App market has grown dramatically. Today, app owners are aiming at customers from beyond borders; which makes it essential for them to rely on analytics. Google Analytics has always helped businesses with digital presence. They have expanded their assistance and have introduced Google Analytics for mobile apps for all the app owners.
Since, app owners are looking at an international audience with a variety of cultural differences, it is important for them to understand the demographic analysis of their applications. Google Analytics understand this and hence has a unique feature wherein companies can get demographic data, thus making it easy for them to plan their strategies. Let’s have a look how you can leverage it for your application.
How Demographic feature on Google Analytics for mobile app can benefit you?
Demographic analysis is vital for every app owner. The app has a defined target. For owners, it’s essential to know whether they are able to target their potential customers or no. For instance, dating apps would have younger generation as their potential target audience. If, they are not able to generate an interest amongst this group, they might soon be out of the market.
Since, mobile applications are the evolving technology that has the potential to rule the market in the near future, Google Analytics offer five dimensions that could be essential to understand the customer’s response. These are:
1) Age – It is defined in six categories; i.e. 18-24, 25-34, 35-44, 45-54, 55-64, and 65+
2) Gender – Female or Male?
3) Affinity Categories – This would define audience just like TV differentiate their audience. For instance, sports fan, cooking enthusiasts, technophiles and others.
4) In-Market Segment – This defines customers based on their product purchase.
5) Other Categories – This would help define specific audience; for instance if you have a category called Cooking, this would differentiate them as Asian, Recipe, Americans, and others.
Best practices for Google Analytics setup
Google Analytics is flexible and allows user to operate it from different account, however one would notice variations in the reports. Thus, it is suggested that before you opt for Google Analytics, you define your long term goal and understand how they can have an effect on your account.
The moment you’re ready, it is time that you follow the mentioned guidelines to get relevant and accurate data.
1) Different app different property:- If you have different apps then it is advised that you use different account for each app. If you combine them, you may not get an accurate data for specific app.
2) App in different platform:- The above guideline applies when you plan to launch your app in different platforms. It is suggested that you should use different accounts to track the result of your app in different platforms. By creating an account with AdMob, you can view the collective data of your app in different platforms.
3) Tracking application with editions:- If you have editions of your app then it is suggested to bifurcate apps with different features in a separate account and with similar properties in the same account.
4) Different version same property:- Google Analytics is smart to understand different versions of the same application. Thus, you need not create a separate account for each version; rather can record them on the same.
How do you enable demographic feature in Google Analytics for mobile?
You won’t be able to use the demographic data of Google Analytics until you’ve enabled it. For this, foremost you must update the Analytics to support your advertising features. Once done, you need to maintain the advertising feature and later can enable Demographics and Interests Reports.
Enabling Demographic and Interests Reports can be either done through the Admin or through Reporting tab. If you wish to go through the Admin then this is what you need to follow:
a) Sign in to Google Analytics account
b) Select the option of Admin.
c) Enter the account and property where you would like to get the data.
d) There would be Property Settings under the Property column. Click it.
e) Make ‘Enable Demographics and Interests Reports‘ yes. Save it.
If you are doing it through reporting tab than once you have logged in to the Google Analytics account, enter the account and property. Then, click on reporting tab and navigate to the Audience > Demographics > Overview report. You would see an enable option over the introductory text, click it. Within 24 hours, your data report will be enabled.
App market is constantly growing and is making the competition tougher. You certainly would be spending not only money but time and energy in mobile application development as well. Thus, it is necessary that you activate the demographic feature of Google Analytics so that you are aware about your customers’ responses, in regular interval. Above steps would serve the purpose and would provide you all relevant information you need to know for Google Analytics for mobile app.
This guest post is written by Shoeb Ahmad:
Shoeb Ahmad, with an experience of 15+ years in Digital World, heads Digital Marketing at Mobisoft Infotech. He has a rich experience in SEM, SEO, Social Media & other verticals of Digital Media. He also has been a consultant for a variety of industries, enterprises & startups. He loves reading & traveling. He often writes on various forums since he believes ‘Knowledge increases by sharing.’ Follow him @shoeb_ahmad