Web Analytic for gaming

Web Analytic for Gaming Measure and Win

Iñaki Gorostiza igorostiza@LIN3S.com

@hello_google

About me

Iñaki Gorostiza Esquerdeiro ü  www.LIN3S.com ü  igorostiza@LIN3S.com ü  @hello_google ü  www.hellogoogle.com

Paradigm Shift?

What is Web Analytic?

Web Analytic Tools Timeline

How does Web Analytic tools works?

How does Web Analytics tools for games work?

Web Analytics vs Game Analytics

Games are running on Multiple Platforms

Web (HTML5) Social (Facebook) Mobile (Android & IOS) PC

Events vs Page Views

Events vs Page Views Each time the Google Analytics Tracking Code executes, it requests a single-pixel GIF image from the Google Analytics collection servers called __utm.gif. Appended to the request string for the image are all the parameters Google captures about a particular page request: GET/__utm.gif?utmwv=4.7.1&utmn=164208238&utmhn=code.google.com&utmcs=UTF-8&utmsr=1280x800&utmsc=32-bit&utmul=es-419&utmje=1&utmfl=10.0%20r45&utmdt=Tracking%20Sites%20-%20Google%20Analytics%20-%20Google%20Code&utmhid=601292338&utmr=-&utmp=%2Fintl%2Fen%2Fapis%2Fanalytics%2Fdocs%2Ftracking%2FgaTrackingOverview.html&utmac=UA-18071-1&utmcc=__utma%3D247248150.1331558763.1270849111.1271705213.1272574681.4%3B%2B__utmz%3D247248150.1270849111.1.1.utmcsr%3D(direct)%7Cutmccn%3D(direct)%7Cutmcmd%3D(none)%3B&gaq=1 HTTP/1.1

Navigator session vs Game session

Visitor vs User

But what does Web Analytic for Games means? Bandwidth and battery Limit Tracking code size. IOS Developer Agreement – UDID, emails Pageviews vs Event Tracking New Metrics New KPis

And remember… No Analytics is not an option

Choose your web Analytic Tool

Web Tracking (ga.js) Track user interaction with websites or web applications. Android Track user interaction with Android applications. iOS Track user interaction with iOS application

Google Analytics

•  Free •  Used by over 65,000 developers across over 170,000

mobile applications and tracks over 1.2 billion application sessions a day

•  Increases executable size by 500kb •  See it in action

Flurry

•  Open source •  4kb •  Real Time analytics •  Cross Up Marketing campaign Tracking •  See it in action

Localytics

•  The most sophisticated for actionable analytics as

apposed to just vanity metrics (The only metrics that entrepreneurs should invest energy in collecting are those that help them make decisions).

•  Excellent conversion funnels •  See it in action.

Apsalar

Honeytracks

Web Analytic Platforms specially designed for games

Gamesanalytics

Do it your self •  Google App Engine and Amazon Web Services. •  Tons of information to store •  Developing a good Interface is hard

Game KPIs

Acquisition Retention Monetization Social Influence

Are you playing with my game?

Are you playing with my game? Sessions A session is one use of your game by an end user. This typically begins when the game is launched and ends when is terminated. Depending on the platform you must specify when a session starts and stops. The definition of session does not depend on how long the application is used.

Are you playing with my game? Users (Active players) Number of different users that has had a session with your game on a specified day.

Are you playing with my game? New vs Returning user A new user is someone who has just started using your application. Users are identified by unique phone IDs (which vary by platform) to ensure that a user is in fact a unique new user and not just an installation.

Are you playing with my game? Source Where’re my users coming from: Medium, source, Campaign, Country, Device…

How are you playing my game?

How are you playing my game? Players are trying to tell you how they want to play your game, what features they like, where they’re struggling on a difficult level…but are you really listening?

How are you playing my game? Cohort Analysis Track data for user-groups based on criteria such as registration date, level, marketing acquisition channel, geographic, device On which level do I make how much revenue? Which virtual good do users typically buy first and when? Improve your Visitors Retention

How are you playing my game?

US iPhone Traffic

Japan Iphone traffic

Cohort Analysis: Event tracking and Advance Segments

How are you playing my game? User Paths

Are you enjoying my game?

Are you enjoying my game?

