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