This document outlines tactics for optimizing mobile app tracking presented in a webinar by Tatvic. The webinar covered implementing Google Analytics for mobile apps using the native SDK or Google Tag Manager, setting up campaign tracking with utm parameters, tracking app uninstalls, and integrating Google Analytics with Google Play Store analytics. Key points included benefits of tracking campaigns, uninstalls, and Play Store data, as well as considerations for proper implementation like setting up the data layer, user IDs, events, and dimensions.

1. #tatvicwebinar
A GACP and GTMCP company
4/28/2015 1 #tatvicwebinar4/28/2015 1 #tatvicwebinar
3 Tactics to Optimize Your Mobile App
Tracking
April 28th, 2015 FREE Webinar by

2. #tatvicwebinar
A GACP and GTMCP company
4/28/2015 2 #tatvicwebinar4/28/2015 2 #tatvicwebinar
Our Speaker
Vishal Chawla
Technical Account Manager
at Tatvic
@vishalkchawla
Boni Satani (Host)
Inbound Marketer at Tatvic
@bonirulzz

3. #tatvicwebinar
A GACP and GTMCP company
4/28/2015 3 #tatvicwebinar
Outline
Getting started with Mobile App Tracking using GA
Campaign Tracking
Mobile App Uninstallation Tracking
Things to Check while Implementing Mobile App Tracking
Integrate Google Analytics & Play Store Analytics

4. #tatvicwebinar
A GACP and GTMCP company
4/28/2015 4 #tatvicwebinar
Outline
Getting started with Mobile App Tracking using GA
Campaign Tracking
Mobile App Uninstallation Tracking
Things to Check while Implementing Mobile App Tracking
Integrate Google Analytics & Play Store Analytics

5. #tatvicwebinar
A GACP and GTMCP company
4/28/2015 5 #tatvicwebinar
Introduction
• India’s Mobile App Industry on the rise
– 9 Billion Apps To Be Downloaded In 2015 (src: deloitte)
– 250mn smartphones by the end of 2015 (src: next big what)
– M-commerce to be a $19 billion industry by 2019 (src: forrester)
– Observed 30% Increase in the No. of iOS & Android App downloads
src- http://techcrunch.com/2014/10/28/next-wave-app-growth-markets/

6. #tatvicwebinar
A GACP and GTMCP company
4/28/2015 6 #tatvicwebinar
Introduction
• Indian E-Commerce Giants Going only Mobile
– Myntra
– Flipkart
SRC: times of india

7. #tatvicwebinar
A GACP and GTMCP company
4/28/2015 7 #tatvicwebinar
Why do Mobile App Tracking
• Analyze the performance of various app downloads campaigns
• Track ecommerce data
• Goal conversions
• Get counters for crucial events through event tracking
• User journey across devices
• Crash and exception reporting
• Track uninstalls

8. #tatvicwebinar
A GACP and GTMCP company
4/28/2015 8 #tatvicwebinar
Google Analytics & Mobile App Tracking
Two Ways to Implement Google Analytics on Your Mobile App
Implementation within
App
Implementation via
Google Tag Manager
(GTM)

9. #tatvicwebinar
A GACP and GTMCP company
4/28/2015 9 #tatvicwebinar
GA Implementation From Within the App
• Step 1: Install native GA library
• Step 2: Initialize tracker
• Step 3: Fire GA calls.
– Screen views
– Events
– Product impressions
– Transactions
– Refunds
– Checkout steps
– Internal Promotions

10. #tatvicwebinar
A GACP and GTMCP company
4/28/2015 10 #tatvicwebinar
GA Implementation via GTM
• Step 1: Add Google Tag Manager SDK to your Project
• Step 2: Add default container file to your Project
• Step 3: Initialize GTM instance
• Step 4: Get configuration values from the Container
• Step 5: Pushing Events and Values to the dataLayer
• Step 6: Previewing, Debugging, and Publishing

11. #tatvicwebinar
A GACP and GTMCP company
4/28/2015 11 #tatvicwebinar
Benefits of tracking via GTM
• Easily managed
• Debugging feature
• Handle multiple accounts with permissions
• Mobile ready
• Include other tags
Adwords Conversion
DoubleClick
GA
UA
Remarketing
• Flexible tag firing

12. #tatvicwebinar
A GACP and GTMCP company
4/28/2015 12 #tatvicwebinar
Outline
Getting started with Mobile App Tracking using GA
Campaign Tracking
Mobile App Uninstallation Tracking
Things to Check while Implementing Mobile App Tracking
Integrate Google Analytics & Play Store Analytics

