Under the Radar

79: New Discovery Metrics


00:00:00   Welcome to Under the Radar,

00:00:01   a show about independent iOS app development.

00:00:04   I'm Marco Armet.

00:00:06   - And I'm David Smith.

00:00:06   Under the Radar is never longer than 30 minutes,

00:00:08   so let's get started.

00:00:11   So today I am delighted to report that we are once again

00:00:14   going to be diving into the world of App Store Analytics,

00:00:17   not just because I love spreadsheets,

00:00:19   but because Apple gave us a little pre-WDC present.

00:00:24   Specifically, they now break down in more detail

00:00:29   the source data that we get in App Store Analytics,

00:00:32   which is one of the things that I think I've most longed for

00:00:37   in analytics for years.

00:00:39   Like I remember, I think in my second or third WWDC,

00:00:43   going to the iTunes Connect Lab

00:00:45   and asking if there's something we could ever get,

00:00:47   and then asking the next year, and asking the next year,

00:00:49   you know, and having very polite, you know, like,

00:00:52   well, that's the file of radar, which I've done,

00:00:54   and eventually it finally came, so hooray!

00:00:58   Yeah, this is one thing I didn't,

00:00:59   I never expected them to do this for us,

00:01:01   because, you know, really, for most ways

00:01:05   in which Apple would give us, like, you know,

00:01:08   data on where our sales are coming from,

00:01:10   most of those are both competitively useful

00:01:13   for other app stores, like Google and Amazon, whatever,

00:01:16   so Apple wouldn't want to share that.

00:01:18   And also, it's things that Apple

00:01:20   tends not to be very good about,

00:01:22   like, you know, just general analytics and tracking,

00:01:26   you know, letting people track more about the behavior

00:01:28   of their store, it's the kind of thing

00:01:29   that Apple would not only want to keep private

00:01:32   most of the time, but generally also wouldn't be

00:01:35   even very good at providing,

00:01:37   even if they wanted to, historically.

00:01:38   You know, it's the kind of service

00:01:40   they don't usually do well.

00:01:42   So it's very nice to see it, and, you know,

00:01:44   there's one slightly skeptical angle to this,

00:01:46   which is like, well, maybe this is,

00:01:48   they're trying to drive people to invest more

00:01:50   into search ads because it shows how important search is

00:01:53   for a lot of apps, but overall,

00:01:55   I think they just did this not for that reason,

00:01:58   but just because it's something that a lot of app makers

00:02:02   really need as we take this business

00:02:04   more seriously over time.

00:02:05   You know, like, this is such a big part of technology now,

00:02:08   this whole app business, that it's important

00:02:10   that people are able to get some kind of insight

00:02:13   into where people come from for their apps

00:02:16   just so they can know things like

00:02:18   is it worth investing in search ads,

00:02:20   how important are various parts of the app store experience,

00:02:24   how important is being featured, stuff like that.

00:02:26   And before we had zero insight into that.

00:02:29   Now we have not a lot, but some.

00:02:33   - Yeah, and it's, I mean, getting access

00:02:35   to this kind of data, and we'll dive into it in a minute

00:02:37   for what the actual new data points we got are,

00:02:39   but it's like, I think at its core,

00:02:41   giving developers this kind of data,

00:02:43   it just helps us make informed decisions

00:02:46   rather than just wildly speculating and guessing

00:02:51   and having to do these weird, like,

00:02:52   second order approximations of what we think

00:02:55   might be the case, and any time that we can have,

00:02:59   make informed decisions about this type of marketing

00:03:02   or this type of, you know, these things

00:03:05   that drive downloads of our app,

00:03:07   which is ultimately what most of the app store analytics,

00:03:10   you know, most of, at least from my perspective,

00:03:11   what I'm really looking at is, you know,

00:03:13   what is causing people to download my app,

00:03:15   and is there something that I'm doing wrong

00:03:17   that I could do better, or something that I'm doing right

00:03:20   that I can do more of to make that happen.

00:03:23   And if I have no data, then I'm just guessing.

00:03:25   And I mean, I will get into it probably

00:03:27   in the second half of the show,

00:03:28   but there's already been some really interesting

00:03:31   and useful tidbits that I've been able

00:03:33   to pull out of this data that, you know,

00:03:35   is now going to be, as I make my next updates to my apps,

00:03:38   like, I can tweak and change the way, you know,

00:03:41   the other app store pages work to try and enhance for this,

00:03:44   because now I have actual information that I'm basing on,

00:03:48   which is just tremendously useful.

