Mobile App Optimisation

Top 3 Mobile App Analytics Tools

10th February 2015

Finding the right mobile app analytics solution can be daunting. If you’re embarking on a mobile app development project, it’s probably best to start thinking about a suitable platform early. There are a few important things you need to consider. Ease of integration is fundamental so try to follow the path of least resistance. Don’t pick something that’s going to be a headache to integrate with your mobile app. Its tough enough building and launching a new app without the Analytics piece becoming a project in its own right. Real-time data and security (especially for enterprise mobile app analytics) are also important factors to consider. Today we’re exploring what we see as the top 3 mobile app analytics tools.

Balancing the complexity of set up with the richness of functionality is the best way to decide the best fit for you. (along with cost of course) You want a mobile app analytics tool to help you answer the most important questions around how the app is performing. Answers that you can act upon to make your app better and better. You also want to consider how easy the mobile app analytics tool is to use, so you don’t waste time managing the tool itself. Its these factors that heavily influence our choice of best mobile app analytics tools.

Best Mobile App Analytics Tools

1.) Kumulos Analytics

This is our top tip. For us it covers all our bases. Its very easy to install and bakes analytics in with a range of other mobile app services that you can just switch on when you want them. Once the SDK is integrated (this is real easy) the data starts flowing automatically. Of all the systems we have tried it is by far the easiest to set up. It also covers the broadest view of any of the analytics tools we have seen, including App Store Performance (GooglePlay & Apple), Push Notification Performance along with the other “demographic” information you’d expect to see – download trends, active users, what devices, platforms and app versions are most popular. It also lets you drill into retention data so you get a very granular view of user retention by date, geographic location and operating system.

You access this through an online portal that can be branded up as yours, if that’s important to you. The bit we really like is the automated monthly report. It scoops up all the important metrics into an easy to read monthly report, that you can send out to key stakeholders to keep them posted on how the app is performing. And the price. It starts from just $50 a month, so its within the price range of pretty much anyone who is serious about making their mobile app an success.

2.) Google Analytics

It’s totally free and is a very powerful tool. A good fit if you really really need a detailed fine grain view of how the app is performing. That does come with an overhead though. The set up isn’t that straight forward and definitely falls into the category of “a project” to get it up and running. If you’re familiar with how to use Analytics for web, you will find  the mobile app version easy to use. If your business has a dedicated, native mobile app, you’ll need to tell Google which platforms you support (iOS, Droid etc). Once you’ve done this there are four main areas within the analytics package: Audience, Acquisition, Behaviour and Conversions. It doesn’t give you any visibility of app store performance, like Kumulos does, so there could be a trade-off needed here.

Much like the web version, the Audience section tells you about new vs returning app users and how many people are using different versions. The Acquisition section let’s you discover how new app users are accessing it for the first time. Behaviour gives you detail in terms of what users do once they’re inside your mobile app in terms of number of screen views, average time on screen, number of screens per session and number of crashes. Conversions is perfect for business owners using an app for mobile commerce purposes and enables you to create a trigger every time you sell a product. You can set-up goals, track conversions and see the flow of each goal. It also provides useful funnel visualisations and useful E-commerce data on the performance of individual products.

3.) Flurry

Flurry was acquired by Yahoo and provides mobile app analytics for all of the major platforms (iOS, Android, Windows and Blackberry). Whilst there are a number of paid tools that provide greater depth in terms of analytics, for a free toolkit Flurry could be a way to get started. Flurry is heavily focused on user acquisition analytics and provides data on number of sessions, active users, frequency of use, demographics and retention. Much like Google Analytics it enables you to create a conversion funnel for your mobile app and provides you with information about devices, errors and mobile carriers.

Unlike Google Analytics for mobile apps, Flurry does not provide any real-time usage data. However the UI is intuitive, slick and easy to navigate and is used by big hitters such as Facebook and Google to manage various mobile apps.

Summing Up

Here at Waracle, we’ve been developing mobile apps since the iPhone was launched in 2007, so we’ve learnt a few things about the science of analytics and optimisation (just ask our customers). We believe that developing an awesome mobile app is just the start of your journey. The real trick is making it sing and dance after its launched based on painstaking analysis and ongoing refinement. If you’re interested in mobile app development for your business, or understanding how to market and nurture your app to success, contact us today.

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