13. #tatvicwebinar
A GACP and GTMCP company
4/28/2015 13 #tatvicwebinar
Why Do Campaign Tracking
• Analyze performance of Ad campaigns
• Analyze performance of Custom
campaigns
• Measure campaign success across
device platforms

14. #tatvicwebinar
A GACP and GTMCP company
4/28/2015 14 #tatvicwebinar
How to do Custom Campaign Tracking
• Step 1: Add utm parameters for app downloads campaigns using URL builder
– e.g. -
https://play.google.com/store/apps/details?id=com.example.application&referrer=utm_so
urce%3Dnewsletter%26utm_medium%3Demail%26utm_term%3Dshoes%26utm_content
%3Dbranded%26utm_campaign%3Dsummer%2520sale
• Step 2: Implement campaign parameters listeners in the app
• Step 3: Analyze data in Mobile App Sources report

15. #tatvicwebinar
A GACP and GTMCP company
4/28/2015 15 #tatvicwebinar
App Source Report

16. #tatvicwebinar
A GACP and GTMCP company
4/28/2015 16 #tatvicwebinar
Outline
Getting started with Mobile App Tracking using GA
Campaign Tracking
Mobile App Uninstallation Tracking
Things to Check while Implementing Mobile App Tracking
ntegrate Google Analytics & Play Store Analytics

17. #tatvicwebinar
A GACP and GTMCP company
4/28/2015 17 #tatvicwebinar
Benefits of Uninstall Tracking
● Identify average user lifespan
● Optimize Marketing campaigns expenditure
● Gauge performance of different app versions
● App compatibility across different devices

18. #tatvicwebinar
A GACP and GTMCP company
4/28/2015 18 #tatvicwebinar
Tatvic Uninstall Tracking library for Android
● Generate a unique ID for every device
● Send app name, app version and visitor ID on
● First app launch
● Every app launch
● Fixed time interval
● Collect logs on server
● Parse logs
● Analyze logs to identify uninstalls

19. #tatvicwebinar
A GACP and GTMCP company
4/28/2015 19 #tatvicwebinar
Dashboard of Mobile App Uninstallation Tracking

20. #tatvicwebinar
A GACP and GTMCP company
4/28/2015 20 #tatvicwebinar
Outline
Getting started with Mobile App Tracking using GA
Campaign Tracking
Mobile App Uninstallation Tracking
Things to Check while Implementing Mobile App Tracking
Integrate Google Analytics & Play Store Analytics

21. #tatvicwebinar
A GACP and GTMCP company
4/28/2015 21 #tatvicwebinar
Why to Integrate Google Analytics & Play Store Analytics
• Google Play traffic Sources
• Views on Google Play
• Installs
• New users

22. #tatvicwebinar
A GACP and GTMCP company
4/28/2015 22 #tatvicwebinar
How to Integrate Google Analytics & Play Store Analytics
● Step 1: Sign In to Google Analytics account
● Step 2: Select a Property from an Account
● Step 3: Click Property Settings

23. #tatvicwebinar
A GACP and GTMCP company
4/28/2015 23 #tatvicwebinar
How to Integrate Google Analytics & Play Store Analytics
● Step 4: Under Get Google Play Developer Console data, click the toggle
button to On
● Step 5: Select the app that is to be linked
● Step 6: Click Save
Note: Same email address should have edit level access in GA as well as user
account in Google Play.

24. #tatvicwebinar
A GACP and GTMCP company
4/28/2015 24 #tatvicwebinar
Outline
Getting started with Mobile App Tracking using GA
Campaign Tracking
Mobile App Uninstallation Tracking
Things to Track while Implementing Mobile App Tracking
Integrate Google Analytics & Play Store Analytics

25. #tatvicwebinar
A GACP and GTMCP company
4/28/2015 25 #tatvicwebinar
Things to Check while Implementing Mobile App Tracking
 Install GTM SDK
 Campaign Tracking
 Setup Datalayer for Ecommerce
 Track custom events
 Implement User ID
 Implement custom dimensions and metrics
 GTM configurations
 Uninstall tracking

26. #tatvicwebinar
A GACP and GTMCP company
4/28/2015 26 #tatvicwebinar
Q&A Round
Watch Full Webinar Video - http://goo.gl/xzaQy5

27. #tatvicwebinar
A GACP and GTMCP company
4/28/2015 27 #tatvicwebinar
Vishal Chawla
Twitter: @vishalkchawla
Boni Satani
Twitter: @bonirulzz
Thank You!