Mobile Analytics – What are they? How can they improve your app?

10 April 2017

With apps taking over the digital market you need your app to stand out, not just visually but with both user experience and user interface. You need your app to cater to your user’s needs simply, effectively and efficiently. Mobile analytics help you to do this by showing how users interact with your app as well as for how long they interact with specific segments of you app, allowing you to produce a final product that is everything your users need.

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Mobile analytics study the behavioural trends and interaction patterns of your users in regards to your app. Mobile analytics can include data from visits, interactions, time spent on each screen and screen clicks, all of which can help you sculpt your app to you user’s needs.

Google analytics is a freemium mobile analytics service provided by Google. This analytics service provides an accurate view of the users of your app that can be customised and shared within your company.

The Main Features of Google Analytics:

What platform are your users from?

By understanding which OS system your users come from (iOS or Android) is crucial in depicting the overall app usage behaviour of your users. Google shows you where your users came from before your app (how did they find the app?, why did they install your app?) on both platforms. This helps when marketing your app, it shows you your target audience (although I’m sure you already know them), where you should be marketing your app/website and what aspects of your app you should be promoting.

Mobile SDKs:

Google include native SDKs for both iOS and Android allowing you to track how users interact with specific segments of you app as well as key activities or events that happen when the app is open. This helps you to see which areas of your app are used the most and how you can improve areas that attract less attention.

Event Tracking:

Event tracking ties in with SDKs this feature measures how often each feature of activity is completed, for example ‘adding an item to cart’, ‘finishing a purchase’ or ‘completing a registration’. Along with SDKs event tracking can give you in-depth data on how users interact with events and this can help you understand why users either do or do not finish the event.

Demographics & Remarketing:

Demographic and Interests data leads to further narrowing your target audience from segmentation. This data about age and gender of your users can be coupled with that of their purchasing activities and online travel routes to narrow down target audiences. This data also allows you to re-engage your past users by targeting their interest history.

Lifetime Value and Retention Analysis:

The Lifetime Value report gives you an insight into how your users have impacted the app since their first visit. Without an understanding the value of users over their app usage lifetime you can’t make informed decisions on which areas to improve upon, and what areas of your target audience to focus on next. Retention analysis refers to how many users stay and use the app and how manny users stop using your app, this lets you know how ‘sticky’ your app is.

Conclusion:

Analytics not only show you the habits of current users but also allows you to plan for future users. By using analytics you can create an app that caters to your user’s needs as well as identify new user needs that you may have been unaware of. Furthermore analytics allows you to narrow down and specifically target audiences within you segmented target audience quickly and efficiently.