The first step is building a valuable app.
Step two is acquiring users.
Then it’s times to engage users and monetize.
HOWEVER, you cannot engage or monetize your app unless you know how users are reacting to and interacting with your app. The simple answer to that is to use analytics solutions. The problem lies in selecting the right analytics solution, one that will allow you to understand what your audience is doing in terms of relevant KPIs and hence allow you to provide the value they are seeking and monetize your app.
This post we will talk about the ways app developers can find out the number of people using the app and the users that deleted it. It will state the various KPIs that can be taken into consideration, and will list the top analytics solutions to keep abreast of user engagement.
The Treasure Trove of KPIs
Every analytics effort must begin with a dedicated end goal in mind. You must know what you are looking for from the analytics software before you start using one. The true measure of engagement is not simply how many people have downloaded and installed your app on their phones. It is the number of people who have continued to use it for a period long enough to create engagement.
Here are some primary KPIs that can aid you better gauge the understanding of the app and its functions:
- Number of downloads and upgrades
- Activity — Number of times the app was opened within a timeframe week/month/quarter etc.
- Activity Time — Time spent per session
- Recency — The average time between opening of two sessions
- Acquisition — New User vs. Older User
- Reviews and Ratings — Number of app user reviews and Avg. customer rating
- User Churn Rate —number of uninstalls
- Conversion — number of transactions possible
- Loading Time — time needed to open/close the app on different devices
- Behavior flow — User reaction/interaction. How users move from one function to another
- Crashes and exceptions
Your analytics strategy must take into account (or rather should be built around) all the pirate metrics (acquisition, activation, retention, referral, and revenue) before embarking on your hunt for the right analytics solution — one that can aid you in creating a more engaging and monetizable app experience.
Some Realities of the App Analytics Market
From my experience, I can vouch for the following five points
- Flurry owns iOS
- Google Play is essentially monopolized by Google Analytics
- Both Flurry and Google Analytics have their own set of problems
- It is a common practice for developers to use more than one analytics solution
- In many instances smaller competitors are delivering much better solutions because of highly localized and niche specific solutions.
Overview of the App Analytics Tools for Measuring User Engagement, Downloads, Uninstalls, and More!
Platforms: Java ME, Blackberry, Windows Phone, iOS, and Android I like Flurry because it is one of the most in-depth analytic tools offering user paths and funnels, and multiple dashboards — FREE. This obviously comes with a cost including a longer learning curve and unavailability of cohort analysis (a must!)
Platform: Android and iOS only
It leverages the data hoarding algorithm of one of the biggest search engines in the world. It offers loads of features with a short learning curve, but once again no cohort analysis and iTune integration.
Platform: iOS and Android
One of the best event-based analytics tools out there. It tracks events such as sharing, purchase, upgrade, account creation, etc. Makes funnel creation a piece of cake, great UIs, cohort analysis, and easily ties web with mobile. However, it offers limited data points in the Free version.
Platforms: HTML5, Android, iOS, Windows Phone, and BlackBerry
It is the tool that ties acquisition and marketing tools with analytics. Its intuitive dashboard gives an overview of all metrics and offers powerful comparisons using various criteria (e.g., users, returning vs. new, sessions, etc.). It’s easy to use, has a cohort-based retention system, and offers unlimited apps in free version. However, free version has limited data points, and does not allow comparisons and criteria.
Platform: Android and iOS
Think of Apsalar as a freer version of Localytics. It allows you to track and measure, and segment and analyze, and offers real-time cohorts and analytics across multiple apps.
Platform: iOS, Android coming soon
It is a unique visual and qualitative in-app analytics platform for improving user experience. It offers “qualitative” information on user behavior apart from normal stats. However, it also has a limited Free plan.
Research your KPIs and develop an analytics strategy before selecting a solution instead of the other way around. You’ll be surprised to see what multiple analytic tools when combined can achieve!
This blog post is based in the advice given by successful app entrepreneurs in the App Entrepreneurs and Marketers Group. Stay tuned for more informative and insightful posts from us!