Dirk Dougherty | 27ab5a0 | 2014-12-12 11:51:13 -0800 | [diff] [blame] | 1 | page.title=Improve Your Marketing ROI |
| 2 | page.metaDescription=Combine the power of Analytics with other data sources to understand the performance of each of your marketing channels. |
| 3 | page.tags="analytics, user behavior" |
| 4 | |
| 5 | @jd:body |
| 6 | |
| 7 | <p> |
| 8 | You want to get your apps in the hands of as many interested people as |
| 9 | possible and there are many ways of doing that. Whatever channels you use, |
| 10 | measuring their effectiveness is essential. You want to know that they're |
| 11 | not just driving installs, but acquiring users who are likely to engage or |
| 12 | convert over time — and that it's being done cost efficiently. |
| 13 | </p> |
| 14 | |
| 15 | <h2 id="campaignattribution">Multi-Network Campaign Attribution</h2> |
| 16 | |
| 17 | <p> |
| 18 | Advertising campaigns are being used increasingly to drive new users to |
| 19 | download your app using different ad networks, formats, and payment methods. |
| 20 | A good campaign will bring not only downloads, but also users who are highly |
| 21 | engaged. If you want to get more visibility into which campaigns are driving |
| 22 | the highest value, measuring cost per download is only a partial view. |
| 23 | </p> |
| 24 | |
| 25 | <p> |
| 26 | Combine the power of Google Analytics with other data you have to get an |
| 27 | unbiased view of the performance of each network: from cost per download to |
| 28 | ROI analysis for each of your marketing channels. You can tailor |
| 29 | your acquisition strategies and maximize in-app revenue. Here is an example |
| 30 | of how to approach this type of analysis: |
| 31 | </p> |
| 32 | |
| 33 | <table> |
| 34 | <tr> |
| 35 | <th>Network</th> |
| 36 | <th>Cost per Install (from Networks)</th> |
| 37 | <th>30 day Revenue per user</th> |
| 38 | <th># of downloads</th> |
| 39 | <th>Total budget spent</th> |
| 40 | <th>Total Revenue</th> |
| 41 | <th>Profit</th> |
| 42 | </tr> |
| 43 | <tr> |
| 44 | <td>Alpha</td> |
| 45 | <td>$0.80</td> |
| 46 | <td>$0.95</td> |
| 47 | <td>3,500</td> |
| 48 | <td>$2,800.00</td> |
| 49 | <td>$3,325.00</td> |
| 50 | <td>$525.00</td> |
| 51 | </tr> |
| 52 | <tr> |
| 53 | <td>Beta</td> |
| 54 | <td>$2.10</td> |
| 55 | <td>$2.15</td> |
| 56 | <td>2,500</td> |
| 57 | <td>$5,250.00</td> |
| 58 | <td>$5,375.00</td> |
| 59 | <td>$125.00</td> |
| 60 | </tr> |
| 61 | <tr> |
| 62 | <td>Gamma</td> |
| 63 | <td>$5.00</td> |
| 64 | <td>$6.20</td> |
| 65 | <td>700</td> |
| 66 | <td>$3,500.00</td> |
| 67 | <td>$4,340.00</td> |
| 68 | <td>$840.00</td> |
| 69 | </tr> |
| 70 | </table> |
| 71 | |
| 72 | <p> |
| 73 | When analyzing networks’ performance, it's important to take into |
| 74 | consideration more than just the cost per install. In the example, all the |
| 75 | networks are providing positive ROI, as the positive profit illustrates; |
| 76 | however, each channel has different strengths depending on the business |
| 77 | objective: |
| 78 | </p> |
| 79 | |
| 80 | <ul> |
| 81 | <li>Network Alpha is very efficient in driving high download volumes, but |
| 82 | users are not spending as much as users from the other networks |
| 83 | </li> |
| 84 | |
| 85 | <li>Network Beta is driving more revenue than any other network, but the net |
| 86 | profit is not as high |
| 87 | </li> |
| 88 | |
| 89 | <li>Network Gamma has a strong profit, but it is not delivering similar |
| 90 | download volumes |
| 91 | </li> |
| 92 | </ul> |
| 93 | |
| 94 | <p> |
| 95 | Depending on your business objectives you can approach acquisition marketing |
| 96 | in a variety of ways; for the best analytical approach capture a holistic |
| 97 | picture in order to optimize your campaigns — factoring engagement and |
| 98 | monetization data in with download statistics. |
| 99 | </p> |
| 100 | |
| 101 | <h2 id="installs">Install and Post-Download Conversions</h2> |
| 102 | |
| 103 | <p> |
| 104 | Installs — or first launches — are a key type of conversion, but |
| 105 | it’s important to keep in mind that successful apps have users that return |
| 106 | regularly. Google Analytics has reports to measure post-download user |
| 107 | activities such as how often they come back, how much time they spend in the |
| 108 | app, and how much they spend. This can be sliced by acquisition channel to |
| 109 | understand which has the most impact. |
| 110 | </p> |
| 111 | |
| 112 | <h2 id="campaigntracking">Campaign Tracking</h2> |
| 113 | |
| 114 | <p> |
| 115 | You can use a wide range of networks to drive installs of your apps. With |
| 116 | Google Analytics you can easily report campaign data from many networks. Once |
| 117 | you setup your URLs to pass the correct parameters, you'll see network |
| 118 | sources associated with in-app behavioral metrics. As a result, Google |
| 119 | Analytics provides a holistic view of your campaign performance from |
| 120 | downloads to purchases as well as user retention. |
| 121 | </p> |
| 122 | |
| 123 | <h2 id="camaignreports">AdWords Campaign Reporting</h2> |
| 124 | |
| 125 | <p> |
| 126 | By linking your AdWords account(s) to Google Analytics you unlock the ability |
| 127 | to gain insights into acquisition campaigns, such as which keywords or ad |
| 128 | creative works best. These automatic reports show exactly how your search and |
| 129 | display campaigns are performing and offer rich insights into the kind of |
| 130 | users you’re driving to download your app. |
| 131 | </p> |
| 132 | |
| 133 | <div> |
| 134 | <img itemprop="image" src="{@docRoot}distribute/analyze/images/adwords_reporting.png"> |
| 135 | </div> |
| 136 | |
| 137 | |
| 138 | <h2 id="flow">Google Play Referral Flow</h2> |
| 139 | |
| 140 | <p> |
| 141 | When you link your Analytics account to the Play Developer Console you'll |
| 142 | start seeing Google Play data automatically flowing into your account. |
| 143 | Without having to implement any additional code, you'll see traffic sources |
| 144 | for your Play listing page in addition to installs. Some of Google Analytics |
| 145 | active user reporting is available in the Play Developer Console as well. |
| 146 | </p> |
| 147 | |
| 148 | <div> |
| 149 | <img src="{@docRoot}distribute/analyze/images/flow.png"> |
| 150 | </div> |
| 151 | |
| 152 | <div class="headerLine clearfloat"> |
| 153 | <h2 id="related-resources"> |
| 154 | Related Resources |
| 155 | </h2> |
| 156 | </div> |
| 157 | |
| 158 | <div class="resource-widget resource-flow-layout col-13" |
| 159 | data-query="collection:distribute/analyzeimprove" |
| 160 | data-sortorder="-timestamp" |
| 161 | data-cardsizes="6x3" |
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| 163 | </div> |