Alejandro Manchado, US Gaming Partnerships Lead at Google, took to the stage at Pocket Gamer Connects San Francisco 2015 to talk about what Google and its advertising platform, AdMob, does for mobile developers.

Data drives revenue

His main point was that despite the fact that implementing analytics and studying data is the best way to make the most out of your monetisation, "only around 20% of developers out there are using analytics".

To that end, Google Analytics has been merged into AdMob, allowing developers to have the tools at their disposal without needing any additional SDKs, in a move that Manchado says " has allowed us to evolve AdMob into not just an advertising platform".

You can see all our videos from Pocket Gamer Connects San Francisco 2015 in this YouTube Playlist.