Why do users stop using your app and how do you keep them from leaving?

Lowdown is a weekly series that brings you tips and tricks on how to best use AdMob to grow your app business, directly from members of the Google AdMob team.

Keeping users on your app is just as difficult as getting downloads. What kind of users abandon you? Why do they stop? What needs to change to keep them engaged? These are all critical questions that are hard to find clear answers to. Fortunately, Google Analytics for mobile apps and a methodical, metrics-driven approach can help. We�d like to introduce you to two key reports within Google Analytics that will help guide you towards increased retention.

Finding Design Flaws: Behavior Flow Report

Users might have stopped using your app because of design flaws. Behavior Flow report, a type of report within Google Analytics, can help you identify sticking points and take targeted action.

The Behavior Flow report measures the various screens or events that users visit within your app and provides you with the percentage of people who go on to engage other screens or drop off altogether. This makes clear:

• What screens users are seeing
• Which ones are most popular
• How long users stay on each screen
• How they navigate from one screen to the next

This information can help you in a number of ways. For example, if you had a game app and each of your game�s levels used a different screen, you could track what percentage of people pass through each level. If there�s a level that has massive user drop-off, that may indicate that the level is too hard. Further, you may find that the exit rate on the �Game Over� screen is particularly high. This could mean that the image or text isn�t incentivizing users to play the game again. You can learn more about this report in the �Know your Flows� section here. 

Finding Technical Flaws: Crash and Exceptions Report

Aside from design flaws, technical flaws could be causing your users to give up on your app. This where the Crashes and Exceptions reports comes in handy. In this report, data can be broken out by app version, operating system, and device brand, so you can evaluate your app�s technical performance in different environments. To take it one step further, you may want to consider how much crashes are costing you. You can do this by creating two segments: one for sessions with crashes and another without. Then compare the eCommerce conversion rate and average order value of the segments to see if these metrics are lower in sessions with a crash. More information about Crashes and Exceptions can be found here.

A metrics-driven approach can help you prioritize your team�s next steps. With our integration of Google Analytics for mobile apps in AdMob, we are making it easier to discover trends and take action that will tie directly to your most important goals. Visit our website to learn more about how AdMob can help you understand your users. Until next time, be sure to stay connected on all things AdMob by following our Google+ page.

Posted by Sarah Xie

Mobile Strategic Partner Manager

Why we try, buy and say goodbye to mobile games

Today, everyone is a gamer. With smartphones as a constant companion, consumers have easy access to all kinds of mobile apps � and they love to play games. From puzzles, casino, arcade and adventure games, they play whenever they have a free moment. According to AppFigures, in 2014, games was the fastest-growing category in the Google Play Store.

As a developer, understanding why people choose to interact with certain games is the key to success. Understanding this behavior can be the difference between a hit game or a download dud. Let�s take a look at some of the latest industry trends we�re seeing.

How users discover new apps
According to a recent survey with Google/Ipsos, Consumer Mobile Apps Study in 2014, 27% of smartphone app users rely on search engines to find a new app. Search advertising is a key way for you to get your apps discovered and grow your audience.

Why users download games
There are various reasons why someone might download a new game. But according to the same survey, 60% of gaming app users downloaded a gaming app simply because it sounded interesting and fun. Engaging app listings and positive reviews will help you capture their attention.

Why users try games
Consumers love getting things for free. We found that 67% of gaming app users prefer free games supported by ads, rather than paying to download the app. They also love their snack-sized entertainment, with 78% playing games simply to kill time.

Why users stop playing
On the flip side, 61% of game app users say that the reason they quit an app is because they�ve lost interest in it, with 58% of game app users going so far as to uninstall the app after it fails to hold their attention.

Use analytics to help you understand the consumer�s experience in your app � are they experiencing crashes, getting stuck at a certain level, or is something interrupting the flow of the game � so you can give them a better experience and keep them coming back.

We�ve compiled these stats and insights in this easy-to-share infographic below. Also, you can visit www.google.com/admob to learn more about our integration with Google Analytics in AdMob to monetize intelligently.

Posted by Desiree Motamedi
Product Marketing, AdMob

Research Methodology - Google/Ipsos, Consumer Mobile Apps Study, 2014
Google partnered with Ipsos MediaCT on the Mobile Apps Consumer Research to uncover consumer smartphone app acquisition and usage behaviors. Online survey was conducted Sep. 12-22, 2014 among 8,470 smartphone users aged 18-64 who have used any smartphone apps in the past 7 days and have used Entertainment, Finance, Gaming, Local, Retail, Social, Tech, or Travel apps in the past 30 days.

How do you grow your app business? Top tips from successful developers in our video series

Welcome to the final video in our six-part series of interviews with leading app developers and experts. This week�s video tackles the tough question of how to grow your business. After success with one app, how do you repeat it and shape your business for the future?

This is the last video in this six-part series. You can re-watch or discover any you may have missed over the past six weeks on this YouTube playlist.

The App Developer Interview Series and App Developer Business Kit are initiatives from AdMob to educate app developers about how to grow their idea into a successful app business. To learn more about building, marketing and monetizing your app, visit the The App Developer Business Kit on the AdMob website, and stay connected on all things AdMob and more by following our Google+ page.

