Measuring your way towards a successful application - 2012-10-04 - Google Developer Group DevFest...

rkline

lytics

Vinoaj Vijeyakumaar

vinoaj@sparklineanalytics.com

@vinoaj

vnjv.co/vvgplus

vnjv.co/vvlinkedin

Measuring Your Way Towards a Successful Application

rkline

lytics

@vinoaj | vnjv.co/vvgplus

About this presentation

•  Presented at Google Developer Group DevFest 2012. •  Presented on Thu 4 Oct 2012 at Berjaya Times Square

(Kuala Lumpur). •  PDF copy available at http://vnjv.co/devfestkl

rkline

lytics

Are you a Growth Hacker?

•  Recommended reading: http://vnjv.co/Sjbjjq

•  Scale for growth

•  Part developer / part marketer

rkline

lytics

Measurement framework for growth

rkline

lytics

rkline

lytics

•  Vinny •  2012 - Chief Consultant /

Founder – Sparkline Analytics

•  2007-12 – Senior

Conversion Specialist, Google Southeast Asia

Sparkline Analytics

rkline

lytics

rkline

lytics

How it’s usually done

Do nothing (inertia)

Try and find some meaning in the data

Read all reports

Learn to use measurement tool

Implement measurement tool

rkline

lytics

How it’s usually done

Do nothing (inertia)

Try and find some meaning in the data

Read all reports

Learn to use measurement tool

Implement measurement tool

rkline

lytics

Vinoaj Vijeyakumaar

@vinoaj

vnjv.co/vvgplus

vnjv.co/vvlinkedin

Why Goals?

… you won't go far unless you know where the goal posts are. Arnold H. Glasgow

rkline

lytics

4 Google Analytics Goal Types

Event … a dynamic event (e.g. clicked on a video play button) on a page

Pages/Visit … number of pages visited in a session

Time on Site … time spent on the site during a session

URL Destination … page visitor lands on (e.g. /thankyou.html)

Goal Type Goal Triggered By …

rkline

lytics

Setting Meaningful Goals Awareness Free

Users Paid

Users Loyalty /

# paid users # sales # in-app purchases

User upgraded Product purchased In-app purchase made

Macro ($)

# impressions # new visits # mentions

Time on site (new visitors) Pages / session (new visitors)

# signups # referrals

User signs up Referral made Referral signup

Return visits # mentions # referrals

Referral made Referral signup

rkline

lytics

Other Uses for Goals

• Flow Visualization

• Multi-Channel Funnels • Intelligence Events

• Advanced Segments

rkline

lytics

rkline

lytics

Google Analytics

rkline

lytics

Track Behaviour

Entry Exit

Behaviour

Engagement

rkline

lytics

The GA Async Tracking Code

Dynamically load the ga.js tracking library

HTML5: Execute script asynchronously

Look for _gaq stack and execute queued commands

rkline

lytics

Customizing Your Tracking Code •  Tracking across

multiple domains or subdomains.

•  Setting/reading/deleting custom variables.

•  Other customizations. See API docs at http://vnjv.co/gamethods

_gaq.push(['_setDomainName', 'conversionplaybook.com']); _gaq.push(['_setAllowLinker', true]); _gaq.push(['_trackPageview']);

(function() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://

ssl' : 'http://www') + '.google-analytics.com/ga.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); })();

</script>

rkline

lytics

The __utm.gif hit __utm.gif?utmwv=6.3&utmn=101027544&utmsr=1280x854&utmsc=32-bit&utmul=en&utmje=1&utmjv=1.5&utmfl=7.0 r24&utmdt=My%20Website&utmhn=www.site.com&utmp=/index.html&utmac=UA-51244-4&utmcc=__utma%3D117945243.823564440.1131054947.1131080858.1133834608.4%3B+__utmb%3D117945243%3B+__utmc%3D117945243%3B+__utmz%3D117945243.1131054947.3.2.utmccn%3D%28Spring%20Sale%29%7Cutmcsr%3D%28google%29%7Cutmcmd%3D%28ppc%29% %7Cutmtm%3D%28shoes%29%3B

Screen Resolution: 1280x854 Screen Colors: 32-bit Browser Language: English(en) Java Enabled? Yes (1) Java Version: 1.5 Flash Version: 7.0r24

Page Title: My Website Hostname: www.site.com Filename: /index.html Google Analytics Account: UA-51244-4 Visits: 4 Campaign: Spring Sale | Google(PPC) | shoes

http://vnjv.co/gagifparams

rkline

lytics

What about the 1-page App/Site?

rkline

lytics

Enter Event Tracking •  Track events on your site •  Detect events and trigger

tracking call

_gaq.push(['_trackEvent', category, action, opt_label, opt_value]);

Purpose Example

Group of objects being tracked

'Rating Buttons'

Type of user interaction with the object

'Click'

Additional info about the event

'Thumbs down'

