measuring your way towards a successful application - 2012-10-04 - google developer group devfest...

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Vinoaj Vijeyakumaar

[email protected]

@vinoaj

vnjv.co/vvgplus

vnjv.co/vvlinkedin

Measuring Your Way Towards a Successful Application

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@vinoaj | vnjv.co/vvgplus

About this presentation

•  Presented at Google Developer Group DevFest 2012. •  Presented on Thu 4 Oct 2012 at Berjaya Times Square

(Kuala Lumpur). •  PDF copy available at http://vnjv.co/devfestkl

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Are you a Growth Hacker?

•  Recommended reading: http://vnjv.co/Sjbjjq

•  Scale for growth

•  Part developer / part marketer

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Measurement framework for growth

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Today

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•  Vinny •  2012 - Chief Consultant /

Founder – Sparkline Analytics

•  2007-12 – Senior

Conversion Specialist, Google Southeast Asia

Sparkline Analytics

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How it’s usually done

Do nothing (inertia)

Try and find some meaning in the data

Read all reports

Learn to use measurement tool

Implement measurement tool

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Vinoaj Vijeyakumaar

[email protected]

@vinoaj

vnjv.co/vvgplus

vnjv.co/vvlinkedin

Why Goals?

… you won't go far unless you know where the goal posts are. Arnold H. Glasgow

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4 Google Analytics Goal Types

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Event … a dynamic event (e.g. clicked on a video play button) on a page

Pages/Visit … number of pages visited in a session

Time on Site … time spent on the site during a session

URL Destination … page visitor lands on (e.g. /thankyou.html)

Goal Type Goal Triggered By …

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Setting Meaningful Goals Awareness Free

Users Paid

Users Loyalty /

WOM

KPIs

Goa

ls

# paid users # sales # in-app purchases

User upgraded Product purchased In-app purchase made

Macro ($)

# impressions # new visits # mentions

Time on site (new visitors) Pages / session (new visitors)

# signups # referrals

User signs up Referral made Referral signup

Return visits # mentions # referrals

Referral made Referral signup

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Other Uses for Goals

• Flow Visualization

• Multi-Channel Funnels • Intelligence Events

• Advanced Segments

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Google Analytics

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Track Behaviour

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Entry Exit

Behaviour

Engagement

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The GA Async Tracking Code

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Dynamically load the ga.js tracking library

HTML5: Execute script asynchronously

Look for _gaq stack and execute queued commands

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Customizing Your Tracking Code •  Tracking across

multiple domains or subdomains.

•  Setting/reading/deleting custom variables.

•  Other customizations. See API docs at http://vnjv.co/gamethods

<script type="text/javascript"> var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-23181160-1']);

_gaq.push(['_setDomainName', 'conversionplaybook.com']); _gaq.push(['_setAllowLinker', true]); _gaq.push(['_trackPageview']);

(function() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://

ssl' : 'http://www') + '.google-analytics.com/ga.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); })();

</script>

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The __utm.gif hit __utm.gif?utmwv=6.3&utmn=101027544&utmsr=1280x854&utmsc=32-bit&utmul=en&utmje=1&utmjv=1.5&utmfl=7.0 r24&utmdt=My%20Website&utmhn=www.site.com&utmp=/index.html&utmac=UA-51244-4&utmcc=__utma%3D117945243.823564440.1131054947.1131080858.1133834608.4%3B+__utmb%3D117945243%3B+__utmc%3D117945243%3B+__utmz%3D117945243.1131054947.3.2.utmccn%3D%28Spring%20Sale%29%7Cutmcsr%3D%28google%29%7Cutmcmd%3D%28ppc%29% %7Cutmtm%3D%28shoes%29%3B

Screen Resolution: 1280x854 Screen Colors: 32-bit Browser Language: English(en) Java Enabled? Yes (1) Java Version: 1.5 Flash Version: 7.0r24

Page Title: My Website Hostname: www.site.com Filename: /index.html Google Analytics Account: UA-51244-4 Visits: 4 Campaign: Spring Sale | Google(PPC) | shoes

http://vnjv.co/gagifparams

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What about the 1-page App/Site?

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Enter Event Tracking •  Track events on your site •  Detect events and trigger

tracking call

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_gaq.push(['_trackEvent', category, action, opt_label, opt_value]);

Purpose Example

Group of objects being tracked

'Rating Buttons'

Type of user interaction with the object

'Click'

Additional info about the event

'Thumbs down'

Numerical data about the event

-1

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YouTube Video Tracking Example

http://vnjv.co/ytgaevts

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How did visitors interact with my videos? (Action)

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Which videos were played? (Label)

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Custom Variables: Extended Measurement Model

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125+ Metrics and Dimensions + X Custom Variables = Custom Measurement Platform

Entry Exit

Behaviour

Engagement

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Custom Variables • _setCustomVar(index, name, value, opt_scope);

•  index – position to store and transmit the variable (1 to 5)

•  name – variable name (e.g. “member-type”) (case sensitive)

•  value – variable value (e.g. “premium”) (case sensitive) •  opt_scope – 1:visitor-level; 2:session-level; 3:page-

level (default: 3)

• _setCustomVar(1, ‘foo’, ‘bar’, 2);

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Visitor Level Custom Variables •  Stays with the visitor across multiple

visits to the site. •  Cannot store personally identifiable

information.

_setCustomVar( 1, ‘MembershipLevel’, ‘Platinum’, 1);

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Session Level Custom Variables •  Labels a session. •  Variable is discarded once session ends.

