The Future of Measurement Starts at I/O: What’s New and on the Horizon for Analytics

Thursday, May 16, 2013 | 2:10 PM

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Last year at I/O we launched Mobile App Analytics, a re-imagining of app analytics from the ground up, speaking the language that matters to app developers and marketers. Since launch, the insights provided are already helping hundreds of thousands of app developers and marketers create more successful Android and iOS apps and experiences by measuring metrics at all stages: acquisition, engagement and outcomes like in-app purchases. 

This year at I/O, our team continues to improve mobile analysis with two announcements: Mobile App Analytics Play Integration and Google Tag Manager for Mobile Apps. These updates, to be available for all users shortly (with links below to help you get on early whitelists) will let you better measure a mobile world and use your data in more ways to improve the customer experience. 

Better understand the total picture of your app users with Google Play Integration

We’re excited to announce a long-anticipated integration of Mobile App Analytics more deeply with Google Play. It’s especially exciting for app developers and marketers because it’s the first time we’re presenting a complete view of the Play acquisition funnel in one clear, easy to understand report.

The data sources you’ll 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 you refine your 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, you’ll want to understand clearly how many views your app is receiving in Google Play from each campaign or source. 

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

New users: beyond installs, new users shows you 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, you can also select any path you wish to analyze 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 your 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 your 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, you can dynamically configure your mobile applications on Android and iOS server-side. You can hone your app for various audiences, and you’ll never get caught by old versions or forgetfulness again.

Google Tag Manager for Mobile Apps uses Google Tag Manager’s sophisticated rule-based serving engine  and easy-to-use management interface to make it a snap for developers to make changes to their applications, even after an app has been downloaded by users. Now changing the configuration of your application or rolling out a new feature is as easy as going to the Google Tag Manager web interface, changing a couple of values, and then pressing a Publish button. Changes go live in seconds.

You 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 for the whitelist to be among the first to try out GTM for Mobile (you’ll need to first visit the Google Tag Manager site and create an account if you haven’t already).

We’re excited to continue to push the envelope with what analytics can do across devices and platforms and cater to developers with tools they want.

Posted by the Google Analytics Team