Measuring A Multi Screen

World Using

Ahmad Abdullah, Aug ‘14

Google Confidential and Proprietary

Google Confidential and Proprietary

Are You A Digital Analyst ?

Digital Analytics - Definition

Google Confidential and Proprietary

Agenda

1

Google Analytics : Fundamentals 2

Measuring Multi Screens - Universal Analytics 3

In App Measurement In Multi-Screen World

4

Resources 5

Google Confidential and Proprietary

Definition

“Digital Analytics is the measurement, collection, analysis

and reporting of digital data for the purposes of

understanding and optimizing business performance.”

More advanced, working at bigger companies

multi-channel attribution, social media, device

usage, etc.

doing Digital Analytics

Working at smaller business

Trying to figure out Conversion, & how to

interpret Bounce Rate

doing Web Analytics

Value Vs

Volume

Digital Analytics - Definition

Google Confidential and Proprietary

Agenda

1

Google Analytics : Fundamentals 2

Beyond the Basics - Universal Analytics 3

In App Measurement In Multi-Screen World

4

Resources 5

Google Confidential and Proprietary

Works : Data M

Google Confidential and Proprietary

Google Analytics Structure: Enterprise Class

Link

Google Confidential and Proprietary

Google Analytics Answers The Key Questions

WHO?

WHAT ACTION? WHAT VALUE?

http://

HOW? 1 2

3 4

Google Confidential and Proprietary

How Google Analytics Works :

“Never trust anything that can think for itself if you can't see where it

keeps its brain”

“But I would, in this case, amend my original statement do this”

“Be skeptic about data ! Till you know, how its curated”

Google Confidential and Proprietary

How Google Analytics Works :

Platform Component

Data made available in the user

interface or through the API

A GIF hit is created and

sent to the Google

servers

The GA javascript

begins to fire

Your Website loads on any device

First-party GA cookies are

read from, and/or written to

the browser by the

javascript code

Data is processed and pre-aggregated Data is sent to Google’s servers

1

3 4 5

GA UI API

2a 2b 2c

_trackEvent(category, action, opt_label,opt

_value,opt_noninteraction) _gaq.push ([‘

trackEvent', 'name', 'label', value,true]);

trackEvent(category, action, opt_lab

el, opt_value,opt_noninteraction)_ga

q.push (['_trackEvent', 'name', 'lab

el‘,value, true]);trackEvent(categ

ory, action, opt_label,opt_value

opt_noninteraction)_gaq.push

(['_trackEvent', 'name', 'lab

el', value, true]);trackEven

t(category, action, opt_la

Google Confidential and Proprietary

How Google Analytics Works :

Data Model For Google Analytics

Google Confidential and Proprietary

Dimensions being mapped to Metrics

(against a similar scope metrics)

How Google Analytics Works :

Dimensions Vs Metrics

----GIGO---

Google Confidential and Proprietary

Nirvana In Digital Analytics :

Segmentation & Custom Reporting

BRAZIL

Too much data, not enough information

GERMANY

Shots (on goal)

Fouls

Corner Kicks

Offside Decisions

Possession

Yellow Cards

Red Card

Saves

1 Goal

7 Goals

18 (8)

11

7

3

52%

1

0

3

14 (10)

14

5

0

48%

0

0

7

Google Confidential and Proprietary

Nirvana In Digital Analytics :

Segmentation & Custom Reporting

4E+47 Options!

Some users are

more equal than

others

Engaged but not

monetized

Not engaged or monetized

Engaged and monetized

Monetized but not engaged

En

ga

ge

me

nt

Monetization

Google Confidential and Proprietary

GA For Marketers :

GA Product Features

“How do I know everything that influenced my conversions?”

Linking AdWords

& Analytics

Multi Channel

Funnels Attribution Models

Product Processes Problem

Google Confidential and Proprietary

Is Your Problem ?

WTMD

Link To Video

Digital Analytics - Definition & Landscape

Google Confidential and Proprietary

Agenda

1

Google Analytics : Fundamentals 2

Measuring Multi Screens - Universal Analytics 3

In App Measurement In Multi-Screen World

4

Resources 5

(Universal)

Google Confidential and Proprietary

Motivation Behind Universal Analytics :

A Generational Platform Shift

Google Confidential and Proprietary

Universal Analytics :

What’s Changed ?

