Free mobile analytics and marketing platform from Yandex

1. Free mobile analytics and marketing platform

2. Let’s meet!

3. Run experiments and UX Concepts testing
App Analytics
Study your audience and watch project KPIs -
AU, retention, engagement, target events
Improve user experience

4. Ad Tracking
Track traffic sources and build reports on user
acquisition campaigns
Optimize CPI,CPA campaigns

5. Push Campaigns
Deliver personalized content just in time
Re-engage users with push messages

6. Crash Reporting
Watch app stability
Allow for quick updates on new issues and how
to reproduce and fix them

7. One platform to rule them all
App Analytics Ad Tracking Push Campaigns Crash Reports

8. Things to know
Real-time reports
Unlimited data - no quotas on audience and custom events
Access to raw data - all data attributes including device IDs
Free

9. AppMetrica Benefits
Save up to 10% of marketing budget
Full-stack solution for marketing and analytics
Single SDK
Extended integration capabilities

10. Support for all platforms

11. AppMetrica Today
180B
events processed
monthly
3,500+
developers
150M+
MAU (devices)

12. Install Attribution
Story

13. How tracking works?
Ad Click
App Install
Events
App Open
Postbacks
Redirect Service
AppMetrica
Ad Partner AppMetrica SDK
Advertising
API
〉Attribution authority
〉Accurate tracking for all kinds of
traffic sources
〉Connects installation to click
〉Sends a postback to ad partner
〉Install - first app launch
More cool tech details - https://tech.yandex.com/metrica-mobile-sdk/doc/mobile-tracking/concepts/tracking-docpage

14. Custom parameters in tracking URL
Ad networks has data about the user - retrieve this data. How?
1. Find macros supported by the ad network
2. Put it to the tracking URL which you’re going to use for campaign
3. Get the data for reports and segmentation

15. Custom parameters in tracking URL
Ad networks has data about the user - retrieve this data. Why?
1. Use it for new insights in product analytics
2. Utilize the data to build better user experience
3. Understand the audience and invent new approaches for user acquisition

16. Case #1 - Search Ads + Yandex.Market
Yandex.Market - one of the most popular e-commerce apps in
Russia.
understand user interests and intention
build most relevant showcase and goods feed

17. Case #1 - Search Ads + Yandex.Market
Yandex.Direct (search context ads) provides data on search term
which brought user to install app from advertising.
Install
Click
collect user’s search term
use for reports segmentation
pull out and use in your
business logic

18. Case #1 - Search Ads + Yandex.Market
Segment cohort report with search term
values to understand the engagement
and retention for users with specific
interests and intention.
Understand how to improve it
Find out the ways to optimize ad campaigns

19. Yandex.Launcher - android shell with smart app recommendations
understand user interests and intention
show most relevant app offers
Case #2 - Social Ads + Yandex.Launcher

20. Case #2 - Social Ads + Yandex.Launcher
MyTarget provides accurate data on user’s gender and age.
collect demographics data
use for reports segmentation
pull out to improve
recommendation engine
Install
Click

21. Case #2 - Social Ads + Yandex.Launcher
Segment Events report with gender and
age data to understand your app
perception by different types of the users
Understand how to improve it
Find out the ways to optimize ad campaigns

22. Dynamic Deeplinks
Use deeplink in tracker - open application if already installed

23. Dynamic Deeplinks
Smooth user experience web-to-app and app-to-app

24. Case #3 - App to app
Subway routing app Yandex.Metro to ride hailing Yandex.Taxi application

25. Case #3 - App to app
User builds a route from station to station in Yandex.Metro

26. Case #3 - App to app
User is offered a discount ride on Yandex.Taxi if the last is installed

27. Case #3 - App to app
Smooth Transition to one-click Yandex.Taxi order
deeplink invocation
route start/end are passed

28. Dynamic Deeplinks - how it works
AppMetrica allows building deeplinks on the fly
…?voucher_code=1234567890tracking URL -

29. AppMetrica allows building deeplinks on the fly
…?voucher_code=1234567890tracking URL -
deeplink template - yandextaxi://promo_code={voucher_code}
Dynamic Deeplinks - how it works

30. AppMetrica allows building deeplinks on the fly
tracking URL -
deeplink template -
Dynamic Deeplinks - how it works
…?voucher_code=1234567890
yandextaxi://promo_code={voucher_code}

31. AppMetrica allows building deeplinks on the fly
tracking URL -
deeplink template -
Dynamic Deeplinks - how it works
…?voucher_code=1234567890
yandextaxi://promo_code={voucher_code}
deeplink - yandextaxi://promo_code=1234567890

32. Post click landing
Reach your users even when interaction is complete
Ad Click
App Install
App Open
Redirect Service
AppMetrica
Advertising
Returns to Browser
Browser
Advertising
Browser Redirect to postclick
landing page

33. Post click landing
your mobile site
some contextual promo or offer
applications offer wall
Redirect user to
Conversions
7-13% of users reach post click landing
1% from the previous step complete goal action

34. Benefit from unified platform
Ad TrackingApp Analytics
+ = Insights

35. Over 100
Out of box support
AppMetrica Integrated Ad Networks

36. The Push Story

37. Short Story of Yandex.Metrica app
Mobile app for Yandex.Metrica - top
web-analytics solution in Russia and
Eastern Europe
Bringing users from cross-promo
channels - web site and other internal
resources

38. Step 1 | Ad placement on web-site

39. Step 1 | Campaigns Results
Relevant ad placement - good install CR
Convert weekly audience of the web-
interface to mobile apps users - goal
achieved
(avg. CR = 50%, thousands of installs
weekly for both platforms)

40. Step 2 | Get max from the install
Not just user acquisition but
good retention
Need to find the bottleneck -
what affects retention?
Let’s cohort users and
analyze each cohort metrics

41. Step 2 | Get max from the install
Seems that User Sign In is
enough for best retention
we can get!
Retention up to
2x times

42. Step 3 | Activate - bring to Sign In
Find users who came from our UA
campaign and haven’t signed in
Compose a push message
Send and analyze!

43. Life without
AppMetrica

44. Integrate at least 3 SDKs
Ad Tracking Push SDK
Product Analytics

45. Integrate at least 3 SDKs
Development Resources
QA Resources
App Size
App Stability
Ad Tracking Push SDK
Product Analytics
Affects:

46. Use 3 separate platforms
3 separate interfaces for each task
Data disrupancies
No cross-segmentation - all the data is
fragmented!

47. Use 3 separate platforms
Find suitable API in each platform
Pull out the data and intersect it
You need to code and script it all

48. Life with
AppMetrica

49. SDK
Single well-tested and
lightweight SDK
AppMetrica SDK

50. Step 1 | Install Attribution
Full-featured install attribution with
configurable postbacks
Nice Traffic Sources report

51. Step 2 | Product Analytics
Traffic sources and User
Behavior segmentation
Cohort Report
Easy to find your target
segments!

52. Step 3 | Push Campaigns
All the data from traffic and
product analytics is available
for building an audience!
Rich Push Composer with AB-
tests and

53. Step 3 | Push Campaigns
Push Campaigns Reports
Push Campaigns Segmentation

54. Benefit from unified platform
Ad TrackingApp Analytics
+ =
Insights
&
Actions+
Push Campaigns

55. Free mobile analytics and marketing platform
Sign up and try demo
appmetrica.yandex.com
lookin@yandex-team.com
Get in touch with us!
Alexander Lukin
Alexander Sibrikov
sibrikov@yandex-team.com