Numerical data about the event

rkline

lytics

YouTube Video Tracking Example

http://vnjv.co/ytgaevts

rkline

lytics

How did visitors interact with my videos? (Action)

rkline

lytics

Which videos were played? (Label)

rkline

lytics

Custom Variables: Extended Measurement Model

125+ Metrics and Dimensions + X Custom Variables = Custom Measurement Platform

Entry Exit

Behaviour

Engagement

rkline

lytics

Custom Variables • _setCustomVar(index, name, value, opt_scope);

•  index – position to store and transmit the variable (1 to 5)

•  name – variable name (e.g. “member-type”) (case sensitive)

•  value – variable value (e.g. “premium”) (case sensitive) •  opt_scope – 1:visitor-level; 2:session-level; 3:page-

level (default: 3)

• _setCustomVar(1, ‘foo’, ‘bar’, 2);

rkline

lytics

Visitor Level Custom Variables •  Stays with the visitor across multiple

visits to the site. •  Cannot store personally identifiable

information.

_setCustomVar( 1, ‘MembershipLevel’, ‘Platinum’, 1);

rkline

lytics

Session Level Custom Variables •  Labels a session. •  Variable is discarded once session ends.

_setCustomVar( 3, ‘UsedChatWidget’, ‘true’, 2);

rkline

lytics

Page Level Custom Variables •  Useful for content grouping. •  Identify groups of pages according to

attributes other than the page URL.

_setCustomVar( 5, ‘Author’, ‘John Jane Doe’, 3);

rkline

lytics

Measure social interactions

rkline

lytics

Setup for +1 button

•  Setup for the button: None

•  The +1 button on your website is already tracked.

rkline

lytics

Setup for other networks

_trackSocial(network, action, target_url);

rkline

lytics

Copy & paste Twitter & Facebook code

http://code.google.com/apis/analytics/docs/tracking/gaTrackingSocial.html

rkline

lytics

MilkADeal.com

rkline

lytics

<!– Email share button: --> <a onclick="showMailer('Check out MilkADeal for huge discounts in Malaysia! Here is my referral link: http://milkadeal.com/r/');return false;" href="#"><div id="lnkMail"></div></a> <!– Functions to track email share button usage: --> <script> function showMailer(myBody){ _gaTrack(); $(".winMessage").html(myBody); $("#mailer").modal(); } function _gaTrack() { _gaq.push(['_trackSocial', 'email', 'share']); } </script>

rkline

lytics

What value do socially-engaged visitors hold?

rkline

lytics

Socially-Engaged Conversions

rkline

lytics

Encourage email sharing

rkline

lytics

rkline

lytics

Social Listening

rkline

lytics

Social Sources

rkline

lytics

Social Sources

rkline

lytics

Social Sources

rkline

lytics

Social Sources

rkline

lytics

Social Conversations

rkline

lytics

Mobile Tracking

HTML & Applications WAP

iPhone

Windows

Mobile

Android

Blackberry

Pearl & Curve

http://code.google.com/apis/analytics/docs/tracking/mobileAppsTracking.html

rkline

lytics

Tracking Feature Phones

rkline

lytics

Tracking Your Mobile Site

•  Provided with server-side code to generate the calls to Google Analytics

•  Will track all web-enabled devices, not just JS- and cookie-capable devices

•  Currently provide code snippets for PHP, Perl, JSP, and ASPX platforms

rkline

lytics

Server-to-Server Communications

Secure Google Servers Website Server

Request pixel: /ga.php?....

Send request to GA servers

rkline

lytics

Google Analytics Mobile SDK

•  Native App Tracking •  Unique Users •  Pageviews •  Events •  Ecommerce •  Custom Variables •  Android Market Referrals

rkline

lytics

Setting Up A Tracker Object In An Activity

import com.google.android.apps.analytics.GoogleAnalyticsTracker;public class UserActivity extends Activity { GoogleAnalyticsTracker tracker;protected void onCreate(Bundle savedInstanceState) { ... tracker = GoogleAnalyticsTracker.getInstance(); tracker.startNewSession("UA-xxx-y", this); ...}

rkline

lytics

Pageviews & Event Tracking

tracker.trackPageView('/homeScreen');

tracker.trackEvent( 'HomeScreenButtons',

'Rate App', 'Click'

rkline

lytics

Dispatching Events •  Tracked data is queued and dispatched in bundles •  Saves battery life •  Can track while users are offline

tracker.dispatch(); - or -

tracker.start("UA-xxx-y", 20, this);

rkline

lytics

Tracking In-App Purchases •  How much revenue does my application generate? •  Which products are most popular?

rkline

lytics

Reporting In App Purchases

rkline

lytics

rkline

lytics

View your Data in Context

• Goal conversion rates • Ecommerce values

rkline

lytics

The default view is OK …

rkline

lytics

But conversion context is much more powerful …

rkline

lytics

@vinoaj | vnjv.co/vvgplus 60

Advanced Segments

rkline

lytics

MY vs non-MY Visits

rkline

lytics

Traffic Segmented

rkline

lytics

Insights through Segments

rkline

lytics

Advanced Segments: The Choice is Yours

Visitor Profile New vs. Returning Geographic Distribution Language Mobile vs. Desktop Browsers

Behaviour Engagement (Time-on-Site, Pageviews) Became a Member Requested a Trial

Channels Brand vs non-Brand Keywords Paid vs non-Paid Search Paid vs Organic Direct vs Referral

rkline

lytics

Intelligence Events Speaker Notes •  Google Analytics (GA) Intelligence Events aim to

surface the unknown unknowns for your business through your web analytics data.

