In Dec. last year, Google introduced custom variables to Android applications. Today, Googe released the iOS SDK version 1.1 of the Google Analytics SDK for iPhone with Custom Variable support.
"In addition, we are providing support for NoThumb with our SDK. We have a NoThumb version of the library as well as the standard, Thumb version. This NoThumb version is available for developers that need the Thumb instruction set disabled in their applications," stated Google.
Custom variables can be used to segment your users and provide actionable context. Some great use cases are:
- Free vs paid: What percentage of users prefer a paid app vs. a free app that delivers ads? Are you making more money on the free version or the paid version?
- Installs by version: What version of your app gained the most users? What version lost users? How quickly are users upgrading?
- Portrait vs. landscape: Do your users prefer to use your application in portrait mode or landscape mode?