What are mobile applications analytics and why do you need them?

7 mins read

Table of contents:

One part of designing your product is determining how you will provide value to your users. Yet, as wonderful as that purpose may seem, it is of no benefit to you as the product owner in and of itself. You’ll need to figure out a strategy to ensure that you’re doing what you set out to do at the beginning of your product journey. This is where the complicated realm of product analytics enters the picture.

Even though there are many features in your product, this is how you’ll know how to measure them: track all your events and engagements by putting them in a system that will allow you to make sense of things. This is because not all user activities have the same impact, not even for the user, and not for the company you manage.

A developer's best pal is mobile app analytics. They assist you in gaining an insight into how your users' actions and app may be improved in order to achieve your objectives. Without mobile app analytics, you would be experimenting recklessly with no data to support your discoveries. That is why it is critical for developers to learn their mobile app analytics in order to monitor their performance while working towards their goals.

Why choose Mobile App Analytics?

For a number of reasons, mobile app analytics are critical to your development process. They provide information on how users engage with your app, the sections of the app they engage with, and what activities they do inside the app. You may then use these observations to develop an action plan to further enhance your product, such as introducing new features that users appear to require, upgrading current ones in a way that makes users' lives simpler, or deleting features that users appear to ignore.

You'll additionally obtain insights into your mobile app's objectives, income, exposure, or if other KPIs are being met, and then use the data to change your approach and improve your app to meet those goals even more effectively.

What are the objectives of my Mobile App Analytics?

To understand how to leverage your mobile app analytics to achieve your objective, you must first understand what your objective is. There is no universal solution because each app has its own set of aims and objectives.

Mobile games, for instance, generally focus on increasing income, so their goal would be to build their user base while also pushing for in-app purchases. Similarly, retail apps may seek to enhance shop traffic and improve brand recognition, and other apps such as video and music streaming apps may seek to get people to subscribe to monthly or yearly packages. So it all relies on what you really want to achieve with your mobile app and also why you designed it in the first place.

How do you monitor Mobile App Analytics?

There are several choices available to monitor your mobile app statistics, including:

How to use Mobile App Analytics

The features and functions of mobile analytics applications differ greatly. Some free apps have technological constraints and have difficulty monitoring consumers when they switch between mobile websites and apps. A top-tier mobile analytics platform should be able to do the following:

  • Integrate easily: With a codeless mobile feature for instance
  • Offer a unified view of the customer: Track data across operating systems, devices, and platforms
  • Measure user engagement: For both standard and custom-defined events
  • Segment users: Create cohorts based on location, device, demographics, behaviours, and more
  • Offer dashboards: View data and surface insights with customizable reporting
  • A/B test: Test features and messaging for performance
  • Send notifications: Alert administrators and engage users with behaviour-based messaging such as push notifications and in-app messages
  • Out-of-the-box metrics: Insights with minimal client-side coding
  • Real-time analytics: Proactively identify user issues
  • Reliable infrastructure: Guaranteed uptime for consistent access to the platform

The installation of mobile analytics entails installing SDKs to the mobile applications that need to be tracked. Most mobile analytics tools will be configured to track website visitors automatically. Platforms with codeless mobile features will be able to track certain fundamental app aspects such as errors, failures, and clicks instantly, but you'll want to augment that by manually labeling new activities for tracking. With mobile analytics, you'll have better insights about your mobile site and app users, which you can utilize to develop competitive, world-class goods and experiences.

Why is Mobile App Analytics important?

Mobile online activity has exceeded desktop online activity, and smartphones quickly become consumers' favorite portals to the internet. Consumers are spending 70% of their media consumption and screen time on mobile devices, with the majority of that time spent in mobile applications.

This is a great chance for businesses to engage with their customers, but it is also a very competitive industry. There are over 6.5 million applications by now in major mobile app stores, millions of online apps, and over a billion websites. Companies employ mobile analytics tools to gain a competitive advantage in creating unique mobile experiences.

Mobile analytics tools can provide companies with a much-needed competitive advantage in marketing. Mobile advertising accounted for about 70% of all digital marketing ($135 billion) and in 2019, imagine how it’s expanding in 2022. As more businesses compete for customers on mobile, teams must have a thorough understanding of how their advertising functions and if app users who engage with ads end up buying.

