Alexander Lukin, Yandex

Run experiments and UX Concepts testing

App Analytics

Study your audience and watch project KPIs - AU, retention, engagement, target events

Improve user experience

Ad Tracking

Track traffic sources and build reports on user acquisition campaigns

Optimize CPI,CPA campaigns

Crash Reporting

Watch app stability

Allow for quick updates on new issues and how to reproduce and fix them

One platform to rule them all

Crash ReportingAd TrackingApp Analytics

Things to know

Real-time reports

Unlimited data - no quotas on audience and custom events

Access to raw data - all data attributes including device IDs

Free

AppMetrica Benefits

Save up to 10% of marketing budget

No data fragmentation

Single SDK

Extended integration capabilities

MAU

Connection Type

WAU

Jailbreak

Session Length

Geo

Platform

Platform Version

Application Version

DAU

Network Provider

Traffic SourceDevice

Screen Resolution

SessionsGender

Age

New Users

Returning Users

Crash Logs

Retention

Rolling Retention

Goals Completions

Analyze Everything

Accurate tracking for all kinds of sources

Device Identifier Matching

Referrer Matching

Fingerprint Matching (heuristics)

S2S integration is supported

Ad Click

App Install

Events

App Open

Postbacks

Redirect Service

AppMetrica

Ad Partner AppMetrica SDK

Advertising

API

In-app ads, mobile web and organic

Custom parameters in tracking URL

Ad networks has data about the user - retrieve this data. How?

1. Find macros supported by the ad network

2. Put it to the tracking URL which you’re going to use for campaign

3. Get the data for reports and segmentation

Custom parameters in tracking URL

Ad networks has data about the user - retrieve this data. Why?

1. Use it for new insights in product analytics

2. Utilize the data to build better user experience

3. Understand the audience and invent new approaches for user acquisition

Case #1 - Search Ads + Yandex.Market

Yandex.Market - one of the most popular e-commerce apps in Russia.

understand user interests and intention

build most relevant showcase and goods feed


Yandex.Direct (search context ads) provides data on search term which brought user to install app from advertising.

Install

Click

collect user’s search term

use for reports segmentation

pull out and use in your business logic


Segment cohort report with search term values to understand the engagement and retention for users with specific interests and intention.

Understand how to improve it

Find out the ways to optimize ad campaigns

Yandex.Launcher - android shell with smart app recommendations

understand user interests and intention

show most relevant app offers

Case #2 - Social Ads + Yandex.Launcher


MyTarget provides accurate data on user’s gender and age.

collect demographics data

use for reports segmentation

pull out to improve recommendation engine

Install

Click


Segment Events report with gender and age data to understand your app perception by different types of the users

Understand how to improve it

Find out the ways to optimize ad campaigns

Dynamic Deeplinks

Use deeplink in tracker - open application if already installed

Dynamic Deeplinks

Smooth user experience web-to-app and app-to-app

Case #3 - App to app

Subway routing app Yandex.Metro to ride hailing Yandex.Taxi application


User builds a route from station to station in Yandex.Metro


User is offered a discount ride on Yandex.Taxi if the last is installed


Smooth Transition to one-click Yandex.Taxi order

deeplink invocation

route start/end are passed

Case #4 - Remarketing

User haven’t ordered a ride for 1 month though had been a loyal customer before. Let’s make a special offer for him to bring back.

Yandex.Taxi $5 voucher

Activate now

Case #4 - Remarketing

User haven’t ordered a ride for 1 month though had been a loyal customer before. Let’s make a special offer for him to bring back.

deeplink invocation

voucher secret code

voucher secret code is generated for each impression Activate $5 voucher

Dynamic Deeplinks - how it works

AppMetrica allows building deeplinks on the fly

…?voucher_code=1234567890tracking URL -


…?voucher_code=1234567890tracking URL -

deeplink template - yandextaxi://promo_code={voucher_code}



tracking URL -

deeplink template -


…?voucher_code=1234567890

yandextaxi://promo_code={voucher_code}


tracking URL -

deeplink template -


…?voucher_code=1234567890

yandextaxi://promo_code={voucher_code}

deeplink - yandextaxi://promo_code=1234567890

Post click landing

Reach your users even when interaction is complete

Ad Click

App Install

App OpenRedirect Service

AppMetricaAdvertising

Returns to Browser

Browser

Advertising

Browser Redirect to postclick

landing page

Post click landing

your mobile site

some contextual promo or offer

applications offer wall

Redirect user to

Conversions7-13% of users reach post click landing

1% from the previous step complete goal action

Multiple Postbacks

Ad Click

App Install

Events

App Open

Postbacks

Redirect Service

AppMetrica

Ad Partner AppMetrica SDK

Advertising

API

Fully customizable postbacks - use all of AppMetrica data to pass in postback

Pass parameters from tracking URL

Fire postback by install or event

https://clck.ru/9bDHh

Multiple Postbacks

CPI Postback

AppMetrica

Ad Partner

AppMetrica allows to setup up to 5 postbacks for a single tracker

Ad Partner

CPA Postback

Retargeting Partner

Event Postback

Multiple Postbacks

AppMetrica

In-house analytics

Integration with in-house analytics via postbacks

Application backend

device identifierdevice identifier

traffic source data user actions and data

Free install attribution and mobile analytics platform

Sign up and try demo at appmetrica.yandex.com

[email protected]

http://appmetrica.yandex.com

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Alexander Lukin, Yandex

Business

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