What Is Mobile App Analytics & Its Role In Your App’s Success?

Mobile app analytics is key to the success of your app. A detailed understanding of how users are engaging with your app will help you improve its functionality and experience leading to user loyalty and app success.

What is Mobile App Analytics?

Mobile app analytics is a system of measuring and analyzing user behavior on a mobile app. A mobile app analytics software may be implemented by the app's developer or publisher seeking to improve or analyze their product.

A good mobile app analytics program will allow users to track how many people have downloaded the mobile app, where they are located, how often they use it, which features they like and don't like, what ads they click on and what leads them to make purchases.

The information collected from the analytics is then used by app developers to tweak and improve their apps. This can include adding new features or making changes to existing features based on user preferences. An effective mobile app analytics strategy can help app publishers figure out which areas of an application need improvement, what is working well, and how best to promote the application through various channels, including social media campaigns, and advertising, etc.

Why Is Mobile App Analytics Important To Your App’s Success?

Mobile app analytics is important to understanding your app users so you can improve their experience and drive up retention. Here's why mobile analytics are important for your app marketing strategy:

Identify what features make an app sticky – You can see which features of your app are used most frequently and which features users don't engage with at all. This will help you see what features make your app sticky (i.e., increase user retention) and which features don't. You can then focus on improving the features that don't.

Track usage habits over time – Tracking how often users interact with specific features tells you a lot about how well they're performing. Are they popular? Not so much? Why? It's easy to tell if a feature is doing poorly but it can be harder to tell why it's not performing well. That's why mobile analytics provide this kind of valuable insight. 

Measure the impact of marketing campaigns – Mobile app analytics allow you to measure the impact of marketing campaigns in real-time, immediately after a campaign has launched. This is incredibly valuable because it gives you insight into how users respond to different types of marketing campaigns as they happen, instead of days or weeks later.

How Do Mobile Analytics Tools work?

All mobile analytics software employ the same basic approach. A Software Development Kit (SDK) is installed in the app. The SDK monitors a device's network traffic, looking for indicators of mobile applications in use. Each time a user takes an action, like tapping or entering data, the SDK fires off data that is captured in the mobile analytics platform. Depending on the tool, this can include requests to view a page, information about ads being loaded, or data relating to a specific app installed on a device.

The information collected by these tools is presented in various ways. The most basic is a historical log showing what was detected on a device at various points in time. Many tools also offer alerts, which can be set to notify you when certain activities occur. For example, you might want to know when your app is being viewed by someone who has never used it before, or when an ad is being shown to someone who has already seen it multiple times.

Mobile analytics tools also commonly provide some level of aggregation and automation capabilities. For example, if you have multiple devices running your app, all viewing the same content at the same time, you might want to see all of that activity in aggregate, rather than having to look at each device individually. Some analytics tools allow you to set up rules that detect patterns of activity and then perform actions based on those patterns. For example, you might have an automated process that emails you every time a specific event occurs.

What Are Key Mobile App Metrics?

Mobile app analytics provides a lot of data that can help you to understand what your customers are doing and why they might stop using your app.

Details of the data that you get from mobile app analytics will vary, depending on what mobile app analytics software you use, but typically, you'll get usage data and behavioral data.

Here's a breakdown of how the two types of data differ:

Usage Data – This is all about how people are using your apps, covering everything from how many times people open your apps each day to what features they're using most often. You'll also see details about the devices your customers are using, which helps you to establish whether some of your users aren't able to access certain features that you think should work across different devices.

Behavioral Data – This information will help you to understand why people are using your apps in particular ways. For example, maybe they're not going on the product pages frequently enough or not adding enough products to their carts when they're browsing your site. The idea is to identify patterns in their behavior so that you can start taking steps to address any issues before they become problems for you and your business.

Key Mobile App Metrics To Monitor

  1. Active Users: This metric determines how many users are accessing the app on a particular day. It also tells you how many people have used your app within a specific time period, e.g., 30 days. A good benchmark is to have at least 100 daily active users (DAU )and 10,000 monthly active users (MAU).
  2. Usage Time: This metric shows how well your app is being accepted by your target audience and how much time they spend on it. If you want to increase engagement, then you will need to focus on improving the core features of your product that make it more fun or engaging for a longer duration of time.
  3. Retention Rate: It measures the percentage of your users who return to use your app a second time. It's a commonly used metric, which is an important indicator of how apps are resonating with their user base.
  4. Churn Rate: Churn Rate is the percentage of users that stop using your app in the first X days. Typically it's 30 days, but it can vary from one app category to another.
  5. Stickiness: Stickiness measures the frequency and duration of user sessions. It is a function of how engaged a user is with your app. Engagement depends on factors like a content, ease of use, and good marketing (getting people to download your app in the first place).
  6. Average Revenue Per User (ARPU): This metric helps you understand the average amount of money being spent by each user on your app or in-app purchases (IAP). If your ARPU is less than desired, then you can take immediate action such as redesigning some of your IAPs or improving the offerings.

The Need For A Mobile App Analytics Platform

To leverage data to improve your app, you need to have answers to these questions:

  • What do I want to achieve with it? 
  • How will I analyze the results? 
  • What tools should I use? 
  • How much time do I have to devote to this?
  • What resources would I need?

If you're looking for a big-picture view of how your entire mobile app is doing, you need something that can pull together all your analytics from different sources, provide a comprehensive view and deep insights. 

Qualetics AIMS, our software quality analytics platform, can help you get a 360-degree view by tracking key metrics and providing real-time insights. Powered by AI, our analytics platform, helps you get actionable intelligence on your app users and app usage in an easy and cost-effective way. Here’s how our platform helps you measure and analyze user engagement.

For a free demo or to know more about our software quality analytics platform, contact us here.