_setCustomVar( 3, ‘UsedChatWidget’, ‘true’, 2);

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Page Level Custom Variables •  Useful for content grouping. •  Identify groups of pages according to

attributes other than the page URL.

_setCustomVar( 5, ‘Author’, ‘John Jane Doe’, 3);

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Measure social interactions

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Setup for +1 button

•  Setup for the button: None

•  The +1 button on your website is already tracked.

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Setup for other networks

_trackSocial(network, action, target_url);

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Copy & paste Twitter & Facebook code

http://code.google.com/apis/analytics/docs/tracking/gaTrackingSocial.html

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MilkADeal.com

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<!– Email share button: --> <a onclick="showMailer('Check out MilkADeal for huge discounts in Malaysia! Here is my referral link: http://milkadeal.com/r/');return false;" href="#"><div id="lnkMail"></div></a> <!– Functions to track email share button usage: --> <script> function showMailer(myBody){ _gaTrack(); $(".winMessage").html(myBody); $("#mailer").modal(); } function _gaTrack() { _gaq.push(['_trackSocial', 'email', 'share']); } </script>

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What value do socially-engaged visitors hold?

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Socially-Engaged Conversions

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Encourage email sharing

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Social Listening

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Social Sources

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Social Conversations

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Mobile Tracking

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HTML & Applications WAP

iPhone

Windows

Mobile

Android

Blackberry

Pearl & Curve

http://code.google.com/apis/analytics/docs/tracking/mobileAppsTracking.html

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Tracking Feature Phones

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Tracking Your Mobile Site

•  Provided with server-side code to generate the calls to Google Analytics

•  Will track all web-enabled devices, not just JS- and cookie-capable devices

•  Currently provide code snippets for PHP, Perl, JSP, and ASPX platforms

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Server-to-Server Communications

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Secure Google Servers Website Server

Request pixel: /ga.php?....

Send request to GA servers

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Google Analytics Mobile SDK

•  Native App Tracking •  Unique Users •  Pageviews •  Events •  Ecommerce •  Custom Variables •  Android Market Referrals

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Setting Up A Tracker Object In An Activity

import com.google.android.apps.analytics.GoogleAnalyticsTracker;public class UserActivity extends Activity { GoogleAnalyticsTracker tracker;protected void onCreate(Bundle savedInstanceState) { ... tracker = GoogleAnalyticsTracker.getInstance(); tracker.startNewSession("UA-xxx-y", this); ...}

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Pageviews & Event Tracking

tracker.trackPageView('/homeScreen');

tracker.trackEvent( 'HomeScreenButtons',

'Rate App', 'Click'

);

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Dispatching Events •  Tracked data is queued and dispatched in bundles •  Saves battery life •  Can track while users are offline

tracker.dispatch(); - or -

tracker.start("UA-xxx-y", 20, this);

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Tracking In-App Purchases •  How much revenue does my application generate? •  Which products are most popular?

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Reporting In App Purchases

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View your Data in Context

• Goal conversion rates • Ecommerce values

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The default view is OK …

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But conversion context is much more powerful …

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@vinoaj | vnjv.co/vvgplus 60

Advanced Segments

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MY vs non-MY Visits

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Traffic Segmented

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Insights through Segments

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Advanced Segments: The Choice is Yours

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Visitor Profile New vs. Returning Geographic Distribution Language Mobile vs. Desktop Browsers

Behaviour Engagement (Time-on-Site, Pageviews) Became a Member Requested a Trial

Channels Brand vs non-Brand Keywords Paid vs non-Paid Search Paid vs Organic Direct vs Referral

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Intelligence Events Speaker Notes •  Google Analytics (GA) Intelligence Events aim to

surface the unknown unknowns for your business through your web analytics data.

•  Constantly monitors your data and alerts you whenever there are any significant changes (+ve or –ve).

•  Highlights specific areas to focus on and investigate.

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Intelligence Events & Shoes of Prey Speaker Notes •  Case Study: Shoes of Prey •  Download full case study at http://vnjv.co/sopgaia

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Speaker Notes •  A spike in intelligence alerts with an unexpected

surge in traffic from referrals.

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Speaker Notes •  Analyzing the referrals, Shoes of Prey saw a surge in

traffic from polkadotbride.com •  Engagement from that source is also pretty healthy.

High time on site and pages/visit.

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10% increase in sales

Speaker Notes “We knew that their [Polka Dot Bride’s] audience would be receptive and it was a natural choice to partner with them,” he says. “Together we ran a competition for their readers to design and win a pair of wedding shoes on Shoes of Prey. This helped kick-start the launch of our range of wedding shoes, and we’re seeing great sales as a result.” Michael credits the 10% uplift in sales following the release of the new wedding shoe range to this intelligent approach.

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“So much happens around us that we don’t always know, and Intelligence Alerts allows us to become aware of these ‘unknown unknowns’ and make sure we’re responding effectively.” Michael Fox, Co-Founder & Director of

Operations, Shoes of Prey

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A/B/Multivariate Testing

• Democratize creativity • Take the HiPPO out of the equation

Speaker Notes •  HiPPO = Highest Paid Person’s Opinion

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Google Content Experiments

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Things to do Tomorrow

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Define your micro- and macro-conversions

•  Mobile •  Event Tracking •  Custom

Variables •  Social

Interactions •  View data in context •  Segment •  Review Intelligence

Events

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Vinoaj Vijeyakumaar

[email protected]

@vinoaj

vnjv.co/vvgplus

vnjv.co/vvlinkedin

Q&A @vinoaj

measuring your way towards a successful application - 2012-10-04 - google developer group devfest...

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