Types of Analytics

Performance Analytics
In-app analytics
Marketing Analytics

Filters / Segments
Platform: Your iOS or Android app version.
Date: Viewing the data from today, yesterday, this week, last 7 days, last 30 days, or even choosing a
custom date range.
Audience Name: Defined audiences that share similar traits. (e.g. new users, purchasers, etc.)
User Property:
age range
app version
device model
gender
ads frequency, etc
Location
Users Who Made a Purchase in the Last 30 Days

Analytics and Goals

15% increase in 30-day active users by the end of the quarter
20% increase in 30-Day Active Users by the end of Q3.

Questions / Problems
How many users have downloaded the app in total?
How many of those users are active?
How do users interact and engage with the app?
What features do they use most often? Which do they ignore?
Which channel generates the most users? Most valuable users?
Are users experiencing an friction? Any technical issues? UX problems?

Key performance indicators (KPIs).

App Revenue
30-Day Active Users

App Acquisition
AdWords Reports
 Campaigns Report: Shows you which campaigns drive the most revenue.
 Keywords Report: Shows you which search keywords are most effective.
 Hour of Day Report: Shows you when you receive the most traffic and when you receive the most
valuable traffic.
App Marketplace Report
Shows you each of your marketplaces and how they compare. In the event you see “Not Set”, it’s likely
that the marketplace does not support App Installer ID, which is used to identify the marketplace.
 Sources Reports: Show you which traffic sources drive users to your marketplace listing, how
long they stay, how much they spend, etc.
Google Play Referral Flow Report
Shows how users move through the stages of your acquisition funnel. This will show you where users are
falling off, which are high value optimization points. Note: Often, people cannot get this report to function
properly. Don’t forget to link Google Analytics to your Google Play Developer Console.
 New Users Report: Shows you an overview of users that launched your app for the first time,
including: total number of new users, operating systems, app versions, countries / territories, etc.
Defining High-Value Users for Your App
You can use Google Analytics to do this. Look at the users who are generating the most revenue for you.

 Where are they coming from?

 What features do they use?
 How frequently do they use the app?
Now look at your low value users. What similarities do they share? What differences?

How to Track User Behavior on Your Mobile App

Some behavioral questions you might have at this point:

 What behaviors do my users display?

 Are they experiencing glitches and crashes?
 How are they interacting with the app?

Behavioral Reports
To answer those questions, let’s look at the behavioral reports…

Overview Report:
Shows you a summary of your behavioral data; screen views, crashes, total events, average time on
screen, etc.
Screens Report:
Shows the performance of each screen within your app, including: screen views, unique screen views,
average time on screen, percent of users who exit on the screen, etc.
Behavior Flow Report:
Shows the different paths users take while using your app.
Crashes and Exceptions Report:
Shows the most popular exceptions within the different versions of your app. Note that crashes are
automatically separated from exceptions. You can also define exceptions using your app tracking code to
get more data (e.g. device X and OS Y lead to “network failure” exceptions).
App Speed User Timings Report:
Shows how long requests take to load in-app. This report shows how long it takes for screens to load,
how long it takes to return search results, how long it takes users to progress beyond level X / complete
in-app tasks, how load times differ based on geographic location, etc.
Top Events Report:
Shows data on the most commonly triggered events (e.g. downloads, clicking ads).
Event Screens Report: Shows which screens users are on when they initiate events.

Event Tracking
Now, it’s important to note that screen tracking only looks at the “container”. The interactive content within
the screen / container can only be measured through event tracking.

What is included under the event tracking umbrella?

 Menu selections.
 Ad clicks.
 Video plays.
 Swipes.
 Button clicks.
 Purchases.