How does Mobile App Analytics work?

Mobile analytics tracks individual users in order to capture demographics and habits. Tracking technology differs between platforms that employ JavaScript or cookies and applications that need a software development kit (SDK). When a visitor makes an action, the application sends data to the mobile analytics platform. Typically, mobile analytics track:

  • Pageviews
  • Visits
  • Visitors
  • Source data
  • Strings of actions
  • Location
  • Device information
  • Login / logout
  • Custom event data

Companies use this data to determine what their users want so they can provide a more enjoyable user experience. They can, for example, see:

  • What allures users to the mobile app?
  • How long do most users stay?
  • What sections do users interact with and where they run into issues?
  • What factors are associated with results such as purchases?
  • What elements contribute to increased consumption and long-term retention?

Product and marketing teams may develop positive feedback loops with mobile metrics. They may A/B test the effects of changes on their users as they refresh their app, launch promotions, and introduce new features. Teams may implement more changes based on how consumers respond, generating even more statistics and leading to more trials. This results in a continuous loop that polishes the product.

How various teams use Mobile App Analytics

Companies use this data to determine what their users want so they can provide a more enjoyable user experience. They can, for example, see:

  • Marketing: Tracks campaign ROI, segments users, automate marketing
  • UX/UI: Tracks behaviours, tests features, measures user experience
  • Product: Tracks usage, A/B test features, debug, sets alerts
  • Technical teams: Track performance metrics such as app crashes

How can I monitor Mobile App usage?

Teams who use a mobile analytics platform may log into the interface to examine mobile app use, however, utilization implies various things to different businesses. Usage for a gaming app might be the amount of time people spend using it. Usage for an investment app might be the number of trades. Once teams specify the use, they may construct reports to track it.

1. Filters

The first step is to group the information based on what you want to see, most mobile app analytics platforms also allow you to download a CSV version of your sorted information:

  • Platform: he version of your iOS or Android app.
  • Date: Displaying data from today, yesterday, this week, the previous 7 days, the last 30 days, or even specifying a customized timeframe.
  • Demographic Name: Identified consumers with comparable characteristics. (For example, new users, purchases, and so on.)
  • User Property: Sorting consumers based on age, app version, device type, gender, ad frequency, and so on.

2. Active Users

View daily, weekly, and monthly active users mapped through time, along with real-time statistics on the number of users who've been active in the previous 30 minutes, as well as the top conversion activities throughout that time, such as a user launching the app for the first time, finishing a lesson, and so on.

3. Conversions

Conversions are your most critical activities. Data on your top conversion occurrences may be examined over time.

4. Engagement

Daily user engagement displays the average daily interaction including a chart indicating trends over the given time period.

5. Revenue

Displays the total revenue, which is the sum of all sources of revenue. It also displays the income sources, and also the average revenue per user (ARPU) and average revenue per paid user (ARPPU) for every time frame you want.

6. Adoption and Acquisition

You can see your app version acceptance charts, which indicate the proportion of active users for every app version, as well as your top acquisition methods, the number of times the app was launched for the very first time from every channel, and the lifetime value (LTV) of the people who launched it.

7. Retention and Audience

Retention streaks are a group of users who began utilizing your app at the very same time (such as on the same day or during the same week). You may also look for more data about your target audience, which will give you a good understanding of your consumers' traits in terms of:

  • Location: The proportion of encounters that originate in each of your top countries.
  • Devices: The proportion of users who own each of the top device models, as well as the percentage of users who own each of the OS versions.
  • Demographics: Genders user percentages by age range.

Tools stack for Mobile App Analytics

Mobile app analytics tools provide a ton of data on your app and its usage. Here's a brief rundown of several characteristics that are shared by the majority of them.

  • CRM or sales platform
  • Data management platform (DMP)
  • Customer support platform
  • Content management system (CMS)
  • Marketing automation platform
  • Advertising platforms
  • Product or app
  • Testing tool
  • Payment system

We’re here to support you at every step of the way!

At appssemble, we understand how to develop ideas and make them durable via research, planning, and continuous improvement. Since we have plenty of experience building mobile apps, we can assist brands in developing applications and businesses in connecting with their users in order to build amazing digital environments. As always, get in touch if you want to learn more or talk to one of us about your mobile startup.


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