Are you enjoying my game? Session Length Is the length of time between the start of and end of a game. It can vary by platform. There are some circumstances, including application crashes, where no end time can be recorded and hence the session length is unknown.

Are you enjoying my game? Retention or Stickiness Percent of users than come back to your app within the next N weeks

Are you enjoying my game? Session per user The ratio of the number of sessions generated on the Nth day after installation to the number of users considered active on day N.

Are you enjoying my game? Rolling retention The percentage of users still active N days after installation.

Are you enjoying my game? Loyalty (Session Frequency)

Is a measure of how many sessions unique users had over a given period of time.

Can I make a better game?

Can I make a better game? Steps to study a Game Conversion 1.  Identify your goals (Register, Downloads, In-game

purchases, Feedback) 2. Define the steps which must be follow to complete the

goal 3. User segmentation 4. Set up your Funnels 5. Data-mining 6. Take decisions and take corrective actions 7.  Improve your game continually

Can I make a better game? Conversion Funnels A funnel is a series of actions which a user must pass before reaching the goal during a conversion process. The purpose of a funnel is to see in which steps are user dropping off.

Can I make a better game? Custom variables Custom variables are name-value pair tags that you can insert in your tracking code in order to refine Google Analytics tracking. With custom variables, you can define additional segments to apply to your visitors other than the ones already provided by Analytics

Can I make a better game? Experiments

A/B Testing Multivariant

Ongoing optimization: Improve your game continually

Can I make a better game?

But…is this game a business?

But…is this game a business?

Within de latest GA 1.2 library Hack your in-app purchase

Tracking in App Purchases How Much Revenue does my game generate? Which products are most popular?

But…is this game a business?

But…is this game a business?

But…is this game a business?

But…is this game a business?

A beautiful app tracking platform for app developers and publishers. Sales & download numbers World-wide reviews & ranks and other juicy data

AppFigures

Tracking your campaigns

The Basics Tagging your online ads is an important prerequisite to allowing your analytics tool to show you which marketing activities are really paying off.

!

Online Campaign Tracking Campaign links consist of a URL address followed by a question mark and your campaign variables. you'll usually only need to use Source, Medium, Campaign Name,

Offline Campaign Tracking?

The Basics

Localytics url builder

Google Play Campaign Tracking Android OS supports URL parameters in download links to Google Play. How to implement Google Play Campaign Tracking: 1.  Create a URL containing referral information

2.  Capture and Store the installation intent containing referral information

3.  Fire and event with the stores data whenever the App is launched.

With GA SDK 1.3 for IOS you can track campaign referrals.

Apple Store campaign tracking The Apple Store doesn’t support URL parameters. All campaign tracking on OS must be done by passing and sharing UDIDs. Here is the language from the Apple Developer documentation: Deprecated in iOS 5.0 uniqueIdentifier An alphanumeric string unique to each device based on various hardware details. (read-only) (Deprecated in iOS 5.0. Instead, create a unique identifier specific to your app.)

Adservers for apps Admob Adserver by Google Worldwide GreyStripe The largest Brand-Focused Mobile Ad Network Full screen ads. Inmobi the largest independent mobile ad network Great for Japan

There are tons of adservers for apps Inmobi Greystripe Brightroll TapIt Madvertise Smaato Mobfox iAds Jumptap Millenial Admob W3I Flurry Vdopia

Mopub “One-stop-shop” ad server. Analytic and control. Server ads from all of the major mobile and networks. Easy integration without complicated sdk integrations Cross promotions of apps See it in action

Informs and Dashboard

A dashboard is a visual display of the most important information needed to

achieve one or more objectives; consolidated and arranged on a single screen so the information can be monitored at a glance.

The dashboard

All the visualizations fit on a single screen/page. It shows the most important KPIs It is not designed exclusively for executives but rather should be used by the general workforce as effective dashboards are easy to understand and use. The frequency of the update will vary by organization and by purpose. Insights. Lead to action.

The dashboard

And Remember Determine the RIGHT KPIs for you game. is tracking and visualize data that is important for making your game a success Set a Robust KPI Tracking infrastructure. Set up an A/B testing interface to measure the effects of different features in certain KPIs. Find the proper balance between user growth, retention and monetization. Constantly work towards improving your KPIS.

Thanks to Ideateca

Thanks! Iñaki Gorostiza igorostiza@LIN3S.com @hello_google