am 7b7f074f: am d1ff8605: Merge "Doc change: Add new analytics information to...

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page.title=Build Better Apps

page.metaDescription=Get actionable insights to optimize your app and learn what works best for your business.

page.tags="analytics, user behavior"

@jd:body

<p>

  While looking at your data in beautiful reports can be fun, the real power of

  Google Analytics is uncovered when you derive insights from your data. Having

  Analytics in your app can help you identify where in your app users spend

  most time; it can also help you see where users are getting stuck. You may

  find that users who tend to take a specific action are more likely to

  convert, so see if drawing more users to that action has an impact on your

  conversion rate.

</p>

<h2 id="actions">What Actions Get People to Convert?</h2>

<p>

  Go beyond looking at the sheer number of actions people take in your app.

  Combine your custom event data with conversion metrics and see what actions

  tend to have the highest conversion rates. Build custom reports to identify

  which events or screens have the highest conversion rate or revenue. Once you

  know what’s successful at getting users to convert, derive a hypothesis as to

  why an event or screen might have good results. Then, if appropriate, drive

  more users there to see if it has an impact on conversion metrics.

</p>

<p>

  In the example below, <em>Shopping in Star Shop</em> has a high conversion;

  this result isn't surprising since users are indicating that they're

  interested in buying by being in the shop. More interesting is seeing that if

  someone Lost More than 10 Times, the conversion rate is low and those users

  didn’t generate much money. It might be worth offering a promotion after 8 or

  9 losses to keep the user interested. Also notice that users who started a

  <em>New Game after Gameover</em> generated lots of revenue. You might

  hypothesize that those users are determined to take another chance, so more

  inclined to convert. Lastly, the <em>Discovered Secret Stairwell</em> is

  particularly interesting — the conversion rate is fairly low, but it

  generated lots of revenue, indicating that it was potentially difficult to

  find, but those that discovered it purchased a lot. It may be worth seeing if

  driving users to find the staircase could increase conversion.

</p>

<div>

<img src="{@docRoot}distribute/analyze/images/event-actions.png">

</div>

<h2 id="flows">Know Your Flows</h2>

<p>

  Your home screen is probably the most visited screen in your app. But do you

  know what happens after that? What percentage of users navigate through which

  flows, and where do they drop off the most? In a gaming app, it may be useful

  to investigate which levels have the highest percentage of users leaving your

  app, in order to see where users find it difficult to proceed. You can then

  take action by modifying sections of your app that might need improvement.

</p>

<p>

  Similarly if you've an e-commerce app, the behavior flow report will show you

  at which stages of the purchase flow the highest percentage of users abandon

  their purchase. By taking these data and improving your purchase flows, you

  may be able to reduce your drop-off rates.

</p>

<p>

  In the example below, users tend to click the Level Up action after they

  consult the Sorcerer. If users tend to get stuck on a level, then you might

  want to guide them to see the sorcerer before completing a task.

</p>

<div>

<img itemprop="image" src="{@docRoot}distribute/analyze/images/flows.png">

</div>

<h2 id="test">Not Sure of the Right Approach? Test it</h2>

<p>

  Stop guessing when it comes to finding the right features for your audience.

  Use Content Experiments in your app to run A/B tests — without needing

  to update your app. Think a stronger call to action like “Buy Now!” will

  drive more purchases than the more common phrase “Checkout”? Test it! Content

  Experiments uses Google Analytics data to optimize towards your objectives

  and Google Tag Manager to control the test from the server — so you can

  test multiple variations of the same app at the same time. And since this is

  a standard feature of Google Analytics, you don’t have to set up additional

  tagging for your KPIs; you simply focus on building your variations.

</p>

<p>

  Experiment results are displayed in Google Analytics reports that summarize

  all of the key information about your experiment. Experiments and Variations

  are also available as user segments, which allow you to superimpose that

  information over all of your Google Analytics reports to gain even deeper

  insights. However, don’t worry about keeping an eye on your reports: you can

  set an experiment to lock-in the winning variation for all of your users

  automatically.

