App Optimisation – Get started with Google Play Store optimisation

App Store Optimisation despite much progress is still an enigma. You will find apps that have no relation to that particular keywords ranking.

There might be multiple reasons for the chaos, despite much progress:

  • Less data point: In comparison with SEO where Google has vast historical and current data points based on website’s other content, backlinks from a relevant high domain website, stay time, interactions etc, in ASO the number of historical and current data points are limited because it’s still a new field.
  • Uninstall numbers:  There is no doubt that Goole uses uninstall rate as a metric for ranking on a relevant keyword. Now, because Google doesn’t provide us with the search analytics on analytics on play store, it’s not possible to figure which keyword is sending you users who love your app and who don’t uninstall. This leads to targeting keywords blindly based on volume and competition, criteria with no guarantee for low uninstall, leading to less understanding of ranking.
  • The Risk taking behaviour of new apps: It is no secret that app’s chances of ranking are higher on keywords used in the title and the short description. Now, a new app, generally focused on a single keyword, uses that keyword liberally in the title and short descriptions, doing so increase their chances of ranking. Sometimes, these new apps use misleading keywords with little relation to their core app feature to just get downloads, which might not stick, but nevertheless, affects the ranking of good apps.
  • The curious case of developing countries: While the tools such as App Annie, App Tweak, and Sensor Tower are good for the developing market for keywords analysis, their accuracy for developing market such as India is pretty low.

Key Aspects of App Store Optimisation

While there are many elements that affect ranking on Appstore, including uninstall rate, engagement, review, descriptions etc, following are the controllable element in short term that we can optimise:

playstore optimisation

Other elements such as uninstall rate require huge time investment and change in the product, so we will focus on these elements only.

Screenshots

These are pretty standards. Just follow these guidelines:

  • Focus on all screenshots: Please note that although many blogs suggest focusing on first two screenshots, you should focus on all. Here is why:
    • When someone searched on Playstore, almost 6 of your screenshots are visible.
    • The logic behind focussing on first two screenshots is that users see those on your Plastore page by default, but as per a study of PlayStore downloads more than 40% users see more than 4 screenshots before download.
  • Tell a story without getting constrained by screenshots: The most successful app pages do not only upload screens but also tell a story. For example, consider the case of Uber – they have depicted even beyond screenshots to tell the story.
  • Make use of localization feature: If your app is localized for different languages, you should provide screenshots that particular language.

Playstore Optimisation

  • Screenshot Split Testing: Google Play store provides a feature to run experiments with different screenshots, allowing you to split-test to identify what works for you. You can then use the results Google Play results to determine iOS app screenshots as well.

If you have designer bandwidth crunch, you can use placeit to design screenshot. Placeit is extremely easy to use.

   Fabulous: Motivate Me! Relax, Meditate, Sleep- screenshot     Uber- screenshot     Aspire UX S8 - Icon Pack- screenshot

Design tips for more scroll rate:

  • Increase the surprise element such as position of screenshot here

playstore optimisation

  •  Highlight particular elements to build a story

  Uber- screenshot thumbnail     Uber- screenshot thumbnail     Uber- screenshot thumbnail      Uber- screenshot     Uber- screenshot

  • Use multiple app screenshots if required

playstore optimisation

  • Use connected image screenshot for visual appeal

playstore optmisation screenshots

App Icon Design

It’s a tiny piece of branding that conveys the essence of your app and makes you stand out. The app icon needs to be unique, recognizable, and scalable (as it needs to be used a variety of places).

Playstore optimisation

Some key pointers for designing app icon:

  • Generally, it’s not a good idea to use “words” in the app icon
  • As the icon needs to be scalable, design it in details so that icon also be used in full screen
  • Add borders to your icon to ensure that the icon looks great on all backgrounds
  • Test the effectiveness of icon by running pilot adds on Facebook.

Text Description

The text description is the most critical part in which the real struggle is – finding the right keyword and using it appropriately.

