We recently re-imagined in-app analytics from the ground up, speaking the language that matters to app developers and marketers. Since launch, the insights provided by Google Analytics for Mobile Apps are already helping hundreds of thousands of app developers and marketers create more successful Android and iOS apps and experiences by measuring metrics at all stages: acquisition, behavior and conversions.
As a follow-up from this week’s Summit, today we’re excited to announce that the integration between Google Analytics and Google Play, previewed at I/O 2013, is now available to all users! This is especially exciting for app developers and marketers because it’s the first time – and only way – to get a holistic view of the Play acquisition funnel in one easy to understand report.
The data sources you’ll be able to see include:
Google Play traffic sources: discover how marketing campaigns and search are driving installs and new users. The Google Play Referral Flow will help you refine your app marketing mix in order to focus on those campaigns and programs which are working to bring the highest quality traffic.
Views on Google Play: understand how your app is being viewed on Google Play as the result of campaigns and search. Your description, screenshots and other content are what’s going to drive new users to install.
Installs: installs shows the number of users for each referral who actually clicked the install link for your app on Google Play. Comparing installs to views for each referral shows you if your app description and screenshots are leading to conversions. Highlight through each source further up the funnel and determine which are successful at driving downloads.
New users: beyond installs, new users shows you how many active users actually launch your application after it’s installed. This is a key metric to see even beyond installs, reported from the Google Analytics Services SDK. Tracing the path up the funnel shows you clearly which sources don’t just account for those installing your app, but which lead to passionate users who spend time with your app leading to in-app conversions
As these reports are using flow visualization, you can also select any path you wish to analyze further which will highlight that path and present useful data points along the funnel such as drop off rate.
To start using the Google Play Referral Flow Report, you need to simply link your Google Analytics Property to your Android app in Google Play. Linking to your app takes only seconds.
The collaboration between Google Analytics and Google Play doesn’t end there! By linking your Analytics property to your Android app, key Google Analytics engagement metrics from your default profile will now appear inside the Google Play Developer Console. This two-way integration gives you instant access to the in-store and in-app metrics of record in whichever Google product you use. Read more on the Android Developers Blog.
These powerful new features from Google Analytics and Google Play take mobile app analytics to the next level.
Posted by Russell Ketchum, Lead Product Manager, Google Analytics for Mobile Apps