10 things you should be measuring

By | October 19, 2019


[upbeat music] female narrator: Better data
drives better decisions, from improving engagement
to increasing your revenue. The Google Play
developer console and Google Analytics can help
you turn your app data into actionable insights. Here are ten things
you should be measuring that will help you build
more successful apps and market them better. The user acquisition performance
report in the developer console gives you a snapshot of how many
users visit your store listing and install your app. You can also see the sources
they come from, whether paid or organic. The user acquisition performance
report also includes buyer data so you can see which users
are going on to make purchases in your app. You’ll see where your most
valuable users come from and can determine what affects
your installs from each channel, so you can better understand
where to focus your efforts. In the developer console’s
financial reports, you can see the average revenue
per paying user, ARPPU, and understand
how you’re generating income. You can experiment
with changes to your app and see how
they affect this value. You can also review data that helps you understand
how users’ spending patterns in your app change over time. The metrics we’ve talked about
so far are all available in the developer console. By implementing Google Analytics
in your app and linking it
to the developer console, you’ll unlock a huge amount
of valuable data you can analyze and use to discover useful information,
such as… User retention rates
are a great indicator of how well your app will do
long-term. Google Analytics active users
reports show how active users remain
in your app, and you can then look
more deeply into how you are retaining users
with cohorts reports. As you identify
which users don’t come back, you can devise tactics
to change that, from app improvements
to push notifications to reengagement ads. Your users’ average session
duration will give you an idea
of how sticky your app is. Longer session times
may indicate users are more engaged
with your app and finding more value
in spending time in it. You can then compare this data to how often
users are returning. You may find they come back
frequently but for short spurts or they use your app once in
a while but for a long period. You can now experiment
and measure how app changes impact on the pattern
of users’ visits to your app. Google Analytics
behavior flow report can show you which screens
users visit most and how they move from screen
to screen within your app. Use this data to improve
and optimize the critical paths in your app’s user experience. Often, you’ll have specific
things you want users to do, from signing up to a service to making an in-app purchase,
for example. These are your conversions. Google Analytics
lets you define events and the conversions
you want to track. By knowing how successful
each event is at driving conversions, you can guide users
to the popular events. If your app sells
physical products or services, Google Analytics can help you
understand your sales better. E-commerce reports
and enhanced e-commerce help you see
which products users buy, the average order size, and how long it takes users
to complete purchases. Analytics lets you track
the lifetime value of your users’ transactions
in your app by each marketing acquisition
channel. By understanding which channels
bring in your most valuable users, you can adjust your
marketing spend accordingly. Using the amount that you earn over the lifetime of a user’s
activity in your app, you can subtract
your per-user cost to calculate your return
on investment. From anonymized aggregate data, understand the different
technology dimensions to your users,
including what devices they use, what screen sizes are common, and what operating system
version they’re on. This will help you optimize
your app design and test your app against
the right device configurations. The developer console
and Google Analytics deliver you the data
and the means to analyze it so you can gain meaningful
comprehension of your business. To build up your knowledge
and understand all the fundamentals
of Google Analytics, sign up for our self-paced
Analytics Academy course on mobile app analytics. If you want more tips
on how to improve your app or game’s performance
and build a better app business, check out the other videos
in this series and download The Secrets to App
Success on Google Play.

12 thoughts on “10 things you should be measuring

  1. gamingmuffin620 Post author

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