#1 Collects keywords that are relevant for App

Playstore optimisation

 

How to use Facebook page effectively for blog growth?

If you are a voracious reader like me, who reads every influential marketer blog, then I am not going to stop. But I will just caution you, it might not always work.

What will work for your audience is always unique. It might be counter-intuitive, and might be only tool to figure out is your data.

Here are some tactics that worked for us on Facebook:

Fuck optimum posting time!

Yes, that helped, avoiding the chaos of prime time. Your customers see your post in non-cluttered feed. It increases your click through rate. We were more focused on CTR, than reach, so it made more sense. But anyways, don’t go by the optimum time of 1 PM, 6 PM or whatever.

More importantly, the message is – no thumb rule can define the best posting time for your page – just experiments. This non-optimum-time strategy worked for us, but might not work for you. Let the data guide you, rather than these thumb rules.

Self-fulfilling prophesies exist

You use the word “viral” in blog title while sharing on Facebook, then people want to figure out why its viral, consequently it becomes viral.

However, your page must have authority to make people believe. You can’t just write “viral” in every facebook post , unless your are Buzzfeed or ScoopWhoop.

Buzzfeed always makes use of these sort of title – “world is going crazy over X”. While in reality, they make the world go crazy over X. Give the social proof, and they will come – works always in marketing. 

Our FB post with title “This Awesome Boiled Egg Diet Has Gone Viral” performed 5 times better in terms of reach than the same blog titled “Lose 11 KG with This Awesome Boiled Egg Diet”. However, there is no denying that you need high quality content. Clickbait without content will die sooner or later.

Trends, celebrities and controversy – the evergreen triplet

These topics are always mines of clicks. Good content around them works for both social media and organic traffic. Trump has given so many click to social media, that his entire empire can be created 10 times.

We owe huge amount of clicks to Priyanka Chopra, Alia Bhatt, Milind Soman,Virat Kohli etc. People are interested in knowing about these celebrities both through gooogle searches and social media.

Picture speaks 100 word, but text on pictures just rocks

Picture on text always increases your CTR if done smartly. We learned this art from Buzzfeed. But be careful, if you are to run FB paid campaign for these posts; they don’t generally perform well. And don’t get desperate like these guys:

Facebook posting

In India, SportsKeeda have perfected this art i.e. ‘Messi is second, check out who is first’. We have 200% more clicks in general for blogs with photograph and catchy text over it.

Why target single, when you have option of group – FB Group

If you are not using them, you are definitely missing on penniless reach and eyeballs. While in fitness, groups are extremely useful, they exist for every niche. In fitness people want community where that can share their activity and ideas.Hence, big communities with more than 100K users exist. Moreover, there are thousand of groups for every niche in fitness. Infacts, there are some city specific groups as well. These are great places to market niche, specific and targeted content. We even used bollywood groups to share the fitness stories of these celebrities. Find your niche and get huge audience for free!

Reaching out to non-active FB pages

This works. I had almost 10% conversion rate in this. Pitch to non-active pages that you want to contribute high quality content for their page. Here is my pitch:

“I see you have posted quite infrequently in last 1-month. I can help you with some high quality content. I can help you build engagement and increase audience. Let me know if that works”

Facebook post hacks

Example of one such pitch

Now I can post from 5-6 pages that have good reach. It’s again free reach.

That’s How We Did It: Indian SEO Growth Case Study

SEO is not something new, nor cracking it some rocket science. But cracking in Indian space is still tricky. There are few companies who are good at it. There are lot of experts, lots of noise, but less substance.

I am no expert in this field but some tactics worked for my blog and some failed. However, the learning will be definitely help any blogger in India.

Indian Blog Traffic Growth

Blog Traffic Growth: Source – Google Analytics

How Indian SEO environment different from what SEO schools present?

This was major point of struggle for me. Even if you have just started SEO week ago, you would aware of big names in the field, Moz, Ahref, Neil Patel, Growth Hacker Community, SEMrush etc. Now the ideas and hacks provided by these websites are sometimes hard to implement primarily because of low budget and lack of SEO ecosystem.

