Creating a mobile app is not enough! You need mobile app analytics. Many app owners think that as long as they come up with an outstanding idea, everything will be great. The reality hits after the launch when they do not get as many downloads as they expect.
If you are in this journey of creating a new app or considering it, you must have realistic expectations. You also need to track the performance of your app consistently. Mobile app analytics enable you to make quick decisions about your product.
Analytics tell you if your target users agree with your thought that the new app is useful or great. Before you invest more money in updates or even launch another app, track the performance of your app. Compare data at different times and seasons. What kind of data do you need?
Key performance indicators for a mobile app
Understanding the need for mobile app analytics is a good starting point. Your next step is to identify the type of data that you should be looking at every day. The performance indicators will also help you choose the right tools to use for analytics. The key indicators include:
1. Number of downloads
The basic metric tells you if your target market is interested in your mobile app. With the right marketing tactics, the number of downloads should be high after a launch. Mobile phone users are always excited to try a new product if it meets a pressing need. However, the app downloads after the excitement of the launch is over paint a better picture.
2. Active users
How many active users do you have every day, week, and month? Downloading an app from the app store is not good enough. You need users to interact with your app almost every day or several days a week. The analytics tool that you choose should give you real-time reports of the number of active users.
3. Retention rate
The expectation of every app owner is that users will find an app enough useful enough to use in the long-term. Mobile app analytics will tell you if you are achieving this dream. Check the number of uninstalls and the duration between installing and uninstalling. Low retention rates do not necessarily mean your app is not useful. You just need to change your retention strategy.
Related article: 5 Proven Strategies for Mobile Application User Retention
The most likely reason why you created the app is to make money. Whether you are selling a product or service directly, charging a subscription or earning from ads, conversion rates are critical. Check the trend of revenues, ad clicks, downloads or whichever metric applies to your app.
You can determine if you need to review your prices, products, or marketing agencies based on the conversion rates. The rate will also help you predict and improve future earnings from the app.
5. Open rates
Here is another metric that will give you a clear picture of user engagement. How many times do active users open your app in a day or week? How can you increase the open rates? The data will help you design marketing tactics such as subtle notifications to remind users about the app.
6. User sessions
How long do users take on the app? Which functions or pages do they visit the most? You cannot do without such numbers. Otherwise, you will not know the updates required on the app apart from increasing its responsiveness and performance.
App developers will always advise you to include the social media sharing function on your app. If users are impressed with the app, they will share it on their social media platform. The app should automatically prompt users to share or refer others to use the app. Tracking the number of shares or referrals including the comments will tell you what users think about your solution.
The best mobile app analytics tools
We have listed the best indicators to follow when analysing the performance of your apps. You can use the list to determine the best analytics tools to use for your app. There is no harm in choosing more than one tool. The good thing about these tools is that they give more than the metrics we shared.
1. Google Analytics
You can use this free tool for both iOS and Android apps. The tool shows in-apps activities including session duration, location of users, revenues, number of users, and number of sessions among other events. You may need a little time to read and understand the analytics but the tool is great for all types of apps.
2. App Analytics (Apple Analytics)
The tool is great but limited to the iOS platform. It gives you useful information on how to make your app attract more users and improve its position in the app store. Some of the metrics you can get with this tool include user sessions, app crashes, sources of downloads and impressions, sales, and active devices.
The tool is tailor-made for marketing analytics. It is compatible with both iOS and Android platforms. The developers have partnered with Google, Facebook, Pinterest, and Twitter. The tool is recommended for app attribution and fraud detection.
The tool helps you analyse how users interact with the app. You can tell which features or functions bring users back to the app. The tool designs and sends smart alerts to potential loyal users using machine learning technology. Consider this tool if you are interested in improving your user retention and conversion rates.
The tool works in both Android and iOS platforms. Crashlytics is probably the best tool you will come across for crash solutions. The tool gives comprehensive reports including the trends and factors contributing to app crashes. You will also get a report of unresolved
The analytics tool gives automatic insights using machine learning including user loyalty, engagement, and retention. You can also predict conversion and user behavior with the tool. Mixpanel has inbuilt tools that improve user engagement such as in-app push notifications, messages, and emails.
The tool stands out among other tools because of its wide range of functions. Some of the services you can get on the platform include performance reports, funnel analysis, campaign analysis, engagement analysis, and bug tracking. You can also generate cohort analysis, clicks, and visual analytics among other reports.
You will come across tens of mobile app analytics tools in the market with different features. It is advisable to get one or two tools with a wide range of reports that you can generate. Follow the data consistently for weeks or months before making any major changes on the app.