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Google Introduces Easier-To-Use App Install Analytics For Android Developers

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Do you get annoyed by pesky ads asking you to install an app while you are either playing a game or watching a video? Called as App Install Ads, they are an important aspect for an app developer to gain impressions and conversions for their app. Google has improved on their App Install analytics to help the app developers know the performance of their ads on different networks.

But how would you know which ad on what platform worked? At Google I/O 2015, Google introduced an easier to use analytics for app installs for Android developers. The Google Play Developer Console now shows a conversion funnel which tracks the impressions of the app in the Play store (whether organic or paid), how many users installed and how they used the app.

App Install Analytics

Image 1: Google play Developer Console Showing App Install Analytics

App Install Ads

It is common knowledge that more organic app installs can be garnered by App Store Optimization (ASO) techniques, but to get your app be visible to the target audience, it is a necessity to do app install ads. This will help in listing your app at the top of the listing page in the Play store.

Once you make ads, it will help you get qualified traffic from outside networks like, Google search, Facebook, Twitter, etc to download the app.

How to Know which Channel is Best Suitable for your App?

  1. Facebook – With a 1.2 billion user base, it is perfect for short campaigns targeting specific personas.
  2. Twitter – 227.2 million users are on twitter and is perfect for real-time campaigns.
  3. Google AdWords – Over a billion unique users, with an outreach on their search engine and display networks, this has far-reaching audience and suitable for longer running campaigns. And once you get the hang of keyword optimization, you can actually reduce your budget.

But at the end of the day, whichever network you choose, an ordinary campaign will not suffice to get eyeballs. It is essential to get creative and engage in storytelling with very specific call to actions for your ad to be successful.

The easy part is now done – launching of the campaign. Now, comes the tricky part – tracking your app installs. Especially important if you are on a budget and need to know the best platform to invest more of your ad money. It is not sufficient to be happy seeing hundreds of app installs but not knowing who your users are or where they came from, because this information will help you in getting more users to install your app.

Image 2: U.S. Mobile Ad Spends

App Install Ad Tracking

When you do app install analytics, what is it that you are looking for? What information, if you get, will help you re-structure your ad campaign for better results? Let us simplify it into simple 5 steps

  1. Who?

If you know who your users are and what type of audience is using your app, you will better understand your audience and know what kind of content to use in your ads to cater to them.

Image 3: Facebook Mobile Ad Segments

  1. What?

What actually happened on the impression received? Whether they clicked only on the ad or they went ahead and installed it, and if they installed it then what is their engagement like with the app. These following metrics will give the above information and help in understanding the performance of your app install ads.

a. Click Through Rate (CTR)

What percentage of the impressions converted to a click on the ad. This will tell you about the attraction of your ad creative.

b. Number of installs

How many people who clicked on the ad went ahead and installed it.

c. In-App events

Track-able events include app launches, in-app purchases, upgrades, and clicking on in-app ads. In-app events have become far more important than installs since a lot of the events are revenue generators for the developers, so need for customizing the in-app event environment can be understood from this.

d. Average Revenue Per User

It is the total revenue brought in by the campaign divided by total number of installs.

e. Retention Rate

How many users have continued using the app over a period of time. The longer the user uses an app, the better chances for you to monetize them.

Image 4: Report of a Comparison of Media Sources Retention

  1. Where?

Knowing on which network did these conversions take place is also critical so you can do more ad spends on that network.

Image 5: How Mobile App Ad Networks Work

The useful insights you can get from here for each network would be number of installs, number of quality users, their app engagement and retention, the cost per install (CPI), ARPU, and user LifeTime Value (LTV).

Image 6: Mobile Ad Campaign Report

  1. When?

This insight gives you details of the time frames when your users are most active and engaging with ads and downloading your apps. Knowing this helps you in running your ads during those times more aggressively.

  1. Why?

A final but important insight that can be gained using app install analytics is why the campaign worked. You would ideally be running multiple campaigns with different ad creative and keywords. So, knowing which of them worked is essential, so in future you can optimize the campaigns for that target audience accordingly.

Armed with these App Install Analytics, as a developer you can always tweak your campaigns to get more traffic and conversions of your ads.

Image Credits: techcrunch2011, qmg391j22fvsjh2928thnyze.wpengine.netdna-cdn.com

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