Mobile app analytics: What to track
App analytics play a huge role in boosting the performance of an app. Not only does measuring and tracking data test the performance of your app’s functionality, it also gives you clues that will help you predict problems before they become critical.
There’s a lot to digest when it comes to mobile app analytics, and looking at an analytics dashboard for the first time is likely going to feel overwhelming. Here, we’ve broken down the key analytics you should track, and why they’re so important.
Events are the backbone of your analytics. All analytics 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 event tracking in the Two Dollar Coffee Club app 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.
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 visually shows the steps that a user has taken to achieve a particular action in the app (related to conversion). The funnel will show you whether people 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 means 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 other things, we can use cohorts to understand retention rates and engagement.
Using mobile app analytics is an incredibly important component of the success of your app. The right data will help you learn how users engage with your product, how to tweak campaigns to achieve higher conversion, and allow you to understand the behaviours of your users.
If you’re looking for a mobile app analytics company to help you implement app analytics tracking, we’re here to help you get the most out of your valuable data.