Angela Fellows
Head of Customer Success, Reteno
A recent study shows that mobile apps account for 70% of the total digital time in the US. This is because users can choose from millions of options every day. So, what can you do to make your app stand out, especially with these many options available?
Understanding user behavior is a good start. You can use mobile analytics to gain data and insights to optimize for success. In this article, you'll learn how it works and how you can unlock the secret to user engagement.
Mobile app analytics refer to those indicators that app developers use to keep track of their app based on user engagement. Several mobile analytics tools collect this information and present it in a usable format.
With mobile app analytics, you should be able to answer the following questions:
Tracking these metrics will help you properly understand the app user journey and implement useful updates to improve each user's experience.
As stated above, mobile app analytics is collecting, analyzing, and reporting data about an app's general performance. Mobile data analytics has helped service providers create a more enjoyable and personalized experience for each user.
On the other hand, web analytics seeks to track and analyze the data generated by the users who visit your website. By including a tracking code in your website's HTML, web analytics monitors data and identifies each site visitor using cookies.
Mobile app analytics helps you to get an in-depth understanding of app user behavior by tracking metrics like retention rate, number of downloads and installs, monthly active users (MAUs), etc.
Then again, web analytics seek to make your site easy to use and navigate. After monitoring and gathering data on metrics like bounce rate, page views, and traffic sources, you can easily improve your site.
Based on their focus and mode of operation, common types of mobile app analytics include:
These analytics track users' actions and usage of the app. For an accurate analysis, you'll need to monitor interactions such as in-app purchases, button clicks, screen views, etc.
Other in-app engagement analytics you can track are how long people use your application, the features they use the most, and how often they open your app on their device (you should track this over a defined period).
With performance analytics, you can gather relevant data on how well your app works over time. You should be able to identify errors that may arise while your app is running and take the right steps to fix them.
Performance analytics focus more on your app itself rather than the users. It tracks your uptimes, crashes, resource usage, and app responsiveness so you can understand why your app crashes or slows down on different devices.
Your performance in the app store will directly affect the number of downloads and installs you get. With a trusted app store analytic tool, you can track metrics like your reviews, downloads, rank in app listings, etc.
The details from a proper analysis will be pivotal in your decision-making. You can use the information to acquire more users by targeting the right audience and working to improve your app ranking.
Different apps enjoy monetization through subscriptions, in-app purchases, and other affiliate marketing schemes. If you do not have a proper means of analyzing and tracking these channels, you could be losing good money.
A monetization analytic tool will help you analyze the success of each strategy by monitoring the revenue each one generates. From there, you can decide on which channel to focus on and draw in more profit.
App advertising analytic tools will help you monitor your app's performance on different marketing platforms. With this data, you can analyze in-app behaviors and click-through rates to be sure you are getting your money's worth.
These advertising analytic tools are essential for a successful marketing campaign as they provide accurate, measurable details about your ad. With this information, you will engage in data-driven marketing, focus on the areas that matter, and yield the best results in your future campaigns.
It’s not enough to choose a good mobile analytic tool; you should also learn how to use it efficiently. Many app developers do not get their desired results because they don’t know how to monitor their performance and make data-driven decisions.
As your mobile analytic tool helps you analyze data, you should always look out for the following metrics:
A satisfied customer will not only return, but also tell others about your product. The same goes for mobile apps; users tend to leave reviews and different star ratings on the app store.
At least 59% of your users will check your ratings before downloading your app. So, take note of your previous ratings and use them to improve your UI and UX. The better reviews you get, the higher your rank in-app listings.
Your app may be so appealing at first glance that several people may rush to download and install it. Take note of the number of downloads and compare it to the number of active users you get within that period. With accurate mobile data analytics, you can gauge your app's popularity and appeal. A high number of downloads and installs is a good omen and a step in the right direction.
By tracking this metric, you can monitor how long users stay on your app at each use. A longer session shows that users enjoy your app and find it engaging, while a shorter session may be an indication of difficulty while navigating your app.
Onboarding new users is easy—with a simple ad or a positive word, you can get a user to download and check out your app. The real task lies in getting them to keep using your service afterward.
