++ While looking at your data in beautiful reports can be fun, the real power of + Google Analytics is uncovered when you derive insights from your data. Having + Analytics in your app can help you identify where in your app users spend + most time; it can also help you see where users are getting stuck. You may + find that users who tend to take a specific action are more likely to + convert, so see if drawing more users to that action has an impact on your + conversion rate. +
+ ++ Go beyond looking at the sheer number of actions people take in your app. + Combine your custom event data with conversion metrics and see what actions + tend to have the highest conversion rates. Build custom reports to identify + which events or screens have the highest conversion rate or revenue. Once you + know what’s successful at getting users to convert, derive a hypothesis as to + why an event or screen might have good results. Then, if appropriate, drive + more users there to see if it has an impact on conversion metrics. +
++ In the example below, Shopping in Star Shop has a high conversion; + this result isn't surprising since users are indicating that they're + interested in buying by being in the shop. More interesting is seeing that if + someone Lost More than 10 Times, the conversion rate is low and those users + didn’t generate much money. It might be worth offering a promotion after 8 or + 9 losses to keep the user interested. Also notice that users who started a + New Game after Gameover generated lots of revenue. You might + hypothesize that those users are determined to take another chance, so more + inclined to convert. Lastly, the Discovered Secret Stairwell is + particularly interesting — the conversion rate is fairly low, but it + generated lots of revenue, indicating that it was potentially difficult to + find, but those that discovered it purchased a lot. It may be worth seeing if + driving users to find the staircase could increase conversion. +
+ +
++ Your home screen is probably the most visited screen in your app. But do you + know what happens after that? What percentage of users navigate through which + flows, and where do they drop off the most? In a gaming app, it may be useful + to investigate which levels have the highest percentage of users leaving your + app, in order to see where users find it difficult to proceed. You can then + take action by modifying sections of your app that might need improvement. +
+ ++ Similarly if you've an e-commerce app, the behavior flow report will show you + at which stages of the purchase flow the highest percentage of users abandon + their purchase. By taking these data and improving your purchase flows, you + may be able to reduce your drop-off rates. +
+ ++ In the example below, users tend to click the Level Up action after they + consult the Sorcerer. If users tend to get stuck on a level, then you might + want to guide them to see the sorcerer before completing a task. +
+ +
++ Stop guessing when it comes to finding the right features for your audience. + Use Content Experiments in your app to run A/B tests — without needing + to update your app. Think a stronger call to action like “Buy Now!” will + drive more purchases than the more common phrase “Checkout”? Test it! Content + Experiments uses Google Analytics data to optimize towards your objectives + and Google Tag Manager to control the test from the server — so you can + test multiple variations of the same app at the same time. And since this is + a standard feature of Google Analytics, you don’t have to set up additional + tagging for your KPIs; you simply focus on building your variations. +
+ ++ Experiment results are displayed in Google Analytics reports that summarize + all of the key information about your experiment. Experiments and Variations + are also available as user segments, which allow you to superimpose that + information over all of your Google Analytics reports to gain even deeper + insights. However, don’t worry about keeping an eye on your reports: you can + set an experiment to lock-in the winning variation for all of your users + automatically. +
+ +
++ Google Analytics integrates seamlessly with a wide range of Google products. + You’ll find your Google Analytics data available to you in the Google Play + Developer Console, AdMob, AdWords, Google Tag Manager, and more. This makes + your Analytics data even more valuable, as it's available where you make + decisions in the Google products you use the most. +
++ Tip: Make sure to link your Google Analytics account with + your Google Play developer account. This lets you set up an Analytics + property for each of your apps to track usage and behavior in the apps, all + in one place. For details on how to link your see Link Google Analytics + and Google Play. +
