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Analytics are everywhere today. Tracking real time data of app usage will help the developer gain more understanding of user behavior and application performance. It is easier to work towards achieving the application’s goals by tracking progress.

Therefore, developers will have an upper hand while backing up experiments and optimizing application performance.

When it comes to matters of mobile applications, metrics are a bit more different from website analytics and market analytics. The efficiency of today’s mobile application is measured by a set of new terminologies, new rules for efficiencies and new reports.

Therefore, when you are coming up with application optimization strategies, have it in mind that the rules have changed. Insights today come with an action plan.

Without an effective marketing plan, your application goals will likely not convert. There are three fundamental uses of mobile analytics, to track an application’s efficiency, in-app analytics and marketing analytics. All of the above three primary uses help app developers to better understand marketing campaigns, mobile users and the application’s efficiency.

Features of Mobile App Analytics Tool

Active users

The analytics tool enables you to track data of daily, weekly and monthly users plotted against time. The user data is only inclusive of those who have been active. Additionally, the tools show a record of users that have been active within the last half an hour and which conversion activities have happened within that period. Such conversion activities include a user installing and starting the application for the first, completing a features tutorial or clicking an advertisement.


The revenue feature provides an overview of all revenue sources, average revenues per user and average revenue per paid user. The overview provides detail for a given selected period.

Retention and Audience

You will find information about retention cohorts- or users who began using the application just around the same time. You can as well check information about the various users and their demographics; which could actually offer you better insight about their characteristics. Such information includes;

  • Devices – provides a percentage value of users that are using the top models and percentage of users that are using a given OS version.
  • Location – The percentage of sessions from a given country or region is important to evaluate country statistics.
  • Demographics – Provides data about male and female users, their population and their age.


You can assess the app’s daily engagement, through a plotted graph that shows engagement trends for a given time period.


You can filter all the above data features using the filter, so that you only evaluate the trends you find important. The analytics tool could also a have a feature that allows you to download a CSV data sheet with your filtered results as well.  Below are details of the various filter points.

  • Platform – which application or android version you are using
  • Date – which date range, specific date or time that a given user set is engaging the application?
  • Audience name – This filter defines audiences that have similar traits or common user cohorts.
  • User property – filter users based on application version, model of their device, ad frequency and gender.

Adoption and acquisition

Evaluate your application usage and performance by checking on the tools adoption graphs. The adoption graphs provide a percentage of active users for every version of your application, gives a count of the total number of times the application has been opened for the first time. The details range from the particular channel, the lifetime value (LTV) of users who used the applications.

Automatically collected events

Basic interactions with your application will trigger collected events. This works as long you will use a mobile app analytics tool; in fact you will not have to write any code to collect any of these events. You can also check your mobile app analytic tool’s documentation for any information concerning automatically collected events by the SDK.

Custom Events

The custom events allow you to evaluate specs that are unique with your visitors and those parameters that matter more to you. The analytics tool documentation will guide you on the custom events parameters.

Mobile App Analytics Goals

Every developer has a definite set of goals that their application has to achieve. The goals might be in terms of revenue, number of downloads, awareness, user experience or even have multiple goals. Once you are set with the above goals, it will be easier for you to find the appropriate metrics, conversion points and events that will help your gain usage authority for your application.

Additionally, you can become more specific with the goals; use them to track specific records, utilize the data and progress towards your products end goal. In fact you could use this metrics to optimize your conversion funnel.

The Importance of Mobile Analytic Tools

Mobile app analytics offers developers upper insights into the otherwise front end of live app users. An analytics tool comes as software that is usually integrated into a mobile application, which enables the app to capture, evaluate, store and analyze data. The main benefits of the collected data are to help with sales, marketing, product management and making appropriate decisions.

If a company lacked an effective solution for data tracking, they would be left hanging with no real time decision making metrics. They would possibly not be able to tell what features of the application users engage more with, what brings most users and what turns off others. Relying on such tracked expertise, is important towards making an application perform better than competitors.

Mobile application analytics provide a tremendous opportunity for app developers to reach their end users. Given that there are more than 6.5 million applications across all the major mobile application stores, it’s difficult to remain relevant. Using a mobile app analytic will give users a competitive edge against in building applications that stand out.


Mobile analytics are the means to the future; a bridge towards getting the best out of your application. You will learn about what works for your application and what doesn’t. Raise your application to greater heights by tracking progress and reaching your goals.

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