Enhanced Google Analytics Audience Capabilities Come to Apps
September 17th, 2014 | Published in Google Analytics
Good news for mobile app developers: Audience Demographics and Interests Reporting and Remarketing are now available for apps in Google Analytics. Just one of the improvements for audience segmentation and remarketing we're announcing today, these changes should make it even easier for all our advertisers to reach their high-value customer segments.
In-App Audience Demographics Reporting and Remarketing
Good analytics are especially important to app developers. At Google I/O, Hovhannes Avoyan, the CEO and Founder of PicsArt , had this to say:
“We need analytics to help us understand who our users are, how they interact with our application, how our application performs. With all that knowledge, we want to apply different monetization strategies to different kinds of users.”
Now developers can see just how different user segments engage and monetize with In-App Audience Demographics Reporting.
And it's more than just data. Analysts and developers can blend audience demographic and behavior data into detailed audience lists to be targeted with in app remarketing campaigns. In short, all the great remarketing capabilities for Google Analytics users on the web are now available for apps as well.
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| New In-App Audience Demographics Reporting |
Segmentation and remarketing lists get an upgrade
Creating remarketing lists for apps and web is now even easier with recent upgrades to both segmentation and audience building. A streamlined creation flow for creating audiences allows users to go from segment to audience within clicks (plus a few bonus admin features like list renaming and automatic list sizing).
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| New Audience Builder Experience, now supporting App lists |
If you prefer to stand on the shoulders of remarketing giants, Analytics power users have developed and shared audience definitions that import via template links or from the solutions gallery. This simplifies things dramatically for new users. A process that could be complicated and time-consuming can now be done with 6 clicks in under 1 minute. Give it a try: import our Engagement Pack of Core Remarketing Lists.
On the segmentation side, users have told us they wanted segments to be more discoverable, easier to manage, and more intuitive to build. We've been listening, and have made interface improvements, adding a simple “Add Segment” button within reports, a new segment-selection interface, hover-over segment definitions, and a 1-click action dialogue to Share, Edit, Copy, Remove, or Remarket to a segment.
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| New Segmentation Experience: fewer errors for better analysis |
Measure remarketing performance with the new Display Targeting report
Once you’ve found a segment, created an audience, and activated your remarketing campaign, close the loop by measuring the performance of those audiences across all remarketing campaigns . Enter the new Adwords Display Targeting report in the Acquisition section to see all your active remarketing lists, along with impressions, spend, behavior, and conversion rates under the “Interests and Remarketing” tab.
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| New Remarketing List Performance in Display Targeting Report |
You can learn how to update your SDK to enable these features in our Help Center or get started now by creating some remarketing lists. We hope that these improvements make your audience segmentation and remarketing-- in apps and on the web-- more intuitive and more effective. We’d love to hear from you! Please leave questions or feedback in the comments, and stay tuned for more audience-related improvements.
Posted by Dan Stone, Product Manager, and Kanu Singhal, Technical Lead from the Google Analytics Audience Team