Mobile app analytics is crucial for understanding the app users and how they navigate through apps for successful mobile app marketing. Marketers can analyze the apps by following the best practices.
According to Statista’s report Number of apps available in leading app stores as of the 3rd quarter of 2022, Google Play was the biggest app store with 3.55 million apps. In comparison, 1.6 million apps were available in the Apple App store.
The key to surviving and thriving in the rising competitive marketing landscape is to deliver the best user experience (UX) among competitors. Marketing leaders can’t go ahead without analytics
to strategize for the right marketing goals to help reach the target market.
Five essential mobile app analytics best practices
Implement Analytics from App Designing Stage
Analytics must be incorporated throughout the application development phases. But what does design have to do with app analytics? According to advanced design standards, developers and designers should use UI design aspects that easily fit analytical tools and methodologies. For instance, the A/B test is one of the applicable mobile app analytics methods used today to analyze the metrics of applications.
A/B tests help to evaluate various variations of mobile applications. It may include changing the layout of the app change to simple image swaps inside apps. Without metrics like A/B tests, the apps will need external coding or revisions for analysis. As a result, getting reliable and real-time analytics could be more difficult. However, if analytic tools are added during the app designing stage, marketers can study data regularly and play around with different technology stacks to run apps efficiently. In addition, deploying analytics early also helps avoid technical debt in the future and adds speed to the app development process.
Identify KPIs and Business Goals
It’s crucial to decide which mobile app metrics are required to prioritize. Many marketers collate and analyze every application metric after user interaction. Figuring out how well mobile apps function becomes a massive challenge for marketing leaders. Such metrics are identified as vanity metrics—they seem essential but don’t offer any information about the apps’ performances. Even worse, they might create a false impression of the success of mobile marketing and muddle user interfaces.
So, establishing business goals is the best strategy to avoid the metrics and obtain accurate app analytics. The goals should focus on increasing RoI, improving user experiences, app marketing, and user retention rates. With this, include KPIs metrics associated with the objectives. The goals will help marketers to find active users who wisely use apps. Marketers may measure engagements, retention rates, and download rates when they view the analytics of active users. Similarly, other objectives, such as providing ideal user experience (UX) and customer lifetime value (CLTV), can also assist in obtaining accurate mobile app analytics and reveal the profitability of the apps.
Study Users’ Journey
The following essential mobile app analytics best practice is to study users’ journeys. Marketers need to take note of users’ app journeys to gain information. It includes what they look for, whether they can retain apps, their use duration, and other vital elements. It’s necessary because if businesses aren’t aware of their product users, it’s a waste to measure analytics, or they do not know what to measure.
To understand users’ journeys, marketers can lead marketing strategy through surveys and questionnaires, facilitate group discussions on social media platforms, begin poll surveys for product features, or send personalized emails for newsletters. These marketing efforts will help marketers to extract insights about ideal customers. Also, this will help to gain data of relevant users to mobile applications, and analytics can be acquired faster. Practicing this can open all interconnected marketing ideas, using analytical tools can for other data-gaining purposes.
Create a Tracking Plan
Preparing a tracking plan is essential in gaining mobile app analytics. The tracking plan will help marketers to decide which data marketers need to store, organize, and use. The tracking plan is essential for gathering data instantly. Marketers will need to define every data dimension using analytics to filter the relevant and irrelevant ones. The process also includes the destruction of data that is not relevant to business goals. These actions are easily achievable if a convenient tracking planner is in place. It can assist marketers in resolving a variety of app analytics challenges.
Segmentation of Users Data
Customer segmentation helps to understand the pattern of users interacting with mobile apps and in-app behavior. Every user is different and uses apps for various reasons. Marketing analysts can compile a range of data in response to this. By grouping users according to their behavior and other factors, this mobile app analytical metric aids in locating the most valuable users. Analytics gained from segmenting users’ data provide a better understanding of their activities. This may help marketers to innovate marketing strategies to drive user engagement, retention, or monetization.
Finding the Right Mobile App Analytic Tools
Marketers can leverage accurate mobile app analytics if they use suitable methods to gather them. Organizations need to get the best mobile app analytics tool for this reason. The most crucial factor here is that devices should support the metric marketers are trying to measure. The majority of platforms do not have every metric. Out of these, some technological platforms only carry out certain types of analytics. For instance, specific platforms analyze UX designs and other UX-related elements.
Also Read: MarTech Stack Optimization: Things to Consider
Similarly, planning an analytics approach for mobile apps should be done from the early stage. It helps to narrow down the solutions businesses want to put forth for their users. There are some free tools as well as paid ones. Hence, investment in both can produce results based on the preferences of businesses. Find analytics tools that provide feedback, report bugs, and receive regular reports on the app’s usage, the number of downloads, and retention timeframe, among other aspects. It is about getting qualitative data from mobile apps per business goals.
Analytics Shouldn’t Be Restricted with these Practices
These five mobile app analytics best practices can improve the analytics game by providing better insights about the apps and regular feedback from users engaging with them. Moreover, analytics parameters are constantly evolving as per users’ changing behavior. So, for this, marketing leaders must plan to invest in new mobile app analytics tools and find more methods to gather qualitative data every time.
