Adrian Kingwell, Mezzo Labs - App Analytics

@adrian_kingwell @mezzolabs #gawa7

App AnalyticsAdrian Kingwell and Sid Shah


Mobile and tablet app stores

@adrian_kingwell @mezzolabs #gawa7Source: Appfigures


App Analytics tools• App stores data (Sales) • In-App data (behaviour)

Author

https://appfigures.com/press/20150310-appfigures-app-store-data-to-be-integrated-into-adobe-analytics


Standard metrics for Apps• App store data

• Downloads• Revenue (by country)• Ranking• Keywords• In-app purchases• Active Installs (only google play)• Reviews/Featured

• In-App data (behaviour)

• Users• Sessions• Crashes & Exceptions• App versions/device models• Demographics• Screen & Acquisition (requires

configuration)


App campaign measurement

http://support.mobileapptracking.com/entries/25539969-How-to-Deeplink-to-Your-Mobile-App-from-Your-Website


App Installs: GA campaign measurement

Google Play Store

Implement Google Play Store Campaign Measurement

Add referrer parameter to any URLs that will be linking directly to Google Play Store

https://play.google.com/store/apps/details?id=com.example.app &referrer=utm_source%3Dgoogle (Referrer) **%26utm_medium%3Dcpc (Campaign Medium) %26utm_term%3Dpodcast%252Bapps (Campaign Term)%26utm_content%3DdisplayAd1 (Campaign Content)%26utm_campaign%3Dpodcast%252Bgeneralkeywords (Campaign Name)

iOS Store

Enable iOS campaign tracking in GA. Implement Google analytics SDK and enable IDFA (Identifier for Advertisers) collection

Add referrer parameter to any URLs that will be linking directly to Google Play Store

https://click.google-analytics.com/redirect

?tid=UA-12345-22 (GA Code) **

&url=https%3A%2F%2Fitunes.apple.com%2Fus%2Fapp%2Fmy- app%2Fid123456789 (App Store URL) **

&aid=com.company.app (Your App ID, use GA to retrieve) **

&idfa=%{idfa}) (Marco for IDFA) **

&cs=newsletter (Campaign Source) **

&cm=email& (Campaign Medium)

cn=NewAppCampaign& (Campaign Name)

cc=latestapp& (Campaign Content)

ck=newapp (Campaign Term)

https://play.google.com/store/apps/details?id=com.example.app

https://play.google.com/store/apps/details?id=com.example.app

Author

GA: iOS Campaign Tracking builder https://developers.google.com/analytics/devguides/collection/ios/v3/campaigns#url-builder

Author

GA: Google Play URL builder -https://developers.google.com/analytics/devguides/collection/android/v4/campaigns#google-play-url-builder


App Launches: Campaigns and traffic source

Google Play• Ensure setCampaignParamsFromUrl method is set within your app• http://examplepetstore.com/index.html?

utm_source=email&utm_medium=email_marketing&utm_campaign=summer&utm_content=email_variation_1

iOS • In-build “tracker” tracks URL containing Google Analytics campaign

parameters [GAIDictionaryBuilder setCampaignParametersFromUrl:urlString]

• Use standard Google Analytics campaign tracking parameters• Ensure “referrer” is set on every URL


Google guideTrack different apps in separate properties.

Track different platforms of an app in different properties.Google recommends creating an AdMob account for rollup view

Track app editions based on feature similarities.

Track different app versions in the same property.


Apps: Using GTM?


App store optimization

http://www.parisoma.com/app-store-optimization-on-metadata-off-metadata/


Apps stores - How does it affect search?


Loyalty


Google Analytics: App tracking Google Analytics SDK for Android Google Analytics SDK for iOS Google Analytics plugin for Unity (for game developers, still in beta)


ResourcesApp Stores trends

• App Annie Blog : http://blog.appannie.com• Appfigures blog: http://blog.appfigures.com

App Optimization • Mobile dev HQ: http://www.mobiledevhq.com/articles• Kiss Metrics : https://blog.kissmetrics.com/app-store-optimization/• Sensor tower: https://blog.sensortower.com/blog/categories/app-store-optimization/

http://blog.appfigures.com/

http://blog.appfigures.com/

http://www.mobiledevhq.com/articles

https://blog.kissmetrics.com/app-store-optimization/



https://blog.sensortower.com/blog/categories/app-store-optimization/

https://blog.sensortower.com/blog/categories/app-store-optimization/

Adrian Kingwell, Mezzo Labs - App Analytics

Data & Analytics

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