How  are  people  really  using  my  apps?  

Mobile  application  analytics  

Monetizing  Android  Apps  5.5.2012  –  Janne  Toivola  

HELSINKI  

TAMPERE  

BERLIN  LONDON  

150  Founded  in  

2000  

15  

Futurice  in  brief  

1  

»  Demanding  software  projects  

»  Customers,  end-­‐users  and  developers  extremely  happy.    

Enterprise  IT  solutions  

Mobile  solutions  

Digital  business  solutions  

Why?  Setting  

up   Optimize   Summary  

Why  should  I  care  about  tracking  my  application?  

How  do  I  start  collecting  the  

data?  

What  should  I  do  about  the  numbers?  

What  was  the    point  in  this?  

Why  mobile  application  analytics?  

Users  are  expecting  excellent  UX  for  native  applications.  

http://www.flickr.com/photos/seanhobson/3256445524/  

Web/social  analytics  

App  store   Application  analytics  

Crash  logging  sw  

Application  discovery   ✓   ✓  

Purchase  metrics   ✓  

Installation  metrics  and  performance   ✓   (✓)  

Application  usage  analytics   ✓  

Advertisement  metrics   ✓  

In-­‐app  sales  metrics   (✓)   ✓  

Crash  logging   ✓   ✓  

What  can  you  measure?  

›  Demographics:  Language,  Geographical  location  

›  Behavior:  App  usage  frequency,  engagement  

›  Technology:  Devices  

›  Navigation:  Pageviews,  referrer,  events,  user  flow  

›  Conversions:  Conversion  funnels,  e-­‐commerce  (in-­‐app  payments),  ad-­‐consumption  

Case:  Jamie  Oliver  20  minute  meals  

http://www.flickr.com/photos/lord-­‐jim/5449757155/  

If  I  was  Jamie  Oliver,    I’d  love  to  know…  

Which  recipes  are  most  popular?    

http://www.flickr.com/photos/25609635@N03/7130405135/  

How  long  does  it  take  for  users  to  prepare  “Chilli  corn  chowder”  in  reality?    

http://www.flickr.com/photos/andrewmalone/7111416061/  

Are  the  video  tutorials  used  at  all?  

http://www.flickr.com/photos/littledebbie11/4306302744/  

How  often  is  the  app  used?  

http://www.flickr.com/photos/ollesvensson/4432405444/  

In  which  ways  is  the  shopping  cart  feature  used?  

http://www.flickr.com/photos/rdvortex/621757607/  

Is  the  app  used  more  in  landscape  or  portrait  mode?  

http://www.flickr.com/photos/matte4president/6993047866/  

Case:    News  app  for  

Android  

›  Goal:  maximize  article  reads  (ad  displays)  

›  Company  released  a  new  version  with  widget  and  notifications  

›  10%  of  users  use  the  widget  

›  3-­‐4  %  of  article  reads  through  widget  or  notifications  

›  #  of  weekly  sessions  doubled  on  users  that  use  widget/notifications  (!)  

Setting  up  How  can  I  start  collecting  data?  

…and  many  more.  

Start  with  Google  

Analytics  

›  SDKs  for  Android  and  iOS  

›  Easy  to  setup  and  use  

›  Full  feature  set  for  free  

›  Widely  used,  especially  in  web  analytics  

Setting  up  

1.  Setup  a  Google  Analytics  account  

2.  Download  the  Google  Analytics  SDK  for  Android  

3.  Add  the  SDK  library  to  your  project  

4.  Setup  project  permissions  

5.  Add  and  setup  tracking  code  

Start  tracking  

import  com.google.android.apps.analytics.GoogleAnalyticsTracker;  

tracker  =  GoogleAnalyticsTracker.getInstance();  

tracker.startNewSession("UA-­‐12345678-­‐9",  30,  this);  

tracker.trackPageView(“/recipes");  

tracker.trackEvent(”ShoppingCart",  ”Add”,  ”Chilli  corn  chowder”);  

tracker.stopSession();    

Option  A:    Track  PageViews  

Option  B:    Track  Events  

Taking  it  further:  custom  variables  and  ecommerce  tracking  

27  5.5.2012  Futurice  

Optimize  What  the  numbers  mean?  How  should  the  app  be  changed?  

First:  Pick  3-­‐5  KPIs  based  on  your  (business)  goals.  

Ideas  

Build  

Product  

Measure  

Data  

Learn  

Ideas  on  how  to  enhance  the  design,  ideas  for  new  features  

Design  and  development  of  

changes.  

Actionable  insights!  

Customer  information,  week  points  in  the  design  

Minimum  viable  product.  

Eric  Ries:  The  Lean  Startup  

How’s  the  new  version  doing  against  KPIs?  

Summary  

Key  takeaways  

›  People  expect  top  UX  for  native  mobile  apps  

›  Analytics  is  at  least  as  important  for  mobile  as  it  is  for  web  

›  Focus  on  3-­‐5  KPIs,  use  them  to  validate  your  actions  

›  You’re  looking  for  actionable  insights  

›  Iterate!  Fail  fast!  Have  fun!  

Questions?  Comments?  

Janne  Toivola  Senior  Service  Designer  janne.toivola@futurice.com  twitter.com/jannetoivola  

Get  started:    https://developers.google.com/analytics/devguides/collection/android/