Mobile App Analytics: 5 Best Practices

Mobile App Analytics

How do users find your app? How many times has it been installed? How often do you open the app and what does it do? How many goals have been achieved? Mobile App Analytics will answer these (and more) questions. Knowing the answers will help you make your app more efficient: increase user engagement, reduce customer acquisition costs, make the interface more user-friendly, etc.

Did you know that every 8th person in the world is a mobile app developer? According to the latest reports, the number of mobile phone app creators has reached 2.3 million. At the same time, the market does not cease to be replenished with new products. Developers from all over the world strive to simplify the life of mobile device users as much as possible, making it richer and more interesting. The main reason for the unprecedented attention to the mobile market is the rapid growth in sales of smartphones. Also these are tablets and other mobile devices.

It is quite natural that each creator of a new service expects to receive considerable profit from his project. Thus, according to forecasts, the growth of the mobile applications market in 2016 will amount to about $ 100 billion. For comparison: in 2012, it was estimated at $ 53 billion.

According to the researchers, android mobile app development are turning from marketing communications tools to media distribution channels. Based on the observed dynamics, it is easy to conclude that the mobile applications market. It is the most promising digital direction. In this regard, small and medium-sized businesses began to resort to launching applications. Thereby counting on an influx of customers. It should be understood that releasing an application is a daunting task. And the main problem is tracking mobile applications and their ongoing support. The developers are interested in how often people use their service, which of the user acquisition channels are working and which are not. Analytics of mobile applications helps to provide answers to these and other questions.

Mobile app analytics tools

There are many different tools that can help you understand what exactly is happening with a mobile application. The following types can be distinguished:

  • internal analytics systems for mobile applications;
  • services for store analytics;
  • services for tracking traffic sources (calculating CAC, ROI, advertising tracking);
  • services for A / B testing in mobile applications;
  • services for working with push notifications.

Internal analytics systems for mobile applications

Internal analytics systems work with events, which include any action performed by the user. This is adding a comment, clicking on a button, opening a specific subsection. Together with these actions, a list of mandatory. it’s user identifier, service parameters and additional parameters. This is number of posts, application version, number of days since the start of using the service. It is transmitted.

Internal application analytics systems include many variants. They provide an opportunity to observe user behavior inside a mobile application. The data helps you decide on the future development plan of the product.

Mobile app store analytics

For store analytics, you can use services such as Sensortower, Appfollow, Searchman, AppFigures and AppAnnie, Flurry. They provide information about the number of downloads of the application / inap. It’s about the rating and income of the application, reviews and other parameters.

Adjust, Mixpannel, Google Analytics, App Metrika, Mobile App Tracking, Flurry, AppsFlyer are well suited for tracking traffic sources. When a user clicks on an advertising material. This is banner, link on a social network. He is guided through the external link of the analytics tool, where all kinds of data about his phone are accumulated. Further, by checking the data about new users with those who clicked on banners or links, a match is found. As a result, the user is assigned the appropriate traffic source.

Services such as Splitmetrics, Onetwosplit, SWRVE, Arise, SQBA are used for A / B testing in mobile applications. They make it possible to customize the application for specific user segments. For example, a developer noticed that an increase in the price of a product for buyers from city N did not affect their purchasing power in any way. The service helps to customize the application so that now all users from city N will see a product with an increased value.

Otherlevels, Mixpanel, Playnomics and Capptain are suitable for working with push notifications. Setting up analytics for a mobile application for these services allows you to work with a selected segment of the application audience. It’s done by sending them push messages. It helps new users get used to and retain old ones, with paying / non-paying users.

As practice shows, the best solution for obtaining a full detailed analysis of the popularity and frequency of downloading a mobile application by users is to use several analytics systems at once. This technique allows to compare quantitative indicators. Since there is always a moment of partial data loss. And it makes it possible to present an overall picture of applications, since there is always a moment of partial data loss. different systems can complement each other with data.