00:03:50   - Yeah, I mean, like one of the big questions

00:03:53   when you're trying to figure out how to market your app,

00:03:55   or how to advertise for your app,

00:03:57   are things like, should I buy ads on websites,

00:04:01   or in podcasts, or like, outside of the app store?

00:04:04   And there's been bits and pieces of ways

00:04:07   that we can track that different, like,

00:04:09   you know, affiliate campaigns first,

00:04:11   and then more recently they added, like,

00:04:12   the whole, the app store analytics campaigns,

00:04:15   so you can track inbound links.

00:04:17   But we, but all we could tell from that

00:04:20   is that these things provide a small percentage

00:04:23   of our total downloads, and there was always

00:04:27   this giant black hole of, well, we know that, like,

00:04:30   you know, five or 10% or whatever it is for your app,

00:04:34   you know, that's coming from web referrals,

00:04:35   and we have some ways to track those,

00:04:38   but where's the other 90%?

00:04:40   You know, like, it's just the app store,

00:04:43   and now we have a very slight way to break that down,

00:04:45   which is nice.

00:04:46   One thing, though, that I've noticed,

00:04:47   and we're gonna get into this in a little bit,

00:04:49   but one thing I've noticed is that, you know,

00:04:52   the reason I'm giving such, like, vague numbers here

00:04:55   is that as we got this ability over the, you know,

00:04:59   last week when this rolled out,

00:05:01   and I started seeing developers posting

00:05:05   their pie graph breakdowns of, like, you know,

00:05:08   this percent came from app store browse,

00:05:10   this percent from search, this percent from app refer,

00:05:12   this percent from web referrers.

00:05:16   Everyone had extremely different percentages,

00:05:19   and especially as you go down between the various metrics

00:05:22   that we're gonna get into of things like, you know,

00:05:23   how many times did you see it versus download it

00:05:26   versus pay for it, the numbers vary wildly

00:05:30   between different apps, and some of that you can kind of

00:05:33   explain by things like paid versus free,

00:05:36   but a lot of that is just, it seems like every app

00:05:39   has extremely different numbers.

00:05:42   There's only a few kind of general, you know,

00:05:45   patterns we can derive from these,

00:05:47   from the limited numbers that we've seen,

00:05:49   but I don't know, but have you found the same thing?

00:05:51   Like, every set of numbers I see is completely different

00:05:53   from every other one.

00:05:54   - Sure, and I mean, I even have, so I have, you know,

00:05:57   a several handfuls worth of apps myself,

00:06:02   and going through app to app, I mean, even among, like,

00:06:06   the plus plus health apps that I have, you know,

00:06:08   which are ostensibly fairly similar,

00:06:11   there's wide variations between

00:06:14   where people are coming from, and I think,

00:06:17   like, that is a useful thing to point out, too,

00:06:19   that what's so great about this is, say Apple published a,

00:06:24   you know, I think we've had this a little bit

00:06:27   every now and then where they'll say,

00:06:28   most people come from search, I think is what they said

00:06:31   when they were starting the search ads system.

00:06:34   They're like, you know, the majority of app downloads

00:06:35   come from search, I think.

00:06:37   It sounds familiar anyway, but like,

00:06:39   if they make a blanket statement like that,

00:06:41   or you hear someone else's data,

00:06:44   it isn't actually potentially very useful to you,

00:06:46   because your app may, you know,

00:06:50   they may respond very differently.

00:06:51   You know, some of my apps are being heavily,

00:06:55   you know, most of their downloads are coming

00:06:57   from web traffic, from Google searches.

00:06:59   Others are from browse, or from search,

00:07:01   or from, you know, app referrals from other apps, like,

00:07:04   knowing the actual breakdown is way more important

00:07:08   than knowing what the average is for the app store at large,

00:07:12   because every app is very unique,

00:07:13   and I mean, none of my apps have at all similar

00:07:17   distributions, which I think is telling.

00:07:19   It's telling that, you know, the app is unique,

00:07:22   and the reason people are downloading it is somewhat unique,

00:07:25   and so you need to, there's not gonna be a one-size-fits-all

00:07:28   solution for the marketing side of this.

00:07:32   So, specifically, it's probably worth diving into

00:07:36   what the actual things we're talking about are.

