Mobile Analytics 101Onur Alp Soner

oas@count.ly | @oasoner

Web vs Mobile

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Web Analytics Mobile Analytics

Pageview based Event/action/user based

Generally applicable analytics structure Unique apps, unique analytics needs

JS/Cookie based Device/user identifier based

Platform/device dependent

Offline usage

➔ App store analytics➔ Crash/performance analytics➔ Advertising analytics➔ In app usage analytics

What mobile analytics actually covers

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➔ Number of downloads➔ App reviews & ratings➔ Comparison with similar apps

App store analytics

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➔ Crash types/groups➔ Load times➔ API call analysis

Crash/performance analytics

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➔ Acquisition analysis➔ Referrals➔ Campaign performance

Advertising analytics

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➔ Core metrics about app users➔ Retention, loyalty, session frequency/durations➔ Custom tracking points (custom events)➔ User flows/funnels

In app usage analytics

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➔ True real time➔ Platform support➔ Ease of use➔ Out of the box mobile-only support➔ Raw data access/data security

Important things to look for

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In app usage analytics: Core metrics

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➔ App versions➔ Carriers➔ OS➔ OS Versions➔ Languages

➔ Sessions➔ Users➔ Locations➔ Devices➔ Resolutions

Engagement metrics

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➔ User retention➔ Loyalty➔ Session frequency➔ Session durations

Value

Time Investment

➔ Sessions & users➔ Time spent➔ Devices, platforms,

locations, carriers, app versions, resolutions

With a single line of tracking code;

➔ User retention➔ Session frequency➔ User loyalty➔ Session durations

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➔ How fast do my users upgrade to the latest version?➔ What are the most popular devices?➔ What are the platform versions of my users?➔ What is the top resolution?➔ Which time of day is the perfect time for sending out a push notification?➔ How frequently is my app used?➔ How loyal are my users?➔ Is my app engaging enough? Is it improved in the latest version?➔ Can I keep users coming back to my app?

Start answering questions like

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Use custom events to track anything you want and attach properties to your custom events.

Some example custom events;

➔ In app purchase➔ Navigation / checkpoints➔ User interaction with your content

Custom events

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Track goal completion and conversion rates

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➔ Use your existing custom events to track user paths.

➔ Funnels are retroactive. You don’t need to predefine a funnel.

➔ Filter users who enter your funnel using your event segmentation properties and user properties.

Funnels

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Create queries with AND, OR and BY filters in order to pinpoint the data you need.

Filter by user properties like device, location, session count, first session date etc.

➔ What are the devices of users from US and using the latest version of my app?

Advanced query tools

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Other concepts

➔ Raw data accessUse the data for predictions, with other BI tools or together with other KPIs within your organization.

➔ Data securityMobile analytics, most of the time, means collecting sensitive data.

➔ ExtensibilityAdding your own reporting mechanisms, custom dashboards etc.

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