Organizations of all sizes are driving an app-first lifestyle on their cards to improve business prospects. The exploding smartphone user base is prompting them to incorporate mobile app marketing and bring target leads into the sales funnel. Apps function as digital marketing. They allow business leaders to create awareness about their product/service, encourage users to take necessary actions, and enable conversions. While apps present valuable opportunities to businesses to improve market presence and prospects, the competition is fierce. Thus, stakeholders must better focus on mobile app engagement and customer retention to stay ahead of the curve.
Mobile apps are probably one of the most dynamic digital industries. To ensure that your mobile app thrives and consistently gains new loyal users, you must conduct app analytics. It will allow you to understand how your mobile app is working for prospective customers. It will acquaint you with the necessary data points to create better mobile app experiences for your users. You can get free app analytics tools online to analyse data effectively and make an informed decision-making process. The necessary data points will help evaluate app usage, track user actions, and analyse user behaviour across OS, platforms, and devices.
Mobile analytics measures users’ interaction with the app along with several metrics about the app itself. These metrics include but are not limited to app installs, app versions, screens, launches, events, flows, taps, funnel analysis, user retention, and more. Analytical data provides you with ideas to enhance and develop your app and boost customer loyalty. On tracking these essential metrics, it provides you with insights informing you on what you must do to convert potential clients into active app users.
There are three major types of analytics tools: marketing analytics, performance analytics, and in-app analytics.
· App marketing analytics: It enables you to identify ways to monetize your app. Marketing analytics allows you to look at the data to ensure that your marketing campaigns and ad spends help you generate users and new revenue. It uncovers data about how your users get to know about your app.
· In-app analytics: Such tools provide analytics on user behaviour within the app. For example, it generally focuses on user demographics and how users interact with your app. It allows you to analyse what they do once they open your app. In-app analytics is of two types, qualitative and quantitative. While quantitative data shows what happens, qualitative shows why it happens. Both these data points help in the post-publishing development phase of your app.
· Performance and crash data: It concerns the mechanical aspect of your app. It helps identify factors and malfunctions that can cause your app to crash. The performance and crash data analytics tool covers aspects such as load times, crash reports, and session details. Consistently tracking these technical statistics is crucial to optimizing the availability and performance of your app.
What are the benefits of mobile app analytics?
Conducting app analytics provides benefits in the following areas.
· Personalized strategies: Customers prefer brands that can better target their needs. Hence, companies are investing in efforts to hyper-personalize services and improve business potential. App analytics creates opportunities to segment and target audiences and identify their exact needs. Thus, business leaders can prepare customized strategies to meet customers’ interests and stay ahead of the curve.
· Real-time ROI assessment: An enhanced understanding of clients through data helps you optimize app value and boost ROI. App analytics allows you to monitor customer Lifetime Value to focus on users who can potentially generate high revenue. Analytics allows you to track the behaviour and need of the audience to boost their experience, leading to better ROI.
· Data-driven strategies: App analytics generate adequate data points to help pinpoint specifics that can potentially drive future campaigns. It thus enables you to optimize app marketing strategies that are focused on delivering long-term results while ensuring enhanced user experience at all times. App analytics enables clear visualization of previous strategies enabling you to address gaps and reconfigure the approach with optimal data.
· Track Achievements of Marketing Goals: With mobile app analytics, you can define which acquisition channel you should focus on to boost app performance. It will help you recalibrate your strategy to define which you should focus your time and money on which acquisition channel.
How to choose the right App Analytics Tool?
There is a range of factors you must consider when selecting an app analytics tool. These include:
· Key features: What are the key features that distinguish the tool from others? For example, does it offer A/B testing? Identify its distinguishable features.
· App needs: Determine the kind of analytics you require. Identify if it helps you leverage customizable metrics instead of standardized metrics.
· Level of support: Identify if the vendor will provide adequate support if you face problems in operating the tool.
· Cost: The app analytics tool is available in various price tiers. Select the one that rightly fits your budget while providing you with the necessary features.
To Conclude:
These are a few things you should know about mobile app analytics. Performing app analytics is crucial to observing a consistent growth trajectory and maintaining a competitive edge.
