The Best Mobile App Analytics Tools For Your Business Having a mobile app is no longer a nice-to-have strategy but a must-have strategy in today’s highly competitive business landscape. The use of smartphones, tablets and iPads have brought about an era of ubiquitous connectivity. Consumers and employees alike are now able to access information from anywhere across the globe and with ease. As a result, organizations are abandoning siloed processes and are increasingly creating enterprise apps for every business function and process. To illustrate this, studies showed the number of organizations that were active in the mobile app market in 2018 was 317, 673; the market of mobile apps stood at $568.47 billion in the same year, that is, about 30 times the value of movie ticket sales in North America. To break this value down, advertising revenue & paid downloads, direct contributions from mobile-commerce, subscriptions and in-app purchases accounted for $339.7 billion while indirect contributions through additional business and house-holds consumption triggered by mobile apps accounted for the remaining $228.77 billion. Despite this growth, many organizations are not making proper sense of the data generated from mobile apps and consequently, they are not getting the desired return-on-investment. Through this primer we seek to assess why analytics should be a vital component of your organization’ mobile strategy and also discuss some of the best mobile app analytics tools you can utilize. Mobile App Analytics Tools There is no denying the market for mobile app analytics tools is set to grow significantly in the coming years. Data from a report titled- “Global Mobile Analytics Market Research Report Insights, Opportunity Analysis, Market Shares and Forecast, 2017 – 2023,” projects the global mobile analytics market to experience a compound annual growth rate (CAGR) of roughly 24 percent during the study period 2016-2023. This growth will be largely due to factors such as the growing use of mobile apps, mobile advertising, the need for real time analytics, increased adoption of cloud-based mobile analytics and the convergence of web, social and mobile analytics. So the big question is- why mobile analytics? What are the best mobile app analytics tools for your business? There are many tools available on the market, however, a robust mobile app analytics tool should be able to provide you with an overview of various key performance indicators (KPIs). These include: • App penetration percentage- this basically shows the number of active App users from your existing customer base over a given period of time. With this KPI you can tell how your business is performing in terms of acquiring customers through your mobile app. • Screen Launches- this KPI helps you understand the most frequently and least frequently launched screens on your mobile app. With this information you can, therefore, know how certain features and functionalities on the mobile app are performing on one screen compared to other screens. • Menu Items- This KPI can help you understand the Menu Items which are mostly used and those which are least used and correlating them with the Screen Launches. This KPI can also help you understand and create new Menu Items that did not exist before and hence improve engagement levels. • Events Tracking and Conversion Events- Events tracking is a metric that shows you statistics for a particular event, including event location, event demographics, among others. Conversion events, on the other hand, provides you with insights about your most valuable users such as the acquisition channels they came from. • In-App Journey- This works way better compared to other KPIs; it helps you gain a deeper understanding of the various steps users take to reach their goals and what you can do to optimize their journey. These can include App Launch, In-App Purchases and E-commerce purchases journeys. • Audiences- This metric shows you the behaviour and nature of different segments of your app users. You will have access to information such as the number of users, their activity, the app versions they use, their age, gender, region, their interests, among others. • Cohort- This metric provides information on those users who started using your mobile app around the same time (same day or week). It can help you determine your retention rates by understanding the number of users who make repeat visits and how long you retain users over different time periods. • Conversion Funnels- The way mobile apps work is a user has to complete one action successfully so as to perform the next one in the stack. For example, consider the Authentication & Login process where a user has to successfully complete the process of authentication to Login. Therefore, this conversion funnel metric can help you understand, for instance, how users have successfully completed a staged-task, how successfully authentication overall is and if not, what are the stages and touchpoints where users are experiencing more challenges. By studying some of the mentioned KPIs using mobile analytics and taking the necessary actions, your business can achieve the following: • Improve customer experience Mobile analytics will enable your organization to get a 360-degree of how clients consume content, and what changes can be made to optimize their buying experience. • Collect and analyse data in real-timeNo doubt about it- data is the lifeblood of every organization regardless of industry. And thanks to various digital avenues in today’s business landscape, organizations have access to large datasets. Mobile applications are part of these digital avenues and thus, constantly generate so much data. Therefore, the ability to make real-time sense of this data using mobile analytics, is what sets successful companies apart. 1. Google Mobile App Analytics This tool can help you turn insights into action and improve your mobile app performance. It is available in iOS, Android among other platforms. By utilizing it you stand to achieve the following: • Conversion rates analysis • Users behaviours • Data visualization • Events monitoring • Users geolocation • Ad campaign and social activity reports • Alpha and beta testing 2. Flurry Analytics Owned by Yahoo and used by over 800, 000 mobile apps, this mobile app analytics tool works on various platforms (think iOS, Android, Windows Phone, Mobile Web, etc.). It provides you with the following data: • Number of active users • Sessions and session lengths • Frequency • Retention • Audience persona and demographic • Conversion funnels • Device information 3. Mixpanel This solution is great especially if you’ve just launched a new mobile app. It offers the following: • Real-time data analysis • Funnel analysis • Events • Cohort • User behaviour 4. Firebase This app analytics tool is owned by Google and helps users improve their apps and grow their user base in one place. It offers the following insights: • Audience • Time spent • Revenue • User behaviour 5. Fabric Also owned by Google, this mobile app analytics solution offers the following: • Events tracking • Crash reports • Payments tracking • Growth reports • User segmentation 6. Adobe Analytics Adobe analytics provides you with detailed mobile app analytics along with best-in-industry visualizations and reporting that will help you to quickly and easily optimize mobile engagement. Other insights include: • Retention • Conversion • Event tracking 7. Count.ly This is an open source mobile app analytics solution for android, iOS, and windows phone platforms. It offers the following: • Sessions • Data on new users • Automated push notifications • Funnels and cohorts • Event served • Time spent 8. Apsalar This app analytics solution helps you track, measure, segment and analyse your mobile app performance and shows you opportunities where you can do better and earn more money. You will be able to know which marketing campaigns are performing and the ones that are not. 9. Localytics This app analytics tool will help you reach your prospective customers with highly targeted campaigns that leverage push notifications, in-app advertising, personalized messages and A/B testing. It offers the following insights: • Session tracking • Retention rates • Funnel reports • A/B testing • Device information • App version • Mobile CRM • Event and attribute tracking • Custom dashboards • User profiles 10. Appsee This app analytics solution provides the following: • Touch heatmaps • Offline tracking • Conversion funnels • Qualitative app analytics 11. Facebook Analytics for Apps This app analytics tool helps you track the following: • Funnels • Events • Segments • Cohorts • Integrations 12. Amazon Mobile Analytics Amazon mobile analytics offers the following metrics: • Daily active users • Monthly active users • New users • Number of sessions • Retention • Event tracking 13. Apple App Analytics This is a free mobile app analytics tool in the iOS platform. It provides data on usage, sales and App store on a weekly basis. By leveraging apple app analytics, you will have a deeper understanding of the following metrics: • Channel effectiveness • Sessions and active devices • Marketing campaigns • Sources of impressions, product page views and downloads Wrap Up Having a mobile app demands for additional strategies in place in order to ensure a positive return-on-investment. One of these strategies involves integrating a proper mobile analytics solution (s) so as to be able to predict and generate insights about your clients, markets, and functions. As a result, your business will be in a position to enhance data quality, improve supply chain and inventory management, facilitate marketing campaigns, optimize existing customer relationships, and above all establish a competitive advantage. Learn how iBuildApp can help your business embrace digitization and drive performance by building game-changing mobile apps. And the best part is you will have access to some of the best-in-class mobile analytics solutions to help you get the best out of your mobile apps.
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