00:07:38   So, the big, the key new area that we got,

00:07:41   so if you go into iTunes Connect,

00:07:42   and you go to the analytics area,

00:07:44   there's now an area called, under sources,

00:07:47   that now breaks down your, all kinds,

00:07:50   all the different metrics, all the,

00:07:51   and so you get things like impressions,

00:07:54   which is the number of times that your app was viewed

00:07:56   in the app store, you know, in all kinds of variations,

00:08:00   it can be on the featured page, categories,

00:08:01   top chart, search, like, overall impressions.

00:08:05   - And it's just like, at times that your app, like,

00:08:06   breezed by somebody, too, like,

00:08:08   if they're scrolling through a list,

00:08:09   and your app breezed through that list,

00:08:11   like, that counts as an impression,

00:08:13   not necessarily, they clicked on it, that's something else.

00:08:16   - Yeah, if they click on it, then you get to the next one,

00:08:18   which is the product page views,

00:08:20   which is the number of times that your actual

00:08:22   full product page was loaded.

00:08:24   This is in the app store, or in another app

00:08:27   that's using the StoreKit APIs,

00:08:29   like the SK products view controller,

00:08:31   I think is what they're talking about there.

00:08:32   - Yeah.

00:08:33   - And then app units, or, which we can probably

00:08:37   sort of summarize as downloads,

00:08:39   but it's important to note that this is only

00:08:41   first time downloads of the app.

00:08:44   - Yeah, it's new people downloading the app.

00:08:46   - Yeah, so if you, if someone downloaded your app,

00:08:50   installed it, and then deleted it,

00:08:52   and then a couple months later went and installed it again,

00:08:55   with a little, from the little, like,

00:08:56   cloud with a down arrow icon in the app store,

00:08:58   they wouldn't count as a new unit,

00:09:00   even though they were downloading it.

00:09:02   But the key thing now is that we can take that data,

00:09:07   so those are the three main ones that I look at,

00:09:09   impressions, page views, and downloads.

00:09:11   And I can break those down now by,

00:09:14   for the four different ways that people can get to there.

00:09:18   So they can be browsing, so if someone is viewing your app

00:09:21   or tapping to download or whatever,

00:09:23   from, like, their starting point was a featured list,

00:09:26   a category list, or a top chart in the app store,

00:09:29   essentially those first three tabs

00:09:31   going along the bottom of the app store app.

00:09:33   - It's basically any part of the app store

00:09:35   that isn't search.

00:09:36   - Yes, yeah, and so if they were just browsing around,

00:09:39   there was no explicit user intent

00:09:41   that they were putting out

00:09:44   and then the app store was responding to.

00:09:46   And then there's search, which is the fourth tab

00:09:49   in the app store app,

00:09:50   where someone is searching for something

00:09:52   and then going through a list

00:09:53   and, you know, tapping to download from there.

00:09:56   Then we have app referrals,

00:09:57   and so this is where somebody is clicking on a link

00:10:01   in an app that is then opening them in the app store,

00:10:05   or any app that uses those store-cared APIs

00:10:10   to launch the app.

00:10:11   And this includes many of Apple's apps as well,

00:10:13   so things like messages count in this,

00:10:16   but it doesn't include Safari

00:10:17   because the last type that we get broken out

00:10:20   is web referrals,

00:10:22   which are where a customer taps a link from a website

00:10:25   and that then takes them to the app store.

00:10:27   And this would be inside of Safari on iOS,

00:10:32   but it's important to point out that non-Safari browsers,

00:10:34   things like Chrome, would be attributed as app referrals

00:10:38   rather than web referrals.

00:10:39   Web referrals only includes Safari itself.

00:10:43   - And in fact, Google Chrome is my top app referral.

00:10:47   - There you go.

00:10:48   Yeah, and so that,

00:10:51   by breaking it down that way,

00:10:55   essentially we can now take all of the metrics,

00:10:58   I mean, I think there's seven or eight different metrics

00:11:01   that are available in the app store analytics area,

00:11:03   beyond just impressions, page views, and downloads.

00:11:05   You can get into active sessions, paying customers,

00:11:08   you can get, there's a whole bunch of deeper dive

00:11:13   kind of things, but for the most part,

00:11:15   you can take a look at those top three

00:11:17   and you can look and see where your customers

00:11:19   are coming from, and you can see,

00:11:21   for some of my apps, it's like the vast majority

00:11:24   of my downloads are coming from search.

