How to come up with a robust tracking concept? Learn more about how to pick the right sources for different data and set KPIs that move the business forward.
This presentation was a part of Mobile Spree Berlin 2019 organised by Adjust.
2. Index 01 The Challenge
02 From KPIs to Tracking Concept
03 Building A Tracking Concept
04 Case Study
3. 3
INCUBATION INVESTMENT GROWTH
Rocket Internet incubates and invests in internet and technology companies globally. We provide deep operational support to entrepreneurs and help
them build market-leading companies.
Source: https://www.rocket-internet.com/
4. 01 The Challenge
4
PRE-LAUNCH
MARKETING DECISIONS
TRACKING
ANALYSIS
ENGAGEMENT
CRO
ASO Distribution
Attribution
Monetization
Conversion Funnel
CPA
Activation
Customer Lifecycle
A/B Testing
Deep Linking
5. 5
Acquisition + Retention = Growth
01 The Challenge
Source: Christian Vigne, Mobile Product Expert, Google
13. 02 From KPIs to Tracking Concept
13
DATA
Facebook
Source: Tale About Data by Lior Barak, MED, 29.05.2019
Google GDN Google SEA
Google
Analytics
MMP etc.
Cost etc.AttributionPerformance
Marketing Finance Product
14. 02 From KPIs to Tracking Concept
14
DATA
Facebook
API
Source: Tale About Data by Lior Barak, MED, 29.05.2019
Google
Analytics API
Adjust API
Cost AttributionPerformance
Marketing Finance Product
15. 02 From KPIs to Tracking Concept
15
KPIs Should Simplify Decision-Making Process
at Operational and Strategic Levels
16. Social Networks
(e.g. Facebook)
02 From KPIs to Tracking Concept
16
Facebook API
OPERATIONSSTRATEGY
Adjust API
Google Analytics API
Costs etc. etc.Audience Details
CTAs Performance
Revenue Events
Bounce Rate
Behaviour Flow
Conversions
Revenue etc.Acquired Users
Revenue MAU
etc.
etc.
17. 02 From KPIs to Tracking Concept
17
Audiences In-App Events
Social Networks
(e.g. Facebook)
Facebook API
Adjust API
Purchase Steps
Revenue Event
Revenue
SignupsAudience 1
Audience 2 etc.
etc.
18. 02 From KPIs to Tracking Concept
18
A Good Tracking Concept Enables Targeting the
Right Audience and Optimisation on In-App
Events that Matter
19. CROSS-CHANNEL
03 Building A Tracking Concept
TOOLSET & DATA SOURCES EVENT + CUSTOM PARAMETERS
19
via what channels are we
acquiring users? where do we
pull the data from?
E.G. ACQUISITION
20. CROSS-CHANNEL
03 Building A Tracking Concept
TOOLSET & DATA SOURCES EVENT + CUSTOM PARAMETERS
20
split the KPIs for actionable
and high-level / strategic
reporting.
INVOLVE ALL STAKEHOLDERS
21. CROSS-CHANNEL
03 Building A Tracking Concept
TOOLSET & DATA SOURCES EVENT + CUSTOM PARAMETERS
21
define callbacks and custom
parameters to track as much
information as possible.
FOR TARGETING & SEGMENTATION
23. 04 Case Study
23
Event Name
app_launch
Everytime a user interacts with
the app. Either the app was
freshly launched
Trigger Attributes
language : en
location : Berlin, Germany
locationCity : Berlin
locationCountry : Germany
appVersion : 1.1
deviceModel : iPhone6
deviceType : phone
deviceOS : iOS10
user_id : abc123
sign_in_completed
Everytime a user interacts with
the app. Either the app was
brought to the foreground from
the background
language : en
location : Berlin, Germany
locationCity : Berlin
locationCountry : Germany
locationPostcode : 10243
userName : Ekaterina
userSurname : Petrakova
phoneNumber ; +4917672731783
appVersion : 1.1
deviceModel : iPhone6
deviceType : phone
deviceOS : iOS10
user_id : abc1234
Adjust Events & Attributes
24. 04 Case Study
24
Adjust Events & Attributes
Event Attributes
Event Name Trigger defaultAttributes locationPostcode userName userSurname phoneNumber dropoffCountry dropoffCity etc.