For example, in India, it’s quite tough to host giveaway contest or attend seminars to build network for backlinks. Every penny you spend on paid link hurts and tough to justify.

When I speak of ecosystem, I means network of bloggger and influencer. In guest posting, providing backlinks for source is rare in India. While plagiarism and buying link is rampant.

What didn’t work for us?

  • Commenting with links on other blogs: It’s trash work. We did this for first two days only. First, most of comment section on the blogs are nofollow. Second, when they are not it’s either shitty blog or closely monitored. Don’t ever try to scale this route.
  • Forum posting: This we did for 2-3 weeks. In the first week itself, it gave us 5 DA (Domain Authority) point jump. But it quickly reached saturation. It stopped affecting our DA, and might be negatively affected afterwards, so we stopped. But it’s quick and easy way to get backlinks. For implementing just follow this, just extract competitor backlink profile using Moz or Ahref (for link analysis I prefer Ahref) to identify do-follow forum. Then just start posting. Restrict number of links from one particular forms to less than 5. Further, don’t target forum with domain authority less than 20.

Guest posting, mildly successful

We couldn’t implement what we planned it, here, but whatever we did benefit. We couldn’t extract even a single backlink. Generally, Indian website with good domain authority want USD 40-50 to post your article with backlink. This is true for even high quality article and info-graphics. Although we could garner backlinks from lower domain authority website for free through these info-graphics.

We were able to get backlnks from our netwoek. They generally don’t ask for link exchange, which is debatable from SEO perspective. We reached out to college friends who are in marketing for guest post opportunity. We also reached out to genuine website struggling with good quality content, which we provided for free. That’s a good deal.

We are still trying to crack this. Our leaning till date – write high quality content for guest. Paying USD 10-20 for good quality backlink is good deal, but we didn’t try. First, to save money. Second. it’s something, which is frowned upon by Google. Don’t go for link exchange.

What worked for us?

1. Rigorous keyword research:

This is the part we cracked. Ahref.com is awesome for this. We used Ahref, Moz, Keyword.io and Adword for this. We were able to find good volume keyword with least competition. This helped us rank without backlinks. What we used to get keyword ideas: Ideas from top question from Quora, competitor keyword analysis, Buzzsumo tool and general keyword analysis.

2. Refinement based on trade-off between effort and reward:

We operate on constrained budget, hence we can’t make every article great! We try to maintain a standard. Every article either is keyword focused or engagement builder, though we want to drive both through same article. How we optimize the effort is by refining and putting extra effort on blogs that are doing well. This saves a lot of energy.

How we optimize:

  • More focused keyword: When we first write article it’s based on keyword analysis using third part tools. Howsoever, accurate they can predict macro search trend, the traction for your blog is a guess. But, once you know that a blog is performing good, you can make use of Google Analytics and Search Console to optimize according to the audience, who are visiting. You can make the content more focused toward the keyword from which you are getting traffic.
  • Optimize the CTR: Benchmark the CTR. The try to optimist basis what other in top searches are mentioning. It’s recommend that keyword should be there in tittle and meta-description, to assure the user that article is about what the user is looking for. Here are some data points to help you benchmark:
    • On average, 71.33% of searches result in a page one organic click. Page two and three get only 5.59% of the clicks.
    • On the first page alone, the first 5 results account for 67.60% of all the clicks and the results from 6 to 10 account for only 3.73%
    • Across all industries, the average CTR for a search ad is 1.91%, and 0.35% for a display ad

Hack for number based keyword title:

After analyzing the top ranking articles in fitness we realized that for these articles – the articles with higher number in tittle generally rank higher, given the quality doesn’t differ much e.g. article titled”45 Healthy Indian Breakfast Options” will generally rank higher than “20 Healthy Indian Breakfast Option”. This is because people will generally click first one more, and stay at that article for longer time. Google will take this as signs of a better quality article.

