Yandex AppMetrica

Free mobile analytics and marketing platform

Let’s meet!

Run experiments and UX Concepts testing

App Analytics

Study your audience and watch project KPIs - AU, retention, engagement, target events

Improve user experience

Ad Tracking

Track traffic sources and build reports on user acquisition campaigns

Optimize CPI,CPA campaigns

Push Campaigns

Deliver personalized content just in time

Re-engage users with push messages

Crash Reporting

Watch app stability

Allow for quick updates on new issues and how to reproduce and fix them

One platform to rule them all

App Analytics Ad Tracking Push Campaigns Crash Reports

Things to know

Real-time reports

Unlimited data - no quotas on audience and custom events

Access to raw data - all data attributes including device IDs

Free

AppMetrica Benefits

Save up to 10% of marketing budget

Full-stack solution for marketing and analytics

Single SDK

Extended integration capabilities

Support for all platforms

AppMetrica Today

180B events processed

monthly

3,500+ developers

150M+ MAU (devices)

Install Attribution Story

How tracking works?

Ad Click

App Install

Events

App Open

Postbacks

Redirect Service

AppMetrica

Ad Partner AppMetrica SDK

Advertising

API

〉Attribution authority

〉Accurate tracking for all kinds of traffic sources

〉Connects installation to click

〉Sends a postback to ad partner

〉Install - first app launch

More cool tech details - https://tech.yandex.com/metrica-mobile-sdk/doc/mobile-tracking/concepts/tracking-docpage

https://tech.yandex.com/metrica-mobile-sdk/doc/mobile-tracking/concepts/tracking-docpage

Custom parameters in tracking URL

Ad networks has data about the user - retrieve this data. How?

1. Find macros supported by the ad network

2. Put it to the tracking URL which you’re going to use for campaign

3. Get the data for reports and segmentation

Custom parameters in tracking URL

Ad networks has data about the user - retrieve this data. Why?

1. Use it for new insights in product analytics

2. Utilize the data to build better user experience

3. Understand the audience and invent new approaches for user acquisition

Case #1 - Search Ads + Yandex.Market

Yandex.Market - one of the most popular e-commerce apps in Russia.

understand user interests and intention

build most relevant showcase and goods feed


Yandex.Direct (search context ads) provides data on search term which brought user to install app from advertising.

Install

Click

collect user’s search term

use for reports segmentation

pull out and use in your business logic


Segment cohort report with search term values to understand the engagement and retention for users with specific interests and intention.

Understand how to improve it

Find out the ways to optimize ad campaigns

Yandex.Launcher - android shell with smart app recommendations

understand user interests and intention

show most relevant app offers

Case #2 - Social Ads + Yandex.Launcher


MyTarget provides accurate data on user’s gender and age.

collect demographics data

use for reports segmentation

pull out to improve recommendation engine

Install

Click


Segment Events report with gender and age data to understand your app perception by different types of the users

Understand how to improve it

Find out the ways to optimize ad campaigns

Dynamic Deeplinks

Use deeplink in tracker - open application if already installed

Dynamic Deeplinks

Smooth user experience web-to-app and app-to-app

Case #3 - App to app

Subway routing app Yandex.Metro to ride hailing Yandex.Taxi application


User builds a route from station to station in Yandex.Metro


User is offered a discount ride on Yandex.Taxi if the last is installed


Smooth Transition to one-click Yandex.Taxi order

deeplink invocation

route start/end are passed

Dynamic Deeplinks - how it works

AppMetrica allows building deeplinks on the fly

…?voucher_code=1234567890tracking URL -


…?voucher_code=1234567890tracking URL -

deeplink template - yandextaxi://promo_code={voucher_code}



tracking URL -

deeplink template -


…?voucher_code=1234567890

yandextaxi://promo_code={voucher_code}


tracking URL -

deeplink template -


…?voucher_code=1234567890

yandextaxi://promo_code={voucher_code}

deeplink - yandextaxi://promo_code=1234567890

Post click landing

Reach your users even when interaction is complete

Ad Click

App Install

App OpenRedirect Service

AppMetricaAdvertising

Returns to Browser

Browser

Advertising

Browser Redirect to postclick

landing page

Post click landing

your mobile site

some contextual promo or offer

applications offer wall

Redirect user to

Conversions7-13% of users reach post click landing

1% from the previous step complete goal action

Benefit from unified platform

Ad Tracking App Analytics

+ = Insights

Over 100

Out of box support

AppMetrica Integrated Ad Networks

The Push Story

Short Story of Yandex.Metrica app

Mobile app for Yandex.Metrica - top web-analytics solution in Russia and Eastern Europe

Bringing users from cross-promo channels - web site and other internal resources

Step 1 | Ad placement on web-site

Step 1 | Campaigns Results

Relevant ad placement - good install CR

Convert weekly audience of the web-interface to mobile apps users - goal achieved

(avg. CR = 50%, thousands of installs weekly for both platforms)

Step 2 | Get max from the install

Not just user acquisition but good retention

Need to find the bottleneck - what affects retention?

Let’s cohort users and analyze each cohort metrics

Step 2 | Get max from the install

Seems that User Sign In is enough for best retention we can get!

Retention up to 2x times

Step 3 | Activate - bring to Sign In

Find users who came from our UA campaign and haven’t signed in

Compose a push message

Send and analyze!

Life without AppMetrica

Integrate at least 3 SDKs

Ad Tracking Push SDK

Product Analytics

Integrate at least 3 SDKs

Development ResourcesQA ResourcesApp SizeApp Stability

Ad Tracking Push SDK

Product Analytics

Affects:

Use 3 separate platforms

3 separate interfaces for each task

Data disrupancies

No cross-segmentation - all the data is fragmented!

Use 3 separate platforms

Find suitable API in each platform

Pull out the data and intersect it

You need to code and script it all

Life with AppMetrica

SDK

Single well-tested and lightweight SDK

AppMetrica SDK

Step 1 | Install Attribution

Full-featured install attribution with configurable postbacks

Nice Traffic Sources report

Step 2 | Product Analytics

Traffic sources and User Behavior segmentation

Cohort Report

Easy to find your target segments!

Step 3 | Push Campaigns

All the data from traffic and product analytics is available for building an audience!

Rich Push Composer with AB-tests and

Step 3 | Push Campaigns

Push Campaigns Reports

Push Campaigns Segmentation

Benefit from unified platform

Ad Tracking App Analytics

+ = Insights &

Actions+Push Campaigns

Free mobile analytics and marketing platform

Sign up and try demo appmetrica.yandex.com

[email protected]

Get in touch with us!Alexander Lukin

Alexander [email protected]

http://appmetrica.yandex.com

mailto:[email protected]

mailto:[email protected]

Yandex AppMetrica

Data & Analytics

Transcript of Yandex AppMetrica