00:11:26   So something like search ads maybe makes sense,

00:11:29   or focusing on app store optimization

00:11:32   or focusing on the way that I peer in searches

00:11:35   makes a lot of sense.

00:11:36   If browse, and some of them come up mostly in browse,

00:11:39   like that's a different thing,

00:11:40   or some of them come up in web traffic,

00:11:43   like one of my apps comes up is really high hit in Google

00:11:46   for if you search for that app name,

00:11:48   and so that actually drives a fair bit of traffic.

00:11:50   And I can segment all these other metrics about that,

00:11:53   and you can, the interesting thing is,

00:11:55   now that you have the segmentation,

00:11:58   you can, in some ways, like customize your thinking

00:12:01   for each of those four little, like, I don't know,

00:12:04   there's these four different distinct types of users

00:12:07   that are coming into your app,

00:12:09   because their experience is very different.

00:12:11   If someone is browsing the app store,

00:12:13   they are sort of, by their nature,

00:12:15   they're not specifically looking for your app,

00:12:19   or an app that is exactly like yours.

00:12:22   I mean, maybe if they're going to the categories,

00:12:24   and then they go to like,

00:12:25   you know, some of those top charts,

00:12:27   category, health and fitness,

00:12:29   like maybe that's how they would go about

00:12:30   looking for a step counter, like maybe.

00:12:32   But more likely than not, they would just go to search,

00:12:34   and they would search for step counter or pedometer,

00:12:37   in my case, and, but if someone's browsing,

00:12:40   like they have a slightly different perspective

00:12:42   than someone who's searching,

00:12:43   and I mean, this bears itself through in,

00:12:46   you know, in a lot of my analytics,

00:12:48   where I see, you know, for example, my conversion rate,

00:12:50   you know, so from someone having an impression of the app

00:12:53   to actually downloading it is three times higher

00:12:56   on search impressions rather than on browse impressions,

00:12:59   which makes sense, like if someone types in step counter

00:13:02   in the search, then they're far more likely probably

00:13:06   to download a step counter than someone

00:13:08   who's just wildly browsing in the app store,

00:13:09   and happens to, you know, my app happens to cross their path.

00:13:13   But it's good to know, and it's good to know

00:13:14   that it's about three times, which is honestly

00:13:16   a little bit lower than I would have thought it would be,

00:13:19   the difference, like, and this is where I love

00:13:20   having the data for it, it's like, my gu--

00:13:22   I would have guessed that it would have been,

00:13:24   the conversion rate for search would have been way higher

00:13:26   than for browse, but turns out maybe not.

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00:16:05   - So the other kind of really cool thing

00:16:07   that I've been doing, so as you imagine,

00:16:09   and this is something I'd honestly recommend

00:16:10   that everyone do if you have an app

00:16:12   that you have access to this data,

00:16:13   is you should take the data, export as much as you can

00:16:16   into Excel or Numbers, whatever your preferred

00:16:20   spreadsheet of choice is.

00:16:22   - Are there others?

00:16:24   I guess Google Sheets.

00:16:26   - Google Sheets, Lotus one, two, three.

00:16:29   - Is that still a thing?

00:16:30   - I don't know, maybe it's a thing, or maybe VisiCalc.

00:16:32   That's an oldie but a goodie.

00:16:34   - The original.

00:16:35   - So I do know, you take all this data in

00:16:38   and then what I tend to do is I just start dividing numbers

00:16:41   by each other, right?

00:16:43   'Cause a lot of these things in absolute terms

00:16:46   aren't particularly useful, like knowing the exact number

00:16:49   of impressions you have, it's kinda nice I guess,

00:16:52   but mostly what you need to know is the ratios

00:16:55   between things because then you can really reason

00:16:57   and compare between all the various types

00:17:00   of traffic sources.

00:17:02   And one of the things that I noticed that I think

00:17:05   so far was the biggest insight that I think is actually

00:17:08   like operative to me was that the majority

00:17:11   of my app store downloads are coming from users

00:17:15   who never actually view the full app store page

00:17:19   for my apps.

00:17:20   But the way I'm inferring that is that the app units number

00:17:25   is higher than the page view number.

00:17:28   So, but obviously still less than the impressions number.