Measure Beyond Website

Understand Cross-Device Performance

Leverage All Your Data

Google Confidential and Proprietary

Universal Analytics :

Revisit Platform Model

Universal Analytics server-side processing

Google Confidential and Proprietary

The Game Changer :

Measurement Protocol

Link To Video

Google Confidential and Proprietary

Universal Analytics :

User ID

Randomly Assigned CID

CRM Data / User Identifier

Identified User

Google Confidential and Proprietary

Universal Analytics :

Cross Device : Session Unification

User_ID

Digital Analytics - Definition & Landscape

Google Confidential and Proprietary

Agenda

1

Google Analytics : Fundamentals 2

Measuring Multi Screens - Universal Analytics 3

In App Measurement In Multi-Screen World 4

Resources 5

Google Confidential and Proprietary

In App Measurement In Multi-Screen World:

Mobile App Analytics

Google Confidential and Proprietary

In App Measurement In Multi-Screen World:

Mobile App Analytics

Google Confidential and Proprietary

In App Measurement In Multi-Screen World:

Mobile App Analytics

How do people discover my app?

What keeps them coming back?

How can I motivate them?

What are the right price points?

When’s the right time?

How do I maximize returns?

LTV “Answer the questions that matter”

Google Confidential and Proprietary

Overview

Mobile App Analytics

Google Confidential and Proprietary

Acquisition, How are users finding your App ?

Mobile App Analytics

Google Analytics Provides App-Specific Metrics

User profile

Google Confidential and Proprietary

AdWords Reporting, Measure Acquisition ROI

Mobile App Analytics

Google Analytics Provides App-Specific Metrics

User behavior Actions and revenue

Google Confidential and Proprietary

How Is The App Being Used ?

Mobile App Analytics

Get Rich Behavioral Insights

• Are your users doing what you

expect?

• Where are they spending their time?

• Where are they stuck?

• What’s blocking them?

• What do they want more of?

Which Section Of App Are Popular ?

Google Confidential and Proprietary

How Is The App Being Used ?

Mobile App Analytics

Get Rich Behavioral Insights

• Are your users doing what you

expect?

• Where are they spending their time?

• Where are they stuck?

• What’s blocking them?

• What do they want more of?

Navigational Behaviour Within App

Google Confidential and Proprietary

How Is The App Being Used ?

Mobile App Analytics

Get Rich Behavioral Insights

• Are your users doing what you

expect?

• Where are they spending their time?

• Where are they stuck?

• What’s blocking them?

• What do they want more of?

Crashes & Exceptions

Google Confidential and Proprietary

How Is The App Being Used ?

Mobile App Analytics

Get Rich Behavioral Insights

• Are your users doing what you

expect?

• Where are they spending their time?

• Where are they stuck?

• What’s blocking them?

• What do they want more of?

Measuring User Intent Via Custom Interaction

Google Confidential and Proprietary

Whats The Goal Of Your App?

Mobile App Analytics

Robust tracking solution to

fit different business model

App ROI Foundation

Google Confidential and Proprietary

Tagging Solution:

Mobile App Analytics

But not just Google Analytics…

Google Analytics Services SDK

Google Tag Manager

Without Updating Your App

Google Confidential and Proprietary

How GTM Fill The Gaps ?

Mobile App Analytics

• Google Analytics

• AdWords Conversion

Tracking

• AdWords Remarketing

• Custom Tracking

• Change constants to variables

• Load the latest configs at start

• Within 12 hours all your users

have

the latest experience

Marketers

Developers

Google Confidential and Proprietary

Insights

Mobile App Analytics

• Discover where your high value users are

• Understand user journey and remove roadblocks

• Measure in app revenue

• Built for the multi-screen world

Google Confidential and Proprietary

Want More :

Analytics Academy

Digital Analytics - Definition

Google Confidential and Proprietary

Agenda

1

Google Analytics : Fundamentals 2

Measuring Multi Screens - Universal Analytics 3

In App Measurement In Multi-Screen World

4

Resources 5

Google Confidential and Proprietary

Resources:

● Get Started: https://analyticsacademy.withgoogle.com/

● Case Studies: http://google.com/analytics/customers

● Interpreting Reports: https://support.google.com/analytics

● Videos & Webinars: http://youtube.com/googleanalytics

● On Google+: http://plus.ly/analytics

● Avinash Kaushik's blog: http://www.kaushik.net

● Justin Cutroni's blog: http://www.cutroni.com/

Understand Platform & Data Model Of Tool 1

Google Confidential and Proprietary

Takeaways !

Segment, Segment & Segment 2

Leverage Universal Analytics Customization 3

In App Analytics : Ask The Right Questions 4

Sharpen The Saw : Analytics Academy 5

Google Confidential and Proprietary

One More Thing ...

Data Less Decision

Google Confidential and Proprietary

Thank

you!

Google Confidential and Proprietary

Bonus Slides

Google Confidential and Proprietary

Universal Analytics :

Enhanced Product Features

Data Import : Creating A Singular

Marketing Measurement Platform

Dimensional

Widening

Product Processes

Cost Data Upload