Introduction to mobile analytics

Mobile analytics can receive data from several sources:

App Store. The analytics of the app stores is necessary in order to find out what income the application brings and how it is downloaded.

User behavior. Analytics of user behavior show how the application is used.

Source of traffic. Traffic sources analytics track the effectiveness of advertising from various channels.

Basic metrics for mobile applications

1.       Audience growth metrics.

2.       Involvement metrics.

3.       Monetization metrics.

4.       Custom Events.

Metrics of audience growth

Downloads. This is the number of downloads for a certain period.

Total users. This is the number of users who opened the application from the date when the data was started to the current time.

New users, the number of new users for the selected period (may differ from the first parameter because it takes into account the number of users who first opened the application).

User actions can be divided into three options:

 - downloaded and opened;

 - downloaded and did not open;

 - opened the application, which is downloaded earlier.

Involvement Metrics

Session - the number of sessions for the selected interval.

Average session length - how much time is spent by the user in the application on average.

Dau / wau / mau (daily/weekly/monthly active users) - the number of unique users who opened the application for a day / week / month.

Session by user - average number of sessions of users for the selected period.

Retention - the proportion of users who returned to the application on the 1st, 2nd day after the first start. Calculated for each day.

Lifetime - the average number of days during which the user continues to use the application.

Monetization metrics

Gross - total revenue from users.

Transactions - the number of transactions made for the selected period.

Transaction by user - the average number of transactions per user.

Average check - the average value of the transaction.

Custom Events

Tracking the performance of certain actions in the application.

Creating funnels of conversion and maps of paths in the application.

Create user segments.

Analytics platforms:

Analytics for application’s progress:

App Annie and Distimo

Devtodev

Appfigures

User behavior analytics:

Flurry

Google analytics

Mixpanel

To analyze traffic sources:

Mobile App Tracking

Appsflyer

Adjust 

In the next post we will learn more about some certain platforms.

Sources:

https://amplitude.com/mobile-analytics

https://www.atinternet.com/en/glossary/mobile-analytics/ 


You can find more posts about business analytics here: https://analyticsinbusinessworld.blogspot.com/2017/05/facebook-future-strategies-for-ad-agency.html