The mobile app market is huge, robust, profitable, and ever-evolving. With thousands of iterations in the features, technicalities, and appearances, millions and millions of applications are now available in the Google Play Store and App Store. In this cut-throat competition, the statistics reveal around 258 billion mobile app downloads by 2022. Software companies are forecasting voluminous business opportunities along with formidable challenges to overcome.
So where is the challenge exactly experienced? It is all about increasing the frequency of switching apps. Out of four users, one abandons the app after a single-use. So the real challenge lies in maintaining the retention rates.
So how do we do it? You would think maybe I need to still innovate or become more creative. Well, the secret lies in implementing mobile app analytics and optimizing the entire game of your tactics.
So let us check out the right methods of implementing analytics to your awesome mobile app.
- Why Need Mobile App Analytics?
- Mobile App Analytics Tools
- How Can You Track Mobile App Analytics
- Tips For Implementing Mobile App Analytics
- Final Thoughts
1. Why Need Mobile App Analytics?
Mobile app analytics is needed for two core purposes:
Enhance conversion ratios with higher informed business decisions
To find out your users, you must use app analytics and check out the level of engagement with your app along with the churn ratio. This will let you identify those parts of the app that drive most conversions and reveal those phases where the conversion gets down. These insights will help you think better and make suitable decisions in the future.
Create phenomenal user experiences and boost customer satisfaction
Users won’t give a second thought to uninstall apps that give a bad user experience. In a world where the tolerance levels have been reduced to zero, most of the users agree upon the fact that negative experiences highly impact the brand’s reputation.
With mobile app tracking systems, you can improve your user experience. You will discover the most widely used features, as well as the underused ones. If there are any features missing or if there are features in your app which users find confusing, then it is a great source of information that should drive your product roadmap development.
2. Mobile App Analytics Tools
There are various tools you can use for data tracking with plenty of options accessible in the market. Few of them are popular. Let us know them in detail.
- Firebase – a mobile development platform created by Google which tracks user behavioral data including
- the events – what is happening inside your app, for example, user actions, system events, and errors,
- Properties – attributes for defining user segments, like language preference or geolocation;
Mixpanel – allows you to track individual user interactions;
Google Analytics – especially useful for marketers as it lets them identify lead sources, highest converting channels, and split customers/users into segments;
Smartlook – provides you with data on user behavior by offering screen recording and heatmaps. Useful for identifying areas in your app where users struggle, it can also help you with conversion funnel optimization.
3. How Can You Track Mobile App Analytics
No matter which kind of tools you use, you must know and be thorough about some of the common features. They are explained in detail below.
Filters are a must-have for data segmentation. Without them, it’s hard to draw any conclusions. You can filter by:
Platform usage: iOS vs Android
Date: last week, last 30 days, or even a specific date
Audience: you can split your users into segments based on shared traits
User property: filtering users based on their age, gender, device, app version, etc.
This feature tells you how many people installed your app. You can check with the number of downloads you can verify the effectiveness of your marketing efforts like:
your targeting – are you focusing on the right audience?
your messaging, especially your Unique Value Proposition – does it appeal to your prospects, or do they find it confusing?
your App Store or Google Play listing – is it attractive enough to the prospects?
If you face fewer downloads or lack of it then it might indicate that your marketing needs more work.
This metric varies according to the type of app downloads as it tells you how many users use your app which is a good engagement indicator. It’s important to define what an active user means to you. The definition of an active user varies between tools. For example, Google Analytics views this metric through the prism of sessions. For Google Analytics, an active user is a user who starts a session.
Average visit time and screen views
Average visit time indicates how long the user spent in your app, while the number of screen views shows you how many screens they interacted with.
These metrics are good indicators of your user engagement. Think about it this way: the longer the user stays in your app and the more screens they see, the more engaged they are.
From acquisition to conversion, it shows you the flow of users. You will be able to check how many steps your users take before they convert. If you offer in-app payments, you must define the conversion steps to create a sales funnel within your app.
The total sales your app generated from all revenue sources. You can verify your most profitable sources and check what the average revenue per user and per paid user was for your chosen time period.
Adoption and acquisition
You will come to know the amount of time spent to acquire new users. This might include advertising, PR, customer support costs, etc. You can also check your most effective acquisition channels and the lifetime value of your customers (CLTV). You’ll want to keep your customer acquisition cost (CAC) below your CLTV.
This feature showcases the percentage of users who return to your app after their first visit. To reveal why users fail to return to your app, measure your retention rates over daily, weekly and monthly periods.
Trust that your users find your app very useful once the retention rate rise. If it drops, it’s worth investigating why. In case if you have run updates that might have had a negative impact on your app’s usability, then it’s a good idea to ask your users for feedback.
New User Retention in Firebase
This feature measures the percentage of users who stop using your app. It’s especially painful if your highest paying or most engaging customers leave you. According to Localytics, 57% of users churn within their first month. This number increases to 71% by the third month of using the app.
Mobile app analytics gives you a great pool of information that is a wealth of knowledge – if you know how to use the data. One of the best ways to draw data-based conclusions is by using cohort analysis in Google Analytics. This unique feature tells you how well your app performs among different user groups, also known as “cohorts”.
Cohort analysis helps spot different behavioral patterns among customer segments. It might show you that your churn rate or retention rate is higher or lower within specific segments. It’s a great starting point for analysis. There are 3 things you should keep in mind while conducting your cohort analysis:
Cohort type – the date of acquisition you want Google to select when tracking users;
Cohort size – the timeframe you want Google to consider for user tracking;
Metric – the data you want to measure, such as retention, revenue, session duration.
4. Tips For Implementing Mobile App Analytics
Express Your Mobile App Goals
Defining your goals is the foremost step you must take before establishing your mobile app tracking. And then you can go further and check out whether this helps in increasing your revenue, raising brand awareness, generating a specific number of downloads, and anything valuable enough. When you decide on your goals, you will be able to identify which metrics to focus on, which will impact the selection of your analytics tools.
Set up tracking for mobile apps
Configure your selected toolkit now. To enable data collection you’ll have to install a tracking code. It’s worth it to appoint a person responsible for setting up the tools and configuring the dashboard so that it displays the metrics you’re interested in monitoring.
Analyze your data using the Mobile App Sources report
With regular monitoring, you can implement fantastic mobile app analytics. After you install tracking in your mobile app you’ll be able to collect and send data to your Google Analytics account. Use the Mobile App Sources report to reveal how users found your app.
5. Final Thoughts
After all these discussions, the only thing that can hit is to lose the traffic activity once at your mobile app. The best way to monitor how they use it is by implementing mobile app analytics. Gaining insights on user interaction will help you create a great user experience that should positively impact your user retention. From abundant metrics, you have choices to track depending on the app downloads, number of active users, conversion, retention, or churn. However, your metric selection dependency features are missing and on your mobile app goals. It can either boost revenue or create brand awareness.
Framing clearly defined goals or agreeing upon those goals enables you to define your perfect metrics. And further, after mutual agreement on your goals, you will be able to define.
Only after agreeing on your goals will you be able to define your metrics and select the right tools to track them. Wishing you all the very best in your future endeavors.