Workbook HOW TO CREATE THE APP ANALYTICS REPORTS YOU NEED Introduction ABOUT THIS WORKBOOK Section 1 ALIGN YOUR BUSINESS GOALS & ANALYTICS Section 2 WHERE YOUR USERS ARE COMING FROM: Attribution Section 3 HOW ENGAGED YOUR USERS ARE: Sessions & Cohorts Section 4 WHAT ACTIONS YOUR USERS ARE TAKING IN-APP: Events Section 5 WHO YOUR USERS ARE: Audience Segments Section 6 WHERE YOUR USERS ARE CONVERTING (OR DROPPING OUT): Funnels USING AN ANALYTICS PLATFORM FOR FURTHER INSIGHTS CHOOSING AN ANALYTICS TOOL 03 06 09 13 17 21 25 28 32 03 – INTRODUCTION As an app owner, you know that launching your app is only one step on the way to creating a successful mobile experience. Whether you’re  just entering the space, analytics are the key to discovering what works in your app (and to doing more of it). But analytics alone won’t provide valuable insights if not evaluated through your brand’s  behind creating one are independent to you. Your app analytics should be structured based  tailored, actionable insights. We’re tasking you with quite the undertaking – organizing and optimizing your metrics might seem overwhelming, but with the right tools, you’ll be able to easily (and effectively) determine what you want to know, what your app is telling you and how to achieve the right results. UNDERSTANDING THE TERMINOLOGY Reading your analytics is like reading a book; you need to know the vocabulary. Every app analytics platform is different, but there is a standard set of terminology, which is used throughout this workbook: · Attribution: The organic and paid channels for acquiring app users · Sessions: The time from when a user starts using an app until they close or background it Continued  04 – INTRODUCTION Introduction ABOUT THIS WORKBOOK In this workbook, you will gain the fundamentals necessary to create analytics reports that will help your app succeed. By iden- tifying and quantifying your measurement goals, including the key elements of your analytics, you will be able to read your data ac- curately with an eye to the results that mean most for your brand. This will enable you to make the right UI/UX changes, update your user acquisition campaigns and run smarter marketing. We’ve provided lists, tables, and questionnaires to give you the tools to structure your analytics and gar- ner the most accurate insights possible. Each section includes: · An interactive table to track your plan- ning and data · Sample insights you can achieve with each analytics report · Additional resources on how to utilize your data 05 – INTRODUCTION · Segments: A group of users who did or did not do certain events, or pair of events in sequence · Cohorts: time frame: day, week, or month; a measurement of retention · Events: Actions that are completed by the user while interacting  · Event attributes: Key or value pairs that are contextual to the  · Funnels: A series of events that leads to a user converting · LTV: The lifetime value of a user and the primary measure of ROI Notes: Type your notes here 06 – SECTION #1 Apps are still a relatively new phenomenon. Their value lies in what they provide the user, and how that value is different from or better than any other app. Identifying this will help you become a viable competitive threat. In creating your UI, content, offers and other app elements, you did so with a set of goals in mind. Revisit these goals and use them again to guide your way. What is the primary purpose of your application? Why did you create the app in the first place? How it helps:   Section 1 ALIGN YOUR BUSINESS GOALS AND ANALYTICS Type your answer here 07 – SECTION 1 How does your app fit within the company vision? What is your unique value proposition? How it helps:  How it helps:-    Type your answer here Type your answer here 08 – SECTION 1 Where is your target audience? How it helps: -  How it helps:-    Who is your target audience? Type your answer here Type your answer here 09 – SECTION #2 Here’s where all app marketers start: how do I effectively acquire users? The answer is most likely a strategic combination of organic and paid promotion, including App Store optimization (ASO), to drive a diverse initial audience and figure out what works best. Your organic promotion might include social media campaigns, an app-specific website, ASO, email campaigns, press mentions, and oth- er channels. Remember: 63% of downloads come from general browsing in the App Store, so organic optimization is crucial. Essentially, you need to make your app findable and shareable. Every app is going to have organic acquisi- tion, but not all have paid acquisition. This is an opportunity to expose your app to a much larger audience and set yourself apart from the crowd. Ads and other forms of paid acquisition also allow you to better target your app to your ideal audience based on what websites they’re visiting, what publi- cations they’re reading, what forums they’re visiting, and more. STEP 1: Set your Budget User acquisition costs are on the rise, but that doesn’t mean you have to spend a fortune to be successful. Most marketers stop at measuring the cost after downloads: essentially, cost per user. While this is a crucial metric in evaluating campaigns, it is by no means a stopping point. In truly measuring, validating and evolving your acquisition budget, you have to look at the lifetime value Continued  Section 2 WHERE YOUR USERS ARE COMING FROM: Attribution 10 – SECTION 2 STEP 2: Identify your Ad Partners Choosing an ad partner is another project unto itself, but there are well-known players in the space you can use, including Facebook, Millennial Media, Greystripe, Impact