| page.title=Improve Your Marketing ROI |
| page.metaDescription=Combine the power of Analytics with other data sources to understand the performance of each of your marketing channels. |
| page.tags="analytics, user behavior" |
| |
| @jd:body |
| |
| <p> |
| You want to get your apps in the hands of as many interested people as |
| possible and there are many ways of doing that. Whatever channels you use, |
| measuring their effectiveness is essential. You want to know that they're |
| not just driving installs, but acquiring users who are likely to engage or |
| convert over time — and that it's being done cost efficiently. |
| </p> |
| |
| <h2 id="campaignattribution">Multi-Network Campaign Attribution</h2> |
| |
| <p> |
| Advertising campaigns are being used increasingly to drive new users to |
| download your app using different ad networks, formats, and payment methods. |
| A good campaign will bring not only downloads, but also users who are highly |
| engaged. If you want to get more visibility into which campaigns are driving |
| the highest value, measuring cost per download is only a partial view. |
| </p> |
| |
| <p> |
| Combine the power of Google Analytics with other data you have to get an |
| unbiased view of the performance of each network: from cost per download to |
| ROI analysis for each of your marketing channels. You can tailor |
| your acquisition strategies and maximize in-app revenue. Here is an example |
| of how to approach this type of analysis: |
| </p> |
| |
| <table> |
| <tr> |
| <th>Network</th> |
| <th>Cost per Install (from Networks)</th> |
| <th>30 day Revenue per user</th> |
| <th># of downloads</th> |
| <th>Total budget spent</th> |
| <th>Total Revenue</th> |
| <th>Profit</th> |
| </tr> |
| <tr> |
| <td>Alpha</td> |
| <td>$0.80</td> |
| <td>$0.95</td> |
| <td>3,500</td> |
| <td>$2,800.00</td> |
| <td>$3,325.00</td> |
| <td>$525.00</td> |
| </tr> |
| <tr> |
| <td>Beta</td> |
| <td>$2.10</td> |
| <td>$2.15</td> |
| <td>2,500</td> |
| <td>$5,250.00</td> |
| <td>$5,375.00</td> |
| <td>$125.00</td> |
| </tr> |
| <tr> |
| <td>Gamma</td> |
| <td>$5.00</td> |
| <td>$6.20</td> |
| <td>700</td> |
| <td>$3,500.00</td> |
| <td>$4,340.00</td> |
| <td>$840.00</td> |
| </tr> |
| </table> |
| |
| <p> |
| When analyzing networks’ performance, it's important to take into |
| consideration more than just the cost per install. In the example, all the |
| networks are providing positive ROI, as the positive profit illustrates; |
| however, each channel has different strengths depending on the business |
| objective: |
| </p> |
| |
| <ul> |
| <li>Network Alpha is very efficient in driving high download volumes, but |
| users are not spending as much as users from the other networks |
| </li> |
| |
| <li>Network Beta is driving more revenue than any other network, but the net |
| profit is not as high |
| </li> |
| |
| <li>Network Gamma has a strong profit, but it is not delivering similar |
| download volumes |
| </li> |
| </ul> |
| |
| <p> |
| Depending on your business objectives you can approach acquisition marketing |
| in a variety of ways; for the best analytical approach capture a holistic |
| picture in order to optimize your campaigns — factoring engagement and |
| monetization data in with download statistics. |
| </p> |
| |
| <h2 id="installs">Install and Post-Download Conversions</h2> |
| |
| <p> |
| Installs — or first launches — are a key type of conversion, but |
| it’s important to keep in mind that successful apps have users that return |
| regularly. Google Analytics has reports to measure post-download user |
| activities such as how often they come back, how much time they spend in the |
| app, and how much they spend. This can be sliced by acquisition channel to |
| understand which has the most impact. |
| </p> |
| |
| <h2 id="campaigntracking">Campaign Tracking</h2> |
| |
| <p> |
| You can use a wide range of networks to drive installs of your apps. With |
| Google Analytics you can easily report campaign data from many networks. Once |
| you setup your URLs to pass the correct parameters, you'll see network |
| sources associated with in-app behavioral metrics. As a result, Google |
| Analytics provides a holistic view of your campaign performance from |
| downloads to purchases as well as user retention. |
| </p> |
| |
| <h2 id="camaignreports">AdWords Campaign Reporting</h2> |
| |
| <p> |
| By linking your AdWords account(s) to Google Analytics you unlock the ability |
| to gain insights into acquisition campaigns, such as which keywords or ad |
| creative works best. These automatic reports show exactly how your search and |
| display campaigns are performing and offer rich insights into the kind of |
| users you’re driving to download your app. |
| </p> |
| |
| <div> |
| <img itemprop="image" src="{@docRoot}distribute/analyze/images/adwords_reporting.png"> |
| </div> |
| |
| |
| <h2 id="flow">Google Play Referral Flow</h2> |
| |
| <p> |
| When you link your Analytics account to the Play Developer Console you'll |
| start seeing Google Play data automatically flowing into your account. |
| Without having to implement any additional code, you'll see traffic sources |
| for your Play listing page in addition to installs. Some of Google Analytics |
| active user reporting is available in the Play Developer Console as well. |
| </p> |
| |
| <div> |
| <img src="{@docRoot}distribute/analyze/images/flow.png"> |
| </div> |
| |
| <div class="headerLine clearfloat"> |
| <h2 id="related-resources"> |
| Related Resources |
| </h2> |
| </div> |
| |
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