1. › Measure, Understand, Act
Micro Experiments, with Google Tools
Luigi Reggiani - Head of Analytics, Conversions & Attribution, Google

2. 1 Introduction
Always BeTesting

3. Google Search

4. Youtube

5. Google AdWords

6. Google Play

7. Google Glass

8. May 2014

9. We do more than
xxxx Experiments/Year

10. Put the user first and
everything else will follow
”
“

11. 8 seconds*
* Average time user takes to decide if they leave a site

12. 34 hours*
* Average time user takes to purchase after a first click

13. 5% / 95% *
* 5% of Apps users generate 95% of IAP

14. UX matters *
* a lot

15. The obvious is not
always the most
effective

16. Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test,
Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate,
Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test,
Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate,
Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test,
Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate,
Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test,
Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate,
Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test,
Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate,
Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test,
Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate,
Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test,
Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate,
Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test,
Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate,
Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test,
Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate,
Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test,
Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate,
Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test,
Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate,
Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test,
Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate,
Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test,
Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate,
Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test,
Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate,
You got it ...

17. 2 MeasureYou can’t optimize what you can’t measure

19. Google Analytics, at a glance01
BehaviorAcquisition Conversion
› Google Analytics allows you deep insights into your
website/Apps traffic, your marketing effectiveness
and your Digital Assets Performance.

20. Made for the Web02
› Google Analytics works for all your Digital Assets, no
matter if Users access them via Desktops or via Mobile
as soon as the client can execute Javascript ...
This is a very big
mobile device

21. All Acquisition KPIs in one place03

22. Contents performance04

23. Ecommerce, Conversions, etc ...05

24. What else ?06
250+Dimensions & Metrics

25. Really ?07
Yes !and for free

26. Can we get more ?08
86% of mobile time is
spent in apps

27. The lifecycle of an App09
Market an appDevelop an app Measure and iterate

28. There’s a SDK for that ...10
Android & iOS

29. Mobile Apps Acquisition11

30. Screens Flow11

31. Users Loyalty & LTV12

32. And much more ...13

33. Much2
more ...14
Audience Data
(Age, Gender, Interests, In-market Segments)
Bonus #1

34. Much3
more ...14
Introducing Universal Analytics
The next generation of GA
Mobile Web
& App*
Game
Console TV
Set-Top-Box
Point of
Sales
Desktop
Website
* Works for Windows phones too !
Bonus #2

35. Much4
more ...14
Introducing User-iD
Understand xDevice experience of users
Bonus #3

36. 3 UnderstandImprove your knowledge of individual customers

37. 65’000’000*
* Gigabytes of Data created during this session

38. All users are equal, some more than others01
Not engaged or monetized Monetized but not engaged
Engaged but not monetized Engaged and monetized
Monetization
Engagement

39. Understanding User acquisition is critical02

40. Get a sense of User Engagement03

41. Send us data about the things you care about03
Events Player moved from Level 1 to Level 2
Player unlocked achievement
Transactions Revenue per transaction
Revenue per item
Custom data Levels
High score

42. Get your own metrics04

43. Metrics you care about ...05

44. Use Segmentation Feature06

45. And focus ...06

46. We are unique07

47. But still ...08
If we are unique, there are common patterns that we can find and that can help you
optimize your assets to deliver the best user experience. Not everything can be customized
yet for each individual and this opens great opportunities. Through deep statistical analysis you
can increase UX, profitability, and reach success. Machine Learning can be a great help as
we can’t always afford to use panels or long UX researches to find the sweet spot. I don’t
know if you were able to read till that part of the text, but there’s something else I’d like to
tell you: Be restless. Constantly look for ways to evolve, to do more, to improve and most of all to
enjoy life.

48. 4 Act
Optimize, Monetize, Personalize

49. Campaigns experiments*
* Available in Google AdWords
Optimize your Campaigns01

50. AdWords campaign Experiments02
› Up to 1,000 experimental changes to campaign's keywords, bids or Ads

51. Optimize your contents04
Content experiments*
* Available in Google Analytics

52. A/B/n Testing with 95% confidence04
› Enjoy our Multi-armed Bandit Experiment tool
› Works Client-side/Server Side and even for Mobile Apps

53. Optimize your Monetization (1)05
Ad experiments*
* Available in Google Adsense & Admob
© Tom Fishburne

54. Optimize your Monetization (1)06
› Adsense Experiments
› Admob Mediation

55. Optimize your Monetization (2)07
Increase your Agility
* Available through Google Tag manager

56. The App Problem ...08
Once you ship your mobile app, it
is locked in...
… and stuck.

57. Introducing GTM for Apps09
GTM
APP 1.1
APP
1.1
APP 1.1
APP 1.1
near real-time app
reconfiguration

58. Configure nearly everything10
AD VALUES
frequency
duration
type
location
UI SETTINGS
colors
names
layouts
enable features on an ad hoc
basis
NETWORK SETTINGS
timeouts
hostnames
CONTENT
URLs for help
URLs for manual
URLs for demo
GAMEPLAY VALUES
rewards and upsells
number of lives
in-game events
level of difficulty specs.
MISCELLANEOUS
message-of-the-day greeting

59. Use your CRM Data11
Female 23 years oldUser-id-3456789
› in GTM as variables
› in GA for reporting

60. Personalize Flow & Content12
Not engaged or monetized Monetized but not engaged
Engaged but not monetized Engaged and monetized
Monetization
Engagement

61. Key Takeaways13
›Put the user first
›Measure everything
›Focus on what matters
›Act on Measurement

62. ›We should do this again sometime.
Until then … Take care & Enjoy Life !
@LuigiReggiani
Thank You