[upbeat music]
female narrator: Better data drives better decisions,
from improving engagement to increasing your revenue.
The Google Play developer console
and Google Analytics can help you turn your app data
into actionable insights.
Here are ten things you should be measuring
that will help you build more successful apps
and market them better.
The user acquisition performance report in the developer console
gives you a snapshot of how many users visit your store listing
and install your app.
You can also see the sources they come from,
whether paid or organic.
The user acquisition performance report also includes buyer data
so you can see which users are going on to make purchases
in your app.
You'll see where your most valuable users come from
and can determine what affects your installs from each channel,
so you can better understand where to focus your efforts.
In the developer console's financial reports,
you can see the average revenue per paying user, ARPPU,
and understand how you're generating income.
You can experiment with changes to your app
and see how they affect this value.
You can also review data
that helps you understand how users' spending patterns
in your app change over time.
The metrics we've talked about so far are all available
in the developer console.
By implementing Google Analytics in your app
and linking it to the developer console,
you'll unlock a huge amount of valuable data
you can analyze and use
to discover useful information, such as...
User retention rates are a great indicator
of how well your app will do long-term.
Google Analytics active users reports show
how active users remain in your app,
and you can then look more deeply
into how you are retaining users with cohorts reports.
As you identify which users don't come back,
you can devise tactics to change that,
from app improvements to push notifications
to reengagement ads.
Your users' average session duration
will give you an idea of how sticky your app is.
Longer session times may indicate
users are more engaged with your app
and finding more value in spending time in it.
You can then compare this data
to how often users are returning.
You may find they come back frequently but for short spurts
or they use your app once in a while but for a long period.
You can now experiment and measure how app changes
impact on the pattern of users' visits to your app.
Google Analytics behavior flow report
can show you which screens users visit most
and how they move from screen to screen within your app.
Use this data to improve and optimize the critical paths
in your app's user experience.
Often, you'll have specific things you want users to do,
from signing up to a service
to making an in-app purchase, for example.
These are your conversions.
Google Analytics lets you define events
and the conversions you want to track.
By knowing how successful each event is
at driving conversions,
you can guide users to the popular events.
If your app sells physical products or services,
Google Analytics can help you understand your sales better.
E-commerce reports and enhanced e-commerce
help you see which products users buy,
the average order size,
and how long it takes users to complete purchases.
Analytics lets you track the lifetime value
of your users' transactions in your app
by each marketing acquisition channel.
By understanding which channels bring in
your most valuable users,
you can adjust your marketing spend accordingly.
Using the amount that you earn
over the lifetime of a user's activity in your app,
you can subtract your per-user cost
to calculate your return on investment.
From anonymized aggregate data,
understand the different technology dimensions
to your users, including what devices they use,
what screen sizes are common,
and what operating system version they're on.
This will help you optimize your app design
and test your app against the right device configurations.
The developer console and Google Analytics
deliver you the data and the means to analyze it
so you can gain meaningful comprehension of your business.
To build up your knowledge and understand
all the fundamentals of Google Analytics,
sign up for our self-paced Analytics Academy course
on mobile app analytics.
If you want more tips on how to improve your app
or game's performance and build a better app business,
check out the other videos in this series
and download The Secrets to App Success on Google Play.