Measuring Your Way Towards a Successful Application

Sparkline Analytics

Measuring
Your Way
Towards a
aar
Successful
ey a kum Application
Vino
a j Vij
arklin
ea naly
tics.
c om

a j@sp
vino
oaj
@vin
plus
.co /vvg
vnjv din
vv linke
.co/
vnjv

Sparkline Analytics 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
@vinoaj | vnjv.co/vvgplus

Are you a Growth Hacker?

•  Recommended
reading:
http://vnjv.co/Sjbjjq
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•  Scale for growth

•  Part developer / part
marketer


Measurement framework for growth
Sparkline Analytics


Sparkline Analytics Today


•  Vinny

Sparkline Analytics

•  2012 - Chief Consultant /
Sparkline Analytics

Founder – Sparkline
Analytics

•  2007-12 – Senior
Conversion Specialist,
Google Southeast Asia


How it’s usually done
Implement measurement tool

Learn to use measurement tool
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Read all reports

Try and find some meaning in the data

Do nothing (inertia)

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

Why
Goals?
aar
a kum
ey
a j Vij tics.
c om
Vino arklin
ea naly
a j@sp
vino
oaj
@vin
plus
.co /vvg
vnjv din
vv linke
.co/
vnjv

4 Google Analytics Goal Types
Goal Type
Goal Triggered By …

… page visitor lands on
URL Destination
(e.g. /thankyou.html)
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… time spent on the site
Time on Site
during a session

… number of pages visited
Pages/Visit
in a session

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

11

Setting Meaningful Goals
Free Paid Loyalty /
Awareness
Users
Users
WOM
# impressions
# signups
# paid users
Return visits

# new visits
# referrals
# sales
# mentions
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KPIs

# mentions
# in-app # referrals
purchases

Time on site User signs up
User upgraded
Referral made
(new visitors)

Referral made
Product Referral signup
Pages /
purchased
Goals

session (new Referral signup

visitors)
In-app
purchase
made

Macro ($)

Other Uses for Goals

•  Flow Visualization
•  Multi-Channel Funnels
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•  Intelligence Events
•  Advanced Segments


Sparkline Analytics Google Analytics


Track Behaviour

Behaviour
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Entry Exit

Engagement

1
6

The GA Async Tracking Code
Look for _gaq
stack and execute
queued HTML5: Execute
commands
script
asynchronously
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Dynamically load
the ga.js tracking
library

1
7

Customizing Your Tracking Code
<script type="text/javascript">
•  Tracking across
var _gaq = _gaq || []; multiple domains or
_gaq.push(['_setAccount', 'UA-23181160-1']);
_gaq.push(['_setDomainName', 'conversionplaybook.com']); subdomains.
_gaq.push(['_setAllowLinker', true]);
_gaq.push(['_trackPageview']);
•  Setting/reading/
Sparkline Analytics

deleting custom
(function() {
var ga = document.createElement('script'); ga.type = 'text/ variables.
javascript'; ga.async = true;
ga.src = ('https:' == document.location.protocol ? 'https:// •  Other
ssl' : 'http://www') + '.google-analytics.com/ga.js';
var s = document.getElementsByTagName('script')[0];
customizations.
s.parentNode.insertBefore(ga, s); See API docs at
})();
http://vnjv.co/
</script>
gamethods


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%
Sparkline Analytics

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 Page Title: My Website
Screen Colors: 32-bit Hostname: www.site.com
Browser Language: English(en) Filename: /index.html
Java Enabled? Yes (1) Google Analytics Account: UA-51244-4
Java Version: 1.5 Visits: 4

Flash Version: 7.0r24 Campaign: Spring Sale | Google(PPC) | shoes

http://vnjv.co/gagifparams

Sparkline Analytics What about the 1-page App/Site?

2
0

Enter Event Tracking
•  Track events on your site
•  Detect events and trigger
tracking call
Sparkline Analytics

_gaq.push(['_trackEvent', Purpose Example

category, Group of objects being 'Rating Buttons'
action, tracked
Type of user interaction 'Click'
opt_label, with the object
opt_value]); Additional info about 'Thumbs down'
the event
Numerical data about -1
the event

2
1

Sparkline Analytics YouTube Video Tracking Example

http://vnjv.co/ytgaevts


How did visitors interact with my videos? (Action)
Sparkline Analytics


Sparkline Analytics Which videos were played? (Label)


Custom Variables: Extended Measurement Model

Behaviour
Sparkline Analytics

Entry Exit

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

2
5

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

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

•  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);

Visitor Level Custom Variables
•  Stays with the visitor across multiple
visits to the site.
•  Cannot store personally identiﬁable
information.
Sparkline Analytics

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


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

_setCustomVar(
Sparkline Analytics

3,
‘UsedChatWidget’,
‘true’,
2);


Page Level Custom Variables
•  Useful for content grouping.
•  Identify groups of pages according to
attributes other than the page URL.
Sparkline Analytics

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


Measure social interactions
Sparkline Analytics


Setup for +1 button

•  Setup for the button: None
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•  The +1 button on your website is already tracked.