00:17:32   So in some ways, my naive thought for how the app store flow

00:17:37   would work is that someone sees my app, they tap on it,

00:17:42   they look at the page, and then they hit download.

00:17:45   That is actually not, for the vast majority of the case,

00:17:48   is not what I'm seeing.

00:17:49   What I'm seeing is people are downloading straight

00:17:51   from those top level lists.

00:17:55   So from the top charts, from the search results,

00:17:58   like in all of those, there is a download button

00:18:00   right there, you don't have to tap through

00:18:02   in order to view it.

00:18:04   And so what's important about that is they're downloading it

00:18:09   entirely based on the name, the icon, the star ranking,

00:18:12   and the price.

00:18:13   And in the case of search, they also get three,

00:18:18   sorry, the first two screenshots as well.

00:18:22   That is all they are ever seeing

00:18:24   before they download the app.

00:18:26   Which is kind of interesting to me.

00:18:28   - Yeah.

00:18:29   - It's, like seeing that number pulls out,

00:18:31   it's like there's so many of these things

00:18:33   that I think we've talked about,

00:18:33   and I think a couple weeks ago we even had an episode

00:18:35   where we were like diving into this kind of stuff,

00:18:37   where it's important to have a good app store description,

00:18:41   and your fourth and fifth screenshot are probably,

00:18:43   you know, are somewhat, they're things you want to

00:18:46   take advantage of and do well.

00:18:47   But a very high percentage of people are just downloading

00:18:51   based on just the name, icon, and star rating and price.

00:18:54   And that's kind of crazy in some ways.

00:19:00   I think in A, it means that you need to have

00:19:02   a really good name, you need to have a really good icon,

00:19:05   make sure your rating's high, and honestly,

00:19:07   probably be free.

00:19:08   Like, being free I'm sure drives this a lot.

00:19:10   I haven't dug into deeply yet comparing free and paid,

00:19:14   but I would expect that the ratio there is massively off.

00:19:18   But if you're a free app, people will just, on impulse,

00:19:21   they see it, get it, they're done.

00:19:23   They don't even have to dive into it,

00:19:25   which I think is really, you know,

00:19:28   that it's a compelling thing to see.

00:19:32   And especially interesting is when people are searching,

00:19:38   they click through to the detail page even lower rate.

00:19:42   I think it was 11% of my impressions turned into page views

00:19:47   in search, whereas 45% of them turned into page views

00:19:53   from browsing.

00:19:54   So in the search area, those first two screenshots

00:19:59   are very important because 90% of people

00:20:03   aren't actually going any farther

00:20:05   than that initial search list.

00:20:08   So that's like the first insight that I pulled out

00:20:12   of my data that I'm like, "Huh, that is really interesting."

00:20:15   I mean, I think it makes me definitely emphasize

00:20:18   a little bit the importance of preserving

00:20:22   and maintaining my star rating in a way that I,

00:20:25   well, I knew it was important.

00:20:26   It's like, wow, that is probably very important

00:20:28   because I can't really change the name at this point.

00:20:32   The icon is pretty set, so really all I can change

00:20:35   is making sure that I have a good star rating.

00:20:37   And if I don't, and that ratio starts to go down,

00:20:42   that's problematic in a significant way.

00:20:45   - Yeah, I mean, I think many of us have suspected

00:20:49   for a long time that not a lot of people read

00:20:52   the description and stuff like that

00:20:53   and viewed the whole page, but I don't think we ever had

00:20:56   anything to really back that up until now.

00:20:58   And now it's very clear what you're saying.

00:21:00   It's like, yeah, search matters a lot,

00:21:02   and everything else matters a little bit.

00:21:05   But really, you need to optimize your app

00:21:07   for visibility in search rankings.

00:21:11   And seeing these numbers, on one hand,

00:21:14   it's like, oh, thanks, Apple,

00:21:15   for finally providing this information.

00:21:16   On the other hand, it's like, oh, man,

00:21:18   what a shame that App Store search is so mediocre.

00:21:21   Like, it really, this really shows quite how much

00:21:24   of an effect on the ecosystem search has.

00:21:27   And it is really unfortunate that the actual

00:21:31   relevance ranking of App Store search continues

00:21:35   to be so, so mediocre.

00:21:38   But that's the world we're living in, I guess,

00:21:41   so might as well work within it.

00:21:42   And one way to work within it is search ads.

00:21:45   And this has been, they launched back in, what,

00:21:48   October or something like that?

