Important Metrics for Mobile App Analytics

Brands are investing more on mobile to reach their customers, especially younger demographics but this is a different world than the web, requiring different methodology and metrics. Mobile offers targeted reach, but it is essential to track performance and optimize campaigns for the best returns. mobile appsRegardless of the platform(s) your apps live on or the tools you use, you need to be able to acquire and engage your target audience and closely monitor the outcomes of your marketing actions.

Acquisition Metrics

Acquisition metrics show how people find apps and whether they continue to use them. Some of the important acquisition metrics include:

• New and active users. By keeping tabs on the new and active users launching apps, you understand if applications and marketing efforts are successful or not.

• Traffic sources. Understand which traffic sources generate the most new users and in-app conversions to better refine your marketing and focus on the sources that provide highest quality users.

• Device overview. Analyze the top mobile devices and OS versions that your apps run on and optimize the experience for each device.

Demographic Segmentation

You can learn how different segments behave by applying filters that segment visitors based on usage, retention and geography, as well as age, gender and category interests. Demographic data can be used to identify target markets, which you can apply to develop products that meet specific needs.

As a result, you can align sales people with those markets, reallocate resources and redefine territories proactively to get in front of opportunities. Sales forces with access to real-time profiling and customer activity have advantages over their competitors. Plus, the ability to anticipate and answer questions without making phone calls or requesting reports allows them to provide better service to customers.

You can also use this information to plan acquisition campaigns based on segments that perform best, prioritize development of product features for the most loyal segments or package parts of the audience to sell directly to advertisers.

Flurry helps organizations understand how consumers interact with their mobile applications.

App user distribution by Flurry

In a study published by Experian Marketing Services, 27% of U.S. users’ time online (collectively from desktop and mobile) is spent on forums and social networks such as Facebook, Twitter and Instagram. People use this time to talk, support and share with friends and families. That’s why brands need to track social conversations to gauge the viral engagement of their mobile apps and messages.

Conversation Rate = Number of Audience Comments (or Replies) Per Post

You can measure conversations on all major social media sites including Twitter, Facebook, Google+, YouTube and Pinterest, among others. But you need to go beyond counting the frequency of words or phrases used and get to the heart of how people really feel about your products and services through conversations on various connected networks. By connecting conversations to products, you can address the biggest business issues across market strategy, media planning, web marketing and customer care. The objective is to find and engage with highly-connected influencers, whose recommendations are actively followed by their friends and acquaintances.

Funnel Analysis

Funnels help us understand the final outcomes of multiple interactions that happen on mobile apps. Each mobile application has a specific goal. An analysis of mobile app funnels determines the areas (content or visuals) that prevent your customers completing the activities that achieve those business goals. For example, in a game this could be completing a level or purchasing virtual currency.

Funnels visually measure how customers move through series of events. If a digital agency app has the goal of generating online inquiries, the series of activities might include clicking on a call-to-action button on the site’s homepage, followed by filling out a form to capture the type of inquiry, details and visitor contact information, and then seeing an acknowledgment page that tells the visitor the business team will be in touch soon. Funnel analysis breaks this process down into discrete steps and shows how many users are lost at each stage. This information can be used to improve the placement of call-to-action buttons or create shorter forms with fewer details requested.

Funnel analyses are an effective way to calculate conversion rates on specific visitor behaviors and contribute to the development of effective apps.

Optimize Screen Hierarchy

Making apps look good and work well across hundreds of devices with different combinations of screen sizes, pixel densities and aspect ratios is not easy. The optimum design hierarchy of needs assumes a design must meet basic needs before it can satisfy higher-level needs to be successful. For example, a high to low requirement would be functionality, reliability, usability, proficiency and creativity. In addition, mobile apps designs tend to have deeply hierarchical interfaces with lots of screens with small amounts of information that users have to navigate. There simply isn’t enough screen space to show lots of information. So if the calls to action or other important information are buried deep under multiple layers of content, visitors might not be able to reach them to complete the goals set for the apps.

Regardless of the industry you are in, to thrive in the world of mobile apps marketers must engage to retain audiences. How are you tracking and monetizing your mobile customers’ movement and activities?

About Kriti Adlakha
I have been working in the field of marketing and brand development for more than eight years. My experience ranges from hospitality to media and IT products to outsourced services. During my journey, I have worked with print and new-age media and have enjoyed developing content. I have also learnt and worked on marketing tools like adwords marketing, analytics, CRM and the list is steadily growing. Having acquired post-graduate diploma in business management from IIM, Calcutta, I love new challenges and learn from each experience. In my blog, I share marketing strategies that enable small and medium businesses to market in a small budget. I also discuss how to use different online tools that can help businesses to monitor returns of their marketing investments. Above all, I love to hear back from my readers!

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