Radius, Fiksu, and others. Identify the pros and cons of each, and align them with your budget to put together a plan. Over time, as you track the results of your acquisition campaigns, it will become clear which channels work best for you, and those to invest more in. (LTV) of each acquired customer to derive the total revenue you’ve earned after cost of acquisition. Using conversions, sessions per user, LTV per user, and other monetization metrics, you can discover the root ROI of each acquisition channel. STEP 3: Track Initial Attribution Metrics Knowing which ad networks, publishers and content are worth invest- ing further in depends on tracking the results of each campaign you run. Assign your campaign budget, and measure the number of new users from each one, including the initial measure of ROI: cost per user. Cost/ User Budget #/New Users Ad Network Publisher Campaign Millennial Media Weather Channel April Sale $3,000 1,275 $2.35 [...]... you ve acquired users, you want to be able to track how often those users come back, and their value to you beyond just the app install Repeat app opens show that your users are engaged with your app, at least to the point that they want to come back and give it another try And metrics like session length and interval signal how long and how often (respectively) users are using your app Session length... in the app during one session Session interval is the time between the user’s first session and his or her next one, showing the frequency with which your users open the app Measure the actuals against your desired session length and interval, so that you know with accuracy how long users typically do spend in your app vs how long you want them to have the app open Then, track growth over time to see... RESOURCES How to Identify Conversion Hot Spots in Your App A Step-by-Step Guide to Analyzing App Funnels Successful Funnel Management Practices – Whiteboard Wednesday Notes: Type your answer here 28 USING AN ANALYTICS PLATFORM FOR FURTHER INSIGHTS This workbook gives you all the tools you need to discover your primary app goals, structure your analytics to speak to those goals, and optimize your metrics... Identify the Most Important Actions you Want your App Users to Take Think back to Section #1 and the goal of the app: in order to achieve this, what are the things your users must do in -app? What are the features you want them to interact with most? Use those questions to discover crucial app actions, major updates or a marketing campaign Continued 18 – SECTION 4 Type your answer here Type your answer... greater need to measure and report on exactly how much money it’s generating, who your most loyal users are, and how to encourage engagement and profits Continued 30 MARKETING CAMPAIGN SUCCESS Once you ve got app analytics in place ,you should consider what to do with them Analytics serve as the foundation upon which to improve your app, and truly have little value when not used to improve app ROI You may... REQUIREMENTS Do you absolutely need to track user sessions? Do you need the ability to easily define events within the platform? Are the analytics and marketing features closed-loop and tightly integrated? Knowing your must-haves upfront allows you to cut through the noise and quickly discern what solution will work best for you APP MARKETING The easiest way to go about choosing an analytics platform is to choose... 5 WHO YOUR USERS ARE: Audience Segments No two app users are the same, which is why it’s considered a mobile sin to send push and in -app messages to your entire audience What you can and should do is segment your users based on similar behaviors and attributes to define audience subsets Your segments get to the heart of your analytics by tying users and usage behavior together, allowing you to draw... and shed light on how users are using your app (potentially, in ways you hadn’t anticipated) Defining your events is key to creating funnels for encouraging users down conversion paths within your app Essentially, knowing what events you want users to complete most, and what events work together to create a funnel, allow you to put additional value on how users interact with your app, and in many cases,... Discover how users flow through your app, which screens they gravitate towards, and general usage patterns Continued 29 ROI AND LIFETIME VALUE Beyond just attribution tracking, you ll want to discover the monetary value of all of your users over time You can’t manually track each transaction and calculate how each user segment contributes to your ROI (and you don’t want to) As your app evolves, there... 6 WHERE YOUR USERS ARE CONVERTING (OR DROPPING OUT): Funnels The events you ve defined within your app are what make up both your organic and marketing app funnels You will use these funnels to determine how users are or aren’t converting within your app Organically, this could be a user who opens your app, reads, and shares an article without any prompting Your funnels can also align to in -app and . in- terval, so that you know with accuracy how long users typically do spend in your app vs. how long you want them to have the app open. Then, track growth over time to see how engaged your users are. opportunity to expose your app to a much larger audience and set yourself apart from the crowd. Ads and other forms of paid acquisition also allow you to better target your app to your ideal. other app elements, you did so with a set of goals in mind. Revisit these goals and use them again to guide your way. What is the primary purpose of your application? Why did you create the