Google adds Play into Mobile App Analytics

Also provides Tag Manager to update apps already on the app store

Google has updated its Mobile App Analytics facility to integrate it fully with Google Play – the former Android Market. This facility is aimed at aiding both app developers and marketers and provides insights into both Android and iOS apps. It can now measure metrics at all stages: – acquisition, engagement and outcomes like in-app purchases.

Mobile App Analytics Play Integration and Google Tag Manager for Mobile Apps will become available shortly.

This is the first time Google has been able to present a complete view of the Play acquisition funnel in one clear report.

The data sources users will be able to see include: -
Google Play traffic sources: understand which traffic sources and Google search keywords account for most new users. Campaign sources will help users refine their app marketing mix in order to focus on those campaigns and programs that bring the highest quality traffic.

Google Play views: at the very top of the app funnel, users will want to understand clearly how many views their app is receiving in Google Play from each campaign or source.

Installs: installs simply shows the number of users who actually installed an application from Google Play. It’s useful here to determine which sources are successful at driving installation.

New users: beyond installs, new users shows users how many users actually launch your application. This is a key metric to see even beyond installations and tracing the path up the funnel.

As this report is using flow visualization, users can also select any path you wish to analyse further which will highlight that path and present useful data points along the funnel such as drop off rate.

Google Tag Manager for Mobile Apps

Ever want to make a small tweak to a mobile application but your users have already downloaded your app?

Ever forget to add analytics to a key event until it’s too late?

Shipping an app usually means you have one chance to get it right, and that’s not the best way to build a business.

With Google Tag Manager for Mobile Apps launching in beta, users can dynamically configure theirr mobile applications on Android and iOS server-side.

They can hone their app fors various audiences, and users will never get caught by old versions or forgetfulness again.

Google Tag Manager for Mobile Apps uses Google Tag Manage’s sophisticated rule-based serving engine  and management interface to make it a snap for developers to make changes to their applications.

That’s even after an app has been downloaded by users.

Now changing the configuration of an application or rolling out a new feature simply means going to the Google Tag Manager web interface, changing a couple of values, and then pressing a Publish button.

Users can configure virtually anything in your application: from ad values such as frequency and duration and UI settings like colors and layout, to time-based events such as in-app promotions and special events.

Sign up  here for the whitelist to be among the first to try out GTM for Mobile.

You may need to first visit the Google Tag Manager site and create an account if you haven’t already got one.

About Hans Cett

Hans Cett is an established freelance author and consultant specialising in the mobile communications industry. He also writes for Countdown2MWC - http://countdown2mwc.wordpress.com/
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