00:21:50   - Something like that.

00:21:51   I think it was in beta over the summer,

00:21:52   and then in the fall it went live.

00:21:55   - Yeah, I've been doing search ads every week,

00:21:57   and we should do a whole episode about following up

00:22:00   on doing them well.

00:22:02   But basically, this shows me how many downloads

00:22:06   of my app come from search total,

00:22:08   and I can correlate that with my search ads numbers,

00:22:11   'cause when you do search ads,

00:22:12   it gives you lots of useful reports of things like

00:22:14   how many clicks you're getting,

00:22:15   and through what type of queries,

00:22:18   and what it considers relevant to you, and everything.

00:22:20   And so I'm getting about 12% of my search downloads

00:22:25   are coming from search ads.

00:22:28   I can now see that.

00:22:30   And because my app gets so much from search,

00:22:33   about 10% of all my installs are coming from search ads.

00:22:36   So that's worth knowing.

00:22:38   But again, these new metrics that we got

00:22:42   really strongly illustrate quite how important

00:22:46   App Store search is for a lot of apps.

00:22:49   And again, I will say, as we said at the beginning,

00:22:52   this does vary a lot for different apps,

00:22:54   but one thing I've seen pretty consistently

00:22:57   among most of the people's little donut charts

00:23:00   that we've been passing around is that

00:23:03   search is pretty important for most apps.

00:23:06   - Yeah, and I think the thing with there is especially

00:23:09   that search is important,

00:23:11   like it's important in a way that you can control and change

00:23:17   because if your app is ranking well,

00:23:20   if you're high in the top charts

00:23:21   and being featured all the time,

00:23:23   like your browse side of things is going to go up,

00:23:28   but that is not something that you have direct control over.

00:23:31   And so in some ways, like for me, some of my apps,

00:23:36   browse is more important than search,

00:23:39   just the way the numbers come out.

00:23:41   But the reality is when I look at that,

00:23:42   I think it's like, well, okay,

00:23:44   I wanna do cool things that Apple is going to feature.

00:23:47   Like that's something that I can sort of control maybe.

00:23:50   And I wanna have lots of downloads

00:23:51   so that I can rank highly in the top charts.

00:23:55   But none of those are really direct things,

00:23:56   whereas search is the only area

00:23:59   where we have much more direct control over.

00:24:02   Still not complete control, but we choose keywords.

00:24:05   We choose what are those first two screenshots are.

00:24:08   We choose a lot of things that will impact our ability

00:24:12   to convert well in search.

00:24:15   And so even if your app has higher impressions

00:24:21   on the browse side, search is still, I think,

00:24:23   probably a more important area to focus on,

00:24:26   just because it's an area that I think we can have

00:24:28   the biggest impact on in terms of actually affecting change.

00:24:33   - Yeah, and the other thing, though,

00:24:34   like this does show you quite,

00:24:37   it shows you in kind of broad relative terms,

00:24:41   like maybe it isn't worth investing a ton of time

00:24:45   into trying to get featured,

00:24:47   because it looks like the value of getting featured,

00:24:50   I mean, obviously it varies

00:24:51   depending on what kind of feature you get,

00:24:53   but the value of getting featured is not amazing in this.

00:24:56   Although, I'll tell you what,

00:24:57   one thing I would love so badly to have

00:25:00   is one of those little badges in search results

00:25:03   that says like Editor's Choice,

00:25:04   or like Best of the Outfit, or Essentials,

00:25:06   like all those, there's a couple of very high level features

00:25:10   that if you get one of those ever,

00:25:12   I think you get that badge in your search result forever.

00:25:15   And that, obviously, now that we see

00:25:17   the importance of search,

00:25:19   and especially like how your little listing looks

00:25:21   without clicking through to your product page,

00:25:24   the value of that would be immense.

00:25:25   And I so badly want one of those badges on mine.

00:25:28   But otherwise, yeah, I think it's very clear.

00:25:31   The other thing I wanted to mention

00:25:32   before we run in too much out of time

00:25:34   is that a lot of the metrics that we get in App Analytics,

00:25:38   including many of these new ones

00:25:40   for sources of people and stuff, are opt-in only.

00:25:44   And what this means is basically that only people

00:25:48   who selected Send Data to Apple on the setup screen

00:25:52   during the OS installation,

00:25:54   only those people's data is being counted here.