Posted by Mike Schipper
Product Marketing Manager, AdMob

How do you market your app? Get tips from top developers in our video series

Launching your app is one thing, driving lots of downloads is another. Your app is competing against millions of others and whether you have a marketing budget or not, you should have a promotion plan in mind. But what does a good app marketing plan look like? What features can you build into your app so it markets itself?

Don�t answer that right now. Watch the fifth video in the App Developer Interview Series by AdMob instead. Our panel of app developers has discovered how to get millions of downloads, so check out their tips and tricks!

The App Developer Interview Series and App Developer Business Kit are initiatives from AdMob to educate app developers about how to grow their idea into a successful app business. To learn more about building, marketing and monetizing your app, visit the The App Developer Business Kit on the AdMob website, and stay connected on all things AdMob and more by following our Google+ page.

Posted by Mike Schipper
Product Marketing Manager, AdMob

Top 3 Strategies App Developers Can Use to Maximize Success this Holiday Season

There�s nothing like the excitement of unwrapping gifts on the holidays. More and more often those gifts are shiny new devices � ready to be filled up with apps. At family gatherings, we pull out our phones and share photos and videos � and recommend our favorite apps. So it�s not surprising that the holiday season has meant big business for app developers. But just how big, and how can you be ready?

It�s big
"With the holiday season upon us, app marketers have a tremendous opportunity to capture new users by jumping on the surge in downloads", said Marcos Sanchez, VP Global Corporate Communications for App Annie. "If last year is an indicator, it would be no surprise if we see a doubling in the number of downloads from Google Play in the US."

Cloud and mobile testing firm SOASTA reported that 3 in 10 mobile device owners were planning to download an app on December 25th of last year. Millennials were the most likely age group to say they would download an app that day, with 47% planning on it.*
*http://www.emarketer.com/Article/App-Downloads-Nearly-Doubled-on-Christmas-Day/1010508#sthash.9jwl3sGD.dpuf

Be ready with a winning strategy

Proper planning across the entire app workflow will help you reach this app-hungry audience. Here are the top 3 strategies for making the most of this peak time:

#1 Customize your app for the holidays

• Small changes, like changing the background or app icon, can have a big revenue impact.
• The more you customize for the holiday, the more likely your app will be highlighted in app stores. For instance, change to holiday colors or themes in your design.
• Create multiple versions of your apps and target each version based on regions that celebrate the holiday vs. ones that do not.

#2 Plan ahead to ride the traffic wave

• Be prepared for big traffic spikes so that you can capitalize on them � make sure to create and implement a load balancing plan, with an additional contingency plan in case systems get overwhelmed.
• Keep approval periods in mind when scheduling and publishing app updates � iOS has a manual review process with a ~2 week approval period, so submit ahead of time to be ready for December.
• Don�t do any new feature releases around peak times until they�ve been thoroughly tested � with so much competition during peak periods, you don�t want the user's first experience with your app to be buggy.
• If you do have to launch, do vigorous testing first � use one of Google�s various A/B testing services for Android apps to help with this.
• It doesn�t end at Christmas Day � it's great to get the download at Christmas, but what happens after is just as important. As more users come online and download apps, ad impressions increase through January. Consider optimizing the ad experience during that time and focus on retaining those users.

#3 Monetize, monetize, monetize!

• Implement smart banners to optimize the size of ads that display across devices and various screen sizes to ensure higher click-through conversion rates.
• When you drive more users, your rankings will go up, which will allow you to earn more through ads and in-app purchases. If you have a paid app, consider discounting or offering your app for free during the holiday season � app download and engagement is highest during the holidays.
• Integrate interstitials � Developers tend to see good ad revenue growth when they implement interstitial ads, as seen by Raon Games with their game, Bouncy Ball. They achieved a 30% revenue growth even with a limited use of CPC interstitials. 

Implement as many of these best practices as possible and you�ll be ready for the holiday rush. To find out more about optimizing your apps, visit our Help Center. Be sure to tweet your holiday app wins to @AdMob.

Posted by Desiree Motamedi

Product Marketing, AdMob

Top tips on how to grow your app idea into a successful business

Mobile app growth is exploding, driven by more and more people using mobile devices. To help you build a successful app business, AdMob has created The App Developer Business Kit. You can use this guide to help you figure out the right tools and steps to build an app business - whether you're an entrepreneur with an idea, or a developer with an app already available for download. Take a look below at some of the top tips for starting and growing your app business.

How to start building an app: To start, you�ll learn about the key principles that everyone should consider when building an app including ideas for funding, tech tips for building apps, and ways to earn revenue. You�ll also get a sneak peak into how Polish app developer Szymon Klimaszewski�s Blood Pressure app became one of the most downloaded health apps in the Google Play Store.

Build a user base: It�s important to have a clear app marketing strategy and to promote it effectively. Discover ways to attract more users and reach new markets through a deep-dive into how to promote your app. You�ll also see some great examples of how a few developers turned their app ideas into reality.

Understand the user: Different app users have different needs, and reaching your user audience isn�t easy. Get a good understanding of how users vary across the globe and some advice on how to reach them through recommendations based on survey data from the five hottest app markets in the world � US, UK, China, Japan, South Korea.

Grow an app business: Get answers to common app business development questions: How should I expand my app business? How do I keep innovating?

We hope you find the business kit informative and helpful as you build you mobile app business. Make sure to visit the AdMob website to view the complete App Developer Business Kit, and stay connected on all things mobile apps by following our Google+ page.