With mobile continuing to grow by leaps and bounds, and mobile app usage on the rise, it’s critical to properly measure how users interact with your app. From tracking codes to new reports, Google’s new Mobile App Analytics has you covered.
Google announed today that Analytics users can create a tracking profile that specifically tracks mobile apps. Google Mobile App Analytics introduces a plethora of new reports, specifically for mobile apps.
Google Analytics classifies these reports for measuring acquisition, engagement, and user outcomes.
Acquisition involves measuring how users came across your app. It measures App marketplace downloads, including:
- How people found your app in the Play Store (Play App or website).
- How many downloaded.
- How many opened after download.
- User location.
Many of these reports are available instantly from the Overview Dashboards that are automatically created. You can drill down into many reports by clicking various metrics.
Engagement reports include reports for:
- Top "screens" viewed.
- User loyalty.
- In-app events.
- Information on app crashes.
Also in here is the Engagement Flow Report, similar to Visitor Flow in Google Analytics, allows you to visually see the paths your users take as they move between screens through your mobile app.
Outcome reports track your goals. The simplest outcome is purchasing your app. However, using events, you can track in-app mobile ad clicks, in-app sales, and other micro conversions like phone calls, emails, and file downloads.
Through these new reports, Google Mobile App Analytics can help you visualize your high-level KPIs. Practically speaking, this can help you determine scenarios like:
- Which acquisition channels help drive better app purchases.
- In which areas of your app are more inclined to be viewed.
- In which areas of your app are more inclined to purchase in-app content or click ads.
Your development team can even benefit from knowing:
- Which hardware versions tend to crash the app more and from which screen.
- Which hardware and Android versions are more commonly used (and which are less common.
The new reports are only one part of a holistic Google Analytics experience completely tailored for measuring mobile apps.
It’s all made possible by Google’s new, lightweight software development kit (SDK) v2.0 that’s easier to implement and is opt-out ready, with a streamlined back-end infrastructure. Google even made the SDK signup experience easier. You can now go from signup to download in three clicks.
When creating a new profile in Google Analytics, you'll be presented with the option to track a website or an app and issue a tracking ID accordingly. App tracking is available for both Android and iOS apps using the same tracking code.
The metrics collected will allow you to determine which OS and device is being used and all of the other metrics that make the new reports possible.
There’s still more to come. The Google Analytics team already has plans to expand Mobile App Analytics to include better Google Play integration that will link your Analytics account directly with your Play account.
You’ll be able to get reports with better upstream acquisition information, including which visitors only viewed your app on Google Play, versus those who actually downloaded, versus those who downloaded and actually opened your app.
Of course, it’s still all for free. Google will begin rolling out Mobile App Analytics to the user base. Typically, it can take several weeks before everyone has it, so keep watching your account.
Optimising Digital Marketing Campaigns with Search, Social and Analytics
At SES London (9-11 Feb) you'll get an overview of the latest tools, tips, and tactics in Paid, Owned, Earned, Integrated Media and Business Intelligence to streamline your marketing campaigns in 2015. Register by 31 October to take advantage of Early Bird Rates.