Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz

App Analytics, KPIs and DataUnderstanding Your Users for Fun and Profit

Introduction23snaps

Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz

TOP APPS OF 2012

TOP PHOTOGRAPHY APPS 2012

“23snaps… the

Facebook for families.”

“23snaps… the

Instagram for parents.”

Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz

What Do You Track?High level themes to help you decide what data to collect.

The Whole FunnelFour levels of understanding

Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz

Downloads

Sessions/Registrations

Completes KPIs

Profile of People Who

Regularly Complete KPIs Vanity Metrics

Store Reviews

App Page Views

Social Media

Mentions

User AcquisitionWho came from where and what demographic are they?

Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz

Channel Demographic Cost

User Engagement and RetentionAre your users doing what you want them to?

Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz

Events Retention Virality

Revenue and Lifetime ValueAre you actually making any money? From who?

Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz

Total Revenue Demographics User LTV

Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz

How Do You Track It?Tools for tracking data and tips for communicating your tracking needs

to developers.

Start-UpLower cost, limited usage or tracking, good for a high level view. Often driven by an ad network.

Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz

Google AnalyticsFree, robust event tracking; anonymizes and samples data, integrates with the Play Store.

FlurryFree , includes industry benchmarking, create custom demographic segments.

ApsalarBasic package free. Option to scale to more detailed reporting.

Pros Cons

Inexpensive Limited tracking

Industry Benchmarks

No Marketing Follow Up

High Usage, Lots of Support

No Click Attribution

Tied to Ad Neworks

Upsight (formerly Kontagent)Free unlimited data storage and limited free marketing.

EnterpriseExpensive, deep tracking, marketing follow up.

Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz

MixpanelFocus on events, not page views, needs significant customization. Incredibly powerful reporting, funnels, cohorts and good marketing automation

LocalyticsFocus on providing real-time views of user analytics,

Pros Cons

Deeper Insight Expensive

Supports Push Marketing

Requires DevTime to Set Up

API for DataExport

Price ScalesQuickly

Cross Platform

Full Time Job

AppsFlyerOnly a solution for click attribution for downloads; limited analytics.

Enterprise Editions

Custom DashboardsThe DIY tracking solutions

Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz

DucksboardIntegrated with dozens of existing data services, allows you to create custom dashboards.

GeckoboardIntegrated with dozens of existing data services, allows you to create custom dashboards.

Fully CustomUse your own API or server logs to generate custom dashboards for your specific needs.

Pros Cons

Endlessly Customizable

PotentiallySignificant

Development

Generally Cheaper

Reporting Limited to What You Build

Specific to Your Business

No PushMarketing

You Own the Data

Decide with Developers

Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz

Integration

Optimization

Maintenance

Exports

Communicate Your Tracking RationaleWhy are you tracking?

Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz

Who

• Will implement it?

• needs to access the data?

What

• Are you going to track?

• Format does the data need to be in?

When

• Will people need to be able to access it (real time? Daily? Weekly reports?)

Where

• Will it be stored? On a third party’s system or will you own a copy in house?

Why?

Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz

What Do You Do With the Data?Three ways to make informed choices based on your business analytics

Marketing to Existing UsersGet more out of the people you’ve already acquired

Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz

Attract More of the Best UsersFind and acquire users like your top performing audiences.

Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz

Map Desired User Path

Create Funnel in Analytics

System

Review Results

Make Product Changes

Observe Changes to

Funnel Completion

Rate

Improve the ProductOptimize and improve but beware of false positives.

Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz

!Warning:

Be careful to keep reviewing these users against your real KPIs. Does completing your funnel actually result in higher LTV/Retention?

Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz

Thank YouQ&A