Mobile App Analytics: How to Choose the Right Instrument

What’s so important about being mobile? A business stays closer than ever to its customers, and customers, in their turn, get convenient solutions for any demand. Mobile app development is discussed actively wherever you go. But what do we know about the app’s life when it appears on the market? The analytics process is something that gives us a clear vision of what’s going on between users and applications.

User-app relationships are not necessarily something mysterious and complicated. With the right analytics instrument, you’ll build a secure foundation for the future success and user contentment. We won’t keep you waiting longer – let’s learn more about analytics, its core advantages, and the benefits you’ll eventually get.

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What’s So Great about Analytics Tools
The Diversity of Analytics Tools: How You Choose a Perfect One
#1 Make a list of the most important ROI factors
#2 Concentrate on specific perspectives
#3 Plan your future business goals

What’s So Great about Analytics Tools

To a certain degree, using analytics tools reminds of diving deep with an aqualung. But instead of the fresh air, analytics has five advantages to offer. This is why there is so much fuss around this tendency:

1. Gathering lots of detailed information about users is not a problem

Analytics is the best way to hear and listen to your customers. Marketers say that simple acquiring is not enough – you also have to work hard on the user retention. Giving people everything they need is impossible without having an effective conversation. Analytics tools become a useful mediator in this dialogue providing a picture of user experience.

2. From now on, you will drive the customer-focused approach

Many business owners believe that it’s impossible staying personal when you have thousands of users. If you’re among them, be ready to change your opinion. With data gathered by analytics instruments, it is possible to send personal push notifications to a user with a unique portrait. What would you prefer – receiving personal or generic messages? We already know the answer.

3. Analytics helps monitor crash statistics and identify its roots

Is there anything worse than this? The oftener an app crashes, the closer it gets to a complete disaster. But simple awareness is not enough – we have to know what exactly happened there. With the right analytics implement, you will know more about affected devices, their operating systems, and current app versions.

4. You can go further to the back-end performance

Adding more sophistication to the application has a direct impact on the back-end development. When you have analytics tools at hand, you can monitor the time which the app needs to receive a response after sending a network request (network-request round-trip time). With this data, all back-end anomalies will be easily revealed.

5. Drive the ROI (return on investment) like a pro

This last item is a global one and concerns not only application performance but the success of all marketing campaign. App analytics plays the main role in the ASO (app store optimization). You have to be ROI-oriented to consider this factor as well as all channels providing LTV (customer lifetime value). In the end, mobile app analytics knows first where you should put the money.

The Diversity of Analytics Tools: How You Choose a Perfect One

Analytics Tools: How You Choose a Perfect One

There are only three steps for you to make – and you’ll be closer to the right choice than ever. Just three steps but so many things to consider! Let’s start with the basics.

#1 Make a list of the most important ROI factors

No matter what business you’ve started, you probably had a specific goal at the beginning. Imagine how you achieve the goal and what instruments are needed here.

It may be more difficult than it was before since now a customer has to make a long way to the final purchase. Choosing the right analytics tool means that you can follow this complex journey.

On this stage, we will carefully research those factors and events that lead an application to success. It’s important to consider all nuances, that’s why we will travel with the user from the general awareness to a willing to get the product.

List of the most important ROI factors

First moves – what people know about you

It’s worth quantifying: you want to make sure that people are aware of your business activity. And even more – they continue getting the news from you.

Metrics you might like:

  • Number of downloads
  • Referrals to the application
  • Number of shares via social media services

The middle of the journey – how people like you

It’s worth quantifying: this part is all about users’ interest. Your application has to create value for customers no matter how much time they’ve spent with it. We’re working on long-time relationships here.

Metrics you might like:

  • Daily activity in the app
  • The level of engagement with the content
  • Reaction on offers and promotions

In the home stretch – “yes, I want to buy it”

It’s worth quantifying: at this stage, you will focus on concrete transactions within your app. Are you an affable seller? Let’s figure it out together.

Metrics you might like:

  • Required time to make an order
  • The average value of one order
  • Conversion indexes from different projects

Places you’d like to come back to – repeatable metrics

It’s worth quantifying: what can be more important than the purchase itself? It’s those precious moments when users come back to repeat their buy.

Metrics you might like:

  • Rating of repeating purchases
  • Periods of time between such purchases
  • Engagement with content on the post-conversion stage

Thanks to all these example metrics, you’ll have a chance to get the insight of your company’s work. At the same time, various departments of the company can react to the new data in their own way.

Our conclusion: along with giving the insight, analytics tools have to inspire new actions for your project.

#2 Concentrate on specific perspectives

When we’re done with the quantitative aspect of analytics, it’s time to work on units of analysis. By this term, we mean those main organizations or individuals that have the biggest influence on the business.

To find out more about such units, let’s picture to ourselves one of the possible scenarios:

  • We start with segmentation. For example, we have two groups of units, let’s name A and B (or any other name you like).
  • How would you describe these groups? You need to identify specific parameters, which depict each unit.
  • Making a description, you’ll have a broader perspective to compare conversion rates of two participants. The winner will be your main unit of analysis.

Individual and/or collective research

This was an aggregate level of the research. But as we’re still here, why don’t we focus on those users that bring the most to your conversion rates? This is the next important trace of the perfect analytics tool – individual and/or collective research. Try to define your exact marketing needs and juxtapose them with the analytics instrument.

#3 Plan your future business goals

On this stage, we will think about the future partnership with the chosen analytics tool. We bet you don’t want to change it anytime soon as you care about continuity in the data. Let’s make sure you’ve done everything right.

Till now, we’ve discussed all metrics due to the current state of affairs. We’re going to change this perspective a little and dig deep into the future. These are the first questions you need to ask yourself:

  • Depending on the metrics you’ve chosen now, imagine how they change soon. Do you expect any significant shifts?
  • Are there any indexes you’d like to know which you can’t measure at the moment?
  • How your business strategy may change in the immediate future or in several years? We suggest writing several action plans.

Plan your future business goals

And if you own a large organization, it won’t be superfluous to discuss some nuances with other team members. This is with whom you can start:

  • Talk to the team of technicians. These guys know for sure how much the tool is compliant with world standards and other implements your company uses.
  • Bring in the legal department to make certain that you’re on good terms with privacy laws and will stay there in days to come.
  • A consultation with the engineering head is needed to see how a mobile analytics tool merges with complementary systems.
  • And finally, loop in all department leaders you have to know how each of them can benefit from using this tool.

The three decision-making steps we’ve just mentioned are directed to help developers and business owners in their analytics work. After all, the right metric is all that matters – we don’t have much time on unexpected fire drills.

Ready, Set… Analyze!

It’s hard to embrace all the benefits you get with the analytics solution until you know how many things you can measure with it. But presently, more and more developers and entrepreneurs want to follow their product every step of the way. Rather! After all the work that has been done, all we want is success – no more, no less.

Ready...Set.. Analyze your app

Fortunately, the market has a lot to offer, and we made a research on the most popular mobile analytic tools for you not to get lost. If you still hesitate whether get down to analytics or not, “yes!” is the most obvious answer.

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