Once I wrote  a good content reach blog on “Top 10 Delhi Running Routes” but it was ranking second, despite mine being quite exhaustive with pictures and details, while the first one was just a list of 20 routes.  After I found out, I added 14 more routes, then this “Top 24 Delhi Running Routes” was at top.

Surprisingly, a odd number e.g. 33, 41 performs better than even. This might be because, user find it more genuine. StyleCraze just nails this by coming up with large number. Although, sometime they even repeat points and have poor content. I will not recommend that.

3. Making use of correlation between social traffic and organic traffic:

Yeah! Yeah! I know there no proof, but there is correlation. Treat social traffic like any other traffic, if the traffic is engaging then you surely benefit. For the blogs, where we received decent social traffic with good stay time, we started ranking on first page within 2-days. Always work on the social and engagement part of blog. One hack that worked for us – use gifs. People generally watch gifs, increasing the stay time at blog.

There is more to come. Do comment with what worked for you! Who doesn’t love hacks 🙂

Mobile App Uninstall Rate: Benchmark and Analysis

Mobile App Data Benchmarks are quite opaque. Though getting accurate data for your app category and competitor is difficult, general inference about good and bad can be based on publically available data. This also helps in figuring out the product -market fit of your product. I have gathered the information from different mobile app analytics companies and analytics team of different startups.

Andrew Chen and Quettra Study 

For an average app D1 (Active users after 7 days of install) is 29%. It almost lost 71% users. While D30 for an average app is 10%.

Now here users are lost doesn’t mean that users are suddenly going completely inactive – they might just be using the app once per week, but they are not active on that particular day. Don’t confuse this app install retention, though they are correlated. If the user is not using the app, chances are high that app will be uninstalled.

According to Ankit Jain (formerly head of search+discovery for Google Play)

“Users try out a lot of apps but decide which ones they want to ‘stop using’ within the first 3-7 days. For ‘decent’ apps, the majority of users retained for 7 days stick around much longer. The key to success is to get the users hooked during that critical first 3-7 day period”.

App Uninstall Rate Benchmark

Flurry App Uninstall Benchmarks

Flurry comes out with a great article on the breakdown of retention versus frequency for a bunch of mobile app categories.

This will serve as retention over 30 days benchmark for different categories i.e. Health and Fitness, Education, Entertainment, Finance, News etc. As per the report, Health and Fitness have the highest retention i.e. 48% in Android. Games have generally low retention. Please note that this retention over 30 days different from D30 retention. D30 is based on active user lost i.e. users not active on the 30th day. While, Flurry measures active app installs in 30 days (number provided by Google Console and iTunes).

Flurry Report Uninstall Benchmark

Flurry Report Uninstall Benchmark

Apsalar Android Benchmark

Marketers are most interested in understanding and mitigating uninstall rate problems in the first weeks of a customer engagement. But data show that after a few weeks, user behavior is mostly set for long term. That’s why 4 weeks benchmark is provided. These number seems bit biased to good quality apps, but neverthless are good benchmark

APAC region has worst mobile app unistall rate. Major reason why rates are higher in India and across APAC is less expensive phones purchases here have much smaller memories.

Apsalar Mobile App Unistall Rate Benchmark

Unistall Rate Benchmark

Localytics and Similiar Web Report

After a user installs an app, it get’s used alot in first 3 days. However, on ana average app retains only 23% of Daily Active Users within 3 days of installation. In general, app with high D3 retention rates drive high engagement in future. Average app is approximately unistalled in 8 months, and for gaming app it is about 7 months.

Users who are retained for 7 days stick around. The percentage of users who abandon an app after one use is now 23%. The percenatage of users who are retained 11 or more times, hence retained are 38%. That means a whopping 62% will use an app less than 11 times.

