gmd2015 pawel_matkowski_how to track for insights in the data points (web, mweb, apps...) proliferated world__!!!
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The document discusses tracking insights across devices and platforms. It notes that as data has proliferated, tracking has become more complex (paragraphs 1-2). It then recommends boosting app tracking by improving install attribution, unifying data across devices and assets through tools like the Google Analytics user ID, and analyzing the unified data for insights and optimization (paragraphs 3-5). Specific strategies discussed include configuring postbacks for mobile app install attribution, setting up cross-device conversion tracking, and using cohort analysis to measure and improve retention and customer acquisition over time.
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gmd2015 pawel_matkowski_how to track for insights in the data points (web, mweb, apps...) proliferated world__!!!
- 1. Proprietary + ConfidentialProprietary + Confidential Proprietary + Confidential in the data points proliferated world How To Track for Insights Pawel Matkowski Global Product Lead, Google Analytics
- 2. Proprietary + Confidential We Are Here Only Because... 2000 2014 30xthe size of the entire global Internet in 2000
- 3. Proprietary + Confidential With That, It Became Messy! ACTIONCONSIDERATIONAWARENESS Analyze cross- device/asset behavior Measure Lifetime Value Start from first interaction Move beyond the conversion MovetowardsaUser-CentricView Display Direct Email Paid Search Remarketing Time Interactions – Actions – Decisions First interaction Organic Brand Diversified marketing efforts App App App Web Web Web Web ? LOYALTY ?
- 4. Proprietary + Confidential And It Is Already Getting Even Harder and More Complex Desktop and Mobile Websites Mobile & Web Apps Game Consoles TV & Set-Top Box
- 5. Proprietary + Confidential We Have A Smart Platform That Works Across Ecosystems Drive valuable conversions Supercharge app monetization strategy Data analytics for insights and optimization
- 6. Proprietary + Confidential Unify Data Across Devices & Assets What Should You Do Now? Boost Your App Tracking Analyze Data for Insights and Optimize Attribution! $
- 7. Proprietary + Confidential 1. Boost Your App Tracking 238 developers 9,000 apps 400M monthly active users Having reliable install attribution is critical
- 8. Proprietary + Confidential Partnering for Success Network Advertiser Google Analytics
- 9. Proprietary + Confidential iOS Partnerships partnering with over 20 ad networks
- 10. Proprietary + Confidential Attribution for iOS App Installs User clicks on install campaign promoting App B in App A iTunes User installs and uses App B which has the GA SDK Ad Network SDK/Server iTunes Install Report Ad-network sends IDFA to Google Analytics
- 11. Proprietary + Confidential 20 New Partners = Powerful Data
- 12. Proprietary + Confidential Attribution for Android App Installs User clicks on install ad for app User installs and uses App with GA SDK Google Play Referral Flow
- 13. Proprietary + Confidential Google Play Referral Flow
- 14. Proprietary + Confidential 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
- 15. Proprietary + Confidential With Our URL Builder Tool!
- 16. Proprietary + Confidential And The Future Is Here User clicks on install campaign promoting App B in App A iTunes User installs and uses App B which has the GA SDK Ad Network SDK/Server iTunes Install Report Ad-network sends IDFA to Google Analytics Google Analytics “posts back” conversion data to the Ad Network for optimization purposes
- 17. Proprietary + Confidential Configure Postbacks for Immediate Actionability
- 18. Proprietary + Confidential Our Vision for Mobile App Attribution Cross platform Unique SDK Works for all apps Comprehensive view on LTV Ad network support
- 19. Proprietary + Confidential Act Now! Set up tracking for all campaigns Configure postbacks
- 20. Proprietary + Confidential 2. Unify Data Across Devices and Assets Cross-device Cross-asset ?
- 21. Proprietary + Confidential 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
- 22. Proprietary + Confidential 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 ID User ID
- 23. Proprietary + Confidential Unifying The Data - Let’s Roll It Up! One Property per unit App Web
- 24. Proprietary + Confidential Or Track Everything in One Place Less Properties, more unique Views Mind hit limits!
- 25. Proprietary + Confidential 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
- 26. Proprietary + Confidential 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
- 27. Proprietary + Confidential Then Act in Your Ad Platform Use Conversion Optimizer $ Bid Smarter Remarket to Valuable Customers
- 28. Proprietary + Confidential You Have A Lot Of Work Ahead of You for 2016! Boost Your App Tracking app install attribution is a key Unify Data Across Devices & 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
- 29. Proprietary + ConfidentialProprietary + Confidential Proprietary + Confidential Thank you for sticking in!