Mobile app usage has jumped to extreme heights and is still soaring high. Thanks to the ever-evolving technologies and higher connectivity.
There were around 75 billion app downloads from just the Apple App store by the end of June 2014. Mobile devices have already taken over the desktop in providing a fixed internet access and, while the number of global users of desktop devices has started falling, the figure for mobile users has been on the rise.
A study by KPCB on mobile technology trends has found enough proof to show the strong foothold mobile apps have in the digital market.
Mobile media time has grown by 51% and about 89% of the time spent on mobile media is through apps. About 26% of mobile research also starts from apps. App usage has been dominating even mobile browser usage.
All these facts and statistics lead to one obvious conclusion: Mobile apps are the next big thing that is happening in marketing and enterprise productivity and mobile app development is thus not only essential but is also a necessary step towards success.
Why Is Mobile App Analytics Important?
If you do not play your cards right in the mobile app space that has the most opportunities for growth, then you are not doing everything right.
But applying analytics for mobile apps is not the same as you have been doing thus far. The old rules are no longer applicable and you need specific approaches to derive the best insights from mobile apps.
You cannot ignore it as an extra sophistication; mobile app analytics has a bigger say in how well your business does and how it can improve.
For example, a report by the Aberdeen group says that companies that used mobile analytics had an 11.6% increase in revenue, while the unfortunate ones that chose to ignore mobile analytics had a 12.9% decrease.
You need to have mobile analytics along with mobile app developers to get on the right track and do your business in the most effective way. Some of the benefits of mobile app analytics is:
- – Optimizing your mobile campaigns
- – Customer satisfaction
- – Better delivery of services
- – Detecting the mobile devices and employ device specific user engagement
- – Discover what part of the app works and what does not and optimize its working
- – Learn what is capable of driving more conversions
- – See usage statistics of the app
Some important mobile app metrics that you must be aware of are listed below:
- – Users
- – Session interval and length
- – Acquisition
- – Time in app
- – Retention
- – Screen flow
- – Lifetime value
These metrics allow you to gather valuable information and insights into how usable your app is and lets you know what you can improve about your app.
It also tracks your users’ behavior and covers all your key performance indicators (KPIs). User engagement metrics and KPIs are major indicators of your app’s performance. And without these analytical measures you cannot completely assess the growth of your app and its impact on your business.
Only by analyzing these metrics you will get an understanding of whether your app is actually generating revenue for your business.
Analytics Tool List Pricing and Benefits
A brief overview of some of the major analytics tools that you can use, once you have decided to develop a mobile app, is given below.
- 1. Flurry
Flurry is a free-to-use mobile in-app analytics tool that is compatible with a variety of platforms, including iOS, Android, Windows, Blackberry and Java ME, and that is widely used by various mobile app developers.
It is an almost complete tool with a multitude of features to help you derive insights from mobile app analytics. It has a dashboard feature that can also be customized as per your needs and gives you instant information on usage, audience and events.
- 2. Universal Analytics by Google
Google launched its mobile app analytics tool in June 2012 which provides the Google Analytics for mobile apps software development kits for your use.
It works great for cross-platform apps and it lets you easily track conversions and revenues. Some of the insights provided by this tool are acquisitions, Google Play sources, audience, and app behavior and app conversion.
- 3. Apple App Analytics
Apple App Analytics is a tool that is specifically designed for iOS apps and is available for free. The three key sets of data used by this tool are App Store data, sales data and usage data.
- 4. Mixpanel
Mixpanel works with both iOS and Android stores and is offered in a freemium model. It specializes in providing event-based analytics, such as account creation, sharing, upgrade, and in-app purchases.
- 5. Countly
Countly is another cross-platform mobile app analytics tool and it is free if self-hosted. It is a real-time and open source mobile analytics application. It has an intuitive user interface and a dashboard feature to help you take an easy look at the mobile app data.
- 6. Localytics
Localytics is also a freemium product that can be used with iOS, Android, Windows, HTML5 and Blackberry apps. The free version itself has many features that may suffice beginner level users.
Some of the metrics covered include heatmaps, screen flow, users and sessions, retention, segments, customer lifetime value, funnels and app usage. Furthermore, it reports by location, device, app version and so on.
Planning for mobile analytics along with taking help of a mobile app development company has to be a part of your business strategy and this can be a bit overwhelming for beginners.
You need professional help to properly understand the analytics data and to make the best use of the analytics tools available.
As mentioned earlier, old schools of analytics cannot be directly applied to mobile app development and this requires expert help.
You thus have to consider a lot of factors before building your analytics plan. You should furthermore understand the data and how it affects your business. Mobile app developers can guide you through this process and help you make the best out of your app.
So, have you used mobile app analytics yet? Do you have any questions? Feel free to drop us a note below and thanks for reading!