1. Metrics for Success in the
Mobile / Apps Ecosystem
@AdamSinger
+GoogleAnalytics
Google Confidential and Proprietary 1

2. Google makes the web work for you
Win moments Enable better Constantly
that matter decisions innovate
by engaging billions of people, by accessing unique by tapping into technology
in the right context, with personalized customer, industry and performance that works together across
experiences they love. insights. your business needs.
Google Confidential and Proprietary 2

3. Agenda
1 State of mobile
2 Mobile app measurement methodology
3 GA Mobile App Analytics
.
1 Including pay-per-download, in-app purchase, subscriptions and in-app advertising. Google Confidential and Proprietary 3
Source: ABI research, eMarketer.com, comscore, Flurry, Gartner, IHS Screen Digest, internet search.

4. Mobile apps are changing the consumer world
667 Minutes the avg. smartphone user spends per month using apps
675K # of mobile apps on Google Play
700K # of mobile apps on Apple iTunes
25B+ # of apps downloaded from Google Play
$46B Mobile app revenue1 expected by 2016 (cross-platforms)
.
1 Including pay-per-download, in-app purchase, subscriptions and in-app advertising. Google Confidential and Proprietary 4
Source: ABI research, eMarketer.com, comscore, Flurry, Gartner, IHS Screen Digest, internet search.

5. From Apps
In-store Cross device
www
On mobile web
Click-to-Call
Mobile is
Spurring
New Types of
Conversions
Google Confidential and Proprietary 5
The Full Value of Mobile

6. Fluency in measuring apps is an emerging skill
Extremely we measure our mobile apps
6% Sophisticated integrated with other initiatives
we measure apps in a comprehensive
12% Advanced manner but the data is in a silo
we measure our apps but feel like we're
23% Intermediate
not seeing the whole picture
we’re starting to measure
36% Novice apps and are just learning
we’re not really sure where to start with
23% No understanding mobile app measurement
Research question: Rate your sophistication of using mobile analytics to measure a mobile app.
Google Confidential and Proprietary 6
Data based on 2318 respondents.

7. Mobile app revenues worldwide:
2011 and 2016
Billions
50.0
$46.0
40.0
30.0
20.0
10.0 $8.5
0.0
2011 2016
Note: Includes per-per-download, in-app purchase, subscriptions, and in-app advertising.
Google Confidential and Proprietary 7
Sources: ABI Research, “Mobile Application Business Models” as cited in press release, Feb. 16, 2012. eMarketer.com

8. In-app purchase revenues worldwide:
2011 and 2015
Millions and % of total smartphone app rev
100%
90%
80%
$5,600
70% (64%)
60%
50% $970
(39%)
40%
30%
20%
10%
0%
2011 2015
Sources: HIS Screen Digest, “Mobile Media Intelligence Services” as cited in press release, Jan. 17, 2012. eMarketer.com Google Confidential and Proprietary 8

9. Lifecycle of a mobile app
The focus
Develop Market Measure
an app an app and iterate
Measuring the
End-to-End
Value of Your App,
improve based on data
Google Confidential and Proprietary 9

10. Understand the end-to-end value of mobile app
App marketplace App sales
download Ad monetization
Acquisition Outcome
New users In-app purchases
Active users Goal conversions
Demographics
Acquisition
channels
Engagement
Engagement flow Top app screens
User loyalty and App crashes
retention Events
Google Confidential and Proprietary 10

11. Marketers want to measure full app lifecycle
Metrics that matter to marketers:
71%
Engagement /
56%
Revenue
51%
Advertising metrics
usage of apps generated revenue generated from
in-app or spent on
from apps acquisition
55%
Insights into app
38%
Cross-device
32%
Crash reporting /
marketplaces tracking troubleshoot
information
& downloads
of apps
Research question: What mobile metrics are important when choosing a mobile app analytics solution? (check all that apply)
Google Confidential and Proprietary 11
Data based on 2318 respondents.

12. GA Mobile App Analytics
New set of reports More powerful
tailored for mobile
app measurement
1 2 mobile SDK (easy
to implement)
New Users: Speaking the
revamped
sign-up flow
3 4 language of the
mobile app world
Google Confidential and Proprietary 12

13. From app download to in-app purchase
App Acquisition Funnel App Analytics
App Promo Outcomes
Impressions Goals
Clicks E-commerce
Lifetime values
Monetization
App Store
Acquisition
Number of views Engagement
Outcomes
Number of installs
Events / screens
Rating / reviews
Loyalty
Crashes
Installs Users
Number of installs
Demographic
Number of opens
Mobile device
Interaction rate
Behavioral
Google Confidential and Proprietary 13

