Measuring and Optimising Apps using Google Mobile App Analytics

@buyukgokcesu

BoostingConversion.com

BoostingConversion.com

Cemal Buyukgokcesu

Analytics and Conversion Consultant

PCs are now small share of connected devices… Mobile is the only media time that’s growing

Source: Business Insider

Source: tylervigen.com

Correlation: 0.992558

Main IdeaMaximize value of each

screen

Main IdeaGet users to look at more

pages

Main IdeaGet users to come back

more often

Main IdeaAttract new users to the

site

LoyaltySessions / User

RPMRevenue / Screen

Depth of VisitScreens / Session

Session Durat. / Session# of Users

Revenue / User

LONG TERM REVENUE

Why does digital analytics matter?

Mobile App Analytics

Is this actionable?

All data in aggregate is

"useless"

Mission-driven SegmentationCreating views (filters)

Creating custom dimensions

On The Fly SegmentationUser segments

Default reports & Insights

Mission-driven SegmentationCreating views (filters)

Creating custom dimensions

On The Fly SegmentationUser segments

Default reports & Insights

Create your own metrics

Mission-driven SegmentationCreating views (filters)

Creating custom dimensions

On The Fly SegmentationUser segments

Default reports & Insights

New app-centric data and reports

Retroactive

Track immediate impact of marketing campaigns

Real-time reporting

Cohort analysis: ability to create a unique group of visitors that share a commonality

Cohort analysis: measure retention

Solution Gallery for more segmentation ideas

goo.gl/ZKyjSU

“If you torture the data long enough, it will confess.”Ronald CoaseProfessor Emeritus of EconomicsUniversity of Chicago Law School

Get full visibility into how your users are finding your app

“Acquisition” → “Google Play” → “Referral Flow”

Find out which devices you need to optimise for

Prioritize development by conversion

“Audience” → “Devices & Network” → “Devices”

Find out when your app is crashing.

“Behavior” → “Behavior Flow”

See how user navigation is impacted by screen resolution

“Behavior” → “Behavior Flow”

Which users to focus on?“Behavior” → “Behavior” → “Loyalty”

Find out what your users are buying

Breaking Down Cross-device Barriers

Mobile Web & App

Desktop Website

Game Console TV

Set-Top-Box

Point of Sales

User ID

Client ID Client ID Client ID Client ID Client ID

&cid=111 &cid=222 &cid=333 &cid=444 &cid=555

5 Users

1 User&uid=456

Cross Device: Device overlap

Cross Device: Device Paths

Perspective matters...

10/90 Rule Image Credit: Getty & Imgur

Thanks!

@buyukgokcesu

BoostingConversion.com

BoostingConversion.com

Cemal Buyukgokcesu

Analytics and Conversion Consultant