App analytics: What to track
There’s a lot to digest when it comes to App analytics, and looking at a dashboard for the first time could be overwhelming. In this list we’ll talk about what are the key analytics to look for in your app.
Events are the backbone of your analytics, all tools come with some automatic events such as app open, session length, crashes etc, but the real power lies in custom events you can create specific to your product. For example we used events in Two Dollar Coffee Club to understand redeem patterns for the venues.
With the redeem event we could dig deeper for specific parameters like the venue it was redeemed at, the demographic of the user redeeming etc. This could tell us more about customers who are more or less likely to redeem coffees in the app.
These are very important events to track. Conversions allow you to identify who are the most valuable users in your app. We can also use conversion events to build journey flows of the user to see how they are stepping through the screens in the app.
Conversion events will differ depending on your specific app, the three most important conversion events generally are:
FIRST OPEN — when a user opens the app for the first time
IN-APP PURCHASE — when a user successfully performs an in-app purchase, this also includes subscriptions
E-COMMERCE PURCHASE — when a user completes a purchase
A funnel shows you visually the steps that a user has taken to achieve a particular action in the app (related to conversion). The funnel will show you whether your users are using the app in the way you envisioned, such as moving through a sequence of screens in a particular order or making a purchase.
Analysing funnels allows you to experiment with screen flows, button placements, number of views etc to work out the best converting flow through the app to hit your conversion events.
Audiences are created by grouping together users by one or more combinations of attributes, for example region or location, time spent in app, age, gender or behaviour such as recurring usage. Using this you can start to understand behaviours of the different segments of users in the app.
Cohorts are groups of users that are grouped by a common characteristic, such as download date, purchase date or a particular behaviour. For example, if someone signed up on a particular day of the week. Among many things we can use cohorts to understand retention rates and engagement.
Using mobile app analytics is a very important component of the success of your app, it will help you learn how users engage with your product, or how to tweak campaigns to achieve higher conversion.
Without analytics it will be extremely difficult to really understand the behaviour of your app users.
We can help you navigate through this space and make sure you are tracking the correct events to build your cohorts and funnels.