Mobile App Analytics with Google Analytics

Transcription

1 Mobile App Analytics with Google Analytics

2 About InfoTrust and Your Presenter Web analytics consulting & product development 2,500+ sites analyzed and supported annually 30+ Digital marketing training programs a year Offices: Cincinnati, USA and Dubai, UAE Amin Shawki Managing Director, MENA InfoTrust ashawki@infotrustllc.com

3 Client Engagement Examples GA-Premium Engagement Summary Fortune 50 CPG Enterprise wide GA-Premium architecture for 1,500 sites/apps. Tag management and and data governance. Integration with data warehouse. Ongoing analytics support for all sites. Internet Retailer 1, Digital analytics architecture using TMS for web and app. Complete enhanced e-commerce implementation across platforms. Unsampled custom dashboards and integration with big data solution bigquery. Media Conglomerate Complete web and in-app architecture with GA/GTM across 100+ properties. Optimized all marketing campaigns, for both website and apps. Tag Inspector deployment. Tableau integration.

4 InfoTrust Capabilities Services Digital Analytics Strategy Google Analytics Premium Architecture and Integration across platforms Google Analytics Premium Reporting & Analysis Google Analytics Support Data & Integration Products

5 Agenda 1. Key features and capabilities with GA for apps 2. What you need to measure your mobile apps with GA 3. Common challenges and best practices for optimizing mobile apps

6 How GA Collects Data Google Analytics can combine app and web traffic together for wholistic view. But can also filter and split at a per platform or per device level.

7 Same Measurement Platform/Process: Dimensions and Metrics Dimensions describe data, while metrics measure data

8 Dimensions & Metrics The values of dimensions and metrics and the relationship between those values is what creates meaning in the data. Dimensions + Metrics = Insights

9 Mobile App Analytics

10 Google Analytics Mobile App Views Robust App Data Automatically: Live Users Devices User Geo User Type Sources Content Actions Revenue

11 GA Across Platforms Mobile apps can be tracked with web in the same property and is recommended to see top-line business metrics, with flexibility to split views for platforms. What drives app installs AND web visits can be tracked for performance analysis.

12 Traffic Sources and Source Medium All traffic has a source / medium (with medium the main parameter that sets Channel ): Direct: direct / none Referral: simplicity.com / referral Social: facebook.com / referral Organic Search: google / organic Paid Search: google / cpc newsletter_en_w1 / (campaign) Other channels: affiliates, other advertising, display More info:

13 Traffic Sources - Consistency Set Up Tagging URLs for campaign tracking is easy, and there are multiple tools to help with this. On-the-fly tagging Google Chrome Extension Google s URL Builder Downloadable campaign tagger document, as shown below Example: utm_source=newsletter&utm_medium= &utm_term=special-sneakers&utm_content=shoestyle-ad123&utm_campaign=spring-collection-2016

14 Mobile App Install Tracking Keeping in mind all of the above steps for campaign tracking, mobile app install tracking is slightly different but builds off the same principles. In Google Play, if you link GA and Google Play and use campaign tracking, you will automatically see source data in GA. For ios, there are 2 steps. Ensure you are using campaign tracking (depending which vendor is capable, details coming up) and ensure IDFA is tracked on the mobile app with every hit.

15 How GA Collects Data - ios Method 1 - Redirect

16 How GA Collects Data - ios Method 2 - Ping

17 ios Install Campaign Tracking

18 Google Play Reports - Installs When you link your Analytics account to the Play Developer Console, the apps you have in Google Play are automatically recognized in Google Analytics, unlocking unique reports for installs and user flow.

19 Google Play Install Tracking

20 Google Play Referral Flow Reports

21 Referrals and Mobile Apps Referrals with mobile apps work much the same as website referral traffic, except that any/all organic referrals will be bucketed under Direct Traffic by default. We recommend always using utm tagging parameters to correctly label this traffic in GA.

22 Mobile App Acquisition Reports - App Marketplace

23 Cost Data and ROAS Calculations Analyze.ly, our cloud-based solution, automates the process of pulling cost data via API from Bing, Facebook, Baidu, Yandex and other platforms into GA enabling cross-channel. Custom process implemented by InfoTrust to solve Attribution.

24 Google Analytics + Adwords Auto-Integration

25 Google Analytics + Adwords Remarketing

26 User Centric Analytics

27 UserID and Cross Device Tracking Implementing userid tracking tied to logged in/known visitors unlocks cross-device tracking reports

28 Lifetime Value Reports - Beta

29 Benchmarking Reports Location & Devices

30 Crashes and Exceptions Reports By Device

31 Crashes and Exceptions Report By App Version

32 Mobile App Real-Time Reports

33 Mobile App Version Reports

34 Mobile App Version Reports

35 App Speed Reports Additional Capabilities

36 App Speed Reports Additional Capabilities

37 Event Tracking - User Interactions

38 Mobile In-App Analytics Reports Insights come when overlaying segmentation

39 Advanced Segmentation with App Data

40 Getting implementation done

41 Google Tag Manager for Apps Implementing a mobile app GTM container for ios or Android involves downloading a binary file to implement for the live app and a few other libraries/configurations within the app itself depending on what desired tracking you need. The key concept that will not change is the datalayer. For the development/staging application, we suggest creating a duplicate container and modify the tracking ID to the staging/testing GA property

42 High Priority and Importance ios Campaign Tracking with GTM - IDFA

43 Using the GTM datalayer - ios Clearing the datalayer after each call ios - the datalayer is persistent screen to screen so without clearing it s contents, there will be duplicate data tracked on subsequent screens/events

44 Detail Screen GA Testing - Using Charles Proxy

45 Upcoming MENA Events and More Resources See all of our MENA webinars here infotrustllc.com/allevents/ Let s meet up in person, I m in Dubai! infotrustllc.com/dubai More questions or discussions, contact us infotrustllc.com/contact-us amin@infotrustllc.com

46 Thank you Questions?