“For successfyl retention strategy – Build a good relationship between 3-7 days period and before 11 app opens”

Localytics and Similar Web Mobile App Uninstall Benchmark

Mobile App Uninstall Benchmark

Mobile App Unistall Rate Category Wise

User Retention Mobile App Category Wise

Retention in below Localytics report is defined as returning to the app at least 1x within 30 days.

Localytics Mobile App Unistall Rate Benchmark for Average app

“So in general, with the exception of gaming apps,anything around 20% retention rate at 90 days is average across the mobile industry, and anything north of 25% is what you should strive to reach.”

Below is statistic for top performing app. These apps are defined as top performers by having over 1 million monthly active users.

Localytics Mobile App Unistall Rate Benchmark for Top Perforiming App

There are some paid tools and partner tools which you can use to track retention in competitor website. Retention in terms of DAU or MAU upon install can be easily correlated with the uninstall rate. I find them quite useful, apart from the fact that they cost us and ask us to share data. Here are some: Survey Monkey, App Annie and Priori Data.

Growth Hacks for Playstore Optimisation

As play store optimisation has become more important, the number of hacks have also increased. There is no shying away from that we all need growth, and everything even keyword optimisation and back link building are black-hat ASO to an extent.

Some of the hacks that we will discuss today are on the borderline of being blackhat technique. So apply judiciously. Let’s have a look:

#1 Search Boost Hack

In this technique, a incentivized pool of users is asked to search for a keyword and download the particular app. As the conversion on a keyword is an important parameter of raking at Appstore and Play Store, this technique provides a boost to the ranking.

This campaign results in higher CTR, greater conversion on keyword, and manipulation of trending of trending searches.

White Hat Variant:  A more natural variation of this technique will be to ask your friends, family, colleague, and power user to use a particular keyword to install the app.

#2 Fake Apps Hack

It’s quite widespread. You will find a lot of fake apps targeting brand name, trending keyword or any other competitive keywords. These apps are generally made to run advertisements or blatantly recommends using other apps. This technique is an extreme case of keyword optimisation. While AppStore or Play store will slowly downgrade these app based on other metrics such as uninstall and retention, but the work of app is done before that.

White Hat Variant: Use the trending keywords and established app name which is relevant to the content of your apps.

#3 Top Grossing App Hack

Increase the prices of your in-app purchase to an exorbitant amount, then ask incentivized pool of user to purchase. Then, the user goes for a refund right away.

Please note that Google Play has a stringent policy for refund, and it gets extremely difficult after 48 hours. In some the cases, Google even doesn’t charge the transaction fee.

This action performed on a substantial scale might will increase your ranking in top grossing chart significantly, pushing the organic downloads.

White Hat Variant: Ask friends, family and powers users to purchase your product on higher price, and try to offer the best service to justify.

#4 Paid Download, Reviews and Rating Hack

This is the most overused black hat technique. Developers buy install generated by bots or humans, leading to an increase in ranking in the organic category as velocity and number of downloads are an important factor in the ranking algorithm.

Developers also buy reviews and rating, which are again critical factors in the ranking algorithm.

White Hat Variant: Build right trigger in the app to collect a maximum number of reviews and rating. Ask friends, family, and power to use particular words or phrases while posting their reviews.

#5 Reviews Scrapping and Posting

In this technique, software scrapes the review from many apps and then tweaks the reviews using algorithm and formulas. These reviews are then posted for the app in question. This gives a more genuine look to the reviews. Check an ASO agency who talk about this black hat technique.

How to perform wide range testing for ASO?

Despite the progress made by Google and Apple for testing, the testing features are still limited. As every visual element on play store and app store page is critical, it’s important to test a lot.

You can try App Store Proxy Technique, wherein you can create a fake landing page similar to Playstore and Appstore. You can then run all the test here by driving traffic from Facebook or other cheap sources. Learning from split testing here can be used for App Store and Play Store. Check out the company that successfully used this technique.

How to Grab Best Startup Job and Avoid Disaster?

 

Startup job is not perfect there is a Trade-off.

Non-Linear Tradeoff of Growth and Risk!

