1. Analysts
Akangsha Bedmutha
Hardik Patel
Jinali Goradia
Pragati Bora
Priya Narayanan
Varun Shende
MIS 6344 Web Analytics
Spring 2015 -GROUP 8
Mobile App Analytics

2. In 2013, Starbucks
announced that its mobile
loyalty and payment app is
used by 10 million customers
with an average of 5 million
weekly transactions at US
stores.
MIS 6344 Web Analytics Spring 2015-GROUP 8
Mobile Mind Set
• Use data to understand when consumers are in their exact
moment of need and to meet that need with the right message or
service.
• Combine real-time analytics with push notifications to help deliver
contextualized experiences.
• Integrate your app into your CRM systems

3. App Revenue Models
Paid Apps
/In App
downloads
In-App
Purchases
Revenue
Models
In-App
Adds
MIS 6344 Web Analytics Spring 2015-GROUP 8

4. Web Analytics Vs Mobile Analytics
MIS 6344 Web Analytics Spring 2015-GROUP 8

5. Google Analytics Account
Google Analytics and Mobility
StateFarm
Sample
Native
Android
App
Google
Analytics
StateFarm
Sample
Mobile
Web Site
User Events
on web app
GATC
GATC
User Events
on native app
Reports to track
Events / Goals /
Page Views
Browse, Click,
Submit, Save,
Print, etc
1
2
3
Implementation-Mobile Web and Mobile App
MIS 6344 Web Analytics Spring 2015-GROUP 8
Google Analytics Tracking Code (GATC) for android
app (using Android-Google Analytics APIs) +
Customized tracking codes
Google Analytics Tracking Code (GATC) for web
app (using JavaScript/server snippets over
http/https) + Customized tracking codes
GATC
GATC

6. 1.Which mobile device the visitor used to access my website or use my
application? (ex. HTC Nexus One, iPhone 3GS, HTC Hero, Motorola
Droid, etc.)
2.What operating system / mobile platform was used and what
version? (ex. Google Android 2.1, iPhone OS 4.0, Windows Phone 7,
etc.)
3.How long the user has been using my app?
4.What are the most popular features used in my mobile app?
5.Is there any problem with my app on a specific handset
(compatibility issues)?
6.In which country my website/app is more popular?
What metrics interest mobile application developers and mobile website
owners?
MIS 6344 Web Analytics Spring 2015-GROUP 8

7. Comparison between different mobile analytics solutionChoosing the right Tool
MIS 6344 Web Analytics Spring 2015-GROUP 8
• If you do not have a mobile app, the
tool that gives web analytics along with
mobile website analytics will suffice for
you
• Look for ease of integration
• Real-time data for knowledge
discovery and timely action
• Reliable security features
• For app, look for tools that give you
 in-depth data on acquisition
 Activation
 Retention
 referral
 revenue

8. Google Analytics
MIS 6344 Web Analytics Spring 2015-GROUP 8
Advertise on the
Google Search
page +Google
Display Network
promote your app
+
advertising your
app
+
publisher by
hosting ads
hosts paid and free apps
for downloading
combine marketing data from
AdWords, AdMob, and app
marketplaces with behavioral data

9. • Business objectives
• The strategies and tactics that support
the objectives
• Key performance indicators (KPI’s) to
measure success
• Segments to better understand what
drives success
• And targets for each KPI to understand if
your business is reaching its goals
Starting with Measurement Plan
MIS 6344 Web Analytics Spring 2015-GROUP 8

10. Set-up
Requirement:
Setting up Mobile App Analytics requires the Edit permission for a Google Analytics
account and technical knowledge of your app development environment
Using the Google Analytics SDK
1. Set up a new app property in your Analytics account.
2. Download the Google Analytics SDK and implement the app tracking ID
Using Google Tag Manager
1. Set up a new app property in your Analytics account.
2. Create a container for your app
3. Download and implement the Google Tag Manager for Mobile SDK for
either Android or iOS
4. Add the Google Analytics tag to your container.
MIS 6344 Web Analytics Spring 2015-GROUP 8

11. Acquisition Channels
• Search Ads
• Display Ads
• Social/Email
• Marketplaces
Acquisition Reports
• Campaign
• Keywords
• Hour of the day
• App Market place
Attracting New Users
MIS 6344 Web Analytics Spring 2015-GROUP 8

12. High Value Users
Low Value
Users
• Current Monetized Users Come From
• How Often They Use The App
• The Features They Engage With
• Their Interests And Attributes
Segmentation and User Attributes
MIS 6344 Web Analytics Spring 2015-GROUP 8

13. Behavior
Screens
Custom
dimensions
and metrics
Enhanced
e-commerce
tracking
Measuring Behavior
• Users
• Session Length
• Session Interval
• Time in App
• Acquisition
• Screen Flow
• Retention
• Lifetime Value
• Button
• Clicks
• menu selections
• mobile ad clicks
• video plays
• swipes
• other gestures
• what screens users are
seeing
• which ones are the most
popular
• how long users stay on
each screen
• how they navigate from
one screen to the next
• Screen Views
• Crashes
• Total Number of
Events
• Sales
performance
• Shopping
behavior
• Merchandising
blocks
• Category
Performance
Events
MIS 6344 Web Analytics Spring 2015-GROUP 8

14. Identifying roadblocks
to revenues
Re-engaging existing users
Remarketing to new and
existing users
Increasing Revenue
MIS 6344 Web Analytics Spring 2015-GROUP 8