+ ++ Google Analytics has one of the easiest to use yet most sophisticated + segmentation tools. You can slice and dice your data in tens-of-thousands of + different ways, by specifying the criteria you want to zoom-in on. Using + these segments you can create Audience Lists of app users to remarket to. + Perhaps you notice that certain users haven’t come back in 2 weeks, and you’d + like to reach out to remind them to return. Creating lists with this sort of + sophistication is easier than ever using Google Analytics. You can even + create lists directly from your reports when you find a segment that is + particularly interesting. +
+ +
++ Users are different, so why force them all to have the same experience? Using + Audience Lists, you can serve users experiences that are best tuned to their + usage patterns. In AdMob, for example, you can select a group of high value + users, those who have made purchases, and serve them IAP ads and experiences; + however, for users that are less likely to make purchases you can serve them + ads instead. Pairing the right users with the right experiences is a key part + of a modern, targeted monetization strategy. And Google Analytics’ countless + segmentation possibilities means unlimited monetization opportunities. +
+
++ Delivering users the best experience with Google Analytics in AdMob: past + purchasers (left image) see ads for special in-app purchase promotions, while + occasional users (right image) contribute to your revenue with monetization + from ads. +
+ + +
++ See your data in context. Google Analytics is available inside AdMob without + leaving the page; with this integration, you can now slice and dice your data + in the same place that you Monetize your app. Using Analytics in AdMob, you + can identify interesting segments and then create Audience lists based on + those criteria. You can then target AdMob monetization strategies to those + different user groups, to serve them the best experiences. +
+ +
++ By linking your Analytics account to the Google Play Developer Console, you + can see your in-app data in the context of the Play Store. This allows you to + see any differences in usage patterns by variables such as region, device, + time, day, and more. +
+ ++ By using Content Experiments in Google Tag Manager, you can run A/B tests on + app elements. Are your social sharing buttons better at the top or bottom? Is + algorithm X or algorithm Y better for cross-selling products in your app? + With Content Experiments you can gather data from user to guide your + optimizations and take the guesswork out of the equation. +
+ +
++ You want to get your apps in the hands of as many interested people as + possible and there are many ways of doing that. Whatever channels you use, + measuring their effectiveness is essential. You want to know that they're + not just driving installs, but acquiring users who are likely to engage or + convert over time — and that it's being done cost efficiently. +
+ ++ Advertising campaigns are being used increasingly to drive new users to + download your app using different ad networks, formats, and payment methods. + A good campaign will bring not only downloads, but also users who are highly + engaged. If you want to get more visibility into which campaigns are driving + the highest value, measuring cost per download is only a partial view. +
+ ++ Combine the power of Google Analytics with other data you have to get an + unbiased view of the performance of each network: from cost per download to + ROI analysis for each of your marketing channels. You can tailor + your acquisition strategies and maximize in-app revenue. Here is an example + of how to approach this type of analysis: +
+ +| Network | +Cost per Install (from Networks) | +30 day Revenue per user | +# of downloads | +Total budget spent | +Total Revenue | +Profit | +
|---|---|---|---|---|---|---|
| Alpha | +$0.80 | +$0.95 | +3,500 | +$2,800.00 | +$3,325.00 | +$525.00 | +
| Beta | +$2.10 | +$2.15 | +2,500 | +$5,250.00 | +$5,375.00 | +$125.00 | +
| Gamma | +$5.00 | +$6.20 | +700 | +$3,500.00 | +$4,340.00 | +$840.00 | +
+ When analyzing networks’ performance, it's important to take into + consideration more than just the cost per install. In the example, all the + networks are providing positive ROI, as the positive profit illustrates; + however, each channel has different strengths depending on the business + objective: +
+ ++ Depending on your business objectives you can approach acquisition marketing + in a variety of ways; for the best analytical approach capture a holistic + picture in order to optimize your campaigns — factoring engagement and + monetization data in with download statistics. +
+ ++ Installs — or first launches — are a key type of conversion, but + it’s important to keep in mind that successful apps have users that return + regularly. Google Analytics has reports to measure post-download user + activities such as how often they come back, how much time they spend in the + app, and how much they spend. This can be sliced by acquisition channel to + understand which has the most impact. +
+ ++ You can use a wide range of networks to drive installs of your apps. With + Google Analytics you can easily report campaign data from many networks. Once + you setup your URLs to pass the correct parameters, you'll see network + sources associated with in-app behavioral metrics. As a result, Google + Analytics provides a holistic view of your campaign performance from + downloads to purchases as well as user retention. +