Sparkline Analytics Setup for other networks

_trackSocial(network, action, target_url);


Copy & paste Twitter & Facebook code
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http://code.google.com/apis/analytics/docs/tracking/gaTrackingSocial.html

Sparkline Analytics MilkADeal.com


<!– 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>
Sparkline Analytics

<!– 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>


What value do socially-engaged visitors hold?
Sparkline Analytics


Sparkline Analytics Socially-Engaged Conversions


Sparkline Analytics Encourage email sharing


Sparkline Analytics


Sparkline Analytics Social Listening


Sparkline Analytics Social Sources


Sparkline Analytics Social Conversations


Mobile Tracking
HTML & Applications
WAP

iPhone

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Windows

Mobile

Pearl
&
Curve

Android

Blackberry

http://code.google.com/apis/analytics/docs/tracking/mobileAppsTracking.html
4
6

Sparkline Analytics Tracking Feature Phones

4
7

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
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cookie-capable devices
•  Currently provide code snippets for PHP, Perl, JSP, and
ASPX platforms

4
8

Sparkline Analytics Server-to-Server Communications

Secure Google Servers
Website Server

Request pixel: Send
/ga.php?.... request to
GA servers

4
9

Google Analytics Mobile SDK

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


Setting Up A Tracker Object In An Activity

import com.google.android.apps.analytics.GoogleAnalyticsTracker;

public class UserActivity extends Activity {
GoogleAnalyticsTracker tracker;
Sparkline Analytics

protected void onCreate(Bundle savedInstanceState) {
...
tracker = GoogleAnalyticsTracker.getInstance();
tracker.startNewSession("UA-xxx-y", this);
...
}

5

Pageviews & Event Tracking
tracker.trackPageView('/homeScreen');
Sparkline Analytics

tracker.trackEvent(
'HomeScreenButtons',
'Rate App',
'Click'
);


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

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

5

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


Sparkline Analytics Reporting In App Purchases


Sparkline Analytics View your Data in Context

•  Goal conversion rates
•  Ecommerce values


Sparkline Analytics The default view is OK …


But conversion context is much more powerful …
Sparkline Analytics


Sparkline Analytics Advanced Segments

60

Sparkline Analytics MY vs non-MY Visits


Sparkline Analytics Traﬃc Segmented


Sparkline Analytics Insights through Segments


Advanced Segments: The Choice is Yours
Visitor Profile New vs. Returning
Geographic Distribution
Language
Mobile vs. Desktop Browsers
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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

6
4

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.
Sparkline Analytics


Intelligence Events & Shoes of Prey
Speaker Notes

•  Case Study: Shoes of Prey
•  Download full case study at http://vnjv.co/sopgaia

Sparkline Analytics


Speaker Notes

•  A spike in intelligence alerts with an unexpected
surge in traﬃc from referrals.

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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.
Sparkline Analytics


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
Sparkline Analytics

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.


“So much happens around
us that we don’t always
know, and Intelligence
Alerts allows us to become
Sparkline Analytics

aware of these ‘unknown
unknowns’ and make sure
we’re responding
eﬀectively.”

Michael Fox, Co-Founder & Director of
Operations, Shoes of Prey


Sparkline Analytics A/B/Multivariate Testing

Speaker Notes

•  HiPPO = Highest Paid Person’s Opinion

•  Democratize creativity
•  Take the HiPPO out of the equation

Sparkline Analytics Google Content Experiments


Sparkline Analytics

Things to do Tomorrow


Measurement framework for growth

Deﬁne your micro- and
macro-conversions
Sparkline Analytics

•  Mobile
•  Event Tracking
•  Custom
Variables
•  Social
Interactions
•  View data in context
•  Segment
•  Review Intelligence
Events

Sparkline Analytics

aar
a j Vij
ey a kum
tics.
c om
Q&A
Vino arklin
ea naly
a j@sp
vino @vinoaj
oaj
@vin
plus
.co /vvg
vnjv din
vv linke
.co/
vnjv

Measuring Your Way Towards a Successful Application

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