App Events and Facebook Analytics for Apps

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1 App Events and Facebook Analytics for Apps

2 As a games marketer, key challenges are growing your app with the high quality installs, and re-engaging churned users, and optimizing your game based on user behavior Drive high-quality downloads Engage current players Optimize for player experience

3 The right people and the right message By reaching more of the right people with the right message, you can drive awareness, growth and engagement for your games. Show the right ad with the right bid to the right person.

4 There are two ways to create Custom Audiences Custom Audiences from your data Custom Audiences from your app You can provide s from your own lists Or you can have your app generate Custom Audiences automatically

5 App Events help you keep your Custom Audiences up to date App Events measure the actions taken inside your app by sending an event via Facebook's SDK. This small piece of code allows you to understand the people using your app, to reach the right people with ads, and to make insightful decisions based on your ads performance

6 Benefits from App Events Learn what people are doing in your app Target people based on real actions Measure performance of your app ads

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10 Benefits from App Events Learn what people are doing in your app Target people based on real actions Measure performance of your app ads

11 Save time by automating audience creation Reduces the need for pulling manual lists of players 30 days from the present Today 30 days from the present A few days later Older audiences *New audiences

12 The right people and the right message

13 Reach Potential Payers: Build Lookalike Audiences to reach new players who are most similar to your top purchasers Encourage Cross-Platform Play: Reach your Canvas players with a Mobile App Install Ad or reach your mobile players with a Canvas App Install Ad Re-Engage Lapsed Payers: Target gamers who were the top 25% of purchasers within the last 30 days but haven t made an in-app purchase in the last 7 days

14 Reach a percentage of your highest value users

15 Reach people who purchased a specific item in a specific time period

16 Benefits from App Events Learn what people are doing in your app Target people based on real actions Measure performance of your app ads

17 Facebook Analytics for Apps

18 Facebook Analytics for Apps Key benefits for game developers Measure overall performance of mobile apps Advanced event based audience segmentation Cohort analysis for calculating LTV and retention Install attribution (coming soon)

19 Features Funnels: Set of steps that someone performs in your app. Each step in the funnel must be logged with an App Event. You build a funnel in the Analytics UI, based on the set of events that your app logs Cohorts: Group of people who took the same action in the same time period. Cohorts can help you understand how users respond to changes you make in the app, or how the behavior of your users changes based on when they started using the app Segments: Group of people defined by the device they use, their age, gender, or other demographic information, or the events that they have generated in the app

20 Funnels Funnels are created based on Events. So if you want to understand how people are moving through your app, you should make sure to add events at each step. You can also create funnels based on the parameters that are added to those events, so consider adding useful parameters if you're interested in building funnels based around changes in your app. In this example, the app is logging four events, one at each stage: Search, Add to Cart, Initiated Checkout and Purchases. Overlaid in the screenshot is age information about the people making purchases. Each of the events is based on an App Event, but the demographic information is built in.

21 Cohorts Cohorts are based on events, can be filtered by segment, and can also use parameters. (However, custom parameters can't be used with cohorts.) So if you're interested in knowing the behavior of groups of people over time, the events you choose and the parameters you include can affect the way that you can view cohorts in your app. In this example, we are looking at people who installed an app on a particular day and then later made a purchase. Getting this data into Analytics requires that you add the App Activation and Purchase events to your app.

22 Segments Segments are driven by demographic information about the person using your app, but can also be driven by Facebook built-in events, custom events you define, parameters, device information, or acquisition source. So if you want to define a segment in analytics you should think about to use events to segment users. Or parameters on those events. In this example, all segment information is based on language which is built-in and further demographics are given inside of that segment.

23 Sample integration Events tracked 1 Install/Open 2 Tutorial complete 3 Level achieved 4 Achievement unlocked 5 Invite friends 6 Purchases

24 Additional resources Overview App Events Best Practices: Vertical specific guides for Gaming Subgenres Casual Strategy Casino Analytics Demo Analytics Features Implementation App Events Dev Docs: Includes implementation guides for ios, Android, Canvas, Unity, and API Analytics Dev Docs: Ensure that your developer is logging the right events for Analytics Help Analytics FAQ: FAQ for developers debugging Analytics Analytics Help Center: Overviews on how to use different features of Facebook Analytics for Apps

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