So you’ve launched your mobile app and are now waiting for millions of users to download it? Sorry, but unless your app is featured on Appstore, it may take months, if not years, to reach that goal.
You can always improve your app to deliver better experiences to users, but how exactly are you going to do that? Imagine you are receiving thousands of feedbacks and reviews from app users, how can you trust them and where to begin to improve first?
That’s when mobile app analytics comes into the scene. If you haven’t seriously considered it, now is time to do so. Below are three basic things you would need to know about this topic.
To begin with, which basic metrics you need for the app? In other words, they are what you want to know most about your app’s performance. If you are lost with thousands of analytics ‘jargons’, here are some questions you might be asking yourself:
- How many users do you have in total? Which channel do they come from? How many referrals have you got?
- How many daily/weekly/monthly active users do you have?
- What is the retention rate of the app?
- What features of the app do they use most and least often?
- How much revenue you’ve got? Where do the most paying users come from?
- What’s the Lifetime Value (LTV) of the app?
- And so on; there are practically no limits but your own resources to not to dig deeper.
By answering these questions, you might have some ideas of the data you need.
However, how to collect and analyse the data properly is another story.
There are usually three options in this case:
- you can use a ready-made analytics tool in the market
- do it yourself
- outsource a specialized team to do it.
The first one sounds more suitable for the short term plans as it’s usually quick and easy to set up. There are thousands of tools you can find online such as Facebook Analytics for apps, Flurry Analytics, Localytics, Mixpanel, Adjust, etc. However, it also comes with some drawbacks. For instance, you can only analyse a limited number of data points for free versions or need to share your valuable data with a third party.
The other two solutions might take you more time and effort to build your own analytics system but can give you the freedom to do whatever you want with the data in the long run. If your team has expertise in this field, the best bet is to do it on your own. You’ll get the results you expected without compromising the data confidentiality. Otherwise, you can always hire a seasoned team to do the work for you.
What you are planning to do with your insights is the key – otherwise your efforts so far have been for nothing. Remember, you want the data work for you and it would make no sense to leave the insights and reports untouched.
For example, you can decide which marketing channels you should focus, or which audience segments should be targeted. If the campaign doesn’t reap the adequate ROI, there is no point wasting money for it. Automated engagement and user activation programs need the usage data to be as effective as possible.
Going through app performance can also help you understand which feature of the app should be the priority for improvements.
Once the users’ preference data and usage data are being integrated, you can have more holistic insights on your mobile app and its users.
At the end of the day, there are goals which need to be reached, hence make sure you get the right decision based on the data and insights you have.
There you have it. These are the three most fundamental things you need to understand about mobile analytics. In case you are not sure what to do with your in-app analytics strategy, you can always talk with us. We have some excellent data scientists and analysts to chat with!