App Ads Revenue Optimization using Firebase Analytics_DevFest2017

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Loan Lala

App Ads Revenue Optimization using Firebase Analytics

Marketing

Table of content
01
02
03
Why using Analytics
tools?
What is Firebase?
04 Q&A - Contact
How to leverage analytics
data to optimize revenue?

APP MONETIZATION PROCESS
04
Apps
Apps
Monetization Optimization
Users
UsersMonetization
Optimization

FIVE FACTORS AFFECTING APP MONETIZATION
APP MONETIZATION TREND
1
2
3
4
5
IN-APP ADS OPTIMIZATION
& AD NETWORK OPTIMIZATION
AD INDEXES BALANCING
USER RETENTION
UX UNDERSTANDING
05

WHY USING APP ANALYTICS TOOLS?
06
Understand how users interact with your products:
Engagement, Retention, Features, LTV1
Experiment with promotion and update strategies:
A/B Testing & Remote Conﬁg2
Optimize ads based on user behavior:
Analytics, Remote conﬁg, Admob3

MOBILE APP ANALYTICS
07
APP STORE
ANALYTICS
ATTRIBUTION
ANALYTICS
IN APP
ANALYTICS
APP STORE
( Itunes, Google Play )
PROVIDERS
( AppAnnie, Appflgures )
INTEGRATED
( Ad Network )
INDEPENDENT
( Appsflyer )
ENGAGEMENT
( MixPanel )
PERFORMANCE
( AppSee )

KEY FEATURES OF FIREBASE ANALYTICS
11
- Unlimited Reporting.
Firebase allows for reporting of 500 distinct events.
- Audience Segmentation.
- Integration with Other Services
such as Big Query, Firebase Crash Reporting,
Firebase Notiﬁcations, Firebase Remote Conﬁguration
and Google Tag Manager.

MONETIZATION METRICS
13
IAP
LTV, LT, eCPI, K
ARPU, ARPPU, ARPDAU
FUUU factor
Churn rate, retention rate, return rate
Duration and engagement
Advertising
eCPM
Fill rate
CTR, CPC, CPC
DAU, MAU
Length of session
Refresh rate

USER ENGAGEMENT
- User flow
- Engagement time
- Session per user
15

LIFE-TIME VALUE (LTV)
17
ARPU
Total monthly revenue
Total users
Users who
generated
revenue
Users who have
yet to generated
revenue
Users who
generated
revenue and
might generate
more
Users who have yet
to generated revenue
but might still
generate revenue
Predicted LTV
Total expected lifetime revenue
Total users

REMOTE CONFIG
19
Firebase Remote Conﬁg
- Update your app from the cloud
- Send different values to
different groups
- A/B test or gradual rollouts
- Customized content

LOAN NGUYEN
AppotaX - Project Manager
Tel: +84 168 999 1490
Email: loannt@appota.com
Skype: loanloan.lala
Q&A - CONTACT
24

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App Ads Revenue Optimization using Firebase Analytics_DevFest2017

1. Speaker: Loan Nguyen App Ads Revenue Optimization using Firebase Analytics Presenter: Loan Nguyen A Solution on Google Ad Exchange Platform

2. Table of content 01 02 03 Why using Analytics tools? What is Firebase? 04 Q&A - Contact How to leverage analytics data to optimize revenue?

3. 01WHY?

4. APP MONETIZATION PROCESS 04 Apps Apps Monetization Optimization Users UsersMonetization Optimization

5. FIVE FACTORS AFFECTING APP MONETIZATION APP MONETIZATION TREND 1 2 3 4 5 IN-APP ADS OPTIMIZATION & AD NETWORK OPTIMIZATION AD INDEXES BALANCING USER RETENTION UX UNDERSTANDING 05

6. WHY USING APP ANALYTICS TOOLS? 06 Understand how users interact with your products: Engagement, Retention, Features, LTV1 Experiment with promotion and update strategies: A/B Testing & Remote Conﬁg2 Optimize ads based on user behavior: Analytics, Remote conﬁg, Admob3

7. MOBILE APP ANALYTICS 07 APP STORE ANALYTICS ATTRIBUTION ANALYTICS IN APP ANALYTICS APP STORE ( Itunes, Google Play ) PROVIDERS ( AppAnnie, Appflgures ) INTEGRATED ( Ad Network ) INDEPENDENT ( Appsflyer ) ENGAGEMENT ( MixPanel ) PERFORMANCE ( AppSee )

8. POPULAR ANALYTICS TOOLS 08

9. 02WHAT?

10. Firebase? 10

11. KEY FEATURES OF FIREBASE ANALYTICS 11 - Unlimited Reporting. Firebase allows for reporting of 500 distinct events. - Audience Segmentation. - Integration with Other Services such as Big Query, Firebase Crash Reporting, Firebase Notiﬁcations, Firebase Remote Conﬁguration and Google Tag Manager.

12. 03HOW?

13. MONETIZATION METRICS 13 IAP LTV, LT, eCPI, K ARPU, ARPPU, ARPDAU FUUU factor Churn rate, retention rate, return rate Duration and engagement Advertising eCPM Fill rate CTR, CPC, CPC DAU, MAU Length of session Refresh rate

14. DAU, MAU 14

15. USER ENGAGEMENT - User flow - Engagement time - Session per user 15

16. USER RETENTION 16

17. LIFE-TIME VALUE (LTV) 17 ARPU Total monthly revenue Total users Users who generated revenue Users who have yet to generated revenue Users who generated revenue and might generate more Users who have yet to generated revenue but might still generate revenue Predicted LTV Total expected lifetime revenue Total users

18. LIFE-TIME VALUE (LTV) 18

19. REMOTE CONFIG 19 Firebase Remote Conﬁg - Update your app from the cloud - Send different values to different groups - A/B test or gradual rollouts - Customized content

20. REMOTE CONFIG ADS FORMATS 20

21. REMOTE CONFIG: A/B TESTING 21

22. REMOTE CONFIG: A/B TESTING 22

23. REMOTE CONFIG : PREDICTIONS 23

24. LOAN NGUYEN AppotaX - Project Manager Tel: +84 168 999 1490 Email: loannt@appota.com Skype: loanloan.lala Q&A - CONTACT 24

25. Speaker: Loan Nguyen