analytics and metrics in a mobile world

Analytics and Metricsin a Mobile World

Friday, January 3, 14

Why Analytics?


How you think it is

An idea

1


How you think it is

An idea

Product

1


How you think it is

An idea

Product

Success

1


How you think it is 1


1


How it really is 1


Analytics

A tool so you know how your users are actually

using your application.

instead of how you think they are using it

1


Your user journey 1

Your userhas a need

your user


Your user journey 1

Your userhas a need

your user

I’m bored


Your user journey 1

Your userhas a need

your user

needs to executea certain task

I’m bored


Your user journey 1

Your userhas a need

your user

needs informationon something now


I’m bored


Your user journey 1

Your userhas a need

your userfriends

needs informationon something now


I’m bored


and he goes hunting 1

your user



your user

how good is my connection?



your user


Do I havethe time?



your user


Do I havethe time?

Did I find it?



your user

rankings


Do I havethe time?

Did I find it?



your user

reviews

rankings


Do I havethe time?

Did I find it?



your user

reviews

ratings

rankings


Do I havethe time?

Did I find it?



your user

reviews

ratings

rankingsalternatives?


Do I havethe time?

Did I find it?


OMG! He installed the app... 1


OMG! He installed the app... 1

But will he ever use it?


using your app 1

open app

use app


using your app 1

open app

use app

uninstallyour app


What we will cover

Outside the app Inside the app

1


What we will cover


1

•downloads•active installs•user base•app versions•ad networks performance•acquisition cost•reviews / ratings•app store rank•app size


What we will cover


1

•downloads•active installs•user base•app versions•ad networks performance•acquisition cost•reviews / ratings•app store rank•app size

•session duration•most used features•conversion funnel•bounce rate•virality rate


Outside the app


User base


apple store analytics 2


play store analytics 2


agregattors 2


What you should be aware

Easy configuration

Multiplatform

Good reports

2


Metrics


Metrics

Number of downloads

Quantity of installsyour app got since it was

released

2


Number ofdownloads

# of downloadsThis number is always growing and

does not accuratelly reflect your situation

Metrics 2


ActiveUsers

Quantity of users that installed your app and have

actually used it in a givenperiod of time

Metrics 2


ActiveUsers

Better reflects the reality# of downloads

Active Installs

Metrics 2


Churn Rate

Quantity of people that have uninstalled your app divided by the quantity of people that has installed your app during a given

period in time

Metrics 2


01,5003,0004,5006,0007,5009,000

10,50012,00013,50015,000

1 2 6 7 3 4 5 8 9 10 11

# installs # uninstalls

Churn Rate

Métricas 2


01,5003,0004,5006,0007,5009,000

10,50012,00013,50015,000

1 2 6 7 3 4 5 8 9 10 11

# installs # uninstallsBad

Churn Rate

Métricas 2


01,5003,0004,5006,0007,5009,000

10,50012,00013,50015,000

1 2 6 7 3 4 5 8 9 10 11

# installs # uninstalls

Good

Bad

Churn Rate

Métricas 2


Reviews&

Ratings

Your users are giving feedback on what they got

back from your app.

Follow theses feedbacks as metrics too

Metrics 2


Rankings

Your app store ranking will help

reduce the cost of acquisition and helps your better compete

with similar apps.Organic is better.

Metrics 2


User Acquisition


Adnetworks

Your app banner ad shown in other

people apps

2


Facebook Mobile App Ads

Your app ads are shown only to

facebook users on mobile devices of a given segmentation

that meets your audience

2


AdWords

Acquire users based on their search terms

2


Smart Banners

Generate downloads based on visitors of

your website

2


Mail Marketing 2


Mail Marketing

Acquire users that reads your email

marketing onmobile devices

2


Dont forget the desktop... 2

Awarenessabout your appson other medias


Old fashion way

Apps that generate downloads throughoffline campaign.

TV ads, outdoors...

2


App Marketing Partner

Pay per install

downloads for your app in minutes!!!

2


Agregattors

Aggregate download information from a wide range of ad networks

2


Inside the app


How do I measure?


How do I measure? 3

VS.


Flurry 3


Google Analytics 3


Analytics Mobile

It’s extremelly simple, if you are not doing it on your app.

Do it! Now!

3


Good platform

What you should be aware

Easy configuration

MultiPlatform

Good reports

3


What should I measure?


Your app

Ask yourself: What does your app do?

3


Your app

Seriously, what does your app do?Really!

3


Your app is a funnel

Product Detail10.000users

3



Product Detail

Shopping Cart

30%

10.000users

3.000users

3



Product Detail

Shopping Cart

Order

30%

10%

10.000users

3.000users

300users

3



Product Detail

Shopping Cart

Order

30%

10%

10.000users

3.000users

300users

3

0.03%conversion

rate


3


Found out about your app 3


App Store page

Found out about your app 3


App Store page

Found out about your app

Installed your appAnd its avery long

funnel

3


Opened your app

App Store page



funnel

3


Product Detail

Opened your app

App Store page



funnel

3


Product Detail

Shopping

Opened your app

App Store page



funnel

3


Product Detail

Shopping

Order

Opened your app

App Store page



funnel

3


Your app

Start by measuring what your app is mainly focused in

3


Your app

And then, track everything...

3


Your app

Thats the best way you can gain valuable insight on howyour users are actually using

your app

3


MobileMetrics


Devices 4

Find out what are your the major devices that use your

and use that as a basis for your product decisions


Platforms

Find out which platforms are actively using your app

and use that as a basis for your product decisions

4


Carriers

Find out which carriers your users use the most and assess how that impacts

the overallexperience of your product

4


Demographics

Find out from where your are users are using your app.

Could that help you better develop your product?

4


Behavior Flow 4


Funnel 4


Funnel

How many reached thatstep

4


Funnel

From wheredid they

come from


4


Funnel

From wheredid they

come from


Conversion rate

4


Funnel

To where they left

From wheredid they

come from


Conversion rate

4


Ecommerce

In-App Purchase, subscriptions,orders

4


Many other things... 4



Recency



Recency

Avg. time using

your app



Recency

Avg. time using

your app

Most visitedscreens



Recency

Avg. time using

your app

Most visitedscreens

Screen per session



Recency

Avg. time using

your app

Most visitedscreens

Screen per session

Avg. time onscreen


The future...


The world is multi channel 5

fonte: googleyour analytics should also be


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@vctrlima

thank you


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analytics and metrics in a mobile world

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user basefriday

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adnetworksyour app banner

certain taskfriday

metrics active usersbetter

needim boredyour userfriday

metrics toofriday