среда, 26 августа 2015 г.

Mobile metrics vs Web metrics

Mobile analytics is a logical continue of web analytics. In other words it is part of Digital Intelligence. Let's try to build connection for our daily web analytics metrics in case with mobile analytics.
In terms of mobile we should focus on behavior and actions.

We can divide metrics into 4 groups:

  1. Metrics to evaluate Awareness 
  2. Metric to Evaluate Engagement
  3. Metrics to Evaluate Long-Term Value (ROI driving metrics)
  4. Using App Analytics to do Smart Marketing (grow your happy user base)

1. Metrics to evaluate Awareness 
  • Site traffic (web) = downloads (in apps)
    • Number of people who install your app
    • Helps evaluate SEO, ASO and acquisition campaigns
    • Does not show you long term value of users
  • Visitors (web) = Users (apps)
    • People interactively using your app (not just visiting it)
    • Tracking and understanding users helps you: Build segments, Elicit deeper engagement, Launch targeted app marketing)
  • Web Pages = Screens
    • User navigates between app screens
    • Responsive to touch, shorter than a webpage, functional or instructional
  • Pageviews = Sessions
    • Counted from app open to app close
    • One uninterrupted period of interaction in which a user is actively using your app
2. Metric to Evaluate Engagement
  • Monthly Unique Visitors = Monthly Active Users (MAUs)
    • Number of people who have opened your app at least once within the last 30 days
    • Look for trends (going up or down)
  • Target Audience = User Segments
    • Groups of users (based on shared characteristics or actions)
    • Essential for personalizing app marketing campaigns and sending targeted messages
  • Time on Screen = Time on Screen
    • How much time someone spends on a screen (Also measure number of screens per session)
    • Investigate which screens 
      • User visit most
      • Spend the most time on 
      • Navigate away from quickly
  • Time on Site = Session Length
    • Period of time between app open and close
    • Closely related metrics 
      • Number of sessions (how frequently are users returning to your app?)
      •  Session interval (how much time that passes between sessions?)
In addition, there are the interaction-focused app metrics
  • Monthly active users
  • User segments
  • Time on screen
  • Session Length
3. Metrics to Evaluate Long-Term Value (ROI driving metrics)
  • Conversions=Events
    • Actions taken by users in app
    • Key events move people towards "ultimate" in-app action
    • Examples: Checkout completed, article read, video played
  • Bounce Rate=Funnel Drop-Off Rate
    • A funnel is a series of key events that lead to "ultimate" in-app action
    • Look at drop-offs (and conversion rate) at each step
  • Cohorts=Cohorts
    • Segments of users engaging with your app, based on the date of their first visit
    • Groups of people who first downloaded your app in X month, and what they went to do later
    • Highlights most engaged and valuable users over time
    • Can split out cohorts by
      • Device
      • Segment
      • Campaign
      • Custom dimensions
    • Monitor changes to retention as you launch new app updates
  • Revenue per visitor = User Lifetime Value (LTV)
    • Represents how much each user is worth in their lifetime
    • Capture financial worth over time in terms of loyalty and evangelism
    • Primary app revenue metric (various formulas)
4. Using App Analytics to do Smart Marketing (grow your happy user base)
  • Email Marketing=Push&In-App Messaging
    • Puch Notifications
      • For re-engaging latent users
      • Delivered to home screen
    • In-app messages:
      • For moving users through key app funnels
      • Rich design capabilities
  • Content Marketing=Context Marketing
    • Highly targeted, relevant and personalized app marketing
    • Tailor push and in-app messages to take both in-app and outside-of-app behavior