A high retention rate indicates that your users enjoy your app, while a lower rate indicates otherwise. To increase the metric, you should ensure that your service matches everything advertised and promised.
If you have an app that people should use daily (like a fitness or food delivery app), you should pay attention to your daily active users. By keeping track of your DAUs, you can monitor those who engage your app and determine its regular usage. Tracking your MAUs helps you monitor the trend in your app's usage and gives you information on a broader level.
Several apps have CTAs compelling users to sign up for a new service or subscribe for an exclusive feature. Depending on the quality of your service or their current needs, users will likely take the action you desire.
These app conversions indicate that your audience truly enjoys using your app. As you improve your app and the quality of your service offerings, you should enjoy a progressive conversion rate.
While CLV measures how much revenue a user may bring in throughout their usage of your app, ARPU focuses on the revenue per a specific period. Both metrics are important because they can help you draw adequate financial projections and allocate resources properly.
The churn rate is the percentage of users who uninstall or stop using your app within a given timeframe. However, drop-off rates identify points in the user journey where users abandon tasks or lose interest.
Now that you have the right tools, and you know what to look out for with mobile data, let's consider some practices you should adapt to get the best results:
At the start, you should have a clear direction for what you want each user to do from installation until purchase. With this information, you can easily identify areas where most users tend to fail and take steps to rectify them.
Ensure that every mobile analytic metric that you follow aligns with your goals at that time. For instance, if your focus is high app conversion, you should focus on in-app analytics metrics like session length, in-app purchases, and button clicks. Nonetheless, these metrics rely on the number of downloads you get. Hence, outline all the necessary metrics to build up to your goal actualization. Tracking the right metric helps you stay focused and get results faster.
Speaking of focus, it's easy to get overwhelmed by the data available. As such, you should draft KPIs to streamline your goals and align your focus. Your KPIs could revolve around engagements, retention, and monetization.
Understand each user and group them based on their value to your app. Analyze the most valuable users and determine actions that increase their engagement and retention. You can duplicate these actions in a new demographic to acquire more customers.
Once you notice a pattern of behavior among specific audience groups, whether based on age or demographic, group them and analyze them. A proper cohort analysis will help you understand these patterns and their consequent actions.
Don't guess what works best for your users—test it! A/B testing allows you to compare different versions of your app and see which drives better results for your KPIs and improves user experience by 50%. Use your analytics data to inform your A/B testing hypotheses and measure the impact of changes on your key metrics.
Mobile analytic tools are programmed to provide the right information as long as you need them. To ensure that your analysis is accurate, use real-time data. The information from a few months ago may not accurately capture your app's performance.
Reteno specializes in user retention. Integrate it with your mobile marketing analytics to identify users at risk of churn and implement targeted engagement campaigns to keep them returning.
We've made a list of some notable analytic tools you can use to keep track of your mobile app's performance. They include:
Although this tool was primarily for Web analytics, it now offers iOS and Android app analytic features. You can leverage its familiarity and massive data pool to understand user acquisition, demographics, and in-app behavior. With Google's reputation for data security, you can rest assured that your information is reliable.
Backed by Google, Firebase provides a comprehensive suite. Its crash reporting feature helps identify app stability issues, while user behavior tracking gives insights into user journeys. A/B testing lets you optimize features based on data. Firebase's integration with other Google products strengthens its reliability.
Flurry boasts robust features like user segmentation and funnel analysis. It helps you understand user demographics, behavior patterns, and conversion rates. Yahoo's established presence makes Flurry's data a reliable source.
Although Reteno is primarily a user retention platform for mobile apps, it also provides powerful analytics for its marketing campaign reports. With this tool, you will get extra event tracking features and an added Amplitude integration.
Understanding your audience is key to thriving in the competitive world of mobile apps. With mobile analytics, you can track user journeys, engagement, and key metrics to gain insight into your app's performance and areas for improvement.
Even with the right tools and the best practices, user churn still poses a threat. Don't let it stop you; leverage Reteno to identify potential churners and create targeted campaigns to keep them engaged.
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