+ ++ By linking your AdWords account(s) to Google Analytics you unlock the ability + to gain insights into acquisition campaigns, such as which keywords or ad + creative works best. These automatic reports show exactly how your search and + display campaigns are performing and offer rich insights into the kind of + users you’re driving to download your app. +
+ +
++ When you link your Analytics account to the Play Developer Console you'll + start seeing Google Play data automatically flowing into your account. + Without having to implement any additional code, you'll see traffic sources + for your Play listing page in addition to installs. Some of Google Analytics + active user reporting is available in the Play Developer Console as well. +
+ +
++ Successful developers have found that understanding what users do inside + their app is the key to engaging and monetizing users in the long run. + Various analytics tools are available that let you answer different types of + questions. The easiest way to measure what users do in your app is to + integrate a single analytics tool, such as Google Analytics, that's capable + of answering all of your important questions. +
+ ++ With a unique Google Play Developer Console integration, Google Analytics can + track how users move through the acquisition flow + from marketing, to a Play store listing, to launching an app. The Behavior flow + lets you easily identify roadblocks and successful features, so that you can + improve user engagement. By implementing e-commerce tracking + you can have a full view of the transactions, such as in-app purchases, + happening in your app. And, if you show ads in your app, you can access your Analytics + data in AdMob and have the full picture of your app revenue. +
+ ++ Once you've implemented Google Analytics, the information you see — + such as how much time users spend in your app and where they are in the world + — will give you insights that let you improve your app experience. + While this data gives you an idea of how users are interacting with your app, + you will also want to measure the performance of your business more directly. + For example, you might want to know how many times your users sign up for + your newsletter or how much revenue your app is generating. To get the most + out of your Analytics reporting you first need to define your business goals + and ensure you've built an appropriate measurement plan. +
+ ++ Google Analytics easy-to-use reporting puts hundreds of + Metrics and Dimensions at your fingertips + — automatically. +
+ +| Metrics | +Dimensions | +
|---|---|
Metrics are the way that Analytics counts data — the numbers behind
+the reports. There are over 300 Metrics measured to help you quantify things like:
+
|
+Dimensions help you slice and dice the data so that you can see subsets. Many
+reports have pre-selected dimensions listed as rows in a table. With nearly 350
+dimensions you can break down your analysis by:
+
|
+
+ While Google Play provides reporting about purchases happening in your app, + you can gain more insight by seeing how those actions link to other pieces of + information. For example, you might want to know which acquisition channel + led to the most in-app purchases. Google Analytics allows you to segment your + audience to understand who your best customers are and what the levers are + that you can use to maximize revenue and turn more people into paying users. +
+ + ++ When you're selling real products within your app, if you don’t have robust + analytics you won't be able to understand the specific purchase behavior of + your users and you may draw the wrong conclusions about why some products are + selling more than others. Google Analytics Enhanced Ecommerce offers deep + insights into shopper behavior, so that you can make smarter decisions. You + can: +
+ +
++ Tracking downloads and purchases is an important first step to understanding + your app performance, but those data points may not provide the full picture + you expect for your business. You may want to track other important goals + like signups for a newsletter or achievements unlocked in your game. With + Google Analytics you can focus on what matters the most for your business by + setting specific actions in your app as goals. You can even understand how + these goals are related to key conversion metrics, tying it back to install + sources in order to have a comprehensive view of your marketing efforts. +
+ ++ Activating the Google Analytics library makes many metrics available to you + without additional work. Included among these are global metrics and + dimensions that apply to many businesses — the number of users, their + breakdown by country, length of sessions, and more. However, you'll likely + have specific parts of your app or experience that are unique to your + business. To capture this type of information, Google Analytics has several + ways to send custom data that you define and incorporate into your app. That + way, you can really dig in and understand the specifics of how users interact + with your app. +
