Traditional web analytics is now jumping into Gaming platforms: Web Apps, HTML5, IOS, Android, Facebook games. Learn how to measure and collect user engagement data form your games applications, discover which KPIs may be relevant for your business, track your e-commerce transactions and learn how to track your online campaigns.

1. Web Analytic for Gaming
Measure and Win
Iñaki Gorostiza
igorostiza@LIN3S.com
@hello_google

2. About me
Iñaki Gorostiza Esquerdeiro
ü www.LIN3S.com
ü igorostiza@LIN3S.com
ü @hello_google
ü www.hellogoogle.com

3. Paradigm Shift?

4. What is Web Analytic?

5. Web Analytic Tools Timeline

6. How does Web Analytic tools works?

7. How does Web Analytics tools for
games work?

8. Web Analytics vs Game Analytics

9. Games are running on Multiple
Platforms
Web (HTML5)
Social (Facebook)
Mobile (Android & IOS)
PC

10. Events vs Page Views

11. 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&utms
r=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

12. Navigator session vs Game session

13. Visitor vs User

14. 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

15. And remember… No Analytics is not an option

16. Choose your web Analytic Tool

17. Google Analytics
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

18. Flurry
• 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

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

20. Apsalar
• 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.

21. Web Analytic Platforms
specially designed for games
Honeytracks Gamesanalytics

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

23. Game KPIs
Acquisition
Retention
Monetization
Social Influence

24. Are you playing with my game?

25. 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.

26. 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.

27. 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.

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

29. How are you playing my game?

30. 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?

31. 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

32. How are you playing my game?
Cohort Analysis: Event tracking and Advance Segments
Japan Iphone traffic
US iPhone Traffic

33. How are you playing my game?
User Paths

34. Are you enjoying my game?

35. Are you enjoying my game?

36. 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.

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

38. 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.

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

40. Are you enjoying my game?
Loyalty (Session Frequency)
Is a measure of how many sessions unique users had over a given period of
time.

41. Can I make a better game?

42. 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

43. 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.

44. 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

45. Can I make a better game?
Experiments
A/B Testing Multivariant

46. Can I make a better game?
Ongoing optimization: Improve your game continually

47. But…is this game a business?

48. But…is this game a business?
Tracking in App Purchases
How Much Revenue does my game generate?
Which products are most popular?
Within de latest GA 1.2 library
Hack your in-app purchase

49. But…is this game a business?

50. But…is this game a business?

51. But…is this game a business?

52. But…is this game a business?
AppFigures
A beautiful app tracking platform for app developers and
publishers.
Sales & download numbers
World-wide reviews & ranks
and other juicy data

53. Tracking your campaigns

55. 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.
!

56. 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,

57. Offline Campaign Tracking?

58. The Basics
Localytics url builder

59. 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.

60. 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.)

61. 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

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

63. 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

64. Informs and Dashboard

65. The 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.

66. 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.

68. 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.

69. Thanks to Ideateca

70. Thanks!
Iñaki Gorostiza
igorostiza@LIN3S.com
@hello_google