For a successful application, it is critical to analyze audience behavior within the application to find points to improve. Measuring important information, finding issues, and identifying opportunities are crucial tasks to create strategies that encourage users to spend more time in the app and even increase app conversion rates. You can only go through this with app analytics tools.
What is Mobile App Analytics?Mobile App Analytics are online tools that collect user data and deliver it to mobile application owners. Among this information we can highlight:
- Age, gender and other characteristics of users who have downloaded the app
- Number of new users who installed the app
- Operating system of the device used
- Location of the device
- Version of the app
- App store where the users downloaded the app
- Information on how long users are navigating on each page
- Track major failures that occur in the app
- In and out app event tracking
- Conversion tracking
What tools can I use for measuring?1. Google Analytics Google Analytics is the traffic monitoring standard tool, its features appear to be endless. The tool can measure the total number of visitors, unique visitors and visitors returning to the app, traffic sources, in-app payments and revenue. Furthermore, Google Analytics allows you to visualize user navigation paths. The great advantage of online marketing over conventional marketing is that we can measure exactly the data to understand different groups’ behavior. Another great advantage is the tool Google Play Campaign Measurement that enables the attribution of native Android app installs to advertising campaigns and other marketing efforts in your Google Analytics app reports. It tells you which digital marketing action is providing the best result and also the value of that return, so that you can decide which one have the greatest conversion potential. It is important to verify that your Google Play Campaign Measurement implementation is working properly before the application is submitted to Google Play to ensure that campaign measurement data is as accurate as possible at the time of launch. 2. Flurry Analytics Flurry is available for the main application development technologies: iOS, Android, Windows Phone, HTML 5 / Hybrid Apps / MobileWeb, BlackBerry and Java. With Flurry you can follow user segmentation by usage, retention, geography, age, gender, and interests, but you can also create custom segments. It allows you to measure and improve the conversion rate of different funnels. Other features include: creating custom reports and setting alarms based on triggers. Flurry provides analysis of application crashes, which is very important to detect and address such problems so that the user is satisfied with the app. However, all mobile application developers are aware of the difficulty of this task, especially on platforms with a lot of fragmentation such as Android. When Flurry detects a bug in the app execution, it immediately sends an email to the application manager so that the problem can be solved. 3. Apple App Analytics This is a great tool which focuses only on iOS; a great benefit of this is that Apple can analyze user payments based on Apple IDs instead of devices. The tool also includes crash filters per app version and operating system, and it is able to see how many paying users you had on a given day, in order to assess the impact of possible price changes that campaigns have generated. There are many other features including: filters by source to identify whether new users came from a particular campaign or website; ability to link two measures to better understand how your app or marketing campaign is performing, rate conversion, pay-per-user sales, active device sessions. 4. Appsee Mobile Analytics Like Google Analytics, Appsee provides information about what is happening with your app. However, this tool provide interesting visualizations. You can see the behavior of your users through screen touch heatmaps, which are the most clicked areas of your app. Also, it provides an extensive user experience and behavior analytics platform, as well as in-app analytics reports. 5. Amplitude This software analyzes navigation and tracks behavior of users to support the development of products and systems. It is one of the most complete tool for this. Software like Intuit, Hubspot and Square, use Amplitude to validate products and user experience.
What to do with the metrics?Mobile App Analytics tools present information in a structured way with filters that help you understand the data. Once you have collected this information, you can take action that make your app succeed. Here are some examples of such strategies:
- Launch more assertive marketing campaigns according to the profile of the audience that downloads the application.
- Find pages in the application with possible problems and fix them.
- Improve campaigns of the traffic sources that generated only few downloads.
- It is possible to identify the best-selling products and improve the other products so that the company can increase the average ticket, reduce cart abandonment, etc.