The Key Concepts of App Tracking for Developers 2017

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T H E K E Y C O N C E P T S O F A P P T R A C K I N G F O R D E V E L O P E R S S E R G I I Z H U K @ D R O I D C O N B E R L I N 0 4 - 0 9 - 2 0 1 7

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2 GUTEN TAG! My name is Sergii Zhuk • Android Engineer @ Zalando SE • In Berlin since 2015 • Founder & Editor of ProAndroidDev.com • @sergiizhuk

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3 ZALANDO SE • Europe’s leading online fashion platform • 13,000+ employees in Europe • ~ EUR 3.6bn revenue in 2016 • ~ 55% of orders come from mobile • 10M+ downloads Android app

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4 AGENDA • What is the app tracking and why do you need it • When to track the data • Which tools you can use • Dev challenges and patterns

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5 TRACKING: WHY?

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6 WHY TRACKING: BACK TO 2015 Do users know about FAB?

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7 WHY TRACKING: DATA-DRIVEN 2017

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8 TRACKING VS ANALYTICS • Application • Tracking Tools • Analytics Tools & Dashboards

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9 WHEN TO TRACK

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10 WHEN TO TRACK: INTERACTION • Open the app, different entry points • Screen View • Click/swipe etc. • User sessions

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11 WHEN TO TRACK: APPLICATION • Install/uninstall/reinstall • System info • Exceptions, crashes

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12 WHEN TO TRACK: APPLICATION • Install/uninstall/reinstall • System info • Exceptions, crashes and bread crumbs

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13 TRACKING TOOLS

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14 TRACKING TOOLS: GOOGLE ANALYTICS • Mobile & Web • Free for not high load projects • Google BigQuery is available for enterprise projects • No significant mobile SDK updates since the end of 2015

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15 TRACKING TOOLS: GOOGLE ANALYTICS FOR FIREBASE • Mobile only • Active development, new features • Google BigQuery is available • Free, but limited amount of custom types • Does not officially support devices without Play Services

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16 TRACKING TOOLS: OTHERS • AppSee • Flurry • AppAnnie • Localytics • Mixpanel • and more…

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17 TRACKING TOOLS: SELF-MADE • Custom data formats • Integration with other systems • Realtime data (complex!)

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18 PATTERNS & CHALLENGES

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19 DEFINE TRACKING STANDARDS • Dev and Marketing teams should never be “blind” • Minimum amount of tracking events for every feature • Proper constants to indicate empty value and other states • Estimate app release to include tracking

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20 SOMETHING YOU SHOULD KNOW ABOUT TOOLS • Most of tools send data in batches • Data is not always visible immediately after it was sent • Documentation doesn’t suggest any design patterns

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21 “SIMPLE” SCREEN VIEW TRACKING • Don’t expect automagical tracking from modern tools • Think about screen rotation contract

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CHECK TRACKING PERFORMANCE • Check batching configuration • Minimize the amount of data being sent • Set a separate token/configuration for debug • Check threading 22

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23 BE READY TO SCALE: TRACKING FACADE

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24 CUSTOM TRACKING CASE EXAMPLE Detecting List Items Observed by User

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25 CUSTOM TRACKING CASE EXAMPLE Detecting List Items Observed by User • Find solution at my blog post

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26 CUSTOMER PRIVACY • Make sure you don’t send data that allows to identify the user • Make sure you mask the IP of user • Make sure that user has an option to switch off tracking

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27 CUSTOMER PRIVACY • Make sure you don’t send data that allows to identify the user • Make sure you mask the IP of user • Make sure that user has an option to switch off tracking • Why the most of tracking tools are free?

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28 HOW TO TEST TRACKING OUTPUT

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30 TRACKING OUTPUT: PRINT LOGS • May be convenient for the debug • Not always consistent with data sent to the server (enriching!) • Not for the release app build

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31 TRACKING OUTPUT: PROXY NETWORK TRAFFIC

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32 DEBUG LOGS FOR GOOGLE TOOLS Google Analytics: adb shell setprop log.tag.GAv4 DEBUG adb shell setprop log.tag.FA-SVC VERBOSE Google Analytics for Firebase:

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33 TRACKING OUTPUT: FIREBASE DEBUGVIEW

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34 SUMMARY • Cover every new app feature with tracking • One tracking tool is never enough • Debug & QA is the most complex part of tracking • Respect customer privacy

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35 THANKS! @sergiizhuk https://proandroiddev.com https://jobs.zalando.com/tech/