Mobile apps have changed our world. With everything we do in our social, work, play, and family life today being done via mobile apps – social media, gaming, shopping, banking, to name a few – there is very little that we do without an app!
However, if you are a developer or manager of a mobile app, you must have some understanding of how the app is performing. This is where mobile apps analytics is very important.
What is Mobile Apps Analytics?
Mobile application analytics is the collection and analysis of data from your application. It provides insight into how people are engaging with your application, what features they prefer, where they’re dropping off, and how you can improve upon it. You can think of it as a report card for the health and success of your app.
When you keep an eye on the data regularly, you can utilize informative insights to make better business decisions, fix problems quickly and provide a seamless experience for your users.
Why is it Important?
Here is a real stat to illustrate why this matters: Statista claims that 25% of mobile apps are used just once after being downloaded. That’s a huge number! If you don’t measure the reasons for your app failing, then you can lose users before they even properly give your app a fighting chance!
With mobile apps analytics, you can measure what’s working and what’s not, and fix it before it’s too late.
Now let’s cover the mobile app analytics metrics that matter most and that you should be tracking.
1. Active Users (Daily & Monthly)
This indicates how many people are engaging with your app.
- DAU (Daily Active Users): the number of users that open your app daily.
- MAU (Monthly Active Users): the number of users that open your app at least once per month.
Tracking this will help you understand the popularity of your app and if users are loyal.
2. Retention Rate
This metric indicates the number of users who came back to visit your app for a second time. For example, if 100 people downloaded your app today, and 30 of them came back after a week, then your 7-day retention rate is 30%. Good mobile app analytics tools can help you measure retention across time (Day 1, Day 7, Day 30, etc.).
If your retention is low, it may be time to enhance your app experience or onboarding experience.
3. Churn Rate
Churn is the opposite of retention and shows you how many users have stopped using your app over time. A high churn rate is something to look out for—it signifies that people leave and don’t come back.
If you evaluate your app data through both churn and retention rate you will have target metrics and know how satisfied your users are. Only 32% of users return to an app more than 11 times after downloading it.
4. Session Length and Frequency
Session Length is the amount of time users spend on your app in a single visit.
Session Frequency refers to how often users come back to your app over a certain amount of time. The longer users are on your app and the more often users return, the better.
5. Conversion Rate
This metric measures the number of users who completed an action that you want them to take, such as signing up for a service, making a purchase, or watching a video.
Mobile apps analytics tools make it easy to see where your users are dropping off in the process so you can diagnose the issues that may keep them from converting.
6. Crash Reports and Technical Performance
This is part of mobile app performance metrics. You should track:
- App crashes
- Load time
- Slow features
If your app crashes regularly or is too slow, users will delete it. You need to be aware of this to give users the best experience possible.
7. Uninstall Rate
You can also monitor the number of people who uninstall your app after it is downloaded. This could provide some insight into any issues with user experience or bugs in the app. If you have a high number of uninstalls, something is quickly dissuading the users from the app.
8. User Journey Flow
This metric provides a map of the user’s pathway inside your app: the screen they came to first, the screen where they spent the most time, and the screen where they left.
When engaged in a substantive app analysis of the data, understanding how people navigate through your app will be clearer to create a better experience.
9. In-App Events
These are activities that users take within the app, which can be:
- Watching a video
- Sharing something
- Achieving a certain level in a game
Tracking these events allows you to assess their level of engagement and measure their success. It helps in mobile app analytics metrics for measuring the experience and which features they care about the most.
10. Revenue Metrics (if monetized)
If your application is generating revenue, you will want to keep track of:
- ARPU (Average Revenue Per User)
- LTV (Lifetime Value)
This information will indicate how much money you are generating per user, and how valuable a user is to you over time.
Final Thoughts
Your app’s success is not simply measured by downloads. It’s what users do after they install your app. Are they sticking around? Are they satisfied? Are they shopping? Mobile apps analytics will give you the answers. For a better understanding of mobile apps analytics, Apptrove is always there to help you out with your desired granular data.
With the right mobile app analytics metrics tracked, with intelligent app data analysis, and with awareness of your mobile app performance metrics, you can create better experiences, drive more growth, and get your users to come back for more.
Remember: if you can’t measure it, you can’t improve it. So make sure you’re measuring the right metrics – and using the right tools – down to the last detail.