</p>

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<img src="{@docRoot}distribute/analyze/images/a_b_testing.png">

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  <h2 id="related-resources">

    Related Resources

  </h2>

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page.title=Act Across Google Services

page.metaDescription=Find your Analytics reports where you need them within Google Play, AdMob, and AdWords.

page.tags="analytics, user behavior"

@jd:body

<p>

  Google Analytics integrates seamlessly with a wide range of Google products.

  You’ll find your Google Analytics data available to you in the Google Play

  Developer Console, AdMob, AdWords, Google Tag Manager, and more. This makes

  your Analytics data even more valuable, as it's available where you make

  decisions in the Google products you use the most.

</p>

<p class="caution">

  <strong>Tip</strong>: Make sure to link your Google Analytics account with

  your Google Play developer account. This lets you set up an Analytics

  property for each of your apps to track usage and behavior in the apps, all

  in one place. For details on how to link your see <a href=

  "https://support.google.com/analytics/answer/2956981">Link Google Analytics

  and Google Play</a>.

</p>

<h2 id="remarket">Target and Remarket to Your Users in AdWords</h2>

<p>

  Google Analytics has one of the easiest to use yet most sophisticated

  segmentation tools. You can slice and dice your data in tens-of-thousands of

  different ways, by specifying the criteria you want to zoom-in on. Using

  these segments you can create Audience Lists of app users to remarket to.

  Perhaps you notice that certain users haven’t come back in 2 weeks, and you’d

  like to reach out to remind them to return. Creating lists with this sort of

  sophistication is easier than ever using Google Analytics. You can even

  create lists directly from your reports when you find a segment that is

  particularly interesting.

</p>

<div>

<img src="{@docRoot}distribute/analyze/images/adwords_remarketing.png">

</div>

<h2 id="strategies">No More One-Size-Fits-All Monetization Strategies</h2>

<p>

  Users are different, so why force them all to have the same experience? Using

  Audience Lists, you can serve users experiences that are best tuned to their

  usage patterns. In AdMob, for example, you can select a group of high value

  users, those who have made purchases, and serve them IAP ads and experiences;

  however, for users that are less likely to make purchases you can serve them

  ads instead. Pairing the right users with the right experiences is a key part

  of a modern, targeted monetization strategy. And Google Analytics’ countless

  segmentation possibilities means unlimited monetization opportunities.

</p>

<div>

<img src="{@docRoot}distribute/analyze/images/in_app_targeting.png">

</div>

<p>

  Delivering users the best experience with Google Analytics in AdMob: past

  purchasers (left image) see ads for special in-app purchase promotions, while

  occasional users (right image) contribute to your revenue with monetization

  from ads.

</p>

<h2 id="richreporting">Rich Reporting Where You Need It Most</h2>

<div>

<img itemprop="image" src="{@docRoot}distribute/analyze/images/admob_integration.png">

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<p>

  See your data in context. Google Analytics is available inside AdMob without

  leaving the page; with this integration, you can now slice and dice your data

  in the same place that you Monetize your app. Using Analytics in AdMob, you

  can identify interesting segments and then create Audience lists based on

  those criteria. You can then target AdMob monetization strategies to those

  different user groups, to serve them the best experiences.

</p>

<div>

<img src="{@docRoot}distribute/analyze/images/developer_console.png">

</div>

<p>

  By linking your Analytics account to the Google Play Developer Console, you

  can see your in-app data in the context of the Play Store. This allows you to

  see any differences in usage patterns by variables such as region, device,

  time, day, and more.

</p>

<h2 id="optimize">Optimize Your App to Reach Your Objectives</h2>

<p>

  By using Content Experiments in Google Tag Manager, you can run A/B tests on

  app elements. Are your social sharing buttons better at the top or bottom? Is

  algorithm X or algorithm Y better for cross-selling products in your app?

  With Content Experiments you can gather data from user to guide your

  optimizations and take the guesswork out of the equation.

</p>

<div>

<img src="{@docRoot}distribute/analyze/images/a_b_testing.png">

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  <h2 id="related-resources">

    Related Resources

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