1 page.title=Improve Your Marketing ROI 2 page.metaDescription=Combine the power of Analytics with other data sources to understand the performance of each of your marketing channels. 3 page.tags="analytics, user behavior" 4 5 @jd:body 6 7 <p> 8 You want to get your apps in the hands of as many interested people as 9 possible and there are many ways of doing that. Whatever channels you use, 10 measuring their effectiveness is essential. You want to know that they're 11 not just driving installs, but acquiring users who are likely to engage or 12 convert over time — and that it's being done cost efficiently. 13 </p> 14 15 <h2 id="campaignattribution">Multi-Network Campaign Attribution</h2> 16 17 <p> 18 Advertising campaigns are being used increasingly to drive new users to 19 download your app using different ad networks, formats, and payment methods. 20 A good campaign will bring not only downloads, but also users who are highly 21 engaged. If you want to get more visibility into which campaigns are driving 22 the highest value, measuring cost per download is only a partial view. 23 </p> 24 25 <p> 26 Combine the power of Google Analytics with other data you have to get an 27 unbiased view of the performance of each network: from cost per download to 28 ROI analysis for each of your marketing channels. You can tailor 29 your acquisition strategies and maximize in-app revenue. Here is an example 30 of how to approach this type of analysis: 31 </p> 32 33 <table> 34 <tr> 35 <th>Network</th> 36 <th>Cost per Install (from Networks)</th> 37 <th>30 day Revenue per user</th> 38 <th># of downloads</th> 39 <th>Total budget spent</th> 40 <th>Total Revenue</th> 41 <th>Profit</th> 42 </tr> 43 <tr> 44 <td>Alpha</td> 45 <td>$0.80</td> 46 <td>$0.95</td> 47 <td>3,500</td> 48 <td>$2,800.00</td> 49 <td>$3,325.00</td> 50 <td>$525.00</td> 51 </tr> 52 <tr> 53 <td>Beta</td> 54 <td>$2.10</td> 55 <td>$2.15</td> 56 <td>2,500</td> 57 <td>$5,250.00</td> 58 <td>$5,375.00</td> 59 <td>$125.00</td> 60 </tr> 61 <tr> 62 <td>Gamma</td> 63 <td>$5.00</td> 64 <td>$6.20</td> 65 <td>700</td> 66 <td>$3,500.00</td> 67 <td>$4,340.00</td> 68 <td>$840.00</td> 69 </tr> 70 </table> 71 72 <p> 73 When analyzing networks performance, it's important to take into 74 consideration more than just the cost per install. In the example, all the 75 networks are providing positive ROI, as the positive profit illustrates; 76 however, each channel has different strengths depending on the business 77 objective: 78 </p> 79 80 <ul> 81 <li>Network Alpha is very efficient in driving high download volumes, but 82 users are not spending as much as users from the other networks 83 </li> 84 85 <li>Network Beta is driving more revenue than any other network, but the net 86 profit is not as high 87 </li> 88 89 <li>Network Gamma has a strong profit, but it is not delivering similar 90 download volumes 91 </li> 92 </ul> 93 94 <p> 95 Depending on your business objectives you can approach acquisition marketing 96 in a variety of ways; for the best analytical approach capture a holistic 97 picture in order to optimize your campaigns — factoring engagement and 98 monetization data in with download statistics. 99 </p> 100 101 <h2 id="installs">Install and Post-Download Conversions</h2> 102 103 <p> 104 Installs — or first launches — are a key type of conversion, but 105 its important to keep in mind that successful apps have users that return 106 regularly. Google Analytics has reports to measure post-download user 107 activities such as how often they come back, how much time they spend in the 108 app, and how much they spend. This can be sliced by acquisition channel to 109 understand which has the most impact. 110 </p> 111 112 <h2 id="campaigntracking">Campaign Tracking</h2> 113 114 <p> 115 You can use a wide range of networks to drive installs of your apps. With 116 Google Analytics you can easily report campaign data from many networks. Once 117 you setup your URLs to pass the correct parameters, you'll see network 118 sources associated with in-app behavioral metrics. As a result, Google 119 Analytics provides a holistic view of your campaign performance from 120 downloads to purchases as well as user retention. 121 </p> 122 123 <h2 id="camaignreports">AdWords Campaign Reporting</h2> 124 125 <p> 126 By linking your AdWords account(s) to Google Analytics you unlock the ability 127 to gain insights into acquisition campaigns, such as which keywords or ad 128 creative works best. These automatic reports show exactly how your search and 129 display campaigns are performing and offer rich insights into the kind of 130 users youre driving to download your app. 131 </p> 132 133 <div> 134 <img itemprop="image" src="{@docRoot}distribute/analyze/images/adwords_reporting.png"> 135 </div> 136 137 138 <h2 id="flow">Google Play Referral Flow</h2> 139 140 <p> 141 When you link your Analytics account to the Play Developer Console you'll 142 start seeing Google Play data automatically flowing into your account. 143 Without having to implement any additional code, you'll see traffic sources 144 for your Play listing page in addition to installs. Some of Google Analytics 145 active user reporting is available in the Play Developer Console as well. 146 </p> 147 148 <div> 149 <img src="{@docRoot}distribute/analyze/images/flow.png"> 150 </div> 151 152 <div class="headerLine clearfloat"> 153 <h2 id="related-resources"> 154 Related Resources 155 </h2> 156 </div> 157 158 <div class="resource-widget resource-flow-layout col-13" 159 data-query="collection:distribute/analyzeimprove" 160 data-sortorder="-timestamp" 161 data-cardsizes="6x3" 162 data-maxresults="6"> 163 </div> 164