+ ++ One of the most common and easiest ways to track user behavior is with + events. Events are powerful for capturing specific actions that are relevant + to your business. They are often used to capture a specific moment in time; + an example of an event might be a Level Up. In this example, you'd + configure your code to send data to Google Analytics every time a user + successfully passed a level. You can send multiple properties with an event + so you can group your events based on the analysis you intend to do. +
+ +
++ Custom dimensions are another way to send custom data that is specific to + your business. Good for capturing a state of something in your app, custom + dimensions can be scoped at a user, session, hit, or product level. A common + use case might be using a user-scoped custom dimension to capture the + furthest level that a player has achieved. Using this, you could do an + analysis to understand what the breakdown was of users in different levels. + An example of a hit-level custom dimension could be capturing landscape or + portrait orientation with every hit, so that you can better understand the + breakdown of orientation as users play your game. Custom dimensions can be + used very creatively to get at how different types of users engage with + your app. +
+ ++ A specific custom dimension that may be of interest to your business is the + User ID override. Instead of using a randomly generated identifier, you may + send Google Analytics an identifier for a given user if you use one in your + own CRM systems. This enables cross-device reporting as you can track user + behavior across platforms. Note that your custom identifier must be an identifier + without any personally identifiable information; an account ID (not an email + address) is a good example of a common use case here. +
+ ++ Google Analytics reporting is available in real-time. This powerful + capability helps you understand app usage as it happens. Are users updating + to your latest version? Is your new marketing campaign having the effect you + expected? Is a scheduled in-app event driving up usage? You can answer all + these questions and more while they're actually happening. +
+ +
++ Getting started with Google Analytics is easy. You can usually start + measuring your app's use by writing one line of code — or less! Google + Analytics is designed around the way you work, with flexible implementation + options to fit your needs. Take a look at these options and choose the right + one for you. +
+ ++ Tip: Make sure you're sending Google Analytics the data to + help you make the best decisions about your app, by reviewing the + mobile app implementation guide. +
+ + +
+
++ If you’re a Google Play developer, it’s likely you’re already using the + Google Play Services SDK. If you are, unlocking the power of Google Analytics + is only a line of code away. Here's how: +
+ ++ Read the + step-by-step implementation guide to get Google Analytics working in your + app and configure advanced customizations. +
+ + ++ If you’re a developer who uses an app engine to build games for multiple + platforms, consider using the Google Analytics Unity Plugin. With the Unity + Plugin, you add Google Analytics to your app as an in-line part of your + development process. When you compile your app for a given platform, the + appropriate Google Analytics SDK is added automatically — giving you + Google Analytics across Android, iOS, and other platforms with a single + implementation. +
+ ++ Find out more about + setting up the Google Analytics Plugin for Unity. +
+ + ++ Looking for a way to update and improve your in-app analytics without having + to release a new version of your app waiting for your users to update? Then + Google Tag Manager is the solution for you. With Tag Manager for Apps, you + instrument your app once and then use the simple web interface to customize + your Google Analytics implementation. Updates you make using Tag Manager get + pushed to the installed instances of your app on user devices — so there's no + need for you to release an app update! +
+ ++ Google Tag Manager can also be used to control in-app configurations and to + power A/B + testing. And since Tag Manager is a part of the Google Play Services SDK, + there’s no additional resources you need to keep track of. +
+ ++ Find out more about implementing Google + Tag Manager. +
+ ++ In-App Analytics will help you understand user behavior and ultimately user + value over time. Fundamentally, users are people — and no two people are + exactly alike. You can explore what makes your different groups of users + unique and, in turn, how these groups respond to your app content, features, + and monetization strategies. The more you understand about what your users + respond to, the better you can tailor your apps to meet their needs. +
