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With app analytics, businesses efficiently track user activity such as app opens and usage time during in-app sessions. Different teams can then use the reports generated from these analytics tools to improve various elements of your software.
Let’s take a quick look at a few key metrics app owners should be measuring irrespective of their niche or goals.
Downloads. Downloads reflect the number of times your app is installed on a unique device. It’s a good measure of the market’s response to your product.
Uninstalls. On the flip side, you also need to track the number of users uninstalling your app. This gives a more balanced idea of your app’s performance.
Retention rate. App retention measures the percentage of app downloaders who actually continue to use your app. It can be calculated on a monthly, weekly, or daily basis.
Retention rate = Number of active users / Number of installs
Cost per acquisition (CPA). Shows how much you spend acquiring a new user.
CPA = Expenditure on ad campaign / Customers acquired
Average revenue per user (ARPU). Helps to keep track of revenue targets. It is also calculated on a periodic basis (daily, quarterly, etc.)
ARPU = Revenue generated / Number of active users
Lifetime value (LTV). This metric is vital for predicting expected revenue over a specific period. It uses existing data to speculate how much a user would spend before abandoning your app. Calculating LTV accurately often requires a couple of other metrics.
To gain a comprehensive idea of your app’s success, there are a couple of other metrics you need to track. But those listed above are generally a good place to start.
13 Popular App Analytics Tools to Consider
If you’re looking to track your app’s analytics metrics, there are lots of dedicated digital tools out there that can help enhance your results.
We’ve put together a list of 13 options that we recommend.
Based in San Francisco, United States, Mixpanel focuses on the same features as the analytics tools previously mentioned on this list.
While they boast that the tool is ideal for companies of all sizes, small company owners may disagree.
No doubt, the user interface is user-friendly. However, new undecided users may find it hard to justify the pricing structure.
In essence, the tool comes with interesting analytics features such as funnel analysis and cohort analysis. All your analytics needs are attended to with different tools such as Insights, Flows, Formulas, and Live View.
With the help of the Insights feature, you get to see the top events within your app in the last 96 hours.
In the same vein, the platform allows you to track billions of events every month through a preset series of steps.
If you’re particularly concerned about your user retention rate, the Addiction Report feature may be just what you’re looking for.
Mixpanel works with iOS, Android, and web.
Mixpanel’s pricing is highly scalable based on Monthly Tracked Users (MTUs). The free plan allows you to track up to 100,000 MTUs.
However, you do not get advanced analytics features that help you track the impact of specific user groups on your conversion.
The paid Growth plan starts as $17/mo for 1,000 MTUs (when billed annually) and can go up to $213/mo for 25,000 MTUs. For more resources, you would need to contact sales to subscribe to the Enterprise plan.
Each of these paid plans includes advanced features you won’t get on the free plan.
Adobe is a household name even non-tech-savvy folks are familiar with. Aside from its popular multimedia production tools, Adobe also provides a powerful feature-packed solution for analyzing your mobile apps.
When using Adobe Analytics, the main focus of the analytics strategy is user retention.
From campaign acquisition tracking to audience segmentation, the platform provides all you need to gain insight into your typical user’s journey within your app.
You can take advantage of the Mobile Starter project, which delivers you industry-leading mobile reports and visualizations.
Similarly, the Adobe Experience Cloud SDK is arguably one of the best solutions for evaluating user activity and optimizing user experience in real-time.
Adobe Analytics supports multiple platforms such as iOS, Android, React Native, Xamarin, Unity, Flutter, and web.
Relatively new to the game, AppAnnie does a remarkable job in using data from your mobile app to grant you a competitive edge in the market.
The tool meets your analytics needs by employing products divided into two categories: Market and Analytics.
Products in the Marketcategory offer you relevant and intelligent insight into what other app owners are doing.
On the other hand, Analyticsproducts let you understand your app, its users, and performance.
After launching Ascend, an analytics-based ad solution, AppAnnie became the first in class to deliver real-time side-by-side analysis of market data and your own product data.
The platform supports iOS, Android, mobile web apps. You can also integrate data from multiple third-party apps such as AdMob and Unity Ads using App Annie Connect.
AppAnnie’s free plan lets you see app store top charts, rank history, web visualization, and basic ASO features. However, if you want more powerful features such as app usage estimates and SDK insights, you need to sign up for a Premium plan. Each of these plans is priced based on your needs. You need to contact sales to clarify.
SmartLook is a web-centric tool with an equally powerful module for mobile apps.
One of the service’s most interesting features is screen recording. This feature allows you to apply several filtering options to monitor highly specific user information.
You can further link recordings of registered users to your personal database using an Application Programming Interface (API). Similarly, you can create custom events, funnels, and rule-based heatmaps.
SmartLook is available for Android, iOS, and web apps.
SmartLook offers one free and three paid mobile analytics plans.
The Startup Mobile plan costs €48/month (up to 100,000 monthly sessions).
On the other hand, the Business Mobile comes at €96/month for the same number of monthly sessions, but includes 6 event definitions and retains 12-month data history.
Collecting mobile app insights doesn’t have to be only quantitative, there’s a qualitative side to it too. You have got to allow app users to express their voice, report issues and ask questions as well! Dry numbers don’t provide that type of app insight.
By adding Shake to your app, you will allow your users to send their feedback back to you whenever they feel like it, or describe bugs they stumble upon. Without ever leaving your app for a second.
Shake then does its magic and apart from the user feedback you will receive on your central web dashboard, you will automatically see user’s device, OS, location, app build, a list of granted permissions, device language and whatnot. So that in a case you have to assist the user or explore and fix their issue, you’ll already have all the actionable tech data at hand.
Shake SDK can be added for free to your Android, iOS, React Native and Flutter apps.
Shake offers one free-forever, and one paid plan.
That Premium plan costs $50/month and allows you to then collect unlimited feedback from your app testers and users, both internally and in production.
No doubt, analytics tools are an integral component of any successful mobile app marketing strategy today.
However, considering the myriad of options available, picking the perfect fit for your app is often a pretty tricky task.
It’s important to note that there’s no universal solution for all mobile apps. Every tool performs excellently in different departments.
Therefore, we recommend you to match the optimum platform for your project goals based on the key points we’ve reviewed above.
Petar leads Shake (DECODE’s sister company) as CEO, delivering the product to a growing number of happy, innovative clients. Day-to-day, he ensures the engineering, design, product, marketing and sales teams all work in harmony. Before moving to Shake, Petar led DECODE.
Although an engineer by schooling, his natural talent soon saw him making an impact on the marketing, sales and branding side of things. Petar’s passions include architecture, skiing, sailing, and a good glass of red wine.