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Collecting data and
tracking metrics can be tricky.

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So, here are some tips and awesome
tools for how to go about that process.

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First is Google Analytics.

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It's great for getting stats on traffic.

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You can see demographics, user devices,
and browser types inversions.

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It's a bit more exploratory in nature,
but

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you can quickly get data on page
views and click through rates.

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You do want to be careful because
oftentimes the data does not show

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unique users.

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Analytics can be messy, so it's good
to reproduce the numbers in two tools.

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Mixpanel is another great tool
to measure user activities.

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It's particularly great for
measuring drop off in a funnel.

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You can build customer funnels to
determine if students drop off at step

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one step two, or step three of any
process or sequence of behaviors.

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It's also useful for
measuring retention.

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Now, you will need to be deliberate
about instrumenting events

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that you want to track
when using the tool.

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This forces you to get clear about what
you want to know about your users.

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If you come across big differences when
using two tools like Google Analytics

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and Mixpanel, you want to dig deep to
determine which value is more reliable

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and what might be
driving this difference.

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If you're building an app,

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AdMob is another excellent
tool to add to your arsenal.

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It offers many features,
such as flows to the application,

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user exit points, and ways to
automatically maximize add revenue.

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If you're looking to conduct surveys,
you might use tools such as Qualtrics.

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They're a popular solution for MPS.

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You might also try SurveyMonkey or
Google forms.

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Once you have a user base and
feel like you have a core product,

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you can optimize around smaller changes
in your website, such as layout,

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headlines, button colors, and images.

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This is called the A/B testing and

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Optimizely is one tool that
let's you do this easily.

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Now, A/B testing isn't the best
way to go, and certainly,

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not when you're first starting out.

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Up next, Pete from Optimizely will
discuss why this is in more detail.