Analyzing mobile app usage is essential to get a better picture of your client’s interests, hobbies, preferences, and behaviors in general. Analytics data will help you make decisions that are more efficient for your current market conditions. Mobile app analytics are enabled through a short code that an analytical company installs in your mobile app. This code allows you to gather information about your users’ target actions. You can learn who uses your mobile app as well as when and how they use it, which can help you launch better advertising campaigns, send clear marketing messages, improve your mobile app features, or segment your audience into particular user groups. But exactly what can you measure?
- Track and monitor sales volume. For non-game mobile apps, you can also monitor the frequency of usage in a particular period to determine whether it is reasonable to set lower prices, offer a free version, or get revenue from in-app advertising.
- Track and monitor the location of mobile app users. You can check the geolocations of all users who consented to geolocation data usage. Unfortunately, you won’t have a complete picture because many users don’t let apps access their location data. However, you can get a general idea of how your mobile app is being used. For instance, if you find that app users in Great Britain are the most loyal, you can dig deeper, find out why they are so loyal, and add a British twist to the features in your mobile app. The same strategy works for targeted advertising.
- Track mobile app usage. Mobile app analytics also answer the following questions:
1) How often is the mobile app opened?
2) Do users keep using the app in the long run?
3) Is the use frequency measured in terms of numbers of times the app is opened in a day, week, or month?
For example, if your mobile game is opened only once and then forgotten, it doesn’t have the distinctive features of a hit. Checking the average usage duration helps you define how long the mobile app will be in demand in the market. Think about the perfect numbers for your app category and compare them to the real figures. If there is a mismatch and users abandon your app too quickly, you need to conduct some serious research to find the problem. Maybe your mobile app is way too difficult to use, or maybe users get tired of using it too fast. You can also get detailed information on the app’s features and functions, including which of them are popular and which aren’t? You can also determine the point at which users abandon your mobile app.
- Track specific events. Events include practically everything that takes place inside your mobile app. You should have an idea of how much time each process or operation inside your mobile app takes and what points lead to higher bounce rates. Mobile app analytics is not very different from the website analytics you’re probably already familiar with, so set specific goals and priorities and empower yourself with analytical data.
- Track user experience and interface efficiency. Once again, information about the most-opened page or the most-clicked button can help you get a rough idea about what features to test and improve in your mobile app interface to make it a better product. You may find that users don’t follow your projected pattern in their journey through the mobile app and that their path contradicts what you originally programmed. Moreover, using an analytical program allows you to let users know that you’re listening to their insights about the product and are ready to consider their recommendations. App reviews often have very brief information, while expanded mobile app analytics provide you with a very good idea of what’s going on inside your mobile app.
- Use paid advertising campaigns. Installing mobile analytics code into your app usually provides one more benefit: the ability to participate in the in-app advertising hosted by your mobile analytics software provider. For example, Flurry Analytics allows you to earn money each time your app is recommended or sold in another app and each time another mobile app is recommended or sold in your own mobile app. Mobclix has auction-based advertising bids, and you can strengthen the effect using Google mobile and location-based ads. I will cover mobile advertising and mobile app analytics providers next week.
Have you already introduced some kind of mobile app analytics into your mobile app? Are you satisfied with the result? What kind of data do you think is key in your mobile app category?