Find out the ways to optimize ad campaigns
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Dynamic Deeplinks
Use deeplink in tracker - open application if already installed
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Dynamic Deeplinks
Smooth user experience web-to-app and app-to-app
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Case #3 - App to app
Subway routing app Yandex.Metro to ride hailing Yandex.Taxi application
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Case #3 - App to app
User builds a route from station to station in Yandex.Metro
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Case #3 - App to app
User is offered a discount ride on Yandex.Taxi if the last is installed
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Case #3 - App to app
Smooth Transition to one-click Yandex.Taxi order
deeplink invocation
route start/end are passed
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Dynamic Deeplinks - how it works
AppMetrica allows building deeplinks on the fly
…?voucher_code=1234567890tracking URL -
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AppMetrica allows building deeplinks on the fly
…?voucher_code=1234567890tracking URL -
deeplink template - yandextaxi://promo_code={voucher_code}
Dynamic Deeplinks - how it works
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AppMetrica allows building deeplinks on the fly
tracking URL -
deeplink template -
Dynamic Deeplinks - how it works
…?voucher_code=1234567890
yandextaxi://promo_code={voucher_code}
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AppMetrica allows building deeplinks on the fly
tracking URL -
deeplink template -
Dynamic Deeplinks - how it works
…?voucher_code=1234567890
yandextaxi://promo_code={voucher_code}
deeplink - yandextaxi://promo_code=1234567890
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Post click landing
Reach your users even when interaction is complete
Ad Click
App Install
App OpenRedirect Service
AppMetricaAdvertising
Returns to Browser
Browser
Advertising
Browser Redirect to postclick
landing page
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Post click landing
your mobile site
some contextual promo or offer
applications offer wall
Redirect user to
Conversions7-13% of users reach post click landing
1% from the previous step complete goal action
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Benefit from unified platform
Ad Tracking App Analytics
+ = Insights
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Over 100
Out of box support
AppMetrica Integrated Ad Networks
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The Push Story
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Short Story of Yandex.Metrica app
Mobile app for Yandex.Metrica - top web-analytics solution in Russia and Eastern Europe
Bringing users from cross-promo channels - web site and other internal resources
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Step 1 | Ad placement on web-site
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Step 1 | Campaigns Results
Relevant ad placement - good install CR
Convert weekly audience of the web-interface to mobile apps users - goal achieved
(avg. CR = 50%, thousands of installs weekly for both platforms)
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Step 2 | Get max from the install
Not just user acquisition but good retention
Need to find the bottleneck - what affects retention?
Let’s cohort users and analyze each cohort metrics
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Step 2 | Get max from the install
Seems that User Sign In is enough for best retention we can get!
Retention up to 2x times
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Step 3 | Activate - bring to Sign In
Find users who came from our UA campaign and haven’t signed in
Compose a push message
Send and analyze!
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Life without AppMetrica
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Integrate at least 3 SDKs
Ad Tracking Push SDK
Product Analytics
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Integrate at least 3 SDKs
Development ResourcesQA ResourcesApp SizeApp Stability
Ad Tracking Push SDK
Product Analytics
Affects:
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Use 3 separate platforms
3 separate interfaces for each task
Data disrupancies
No cross-segmentation - all the data is fragmented!
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Use 3 separate platforms
Find suitable API in each platform
Pull out the data and intersect it
You need to code and script it all
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Life with AppMetrica
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SDK
Single well-tested and lightweight SDK
AppMetrica SDK
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Step 1 | Install Attribution
Full-featured install attribution with configurable postbacks
Nice Traffic Sources report
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Step 2 | Product Analytics
Traffic sources and User Behavior segmentation
Cohort Report
Easy to find your target segments!
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Step 3 | Push Campaigns
All the data from traffic and product analytics is available for building an audience!
Rich Push Composer with AB-tests and
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Step 3 | Push Campaigns
Push Campaigns Reports
Push Campaigns Segmentation
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Benefit from unified platform
Ad Tracking App Analytics
+ = Insights &
Actions+Push Campaigns
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Free mobile analytics and marketing platform
Sign up and try demo appmetrica.yandex.com
Get in touch with us!Alexander Lukin
Alexander [email protected]