14. Slacker Radio: Beating ROI goals with analytics
70%
Improvement
in Cost per
Download
With the new SDK
tools, robust and reliable
attribution was possible
in new ways.
Marc Drucker, iCrossing
senior Media Analyst
Google Confidential and Proprietary 14

15. Magma Mobile: Driving ad revenue with analytics
Google Analytics helps us analyze
data and draw clear actions from
130m which we can
Android app build a better user experience
and encourage greater usage.
downloads
Using Google Analytics we were
able to see that some marketing
14m channels drove installs but very little
monthly traffic after the download. We now
active focus promotion efforts where we
see the highest growth in loyal
users users that consume more
pageviews and spend more time
using the app.
Google Confidential and Proprietary 15

16. Best practices for mobile app analytics
Track different apps Track different Track app editions
in separate platforms and app based on feature
properties versions in the similarities
same property
Google Confidential and Proprietary 16

17. Two-step app Analytics setup process
Set up a new app Download the
property in your Google
Analytics account Analytics SDK2
Analytics Your app
account developer
manager
Google Confidential and Proprietary 17

18. A more powerful mobile SDK v2.0
Easy Open platform Opt-out Secure
to implement wire-format ready and lean
Easy Tracker library auto API for app-specific Hits to GA backend
tracks Android / iOS Wire-format will user opt-out can be sent through
views and activities be open platform secure HTTP
to support
App developer can customized solution Less data will be sent
implement initial on other mobile –better battery life
tracking in < 5 min. platform
Google Confidential and Proprietary 18

19. The new GA Mobile App
Analytics Reports
Google Confidential and Proprietary 19

20. Benefits
Developers:
• Iterate your application based on data
• Identify and fix problems
• Know when to deprecate old versions
• Understand what features are used
Marketers:
• Optimize high-conversion referral sources & ads
• Report success to stakeholders
• Improve in-app purchases and revenue
• See holistic view of performance
Google Confidential and Proprietary 20

21. Creating a new account in Google Analytics
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22. Creating an app account
Google Confidential and Proprietary 22

23. How to use the Google Analytics SDK
Google Confidential and Proprietary 23

24. Receiving your tracking ID
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25. Adding the code snippet to your app
Google Confidential and Proprietary 25

26. Finding acquisition and user data
Google Confidential and Proprietary 26

27. Understanding your app users
Google Confidential and Proprietary 27

28. Knowing how & where your users are engaging
Start Screen 2nd Interaction 3rd Interaction 4th Interaction
2.81k interactions 2.03k interactions 1.87k interactions 698 interactions
776 left 162 left 1.16k left 74 left
Profile Category: P ...filePicker AnalyticsMainActivity Category: P
Picker Action: pickProfile Label: 731 ...filePicker Action:
2.81k success pickProfile Label:
994 success
547
+ Step
Category: P… accounts
Category: P ...filePicker 58
Action: pickProfile Label: AnalyticsMainActivity
Category: P ...filePicker profiles 35
Action: pickProfile Label: 521
accounts Category: P…profiles
Start Screen 2nd Interaction
548 34
2.81k interactions 2.03k interactions Category: P ...accounts AnalyticsMa…/DASHBOARD
322 10
776 left 162 left
Category: P ...filePicker ProfilePick…unt/prompt
341 4
Profile Picker Category: P ...filePickerAnalyticsMa…/REAL-TIME
121 (+4 more screens)
2.81k Action: pickProfile
AnalyticsMainActivity 10
109 Label: success AnalyticsMa…/DASHBOARD
117
994
Google Confidential and Proprietary 28

29. Measuring your success
Google Confidential and Proprietary 29

30. Use autotagging to test and iterate on ad strategy
Google Confidential and Proprietary 30

31. Use Google’s URL builder to test other strategies
Google Confidential and Proprietary 31

32. Measuring ad effectiveness & lifetime user value
Google Confidential and Proprietary 32

33. See highest value users with loyalty reports
Google Confidential and Proprietary 33

34. Avoid user attrition with crash and exception
Google Confidential and Proprietary 34

35. Coming soon: full integration with Google Play
Google Confidential and Proprietary 35

36. Coming soon: full integration with Google Play
Coming Soon
Google Confidential and Proprietary 36

37. Another thing to mention...
Google Confidential and Proprietary 37

38. We have launched the
Analytics Mobile App on Android
See what’s going on and get alerted on important KPIs
Google Confidential and Proprietary 38

39. In Summary
1. See the entire picture of your
application in GA Mobile App
Analytics.
1. View your web or mobile
analytics from anywhere with
Google Analytics Android App.
Google Confidential and Proprietary 39