Mobile App Analytics with
Google Analytics
About InfoTrust and Your Presenter
● Web analytics consulting & product development ● 2,500+ sites analyzed and supported annually ● 30+ Digital marketing training programs a year ● Offices: Cincinnati, USA and Dubai, UAE
Amin Shawki
Managing Director, MENA
InfoTrust
GA-Premium Engagement Summary
Fortune 50 CPG
1. Enterprise wide GA-Premium architecture for 1,500 sites/apps. 2. Tag management and and data governance.
3. Integration with data warehouse. 4. Ongoing analytics support for all sites.
Internet Retailer 1,000
1. Digital analytics architecture using TMS for web and app.
2. Complete enhanced e-commerce implementation across platforms.
3. Unsampled custom dashboards and integration with big data solution bigQuery.
Media Conglomerate
1. Complete web and in-app architecture with GA/GTM across 100+ properties. 2. Optimized all marketing campaigns, for both website and apps.
3. Tag Inspector deployment. 4. Tableau integration.
InfoTrust Capabilities
Google Analytics Support Google Analytics Premium
Reporting & Analysis
Google Analytics Premium Architecture and Integration
across platforms
Digital Analytics Strategy
Services Data & Integration
Agenda
1. Key features and capabilities with GA for apps
2. What you need to measure your mobile apps with GA
3. Common challenges and best practices for optimizing
How GA Collects Data
Google Analytics can combine app and web traffic together for wholistic view. But can also filter and split at a per platform or per device level.
Same Measurement Platform/Process:
Dimensions and Metrics
Dimensions & Metrics
The values of dimensions and metrics and the
relationship between those values is what
creates meaning in the data.
Robust App Data Automatically: 1. Live Users 2. Devices 3. User Geo 4. User Type 5. Sources 6. Content 7. Actions 8. Revenue
GA
Across Platforms
Mobile apps can be tracked with web in the same property and is recommended to see top-line business metrics, with flexibility to split views for platforms. What drives app installs AND web visits can be tracked for performance analysis.
Traffic Sources and Source Medium
All traffic has a source / medium (with medium the main
parameter that sets “Channel”):
Direct: direct / none
Referral: simplicity.com / referral Social: facebook.com / referral Organic Search: google / organic Paid Search: google / cpc
Email: newsletter_en_w1 / email (campaign)
Other channels: affiliates, other advertising, display
● Tagging URLs for campaign tracking is easy, and there are multiple tools to help with this.
○ On-the-fly tagging Google Chrome Extension ○ Google’s URL Builder
○ Downloadable campaign tagger document, as shown below Example: http://www.yoursite.com/?
utm_source=newsletter&utm_medium=email&utm_term=special-sneakers& utm_content=shoe-style-ad123&utm_campaign=spring-collection-2016
1. Keeping in mind all of the above steps for campaign tracking, mobile app install tracking is slightly different but builds off the same principles.
2. In Google Play, if you link GA and Google Play and use campaign tracking, you will automatically see source data in GA.
3. For iOS, there are 2 steps. Ensure you are using campaign tracking (depending which vendor is capable, details coming up) and ensure IDFA is tracked on the mobile app with every hit.
When you link your Analytics account to the Play Developer Console, the apps you have in Google Play are automatically recognized in Google Analytics, unlocking unique reports for installs and user flow.
Referrals and Mobile Apps
Referrals with mobile apps work much the same as website referral
traffic, except that any/all organic referrals will be bucketed under Direct
Traffic by default. We recommend always using utm tagging parameters
to correctly label this traffic in GA.
Analyze.ly, our cloud-based solution, automates the process of pulling cost data via API from Bing, Facebook, Baidu, Yandex and other platforms into GA enabling cross-channel.
Custom process implemented by InfoTrust to solve Attribution.
UserID and Cross Device Tracking
Implementing userID tracking tied to logged in/known visitors unlocks cross-device tracking reports
Benchmarking Reports
Location & Devices
Crashes and Exceptions Reports
By Device
Crashes and Exceptions Report
By App Version
App Speed Reports
App Speed Reports
Mobile In-App Analytics Reports
Google Tag Manager for Apps
Implementing a mobile app GTM container for iOS or Android involves downloading a binary file to implement for the live app and a few other libraries/configurations within the app itself depending on what desired tracking you need. The key concept that will not change is the dataLayer.
For the development/staging application, we suggest creating a duplicate container and modify the tracking ID to the staging/testing GA property
iOS Campaign Tracking with GTM - IDFA
Using the GTM dataLayer - iOS
Clearing the dataLayer after each call
iOS - the dataLayer is persistent screen to screen so without clearing it’s contents, there will be duplicate data tracked on subsequent screens/events
