[wuc workshop 2016] ole bahlmann, senior product manager, webtrekk | the future goes mobile:...

The Future goes Mobile: Analytics for Apps

Ole Bahlmann / Senior Product Manager

Agenda

• Introduction

• SDK & Tag Integration

• XML configuration

• Track everything

• Cross Device Bridge

• Crash Tracking

• App2Web/Web2App session stitching

• Attribution

• Analytics

• Engagement

• Retention

• Q/A

Introduction

•Who am I?

•How‘s my relationship with Webtrekk?

•How am I working with mobile analytics in my job?

•What do I expect from this workshop?

SDK & Tag Integration

XML configuration

•Traditional: configuration is part of app

•Configuration change requires app reuploadto store

•Time lag for changing/fixing configuration

•Users have different configurations

XML configuration

•Webtrekk: external configuration

•Configuration in Tag Integration

•XML configuration stored in Webtrekk CDN

•Apps reload configuration on start

•Changes to configuration effectiveimmediately

•All users have same configuration

1. Creating a configuration file

2. Basic configuration

3. Using parameters

(data layer)

Demo: App Configuration with Tag Integration

Track Everything

•Goal:provide tracking functionality with little code

•Using lifecycle methods in Android and iOS for the main UI elements

•Class Names can be mapped to Screen Names in Tag Integration

•Custom parameters can be added asrequired

1. Autotrack Activities (Android)

Demo: Autotracking Screens

Crash Tracking

•Goal:help Marketing to understand app performance

• Identify screens with crashes

•KPIs: Crash free DAU, Crashes/1000 users

Crash Tracking

• Default: disabled

• Log Level

• 1: fatal

• 2: non-fatal

• 3: log

• Tracked: Level, Name, Stacktrace

<errorLogEnable>true</errorLogEnable><errorLogLevel>3</errorLogLevel>

Cross device Bridge

•Goal:Gather information to connect users acrossdevices

•Privacy compliant

•All identifiers are hashed before transmition

Cross device Bridge

• Possible Identifiers:

• Email

• Address

• Phone number

• Android ID

• IDFA

• Facebook ID

• Twitter ID

• Google Plus ID

• Linkedin ID

• Custom IDs

Web2App and App2Web Session stitching

•Goal:connect web and app sessions

•Use case: webview in app

•Use case: app deeplink from mobile website

Attribution

• Install Attribution

• Reengagement (deeplink) attribution

Attribution

Attribution

Example:

http://appinstall.webtrekk.net/appinstall/v1/redirect?mc=my.media.code&trackid=123451234512345&as1=market%3A//details%3Fid%3Dcom.Webtrekk.SDKTest&aid=e75812be-331a-4fdd-b32a-b7df0f06aeb8

Analytics

Engagement Analysis

• Engagement KPIs

• DAU

• WAU

• Mau

• Filtering for engagement actions

• Screens: search, upload, purchase

• Dimensions: device class, country, user dimensions

Demo: Engagement Analysis

Retention Analysis

• Daily Cohorts

Demo: Engagement Analysis

Retention Metric

Retention Rate

Thank you for your attention.

Ole Bahlmann

Senior Product Manager

Webtrekk GmbH

Berlin, Germany

+49 30 755 415 431

ole.bahlmann@webtrekk.com

www.webtrekk.com