What is Mobile Analytics?
Why do companies use Mobile Analytics?
How does Mobile Analytics work?
Examples of what is tracked
How do different teams use Mobile Analytics?
Mobile Analytics for Product Teams
Product managers often look at analytics data and try to find patterns before making product decisions. After making a change, they always check if there is any improvement or not.
Even more aggressive analysis is achieved by A/B testing and comparing data before making final product decisions.
Product managers analyze funnels, conversion rates, events, top used screens, used devices app versions and operating systems of the users to make better product decisions.
For example, while the conversions of users from Germany using an iPhone X with iOS 11 are very high, it might be very low for users using an iPhone 7 Plus with iOS 10. This scenario might indicate a problem in the app for different operating system versions or device types. The first thing a good product manager would do is to check this scenario immediately.
Mobile Analytics for Marketing Teams
One of the most important tools for marketing teams is probably the mobile analytics tool they depend on to analyze acquisition channels and the activity, retention and funnel completion rates of users acquired through various sources.
Marketing teams usually track several campaigns concurrently via unique campaign attribution links, measure their effect on app installs, new/returning users, time spent in the app, sales funnel performance and conversions of course. It becomes crystal clear which campaigns or acquisition channels are more effective compared to others.
Thanks to all of this information mobile analytics provides, marketing people can spend their budget wisely and effectively, even save some of their budget!
Mobile Analytics for UI & UX Teams
An increasing number of UI and UX teams use mobile analytics to help them create the optimal user experience for various aspects of their mobile applications such as a sign up or verification process, or paths to an in app purchase.
With the help of custom events and funnels, the design team can easily track and analyze what the users are doing in particular screens of the mobile app and whether there are any differences about the intended user behaviour and the actual one.
For instance if users are not tapping a button they are supposed to in an account verification process, resulting in less conversions, taking a look at custom event and funnel reports would be the best way to identify such problems.
After identifying the problem and using an updated design, UI & UX team can see their success in the percentages in funnel reporting.
Mobile Analytics for Technical Teams
An analytics tool is a must for technical teams, since it is the only way to understand technical properties of the app users such as operating system version, device types, resolutions, network connectivity and optimize all the code for most common ones.
Apart from optimising the code for the best user experience, analytics is crucial in order to discover technical problems about the mobile application so that the app always functions as intended and other teams such as the product and marketing team can properly do further optimisations.