Essential Tools for Mobile Analytics

According to a Gartner report, by 2017, mobile apps are expected to generate revenue of more than $77 billion and will be downloaded more than 268 billion times. Another report by Forrester Research predicts the mobile app market will be worth $38 billion by 2015. The figures are fascinating, aren’t they?

Another report by Gartner also predicts, by 2018, less than 0.01 percent of consumer mobile apps will be seen as a financial success by their developers. According to Mr. Ken Dulaney, VP and analyst at Gartner, most of the mobile applications we see today do not generate enough profit. In fact, many mobile apps are not designed well enough to even generate revenue and are more suitable for building brand identity or generating product awareness. Furthermore, some apps are built just for fun without any intentions of monetization.

You must be wondering what the solution is then. Well, this doesn’t mean that you should stop thinking of developing your mobile apps. Rather, you should start thinking seriously on how to ensure your mobile app meets your business objectives; and the straight solution is by measuring the performance of your app, which should be an integral part of your mobile strategy.

Tack and Analyze – these two words are critical for your app’s success. You need to understand your user’s behavior, what they are looking for, where they are struggling, buying habits and much more so that you can update your app accordingly and provide a better performance.

In this article, we are going to cover several popular mobile app analytics tools available in the market, and whichever you choose depends on your goal. However, before we go to that section, let’s look at what factors you should consider when selecting an analytics tool.

Metrics You Need to Track

What you need to track depends solely on your line of business. For an e-commerce app, the amount of time visitors spend on your page could be a critical metric, but if you own a gaming app, it may not be a relevant metric at all.

Although, there are a few basic metrics you will always need to track irrespective of the kind of app you own:

  • Bounce Rate
  • Retention
  • Drop off points
  • Engagement
  • Session Length
  • Security
  • Flexibility

With these metrics in mind, let’s discuss some tools to help you with your mobile analytics.

Mixpanel

Mixpanel is an event-based analytics tool that was founded in 2009 and is used by some big names like Khan Academy, Airbnb and Fitbit.

The user interface is pretty nice and you can easily define events and its properties for your app. With Mixpanel, you can:

  • Figure out your app’s drop off points
  • Use cohort analysis to analyze average return rate of your visitors and engagement ratio
  • Build queries based on the demographics and events (funnels)
  • Find out who is using your app and what actions they perform on your app

One of Mixpanel’s biggest features is revenue tracking facility, which measures the ROI. You can see detailed features here.

While it comes with a good UI and detailed analysis functionality, the only con you may find is the limitation of data points in their free version.

Google Mobile Apps Analytics

Google is everywhere, but surprisingly they didn’t try their hands in the mobile analytics industry until the end of June 2012. Google mobile apps analytics provides all the critical metrics to analyze how well your app performs.

You can:

  • Analyze acquisitions like finding out details on new users
  • Analyze Retention
  • Conduct engagement analysis
  • Measure outcomes where you can set up your objective then track the conversation and see how things flow

One of the star features is the ability to filter out which devices someone used to access your app as it can track the screen size.  On top of that, they have another killer feature which displays the manufacturer model and marketing names so that you can track who is using Android and who prefers the iPhone.

It has almost all the needed features and the learning curve will be smaller if you have already used Google Analytics before.

Flurry Analytics

Flurry Analytics is another popular tool which is used by more than 125,000 companies and comes free. Flurry is primarily an advertising company founded in 2005. Their analytics tool is used by some renowned industry leaders like AT&T, Yahoo, Sprint, Expedia and many more.

With Flurry Analytics you can:

  • Look inside the user experience in real-time
  • Review insights to measure how your campaign is performing
  • Monitor conversations based on the tracking events set up
  • Create alerts to ensure you never miss out on any important changes within the app like reaching a specific milestone
  • Customize dashboards

To learn more about their features, you can look here.

Appsee

Appsee is an Israeli start-up and claims to be different from the traditional apps available because of its innovative features. It was founded in 2012 and has already bagged some popular names such as British Gas and Deutsche Telekom.

Some notable features it provides are:

  • Touch Heat map – It is like Crazy Egg for mobile apps. The heat map feature enables you to understand how users have interacted with the app by providing the visualization feature of every touch they do. It is good to analyze where your users focused more on within your app.
  • Session Playback - It provides the ability to see user behavior in real-time along with video recordings of user sessions.
  • Crash Recordings – It can identify and record the crashed sessions automatically.
  • Auto-detection of UI issues – It can detect unresponsive user actions such as swipes or taps and helps you to do UI optimization.
  • Quick setup and integration – To install, all you need to do is have the Appsee SDK within your app and add a single line of code.

You can see detailed features here.

Localytics

Founded in 2008, Localytics is a mobile app analytics tool which is becoming increasingly popular. The tool is currently being used in around 20,000 apps on more than 1.4 billion devices. They have some famous names in their clientele including Fox, eBay, Microsoft, The New York Times and many more.

Localytics is more focused on goal conversion and comes with visual representation of the app performance to convert goals. It enables you to:

  • Analyze session length
  • Conduct Day-part analysis like figuring out the time of day where your users are most active
  • Create attributes and events
  • Add annotations

Although it is pretty easy to use and comes with unlimited apps in the free version, you can only get the mandatory features like funnel creation, filters, and session length by subscribing to their premium feature.

You can see more features here.

Countly

If you are an open source fan, then Countly is there for you. It collects data from your app, processes in real-time, and provides you with an advanced set of tools to understand your user’s behavior.

Countly has a stunning user interface and design. It is pretty easy to use the dashboard with all the required information you need at a glance like session length, new users, events served, time spent and many more. It helps you measure the effectiveness of your app based on your user experience.

To learn more, check out a list of features here.

Medialets

Medialets is a one stop shop providing both mobile analytics and media rich ads all in one place. It is used by some prominent names like BBC, CNN, ESPN, The Wall Street Journal and Yahoo.

Its analytics platform, Medialytics, comes with some interesting features like offline analytics, user messaging, App Store data access and custom event reporting.

If mobile advertising fits in your strategy, then Medialets should be a primary tool for you. You can analyze your audience and promote ads within your app that have a higher click-through rate.

To get a detailed list of features, click here.

The list doesn’t end here and there are many more, but any tool you choose should be aligned well with your objectives.

So, which tool have you used so far? Are you gearing up to start using your first mobile analytics tool?  Share your thoughts on these analytics tools and others by tweeting us @chaione.


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