In February 2014, for the first time, internet usage for mobile apps exceeded that of PCs (47% to 45%) , and 8% of traffic was for mobile browsers. Modern marketers, entrepreneurs, publishers, and individuals should definitely consider the opportunities of this mobile explosion. What sets mobile data apart from data from other marketing channels is that it is unique and very personalized, and if you have powerful mobile analytics tools, it is possible to track behavior in a more sophisticated way than for desktops. The data includes session time, bounce pages, most popular pages, geolocation for where the app was used, user activity when the app was used, service integration, social plugins, and much more.
Amazingly, only 46% of companies use a mobile app analytics solution , which means that the other half of the companies are not getting any information about their mobile app users. Introducing a mobile app without analytics is a waste of resources because it is impossible to track the outcome and the progress of how everything is working. It is also impossible to measure ROI or introduce monetization to the mobile experience. The engagement can be personalized and improved if a mobile app is supported by a mobile analytics product. There are several major impacts that mobile app analytics has for marketers and developers.
Mobile marketing efficiency is unthinkable without qualitative mobile analytics for both apps and ads. This post reviews two of the most popular mobile analytics services and provides some additional insights about using mobile analytics.
Flurry and Pinch Media merged several years ago, and were subsequently acquired by Yahoo! Inc. Both companies offered analytical software for iPhone and iPad devices, with some similar and some different functions. When the brands merged, they refined their combined functions to create a service that includes functions used by all of their respective clients. For example, Flurry supported Android and monitoring unique clickstream data (User Paths), while Pinch Media offered unique features such as tracking smartphones with jailbreak and evaluating data by categories compared to absolute indicators. The combined company now offers both. Since the acquisition by Yahoo!, developers have to register in the Yahoo! system for access.
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?