How are your users interacting with your product? Where are they getting stuck? Which features are they using most frequently, and which are getting ignored? Product analytics can answer these key questions and many more.
プロダクトアナリティクスとは何ですか？
Product analytics is a category of business intelligence software that captures and exposes usage patterns from digital products like web and mobile applications via event tracking, event properties, and event and property grouping. Product managers, user experience (UX) designers, and growth strategists rely on product analytics (sometimes called “click tracking” or “click path analytics”) to track digital interactions within their apps, websites, and devices. That data informs decisions about how to improve the product experience and drive business outcomes. Usage data tends to be more reliable than user surveys and product testing alone.
どのようにデータをグループ化してクエリに使用するかは、プロダクトマネージャー、UXデザイナー、またはグロース戦略担当者にとって、プロダクトアナリティクスの役立つ度合いを大きく左右します。プロダクトの使用状況を理解する最も一般的な方法には、次のようなものがあります。
Trends: Graph engagement with certain features or pages and compare against other parts of the product over time, or compare engagement with a single part of the product over two different time periods.
Funnels: Track the levels of drop-off at each step across a specific subset of features and pages in the product. With a funnel analysis, any combination of steps can be reviewed in any chronology.
Paths: See all the product journeys users take either leading up to or following a specific interaction, with a measure of how common or uncommon the next step being taken is. Unlike funnels, paths include all possible upstream or downstream interaction scenarios.
プロダクトアナリティクスを使用する必要があるのはなぜですか？
ユーザーインサイトとROI
つい最近まで、プロダクトの決定は、機能が予定どおりにリリースされているかどうかで評価されていました。プロダクトアナリティクスにより、プロダクトやUXのチームは、戦略やユーザーエンゲージメントの有効性、投資収益率（ROI）をよりよく理解することができます。アプリ内イベントの追跡から取得されたデータは、プロダクトのどの部分が、どのくらいの頻度で、誰によって使用されているか、また最も重要な成果につながるプロダクト体験の経路がどれかを、プロダクトチームが知るのに役立ちます。
成長と実験
Product analytics unlocks the metrics by which hypotheses are made and meaningful engagement is measured: adoption by monthly active users (MAU), adoption by daily active users (DAU), stickiness by return rate over time, breadth across features or products, depth across users in a specific cohort or account, and how they relate to business metrics. With product analytics, product managers, UX designers, and growth strategists can observe a challenge or opportunity, develop a plan, deploy the change, measure outcomes, and iterate with minimal latency or dependencies.
プロダクトアナリティクスのユースケースにはどのようなものがありますか？
プロダクトマネージャー、UXデザイナー、成長戦略担当者にとって、プロダクトアナリティクスの活用は、質問に答えることから始まります。プロダクトアナリティクスで答えられる一般的な質問の例としては、以下のようなものがあります。
- 体験の変更はエンゲージメントにどのように影響するか？
- 結果を改善するために、どの機能を廃止する必要があるか？
- What combination of interactions contributes most to conversion?
- ポートフォリオ内の特定のプロダクトが他のプロダクトよりも粘着性が高いのはなぜか？
- Where are the biggest frictions and leaks during onboarding?
プロダクトアナリティクスツールを使うと、企業はプロダクトに関するインサイトをユーザーアナリティクスやその他のオペレーション指標と関連付けることもでき、プロダクトがどのように行動に影響を与え、主要なビジネス成果につながるかを明確に把握することができます。
プロダクトアナリティクスソリューションは通常、ユーザーインタラクションに関する2種類のデータを追跡します。
Event Tracking
User actions are commonly called “events.” Events include clicks, slides, gestures (for mobile and other device types), play commands (for audio and video), downloads, page loads, and text field fills. The event includes the type of element, the name of the element, and the action the user took. Generic examples of events include Create Account, Add to List, Submit Feedback, Share Dashboard, Select Option, Play Tutorial, Change View, and Complete Onboarding.
Event Properties
The way one understands the specific attributes of the tracked interactions is the work of event properties. Product managers, UX designers, and growth strategists don’t only care if something happened, but also the context that distinguishes activity from impact when analyzed longitudinally. Event properties can include details like time, duration, count, device, software version, geography, user demographic, account firmographic, element characteristics (like color, size, shape), boolean (like login: yes/no), and custom attributes (like basic/pro/enterprise).
プロダクトアナリティクスの起源は何ですか？
For today’s product managers, UX designers, and growth strategists, product analytics is the key to building a product roadmap and driving innovation and continuous improvement. Where web properties were historically judged by metrics that revealed little about the relationship between digital products and business objectives — page views and session duration — the modern app-based web and mobile internet is powered by more telling and contextual interactions: events, engagement, and journeys. The shift toward meaningful insights is particularly relevant in multi-app portfolios — especially across platforms and devices — where tracking and correlating a variety of product data dictate the design, functionality, and experiments that drive product strategy and growth.
Recommended reading
High Growth Handbook by Elad Gil
This book takes readers through how major companies like Stripe, Square, Airbnb, and Twitter grew from ideas to global powerhouses. One of the keys to their incredible success? Product analytics.
Measuring Your Product’s Performance With Benchmarks by Blake Bartlett
Successful PMs constantly measure their product’s performance using analytics. But can they compare that performance with that of peer products? With benchmarks, they can.
Practical Web Analytics for User Experience by Michael Beasley
This book is a must-read for PMs and UX designers alike. Learn how product analytics can help you build a holistic picture of your users’ overall product journey.
The Path to Product-Qualified Leads by Matheus Mello
You’ve heard of MQLs and SQLs, but what about PQLs? Product qualified leads might be the product analytics metric you’re looking for to quantify user delight and success.
Why Product-Led Growth Is of Rising Importance by Wesley Bush
Product-led growth is a new way of running a SaaS business and encompasses an intense focus on product analytics. It’s also non-optional if you want your company to survive long-term.
