(upbeat music)
- Welcome everyone. I’m Kevin Lam,
and I'm a Product Manager for Google Analytics.
Thanks for joining the session to learn how
you can effectively measure and grow your app
using the latest Google Analytics innovations.
Today I’m joined by my colleague Kechy,
and we're excited to share what we've been working on
at this year’s I/O.
We're gonna start our journey today
by talking about the importance of app analytics
and then spend some time walking through the features
that we've been developing to help you
as app developers and marketers.
Now let's dive in.
As an app developer, marketer, or other business stakeholder,
you want to engage your users and grow your business,
but to do so in an effective way,
you need insights in how your users interact with your app.
That's where a powerful analytics tool
like Google Analytics makes a big difference.
Analytics is powered by the Google Analytics for Firebase SDK
to provide a view into the user journey
through predefined and custom events in your app.
With Analytics, you can see exactly how users are interacting with your app
in ways that you had intended for them to behave
or in ways that may actually surprise you.
Either way, that data gives you important insight into your user base.
And you can even use that data to segment your users
and engage the audiences that matter to your business.
In fact, our integration with Google Ads
allows you to easily activate your Analytics data
for ads bidding and improved campaign performance.
And what’s more, in a recent internal study,
we found that the median campaign that switched
to using Google Analytics for Firebase conversions
for bidding in Google ads saw a 13% increase in installs
and a 20% increase in in-app events,
with no significant change to cost per conversion.
Using Analytics with ads
is a powerful way to get the most value from your analytics
to both understand your users and to reach new ones.
And for even more value from your analytics,
a next-generation experience designed for the future of measurement.
So let’s talk a bit about the new Google Analytics 4 property.
Our goal with the new Google Analytics 4 property
was to make generating insights easier and more accessible than ever before
with more machine learning and automation throughout
and an improved UI that’s more visual and intuitive to navigate.
With Google Analytics 4, you’ll be able to measure your app and website,
making it easier to get a holistic understanding of the user journey.
For game developers, you’ll get a curated set of reports
for measuring the player life cycle from acquisition to retention and monetization.
But that’s only the beginning, too,
even more reporting customization tools soon.
Another thing we want to highlight is that you'll have access
to deeper analysis tools with our analysis module.
This module allows you to conduct ad hoc custom analysis
using the dimensions, metrics,
and user cohorts that are most relevant to your business.
And for the first time ever, there will be an enterprise Analytics offering for apps.
A new GA 360 is coming soon with SLAs, improved support,
and higher limits across multiple features, including BigQuery daily export.
To get started, all you have to do is make sure that your Firebase project
is linked with a Google Analytics 4 property.
Now let’s take a look at what this new experience actually looks like.
Using Flood-It!, a real app on the Google Play Store,
where, as a player, your goal is to flood a game board with a single color
in less than the allowed steps. In our Firebase project,
we’ll navigate to our Google Analytics dashboard,
where there's now an updated app developer collection.
This collection was curated for Firebase and consists of cards that tell us
about how users are interacting with our app.
Now, looking at the cards, one thing that's drawing my attention
is that we have a decent number of players who started games and completed them.
These advanced players though, could be whales,
but they may never make an in-app purchase for extra steps
simply because they don’t need them.
Let’s see if we can use Google Analytics 4 to turn this insight into action.
With a click of a button, we can jump to the full Google Analytics 4 interface.
And as you can see, we have the exact same app developer collection
but with a lot of other Analytics features now available.
Before we explore some of these features, let’s take a step back.
However you use Google Analytics foundational to successful measurement
and growth of your app is making sure that you’re capturing the right events that occur
so that you can understand how users engage with your business
and make optimizations accordingly.
To that end, developers often work closely with their marketing teams
to define and implement a schema with marketing objectives in mind.
But businesses are dynamic, and marketing needs change over time
to meet the challenges of tomorrow. The ease with which you can edit
and create new analytics events is critical to keeping up with
the growing demands of an app business.
And we know how cumbersome it can be to make changes to events
and to update your app every single time that you want to measure something new,
and so that’s why we’ve introduced Event Modification & Creation
to give you the ability to modify your event schema
without having to write a single line of code.
With Event Modification & Creation, you can now make changes
to those dynamic marketing events directly from the Analytics UI.
That’s great news for Flood-It! as well.
Using the insight that we discovered earlier, our marketing team now wants to run
a Google Ads campaign targeted at our advanced players.
Our current event schema, though,
to figure out who those players are,
so we’re going to have to create a new signal.
If we come back to the Google Analytics interface,
we’ll navigate to the Events page
and choose to create an event for our Android app.
In the panel that opens up, we’ll give this new event a name.
And for our campaign,
the quick play mode within 20 steps, so let’s call it just that.
Next, we need to define when this new event should be created.
In our case, we want this to happen when every level-complete, quickplay event
is logged with a value of less than or equal to 20 steps.
And we'll apply this to small boards only. And that's it.
When we save this configuration, we see that we now have a new rule.
And going forward, Google Analytics will automatically create this event for me.
Now, if we were to fast forward just a few days, we’ll see in our dashboard
that this new event is now getting captured
without us ever touching a single line of code.
