getting started with mobile analytics: ios connect santa clara meetup | flurry from yahoo
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TOBIAS VOGELSMobile Developer Evangelist | Flurry Analytics
SANTA CLARA IOS CONNECT
- QUICK INTRO -
- IMPORTANCE OF MOBILE ANALYTICS -
- WHICH METRICS SHOULD I TRACK -
- WHO ARE MY USERS & WHERE ARE THEY COMING FROM -
- UNDERSTANDING BEHAVIOR & LIFECYCLE OF USERS -
- GETTING STARTED WITH FLURRY -
@tobiasvogels @flurrymobile
WHAT DO I DO?
@tobiasvogels @flurrymobile
Mobile. Startups. Marketing. Analytics. Product. Retention. Events. UA. Apps. Partnerships. Content. Growth. Flurry.
ABOUT FLURRY ANALYTICS
@tobiasvogels @flurrymobile
A Mobile Analytics Platform That Grows With You
830,000 apps
250,000 companies
10 Billion Sessions per day
@tobiasvogels @flurrymobile
251
220
162158
OPPORTUNITY: TIME SPENT ON MOBILETIME SPENT ON MOBILE DEVICES IN THE US
MOBILE TIME SPENT (MINUTES)
20% BROWSER BROWSER
10%
TIME IN BROWSER
DECREASED BY HALF
-50%14% BROWSER BROWSER
9%
Q1 2013 Q2 2014 Q2 2015 Q4 2015
CHALLENGE: RETENTION
@tobiasvogels @flurrymobile
WHY MOBILE ANALYTICS?THE IMPORTANCE OF MOBILE ANALYTICS
@tobiasvogels @flurrymobile
We believe that the understanding of your users sets the foundation for a sustainable long-term growth.
3 CORE QUESTIONS MOBILE ANALYTICS ANSWERTHE IMPORTANCE OF MOBILE ANALYTICS
@tobiasvogels @flurrymobile
1. Who? Discover who your core users are, including demographics and interests
2. How? Understand how your users are interacting with your app to drive data-driven product decisions to meet their needs
3. Where? Determine which channels and campaigns are helping you acquire quality users
WHICH METRICS SHOULD I TRACK?
@tobiasvogels @flurrymobile
@tobiasvogels @flurrymobile
HOW TO DETERMINE KPIS?
Start with the most important metric: - A single measurement for your app’s performance - Tie main metric to user value and business value. - e.g. nights booked for Airbnb
Build sub-metrics and assign them to each other- levers to optimize main metric
@tobiasvogels @flurrymobile
5 BASIC METRICS
New Users
Active Users
Sessions
Retention
Frequency of Use
WHO ARE MY USERS &WHERE ARE THEY COMING FROM?
@tobiasvogels @flurrymobile
Get to know your users
@tobiasvogels @flurrymobile
Build personas and user groups to segment your users based on: - User needs- Characteristics - Specific use cases- Interests- Demographic / geographic information- etc.
Audience | Demographics
Flurry estimates audience demographics with increased accuracy from Yahoo Audience Insights, powered by Yahoo Mail, Search, Content and Tumblrs
@tobiasvogels @flurrymobile
Audience | Geography
Track Sessions, New Users, Active Users etc. Based On Region, Country or Language.
@tobiasvogels @flurrymobile
HOW TO TRACK UA CAMPAIGNS CORRECTLY?
Monitor & Optimize based on: • Campaign Metrics (CTR, Install Costs etc.) • Quality Metrics of acquired users (Behavioral
Analytics, Retention, your main KPIs etc.)
@tobiasvogels @flurrymobile
HOW TO TRACK UA CAMPAIGNS ON FLURRY?
Campaign setup & tracking in Flurry
@tobiasvogels @flurrymobile
ASO ANALYTICS
- Store Metrics (to optimize keyword, title, screenshots & video): - Search volume for keyword - Keyword rank - Install Rate: app store page views / installs
- Measure quality metrics
@tobiasvogels @flurrymobile
UNDERSTANDING BEHAVIOR & LIFECYCLE OF USERS
@tobiasvogels @flurrymobile
@tobiasvogels @flurrymobile
Common behavioral analyses and questions
- Which actions do users perform most often? - Which users perform which actions? - How many people are dropping off? - Which actions make users come back? - Which campaigns bring in quality users? - etc.
@tobiasvogels @flurrymobile
Track Specific Actions with Custom Events
Use Flurry’s custom events to monitor actions such as:• Article view• Inviting a friend• Making an in-app purchase• Completing a sign-up
Flurry offers a two-level event structure to track parameters of custom events. For example, you can add the parameter article_title to the event article_view.
@tobiasvogels @flurrymobile
Introducing Flurry Explorer
Flurry’s new powerful analysis tool allows you to understand user behavior through instant queries.
How do your users interact with your app?
Where do users drop off in an event sequence?
What actions make your app sticky?
@tobiasvogels @flurrymobile
Flurry Explorer | Segments
• Which article category in my news feed generates the most clicks in different countries?
• Is there a level in a game that users are finding too difficult
Answer questions like:
Segment your data based on users, sessions, events, and parameters
@tobiasvogels @flurrymobile
Flurry Explorer | FunnelsDiscover key drop-off points for your users as they navigate through the app.
Sign-up funnelIdentify barriers to completing sign-up by understanding where users drop off.
Purchase Funnel Monitor the steps that users need to take in order to make purchases in your app.
Common Funnel Analyses:
@tobiasvogels @flurrymobile
Flurry Explorer | Cohort Analysis
• How many days does it take to turn a user into a paying customer?
• Which regions have lower user churn rates?
Answer questions like:
Use cohort analyses to get deeper insights on users’ return rates and discover how many days it takes them to perform certain actions.
GETTING STARTED WITH FLURRY ANALYTICS
@tobiasvogels @flurrymobile
OUT-OF-THE-BOX TRACKING
Flurry Analytics: 5 Minutes & Five Lines of Code
Adoption & Engagement
#import "Flurry.h"- (BOOL)application:(UIApplication *)application didFinishLaunchingWithOptions:(NSDictionary *)launchOptions { // Replace YOUR_API_KEY.with the api key in the downloaded package [Flurry startSession:@"YOUR_FLURRY_API_KEY"];
User Navigation & Retention• Sessions• Active Users• New Users• Session Length• Frequency of Use• Category • Benchmarks
• Custom User Segments • User Paths• Lifecycle Metrics• User Retention• Version Adoption• Cross-App Usage• iOS Category Interest
Audience Profiling• Demographic Estimates• Time of Day Reporting• Geographic Usage• Language Metrics• Devices• Carriers• Firmware Version
@tobiasvogels @flurrymobile
Set Up Event Tracking
Event Tracking
Event Parameter Tracking
@tobiasvogels @flurrymobile
Get started atdeveloper.yahoo.com
@tobiasvogels @flurrymobile
THANK YOU!
@tobiasvogels @flurrymobile
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