gmd2015 pawel_matkowski_how to track for insights in the data points (web, mweb, apps...)...
Transcript of gmd2015 pawel_matkowski_how to track for insights in the data points (web, mweb, apps...)...
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in the data points proliferated worldHow To Track for Insights
Pawel MatkowskiGlobal Product Lead, Google Analytics
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We Are Here Only Because...
2000
2014
30xthe size of the entire global Internet in 2000
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With That, It Became Messy!
ACTI
ON
CON
SIDE
RATI
ON
AWAR
ENES
S
Analyze cross-device/asset
behavior
Measure Lifetime Value
Start from first interaction
Move beyond the conversion
Mov
e to
war
ds a
Use
r-Cen
tric
View
Display
Direct
Paid Search
Remarketing
TimeInteractions – Actions – DecisionsFirst
interaction
Organic
Brand
Diversified marketing
efforts
App
App
App
Web
Web
Web
Web
?
LOYA
LTY
?
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And It Is Already Getting Even Harder and More Complex
Desktop and MobileWebsites
Mobile &Web Apps
GameConsoles
TV &Set-Top Box
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We Have A Smart Platform That Works Across Ecosystems
Drive valuable conversions
Supercharge app monetizationstrategy
Data analytics for insights and optimization
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Unify Data Across Devices & Assets
What Should You Do Now?
Boost Your App Tracking
Analyze Data for Insights and Optimize
Attribution!
$
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1. Boost Your App Tracking
238 developers
9,000 apps
400M monthly
active users
Having reliable install attribution is critical
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Partnering for Success
Network
Advertiser
Google Analytics
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iOS Partnerships
partnering with over 20 ad networks
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Attribution for iOS App Installs
User clicks on install campaign promoting App B
in App AiTunes
User installs and uses App B which has the
GA SDK
Ad Network SDK/Server
iTunes Install ReportAd-network
sends IDFA to Google Analytics
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20 New Partners = Powerful Data
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Attribution for Android App Installs
User clicks on install ad for app
User installs and uses App with GA SDK
Google Play Referral Flow
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Google Play Referral Flow
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Don’t Forget To Tag...
https://click.google-analytics.com/redirect?tid=UA-31611515-8&url=https%3A%2F%2Fitunes.apple.com%2Fus%2Fapp%2Fsmiley-lines-classic%2Fid865906164&aid=BlackMouton.Smiley-Classic&idfa=[:_jv_uaid:]&cs=millennial&cm=banner&cn=postbacks-test&anid=millennial
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With Our URL Builder Tool!
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And The Future Is Here
User clicks on install campaign promoting App B
in App AiTunes
User installs and uses App B which has the
GA SDK
Ad Network SDK/Server
iTunes Install ReportAd-network
sends IDFA to Google Analytics
Google Analytics “posts back” conversion data to the Ad Network for optimization purposes
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Configure Postbacks for Immediate Actionability
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Our Vision for Mobile App Attribution
Cross platform
Unique SDK Works for all apps
Comprehensive view on LTV
Ad network support
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Act Now!
Set up tracking for all campaigns
Configure postbacks
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2. Unify Data Across Devices and Assets
Cross-device Cross-asset?
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Unified Conversion Tracking for Ads
User clicks on Retailer’s desktop ad
Later orders flowers on a website on his tablet
Web across devices
Buys three pairs of jeans on Retailer’s mobile site
User clicks on Mother’s Day flowers ad inside gaming app
In-app and Web
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Analytics for Data Insights and Optimization
The Google Analytics User ID feature helps link together sessions by the same user across different devices and assets (web, app etc.)*
*You need to be able to identify the user (e.g. upon login to your site) and pass a User Identifier to GA (non-PII)
user authentication
User ID (UID) assigned
<UID> <UID> <UID> <UID>
User IDUser ID
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Unifying The Data - Let’s Roll It Up!One Property per unit
App
Web
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Or Track Everything in One PlaceLess Properties, more unique Views
Mind hit limits!
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3. Analyze Data for Insights and Optimize
Step 1: Define a clear metric for user value over time, i.e. total in-app purchases or total revenue per user, based on your business objectives
Step 2: Segment the analysis against user acquisition channel
Step 3: Optimize your cross-channel advertising against user lifetime value on top of CPA
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Always Focus on Users - Cohort Analysis
Step 1: Create segments you want to benchmark cohorts against, i.e. channel linked
Step 2: Customize the chart
Step 3: Compare different weeks or months to measure i.e. single (or cross-) channel retention effectiveness - to see if you continue to attract valuable users throughout a campaign
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Then Act in Your Ad Platform
Use Conversion Optimizer
$
BidSmarter
Remarket to Valuable
Customers
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You Have A Lot Of Work Ahead of You for 2016!
Boost Your App Tracking app install attribution is a key
Unify Data AcrossDevices & Assets
forget about terms such as cross-device or cross-asset
Analyze Data for Insights and Optimize
optimize your business (web/app…) and marketing based on powerful data
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Thank you for sticking in!