app_launch Everytime a user interacts with the app. Either the app was freshly launched x
app_resume Everytime a user interacts with the app. Either the app was brought to the
foreground from the background
x
log_in User log-in to the app via the main screen or from the menu. x x x x
log_out User log-out. x x
sign_in_started User click on Create Account on the homescreen. x
sign_in_completed
User finishes the account creation process (i.e. filled in all required information
including private and legal address). x x x x x
address_pickup User add the pick up address. x x x x
address_dropoff User add the pick up address. x x x x x x
time_pickup User add the pick up time. x x x x
order_estimate User is o the price estimate screen and every time he edits it on this screen.
x
x x x x x
page_view To be triggered when a user go to a certain page in the app. x x x x
order_review User visit the page with full order details. x x x x x x
order_booked To be triggered when a user books the order (schedule delivery). x x x x x x
voucher_applied User successfully add voucher to the order. x x x x
order_cancel User cancels the order (click "Cancel Order"). x x x x x x
order_complete To be triggered when user sees the screen delivery completed. x x x x x x
customer User makes the first order and the order is complete. x x x x x x
order_edit To be triggered when a user edit the order. x x x x x x
nodate_available User add the pick up time and there's no time slot available x x x x
27. 04 Case Study
27
order_cancel event
have a screen in an app
use events and custom
parameters for targeting
create a retargeting event
(MMP)
track results
28. ADJ order_cancel -
19:40:02
{
“callback_params” : {
“language” : “EN”,
“location” : “Berlin, Germany”,
“locationCity” : “Berlin”,
“locationCountry” : “Germany”,
“locationPostcode” : “10969”,
“pickupCountry” : “Germany”,
“pickupCity” : “Berlin”,
“pickupStreet” : “Charlottenstrasse”,
“pickupPostcode” : “10969”
“pickupHouse” : 4”,
“datePickup” : “30/01/2019”,
“dayPickup” : “Wednesday”,
“timePickup” : “11:30am_12:00pm”,
“dropoffCountry” : “Germany”,
“dropoffCity” : “Berlin”,
“dropoffStreet” : “Charlottenstrasse”,
“dropoffPostcode” : “10969”,
“dropoffHouse” : “4”,
“transportType” : “S”,
“helpersNumber” : “1”,
“timeFrame” : “1h”,
“priceEstimate” : “89.90”,
“currencyCode” : “EUR”,
“basketSize” : “-89.90”,
“voucherCode” : “123xyz”,
“userName” : “Ekaterina”,
“userSurname” : “Petrakova”,
etc.
},
“partner_params” : {
04 Case Study
28
callbacks are sending data to you
have a screen in an app
callbacks you are sending to
your partner (e.g. FB)
create a retargeting event
(MMP)
choose parameters that define your
audience
use events and custom
parameters for targeting
track results
29. 04 Case Study
29
create a retargeting event
(MMP)
use events and custom
parameters for targeting
have a screen in an app
track results
conversion event
30. 04 Case Study
30
create a retargeting event
(MMP)
use events and custom
parameters for targeting
have a screen in an app
track results
conversion event
31. 04 Case Study
31
create a retargeting event
(MMP)
have a screen in an app
use events and custom
parameters for targeting
track results Tracker
Clic
ks
Rev.
Events
Revenue
(Cohort) € Revenue € revenue
revenue
(revenue) €
order_com
plete
Facebook 34 6 129.98 362.04 6 362.04 2
32. CUSTOM EVENTS + ATTRIBUTES
04 Case Study
DEFAULT KPIS CHANNEL REQUIREMENTS
UNIQUE KPIS PER CHANNEL
32
- impressions
- voucher applied
- customer
- events: revenue, revenue
event, signup
- custom attributes: product
category, city, first name
- clicks
- installs
- sessions
- MAU / DAU / WAU
FOR TARGETING & SEGMENTATIONALWAYS TRACKED