00:25:57   And for my app, that's a very low percentage.

00:26:01   And the impression I get from most of the developers

00:26:03   I've talked to is that for their apps,

00:26:04   it seems to be a pretty low percentage too.

00:26:06   And now you can even see, you can compare your numbers here,

00:26:09   and you can see like, yeah, this,

00:26:11   it's showing me a graph of this metric

00:26:14   that says it's representing people,

00:26:15   but then it says opt-in only,

00:26:16   a little small text next to it.

00:26:17   And if you look at the absolute numbers on the graph,

00:26:20   compared to the numbers in the ones that are not opt-in only,

00:26:22   you can see it's a pretty small percentage.

00:26:24   So I would say that any metric that says opt-in only

00:26:29   is not incredibly useful,

00:26:31   because it's such a small percentage,

00:26:33   and it probably is not like a random sample.

00:26:36   It's probably not completely representative of the whole.

00:26:39   So those metrics I would not put a lot of weight in.

00:26:42   But the ones that are not opt-in only,

00:26:43   I think that's great to have.

00:26:45   - Sure, I mean though, the reality is, it is what it is,

00:26:48   and that's the best we have.

00:26:49   So like, I definitely love diving

00:26:53   into some of those opt-in only ones.

00:26:55   And fair enough, it's a small,

00:26:57   perhaps not random distribution,

00:26:59   but at least it's something.

00:27:01   You know, and getting insight into 20% of my users

00:27:05   is better than getting insight into 0%.

00:27:08   And I think too, it's, the biggest thing that I think of

00:27:13   when I look through these numbers though,

00:27:14   like is how massive of an opportunity, in theory,

00:27:19   and you know, it's a very big in theory,

00:27:21   a lot of my apps have,

00:27:24   that I'm currently not taking advantage of.

00:27:26   And by that I mean, like when I look at this,

00:27:29   I can't help but look at the impression to download number.

00:27:33   So essentially like my conversion rate from, you know,

00:27:36   the number of times my app icon slid past someone's eyes

00:27:40   to when they downloaded.

00:27:41   And a lot of those are, you know, pretty low.

00:27:44   I think for browse, for Panorama++, it's about 11%.

00:27:49   For search, it's 28%, which is good.

00:27:52   I'm not saying like that's not,

00:27:54   it's not a terrible number.

00:27:55   It's not, you know, fractions of a percent.

00:27:58   But when I see that, I see it as a massive opportunity.

00:28:01   And I think that's the thing that I probably would leave

00:28:04   towards the end of the show,

00:28:05   sort of for everybody to think about is

00:28:07   using this kind of data,

00:28:10   you have a tremendous opportunity to increase your,

00:28:13   you know, your user base, your download numbers.

00:28:16   Because, you know, if right now only one out of 10 people

00:28:20   who are browsing around and see my app icon download,

00:28:23   like if I can turn that into two out of 10,

00:28:27   which is, you know, the actual numbers involved

00:28:29   aren't actually that dramatic,

00:28:32   like, or the increase isn't that dramatic,

00:28:34   but the numbers involved would actually be very significant.

00:28:37   And so it's a very big opportunity.

00:28:39   I'm like, well, what if, you know,

00:28:40   what do I have to do to make it to affect that number?

00:28:43   And what I love is that I can, as I make changes, you know,

00:28:46   so I'm actually going through and making a few tweaks

00:28:49   to some of the, like I'm actually making a few,

00:28:52   a tweak to the apps icon,

00:28:54   and gonna be changing around a little bit

00:28:56   the first two screenshots in some of my apps.

00:28:59   And what I love is I can make those changes

00:29:00   in the next update, and then now I can go into this area,

00:29:04   and I can see, did that change anything, right?

00:29:06   Like I can, it's not quite A/B testing,

00:29:09   which would be, you know, lovely in its own way,

00:29:11   but also terrifying.

00:29:12   But I could also, but I could very least,

00:29:14   I can make a change, I can measure its impact,

00:29:17   and then, you know, iterate on that,

00:29:19   and hopefully increase these numbers, you know,

00:29:23   ever so slightly, and you know,

00:29:24   these small changes in conversion rate

00:29:26   can have a pretty significant impact

00:29:29   ultimately to my bottom line, which is really cool.

00:29:32   - Thanks for listening, everybody,

00:29:33   and we'll talk to you next week.

00:29:35   - Bye.

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