Startups jobs have a more lucrative perception in the society than they really are! Most startups have screwed up organization culture, poor performance management system and long working hours. On top of that, there is almost zero role clarity in some cases. This leaves a minuscule percentage of time for things you love. You can be building stuff, happy and have an impact while working for large companies as well.

 

Perfect startup job is like betting on horse

Taking a right bet!

Joining startup is always a bet. Risk are always high but so are the returns. But this doesn’t mean you have to be reckless. You should understand the trade-off.

 

 

Why people make mistakes while joining a startup?

A job is always a marriage between your aspiration and company’s vision even if it’s for a short term. With the downturn in the market, it has become more important to identify the right startup and beat the competition to snatch the dream offer! I have seen people making lots of mistakes while joining a startup and regretting that soon. Here, startups are not be blamed. HR policies are gradually built over time with learning and experience of the team.

Are you ready for the commitment?

You might enjoy startup but then you have to be an adrenaline junkie. What helps in startup job – a passion to build, eagerness to learn and sometimes money. Do you have that?  Joining startup for the sake of it is no fun. In fact, this can be painful. Leaving a well-paying job with sorted career path was a source of a lot of concern and second thoughts for me. You  need to sit down and spend some time to figure out what is best for you. I always refer back to former RBI Gov Raghuram Rajan quote for deliberation on this:

Satisfying work requires three things – the complexity of work, the freedom, and correlation between effort and reward.”

What checklist to follow before joining job?

If you find yourself committed  and you feel startup is the way forward, then it’s really important to find a perfect job role. Not asking questions, joining started-to-fail startups etc. are mistakes you should not make.

  •  Probe about product-market fit:  We generally don’t ask questions at the time of interview but we definitely should. Ask for proof of product-market fit, it’s the only thing that matters for start-up. If you are a marketer, your role becomes easy after product-market fit, you just need to scale, there is no leaky bucket to fix. If there is no product-market fit,  then you are taking a big risk and then you need a say in the company,  hence a good stake. Now people will give you thumb rule, if your joining before Series- A take 1-3% stake, that’s all bull-shit. Determine stake based on your role and degree of separation from the product-market fit. It’s a misconception that asking questions can be counted against you. Asking questions show your seriousness and is generally appreciated.

    Perfect Startup Job Requires Evaluation of Product/Market Fit

    Evaluate product/market fit for perfect startup job

  • Ask for a role demo: Take a shadow role in the organization before joining. Get a hang of company’s culture and real job roles (fancy word used in job description makes it difficult to assess the role). Accept the job only if the role can keep you awake 7 days continuously. This also shows your sincerity  towards career and job. Generally, founders will approve this as they also get to test you.

    How to understand job description_things to crack for perfect startup job

    Job role has lot of hidden answer

  • Build solid understanding: This will help you get founders perspective and help you decide what’s good for you. Besides, they are also good talking points. Read some good books, to name a few – Traction, Lean Startup, Lean Analytics, Four Steps to Epiphany, Buzz Marketing etc. depending on the role you’re applying for.

    Knowledge for perfect startup job

    Always key ingredients: knowledge, talent, and smart work.

These checklists will help you take the right decision. If I have missed anything, feel free to add in the comments.

Let’s Take a Break for a Moment

In life, we always get a moment when we feel we belong somewhere else.  I have always felt so. But, what I do is I take a break but continue the journey. In these breaks, I reflect. With my mostly wrong bets and some right ones let’s see if you get something interesting for your journey 🙂

PS: Though I will not focus on SEO but I trust Google is not EVIL. Do share the article you like and spread the word!

Naming Convention Best Practices For Events in Analytics Platforms

The most critical step of setting analytics for non-tech people is naming the actions on app or website right. If you screw here, you not only have to repeat this step again but risk making a dubious decision for business based on screwed data. Furthermore, still many tools don’t provide option to rename the event leading to loss of historical data.