+ + ++ Different types of developers value their users differently — and + different types of users have different values. Google Analytics gives you + the power to value your users in the way that makes the most sense to you. +
+ ++ By using Google Analytics goals, you can define specific actions in your app + that mean the most to your business: perhaps it’s important that your users + reach a specific screen in your app or that they spend a designated time + playing your game. Perhaps you define a goal based on whether or not a user + completed a certain event (like completing a level). +
+ ++ Whatever the method used, you can assign a monetary value to a goal in order + to put a dollar value on an action. Perhaps it’s worth $3 if a user completes + a given level or $.50 if they sign up with an account. By assigning value to + given behaviors, you can really dig into the data to understand your most + valuable users. +
+ ++ Google Analytics also lets you view Revenue per User for transactions in your + app (such as in-app purchases). Pair this data with segments to drill down to + find your most valuable users. +
+ + ++ Google Analytics’ Audience Reporting section highlights a + wealth of data about your users’ characteristics: what app versions they’re + using, what devices they’re on, where they’re from, and what they're + interested in. Among these, the Active Users reports highlight how users come + back over time. +
+ +
++ Google Analytics’ Demographics & Interest reports highlight + information about your users gathered using Google Analytics’ extensive reach + in apps. See the Gender & Age breakdown to discover the demographic + characteristics most common among your users, or take a look at the Interest + reports to see what interest categories entice your users. +
+ +
++ Looking at aggregated data helps you understand overall user behavior trends, + such as how their purchase patterns change over time. However, in order to + understand why purchase patterns changed you need to segment your data. +
+ ++ Segmentation allows you to isolate and analyze subsets of your data, based on + specific attributes. For example, you might segment your data by marketing + channel so that you can see which channel is responsible for an increase in + purchases. +
+ ++ Drilling down to look at segments of your data helps you understand what + caused a change to your aggregated data. All reports in Google Analytics + provide for segmentation of your traffic. For example, each row in your + Language report shows how a specific segment performed. This lets you compare + different segments and understand which languages are bringing in the highest + value traffic. +
+ +
++ Here are some common segments that you might want to consider when looking at + your own data: +
+ ++ To use segments, click Add Segment above the report on any + data set you’re interested in breaking up. See the 15 System segments that + come with any app profile; these are default segments that allow you to do + basic analysis on elements like New Users, Android/iOS Traffic, or Tablet + traffic. If you need to dig deeper into your data, you can build a custom + segment by clicking +New Segment in the top right. Using any + combination of dimensions and metrics, you can create segments specific to + your business. The combinations of criteria are so extensive, hundreds of + thousands of permutations are available. +
+ ++ For example, for a report across all sessions in a date range you may choose + to include only users whose cumulative revenue across all sessions in a date + range is greater than $100; or only users who viewed a specific screen, then + completed a specific event, but never actually made a transaction. +
+ ++ Alternatively, you could include only sessions that were the result of a + specific advertising campaign or only sessions that resulted from a specific + campaign AND resulted in a goal completion. +
+ ++ Another way to generate segments is to import from the gallery. When you + click Add Segment, click Import from gallery (next to +New Segment). Using + the Gallery you can import segments that other businesses have found useful + — maybe you're interested in importing segments that pertain to + engaged traffic or mobile commerce. Choose from hundreds of segment packs + to find the ones that make sense for you. +
+
++ Segmentation is a powerful way to slice and dice your data in order to unlock + insights about users and their behavior. Use this information to improve your + app and find more people that resemble your high-value users. +
+ ++ Using the power of segmentation, you can perform very sophisticated analysis + on the types of users using your app — are your buyers concentrated in + a particular geographic area? Are users who visit a certain screen getting + stuck and abandoning your game? Are there certain behaviors that lead to more + conversions? What crashes are having the most impact on your revenue? +
+ ++ Understanding what properties make up an engaged and monetized user base is + important for developing a strategy to find similar users and for building + users’ experiences based on their behavior. +
+ +