Now that you've seen how Event Modification & Creation works,
I’m going to hand things off to Kechy to show you how you can use
the event we just set up to create audiences for analysis and activation.
Now over to you, Kechy.
- Thanks, Kevin.
Hi, everyone. I’m Kechy Eke,
and I'm also a Product Manager for Google Analytics.
One of the core benefits of Google Analytics
is the ability to understand and reach users
that are most valuable to your app, using audiences.
Over the past few years, developers have leveraged audiences
to reach the right users at the right time for various business objectives,
including increasing engagement, increasing purchases,
or reactivating current users.
These audiences could be created using custom events,
such as the one Kevin just created earlier,
or automatically collected events and parameters.
However, creating and using these audiences for campaign optimization
has not always been easy or intuitive.
With that, we've made exciting new enhancements
to the audience builder in Analytics so that you can more effectively build
and manage your audience segments and use them for campaign optimization.
The first is a new, more intuitive schema and picker that makes all dimensions and events
available and much easier to find when building audiences.
Next, we added audience triggers.
Developers or marketers have found audience criteria and membership useful
for creating new conversion events.
So if you have an audience that represents your most valuable users,
for example, top players in your app,
you may want to create a new conversion event
and then use these conversions for campaign optimization in ads.
Creating new events based on audiences previously required manually creating
new custom events and writing extra code.
To address this, we recently launched audience triggers
that automatically spawn in new events
when a user meets the criteria of an existing audience.
The spawn events can then be used
for campaign optimization, enabling actionability.
And the best part: No extra developer code is required.
Lastly, we've introduced configurability for predictive audiences.
Last fall, we announced suggested predictive audiences,
including users likely to purchase or users likely to turn.
These can be created in the audience builder
based on predictive models applied to your data.
With predictive audiences, you can be more proactive with your marketing
to re-engage users before they turn or offer a promotion to encourage a purchase.
Now you can configure the thresholds for your predictive audiences,
offering you more flexibility to determine the percentile range
within which users enter that audience. Once you've created your audiences,
there are multiple applications to help you understand and reach the right users.
For example, in the conversions reports, you can apply a comparison to get insight
into how different audiences of users convert on your app
and how you might want to improve the path to conversion
for any groups of users that might not be converting.
Also, audiences are dynamically synced with ads.
So as long as you have your project or property linked to ads,
these audiences will be available for simple activation
to reach similar users with your campaigns.
Now, let's see what this looks like in action.
Within the Google Analytics for UI, let’s navigate to Configure, Audiences.
Click on New audience, and then create a custom audience.
We’ll call this custom audience Quickplay Experts,
and it will include users that log the new events Kevin created at least five times.
Earlier I mentioned a new, more intuitive audience builder.
You can see more structured groupings for both dimensions and metrics
categorized by scope.
Let's add a condition using this event
with event counts greater than five.
Notice information about the users in this audience in the summary view.
It hasn’t been populated much, since it was newly created by Kevin,
but we do expect more data as more time goes on.
Also, notice the audience triggers I mentioned earlier.
We won’t be using audience triggers for this demo, sorry,
but I do encourage you to test out this feature on your own.
Once done, you can save the audience, and it will appear in the list.
For today’s demo, we’ll skip saving since we’ll use previously-created audiences
with more data populated for the next parts,
which is using the conversions report for more analysis.
Let's try that out.
Navigate to Reports,
Engagement,
Conversions.
This report gives you an overview of your conversion performance.
You can see a useful graph and charts
that show the performance of your top five conversions
over the selected time period.
You can also see more details on the number of conversions,
users logging these conversions,
and revenue for all your conversions in the table below.
In addition to this, you can add comparisons and filters
for more in-depth analysis on dimensions, such as audiences.
Speaking of audiences, let's try comparing two audiences.
To do this, let's add a comparison.
In the comparison builder, we'll add audience name as a dimension
and expert users as the dimension value.
Click Apply.
Let's add a new comparison using audience again as a dimension
and level beaters V1 as the dimension value.
Select Apply.
I’ll remove all users so we can get a cleaner comparison between the two.
Now we can see this report is broken down by just these two audiences.
We can see that level beaters V1 logs more conversions than expert users.
However, on further analysis,
we can actually discover very interesting insights.
Though expert users logs fewer total conversions,
this audience logs more conversions per user,
making users in this audience more valuable.
We can see expert users logs 10 conversions per user,
while level beaters V1 logs five conversions per user.
Armed with this information,
about your campaign strategy, like targeting that marketing campaign
Kevin mentioned earlier to the expert users.
Today, we covered just a few of the latest enhancements Analytics for apps,
including events modification and creation, and a more powerful audience builder.
with a new schema, audience triggers, and configurable predictive audiences.
With these new tools and features available with Google Analytics, you have even more
insight into your data that will enhance your understanding of your users.
Based on these insights, you can easily take action in ads
to expand your reach and grow your app.
To take advantage of all the new and upcoming innovations to Analytics,
make sure you’ve upgraded to the new Google Analytics 4 property.
And if the enterprise offering sounds valuable for your business,
sign up to get access to the 360 beta.
Thanks for watching.