Common Taxonomy Mistakes 

Some of the common mistakes while naming includes:

  • Ignoring the case sensitive aspect of Google Analytics, Firebase, and other third party analytics tool
  • Ignoring the hierarchy of events. Every third party tool as two sets of actions – primary, generally called ‘events‘ and secondary, generally called ‘properties‘, and these events need to be named appropriately
  • Creating huge number of primary events, and not making much use of secondary events feature
  • Not thinking from funnel perspective, and hence defining too many events, but risking missing the key ones
  • Not defining user specific properties, and hence missing out on customer segment data even when every third party analytics tool comes with user specific properties
  • Not keeping record of taxonomy of events or making changes to event names without updating in central repository for everyone’s knowledge

When Social Capital partner Ashley Carroll spoke on behalf of DocuSign regarding events in analytics, she used following meme:

Boromir

 

Step by step guide to Taxonomy:

1. Don’t measure every event – scarcity is good

You don’t need to measure every event, but only those which are actionable. As a principle, track only those events rise and fall of numbers of which will be a basis for your action. For instance, consider a fitness app which provides user facility to look at his activity history. Now tracking whether

For instance, consider a fitness app which provides the user with a facility to look at his activity history. Now tracking whether the user is “scrolling down” on the profile to check history doesn’t make much sense. Because there no action associated with following 2 cases:

  • Low Usage of Feature: As this feature is sort of basic hygiene and available in all fitness app, even if the usage is low, you can’t do away with this feature
  • High Usage of Feature: Then also you can’t do much to improve the profile, and it anyway will not lead to significant action

2.What events to track

First, decide what user actions are critical for you. Then decide the chain of the event leading to that action. We call it funnel approach.

Here is an example of conversion funnel:

Naming Convention Best Practices For Events in Analytics Platforms

Once you decide the broad events based on required funnel, then determine what secondary information you will need to deep-dive to find the reason increase or decrease of major event values from expectation. These secondary events are called by different in different tools – parameters (in Firebase), properties (in Mixpanel or Google Analytics) etc.

3. Create a taxonomy implementation sheet

It’s extremely important to create an implementation sheet. This will be helpful in keeping every team on the same page and avoiding confusion.

Here is an example of the implementation sheet for Mixpanel and Firebase.

Mixpanel Implementation Sheet

Firebase Implementation Sheet

Sample Tracking Plan – ECommerce

Sample Tracking Plan – Social

You can similarly create a sheet for different third party tools.

To avoid the confusion of upper-case and lower-case, and other similar confusion, here are some thumb rule while naming the event

  1. Always use lowercase letters
  2. Use “-” instead of space
  3. You can use number only if it makes absolute sense. Don’t ever name it purhcase_step_1. That would be really confusing to other team members
  4. Don’t abbreviate unnecessarily. For example “add_cart” will be preferred to “adcrt”
  5. Avoid proposition. Use only present tense. For example “add_cart” will be preferred “added_to_cart” and “stop_video” preferred to “stopped_video”

4. Understand different type of events

In some third party tools, there are different types of events, which have different tracking functionalities.

For example, in Mixpanel, apart from event and properties, there are user properties, applied to user related attributes and super properties, applied across all events and properties. These events help you dissect the events and funnel even more. So make use these featured for better dissection.

In Firebase, you have user properties apart from events and parameters. First, these attributes help in user segmentation. Second, these attributes help in dissecting funnel elements even further.

5. Always keep the implementation sheet updated

It’s could be a huge source of confusion if the implementation sheet is not updated regularly. In a worst case, it might be lead to a disastrous decision. In ideal, there should be a restriction on who could make a change to the names of events and one does should have the responsibility to update on the sheet.

In ideal, there should be a restriction on who could make a change to the names of events and one does should have the responsibility to update on the sheet.

Now, there is also a facility is a lot of third party tools to track events without making changes in code. I have used this feature in Mixpanel. This feature significantly reduces our dependence on developers.

I hope this answers all your questions. In case, you have any queries, please ask in the comment.