•  Constantly monitors your data and alerts you whenever there are any significant changes (+ve or –ve).

•  Highlights specific areas to focus on and investigate.

rkline

lytics

Intelligence Events & Shoes of Prey Speaker Notes •  Case Study: Shoes of Prey •  Download full case study at http://vnjv.co/sopgaia

rkline

lytics

Speaker Notes •  A spike in intelligence alerts with an unexpected

surge in traffic from referrals.

rkline

lytics

Speaker Notes •  Analyzing the referrals, Shoes of Prey saw a surge in

traffic from polkadotbride.com •  Engagement from that source is also pretty healthy.

High time on site and pages/visit.

rkline

lytics

10% increase in sales

Speaker Notes “We knew that their [Polka Dot Bride’s] audience would be receptive and it was a natural choice to partner with them,” he says. “Together we ran a competition for their readers to design and win a pair of wedding shoes on Shoes of Prey. This helped kick-start the launch of our range of wedding shoes, and we’re seeing great sales as a result.” Michael credits the 10% uplift in sales following the release of the new wedding shoe range to this intelligent approach.

rkline

lytics

“So much happens around us that we don’t always know, and Intelligence Alerts allows us to become aware of these ‘unknown unknowns’ and make sure we’re responding effectively.” Michael Fox, Co-Founder & Director of

Operations, Shoes of Prey

rkline

lytics

rkline

lytics

A/B/Multivariate Testing

• Democratize creativity • Take the HiPPO out of the equation

Speaker Notes •  HiPPO = Highest Paid Person’s Opinion

rkline

lytics

Google Content Experiments

rkline

lytics

Things to do Tomorrow

rkline

lytics

Define your micro- and macro-conversions

•  Mobile •  Event Tracking •  Custom

Variables •  Social

Interactions •  View data in context •  Segment •  Review Intelligence

Events

rkline

lytics

Vinoaj Vijeyakumaar

@vinoaj

vnjv.co/vvgplus

vnjv.co/vvlinkedin

Q&A @vinoaj

Measuring your way towards a successful application - 2012-10-04 - Google Developer Group DevFest...

Business

DevFest Kuala Lumpur - Implementing Google Analytics - 2011-09-29.ppt

Kuala Lumpur 1-Hour Escapes

Kuala Lumpur Program Final

BUILDING THE RIGHT THING - YTL E-SOLUTIONS · Resort (Kuala Lumpur) • JW Marriott Hotel Kuala Lumpur • The Majestic Hotel Kuala Lumpur • The Ritz-Carlton, Kuala Lumpur - Suite

Vercadicos Kuala Lumpur brochure

INFINITE REWARDS - maybank2u.com.my · à la carte menu. Nook Aloft Kuala Lumpur Sentral 5, Jalan Stesen Sentral Kuala Lumpur, Kuala Lumpur ... Discover the passion of Italian at

Genting, Ipoh, Penang, Kuala Lumpur, Malacca · Day 05: Kuala Lumpur Malacca Singapore (Breakfast/Lunch/Dinner) After breakfast, we will depart Kuala Lumpur to Malacca. Upon arrival

Hilton Kuala Lumpur Conferences & Events

Kuala Lumpur

Kuala Lumpur International Outlets

Scenaria Kuala Lumpur

Sejarah Perkembangan Bandar Kuala Lumpur

Kuala Lumpur Convention Centre

5-star Sheraton Imperial Kuala Lumpur Hotel chooses ... · 5-star Sheraton Imperial Kuala Lumpur Hotel chooses Teledex phones. Sheraton Imperial Kuala Lumpur Hotel installs 430 new

Globaleye kuala lumpur relocation guide

CAR RENTAL KUALA LUMPUR

Kuala Lumpur: Your Accessible Paradise

SAVINGS - maybank2u.com.my · @ Seri Pacific Hotel Kuala Lumpur Jalan Putra, 50350 Kuala Lumpur Tel: 03-4049 4351 Kofuku Japanese Restaurant @ Seri Pacific Hotel Kuala Lumpur Jalan

Ritz Carlton Residences - Kuala Lumpur

Kuala Lumpur Convention Centre, Malaysiaautomechanika-kualalumpur.hk.messefrankfurt.com/content/dam... · Kuala Lumpur Convention Centre, Malaysia ... condition Traders Association