From cars that talk to us when we're
lost, to houses that know when we're too hot or too cold,
to phones that can take our vital signs
and notify your doctor, mobile apps
can do anything and everything.
What do you want your app to do for your users?
Answering this question will help
you decide what data to measure and what insights you need.
With Google Analytics, you have of a variety
of tools and capabilities to give you
data about your business and audience
so you can optimize your app for success.
Be sure to spend some time thinking
about what you need to know about how
users interact with your app.
What insights would help your app be smarter?
For example, if by level two in a game
you've already lost over 50% of your traffic,
you'll need to take a look at what's
happening for users while playing that first level.
Depending on what the analytics show,
you may want to add an additional tutorial,
or make the levels easier or shorter.
Here are some other questions you may want to ask.
How many installs has your app generated?
How much does each download cost you?
Where did your downloads come from?
Are your users high quality and loyal to your app?
Do you want to achieve a certain engagement time?
If you make a few tweaks to your app interface,
would people be more or less engaged?
When's the best time to offer in-app purchases?
What's your user retention rate?
Whatever insights you're looking for,
Google Analytics gives you the data you need.
And Google Analytics integrates directly with AdMob,
helping you understand your users and their behavior
right in the AdMob interface.
By implementing Google Analytics in your mobile app,
you can start collecting data for things
like audience analytics, attribution modeling,
conversion tracking, and even re-marketing.
With Google Analytics, you can find out
how often your app is downloaded and installed,
and how successful certain marketing campaigns are
in attracting visitors.
Want to know how users are finding your app?
Google Analytics provides app specific metrics
so you can learn more about your user acquisition.
Google Analytics helps you answer questions
like which operating system do my new users use,
and where are they located geographically?
Which traffic sources are bringing the most new users?
What is my cost per download, broken down
by each of my marketing initiatives?
What's the ROI of my marketing efforts?
You can access information about the campaigns
that you're running via the advertising and campaign
performance report.
There you can find data about all traffic sources and gain
insight into how many new users and downloads each campaign
generated, the number of sessions
that took place, the average session duration,
as well as whether or not you're achieving your goals
and generating revenue.
OK.
So now you have successfully gained new users
and are growing your app downloads.
But now what?
After people discover your app, it's
key to understand their behavior.
How are they engaging with your app?
What actions are they taking?
Are they doing what you want them to do?
What are they purchasing?
How is this related back to their behavior?
Answering these questions will help you monitor and grow
your app success.
Google Analytics helps you do just this,
by defining user segments based on any metric or dimension
being measured in your app.
So using conditions and sequences,
you can create segments that are as
detailed and specific as you'd like them to be.
You can apply these segments on all of your reports
within Google Analytics.
So here's an example.
You can create a segment of users
who have, say, spent at least $10 in your app
and engaged with it at least once in the last 30 days.
From there, you could apply this to any Google Analytics report,
such as the e-commerce product performance report.
And that will allow you to see which items the users
are actually spending their money on.
Another example, suppose you want
to find out which section of your app is most popular.
You can then use this information
to create similar content.
With the behavior reports, you can
find lots of valuable information
about user activity, from aggregate metrics,
such as average time spent on a particular screen,
to the behavior flow, which helps you understand how users
move between different screens, to the crashes and exceptions
report.
So let's say we're looking at the behavior flow report.
What you might notice is that there are big areas where
people are dropping off.
So based on this data, you might try
to improve these areas so that people
are less likely to leave your app before completing
the task you'd like them to.
If you sell products in your app via in-app purchases
or on your own store, you'll also
want to keep track of what people are buying.
With the e-commerce functionality,
you can gain insight into the customer's path to purchase,
like when customers added items to the cart,
began the checkout process, completed
a purchase, and perhaps most importantly,
identify segments of customers who are falling out
of the shopping funnel.
Thanks for watching.
Be sure to check out our other AdMob videos,
subscribe to our channel, and visit google.com/admob for even
more information.
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