App AnalyticsMeasure Camp March 2015

Sid ShahMezzo Labs

London

Mobile and tablet app stores

Source: Appfigures

App Analytics tools

• App stores data (Sales) • In-App data (behaviour)

Standard metrics for Apps

• App store data

• Downloads• Revenue (by country)• Ranking• Keywords• In-app purchases• Active Installs (only google play)• Reviews/Featured

• In-App data (behaviour)

• Users• Sessions• Crashes & Exceptions• App versions/device models• Demographics• Screen & Acquisition (requires

configuration)

App campaign measurement

http://support.mobileapptracking.com/entries/25539969-How-to-Deeplink-to-Your-Mobile-App-from-Your-Website

App Installs: GA campaign measurement

Google Play Store

Implement Google Play Store Campaign Measurement

Add referrer parameter to any URLs that will be linking directly to Google Play Store

https://play.google.com/store/apps/details?id=com.example.app &referrer=utm_source%3Dgoogle (Referrer) **%26utm_medium%3Dcpc (Campaign Medium) %26utm_term%3Dpodcast%252Bapps (Campaign Term)%26utm_content%3DdisplayAd1 (Campaign Content)%26utm_campaign%3Dpodcast%252Bgeneralkeywords (Campaign Name)

iOS store Enable iOS campaign tracking in GA. Implement Google

analytics SDK and enable IDFA (Identifier for Advertisers) collection

Add referrer parameter to any URLs that will be linking directly to Google Play Store

https://click.google-analytics.com/redirect

?tid=UA-12345-22 (GA Code) **

&url=https%3A%2F%2Fitunes.apple.com%2Fus%2Fapp%2Fmy-app%2Fid123456789 (App Store URL) **

&aid=com.company.app (Your App ID, use GA to retrieve) **

&idfa=%{idfa}) (Marco for IDFA) **

&cs=newsletter (Campaign Source) **

&cm=email& (Campaign Medium)

cn=NewAppCampaign& (Campaign Name)

cc=latestapp& (Campaign Content)

ck=newapp (Campaign Term)

App Launches: Campaigns and traffic source• Google Play• Ensure setCampaignParamsFromUrl method is set within your app• http://examplepetstore.com/index.html?

utm_source=email&utm_medium=email_marketing&utm_campaign=summer&utm_content=email_variation_1

• iOS • In-build “tracker” tracks URL containing Google Analytics campaign

parameters [GAIDictionaryBuilder setCampaignParametersFromUrl:urlString]

• Use standard google analytics campaign tracking parameters• Ensure “referrer” is set on every URL

Google guide

Track different apps in separate properties.

Track different platforms of an app in different properties.Google recommends creating an AdMob account for rollup view

Track app editions based on feature similarities.

Track different app versions in the same property.

Apps: Using GTM?

App store optimization

http://www.parisoma.com/app-store-optimization-on-metadata-off-metadata/

Apps stores - How does it affect search?

Let’s discuss• Your experience with other tools /features? In-App messaging/push

notifications?• Do you measure apps similar to website? • How important is app for your business?• How do you measure success? – Frequency, engagement?• Is apps space still dominated by big players?• What would you like to see in App Analytics?

Loyalty

Resources

• App Stores trends • App Annie Blog : http://blog.appannie.com• Appfigures blog: http://blog.appfigures.com

• App Optimization • Mobile dev HQ: http://www.mobiledevhq.com/articles• Kiss Metrics : https://blog.kissmetrics.com/app-store-optimization/• Sensor tower: https://blog.sensortower.com/blog/categories/app-store-optimization/

Google Anaytics: App tracking

• Google Analytics SDK for Android• Google Analytics SDK for iOS• Google Analytics plugin for Unity (for game developers, still in beta)