Your go-to resource for acronyms, jargons, terminology, and useful words for product and customer experience teams.


Mobile analytics

What is Mobile Analytics?

Analytics is the practice of measuring and analyzing data of users to create an understanding of user behavior as well as website or application’s performance. If this practice is done on mobile apps and app users, it is called “mobile analytics”. By understanding how users interact with your app, you can improve the user experience and make necessary changes to improve your app’s performance.

Mobile analytics is essential for understanding how users interact with your app. It can track things like app installs, app launches, taps, screens, events, app versions, flows, user retention, funnel analysis, and more. Additionally, mobile analytics can also track similar metrics to web analytics, such as how many new users using the app, from which countries, using which devices and versions, and whether they followed a link on a marketing campaign or an application store search. By understanding all of these metrics, you can gain valuable insights into how to improve your app and keep users engaged.

Why do companies use Mobile Analytics?

Measuring critical KPIs (key performance indicators) is always important for businesses because if you can’t measure them, you can’t improve them. That’s why businesses are focused on measuring their sales funnels, user profiles, demographics, crash rates, app open rates, user retention, or any other data related to their business, such as slipping away users, time spent on the app, or most popular paths to an in-app purchase.

Businesses need to track their advertising spending to see which campaigns are converting and driving results. Mobile analytics companies provide this critical data to help businesses understand, analyze and improve their business. By tracking the effectiveness of online and offline marketing campaigns, businesses can see which channels are driving the most conversions (app installs, sales, purchases, leads, etc.) and make informed decisions about where to allocate their ad budget.

How does Mobile Analytics work?

Most analytics tools require a library, or SDK, to be embedded into the mobile app’s project code to track users and screens. SDKs differ by platform, so a separate SDK is needed for each one, such as iOS, Android, Windows Phone, etc. In addition, custom event tracking requires additional code.
This code allows analytics tools to track and count each user, app launch, tap, event, app crash, or any other relevant information, such as device, operating system, version, and IP address (and probable location).

How do different teams use Mobile Analytics?

Product managers play an important role in helping teams to make informed decisions about the products they are responsible for. In addition, product managers can help marketing teams to analyze and plan marketing campaigns more effectively, help UI and UX teams to design better user experiences, and help technical teams to identify potential problems before they have a chance to impact the business. By working with product managers, teams can improve their chances of success and avoid many of the pitfalls that can lead to failure.

Mobile analytics data is crucial for product teams to make informed decisions. By constantly monitoring various metrics and analyzing patterns, product managers can identify problem areas and potential improvements. A/B testing is also a great way to compare data and make final decisions about product changes.

Some of the things that product managers analyze include funnels, conversion rates, events, top used screens, used devices app versions, and operating systems of the users. By looking at all of this data, they can make better decisions about the direction of the product.

Mobile analytics is critical for marketing teams to understand which acquisition channels and campaigns are most effective. By tracking key metrics such as app installs, new/returning users, time spent in the app, and sales funnel conversions, marketing teams can quickly identify which campaigns are driving the most results. This data is essential to allocate resources more effectively and ensure that campaigns are as successful as possible.

Mobile analytics is an invaluable tool for UI and UX teams who want to create optimal user experiences for their mobile applications. With the help of custom events and funnels, design teams can track and analyze what users are doing on specific screens of the mobile app, and identify any discrepancies between intended and actual user behavior.

This information can be used to make necessary adjustments to the app design, to ensure that users can achieve their desired goals within the app. As a result, mobile analytics can help teams to reduce friction, improve conversion rates, and ultimately create a better overall experience for their users.

For example, if users are not tapping a button during an account verification process, which then results in fewer conversions, the best way to identify such a problem would be to take a look at the custom event and funnel reports. After you identify the problem, you can use an updated design. Then, the UI & UX team can see their success through the percentages in funnel reporting.

County Funnels is a great tool for mobile analytics that can help technical teams understand the technical properties of their app users. This is important data to have so that teams can optimize their code for the most common devices, operating system versions, resolutions, and network connectivity. Having this data can help teams make their app more user-friendly and improve the overall user experience.

Optimizing the code for the best user experience is crucial, but so is analytics. Analytics can help you discover technical problems with the mobile app so you can fix them and make sure the app always works as intended. This, in turn, will help other teams like the product and marketing team to do further optimizations.