Analytics has become increasingly complex in the last five years as so much more of marketing online is dependent on accurate tracking and parsing of customer and viewer data. Making sure that marketers have accurate understanding of conversion rate is crucial in ensuring that corporate web presence is something tangible and that return can really be seen on investment. With mobile, this is even more true, as the Internet increasingly becomes mobile-centric. The following are the most popular analytics tools available for webmasters and online marketers to use to ensure they’re getting maximum ROI.
Google Mobile App Analytics (Free, iOS/Android)
The biggest advantage that Google mobile app analytics provides a very common interface for webmasters accustomed to Google Analytics and Webmaster Tools. Google’s tool, still currently in beta, provides a straightforward interface for the majority of webmasters to use mobile tools in much the same way they’ve been using desktop tools. One advantage that Google mobile app analytics has over its competitors is its access to Google Play stats, meaning that it’s able to integrate direct conversions into your stats instantaneously. Google mobile app analytics tracks stats in for main areas:
- · Users. This allows you to get a full profile of the mobile user in question. You can find out how many users are first-time vs. returning, as well as metadata such as which app version they are using or their personal customizations.
- · Acquisitions. This allows you to learn more about users that are using your apps, including where they are coming from, how many sessions they’ve been using the app, or how much revenue has been made in-app.
- · Engagement. This allows you to see what they’re doing with your app, much like website page tracking, as well as potential user bottlenecks.
- Outcomes. You can set goal objectives and outcomes and see how well they are stacking up.
One clear advantage that Google mobile app analytics and Flurry (see below) have is that they allow tracking through customized data queries so that specific info can always be found first.
Flurry.io (Free, iOS/Android/Windows/BlackBerry)
Flurry.io is the most common alternative to Google Mobile App Analytics for tracking mobile conversions, and rightly because mobile conversions are not limited to iOS and Android, Flurry covers analytics for virtually all major mobile platforms today. That said, there are still reasons that developers use alternatives, particularly because Flurry is far more complex than Google mobile app analytics. Another disadvantage is a lack of a mobile window. That said, its complexity gives way to far deeper data access (with the exception of Google Play data, which is where Google mobile app analytics has a clear advantage.)
The data that you can collect through dashboard functions is similar to Google mobile app analytics, but much more detailed.
- Usage. Direct user information about sessions and session length, user types, retention rate and more.
- Audience. Audience gauges the overall interests of your users based upon what other apps they review, as well as “user types”, profiling users by interest.
- Technical. This will give you device types, operating systems and carriers and more.
- Events: Similar to Google mobile app analytics’s Outcomes tool, the Events tool allows you to customize setups for user events to study your customer response data.
While Flurry allows for customizable events like Google mobile app analytics, it’s not as useful for crash analytics and finding user bottlenecks. However, it gives the analyst a lot more user information to help determine where campaigns succeed and in which niches.
Mixpanel (Freemium, iOS/Android/Windows/BlackBerry/HTML5)
Mixpanel is a freemium analytics app which has the easiest interface to use out of the three listed. However, it has one disadvantage the others don’t: it’s limited to 25,000 data interactions (Mixpanel counts every data query as an interaction, and also offers unlimited apps, so 10 apps means 25 user interactions.) The main advantage of Mixpanel is that the information available in Google mobile app analytics and Flurry.io is much more accessible. Purchasing a premium version gives you much more structured data to work with.
That said, using a combination of apps will allow you to glean similar information to Mixpanel’s data. The downside is that it is much harder to get to. Mixpanel makes the list because of its popularity and relative convenience. Getting that ideal data window, however, will cost you. If you don’t mind using a number of tracking apps, the free Mixpanel will provide few conveniences that justify the cost. But if you’re interested in everything being in one place, premium Mixpanel will do the job admirably.
Bio: Mobile app marketing team from Dot Com Infoway provides the best app promotion strategies for your mobile apps. We help you design and execute a perfect launch to make your app stand out from other mobile apps in the market.
This blog was provided by Alfred Winston