Choosing Right Mobile App Analytics Platform

Posted on April 06/04/18

Mobile users, having outgrown past desktop users years ago, and have positioned itself as one of the biggest marketplaces for next decade.

The mobile app ecosystem is worth more every day and is expected to reach somewhere around 100 billion USD in 2020.

It’s no surprise, then, that mobile app development is uber-competitive. App Marketers and app developers are constantly on the lookout for ways to enhance the user experience, retain those users, and find new ways to monetize in an ever-changing industry.

One thing that continues to be at the heart of all of this is analytics. All new companies, startups run blindly when they are young, but as time progress, benchmarks are created and shared, and progress is accomplished based on smart analytics and data mining. The mobile app industry is no different. Without top-notch app analytic solutions, even the witty developer can get left in the smut.

We’ve been looking around for awhile now at the best options when it comes to app analytics. The yardstick is deep – whether you want a gauge on trends, want to improve your app start run-time or simply want to track app user lifetime value, there’s an app analytic tool for that.

Thing is, you can get a bit lost with so many options. Yes, you have to keep looking for the latest and greatest, but you also have to know what you’re looking for.

Before we jump, into choosing the right analytics solution, let’s look at the some of the basic and fundamental questions to ask when weighing all these options.

Which Metrics Are Important?

Analysis lives off data, so it’s a cakewalk that this is a priority. App analytics is not just about what you get in terms of data, but how and how long you get it. The diversity of the options is endless… Some analytics provider lets you track engagement, user location, and even which devices your users are on right now. Some tools will include big data statistics only, while others will include user-level data as well, allowing you to segment specific users. Some tools will alert you to deviations but will keep you blind as to the cause.

Should I Stay Neutral?

While some app analytics tools are known for their transparency and neutrality, other companies specialize in areas like generating traffic. You should of course not consider engaging with a compromised company. For the most part, try to stick with ones that focus on tracking and optimizing, but there are some exceptions.

At the very lowest you will want to know where you are headed. Do everything you can to understand the business model and the hidden agenda behind the scene.

Look Out For Cross-Device Platform Approach

When thinking about acquisition and performance analytics, things aren’t limited to one buy in. Campaigns live everywhere in the internet ecosystem. You may prefer a tracking tool that is as diversified as your campaign and is able to track and analyze across multiple sources, devices, and operating systems. Why? When you are running media campaigns, you’re not only measuring CPIs but also ROI, ULV, and even retention. User level analytics, or even analytics tools that are designed to track the same user across multiple devices, and track LTV, may help you better understand patterns, like specific usage patterns in specific devices, device or OS correlation with conversions, etc.

Easy As Pie

Look for analytic tools with a great customer service and tech support, so get to know how responsive a company is before dropping an SDK into your app. Some advanced analytics tools can do magic, but you need someone on your side to help you maximize the benefits of using the tool. Having an online support center is also a big advantage. I advise you specifically check if there’s a live support option, a knowledge center, an academy or alike, behind this or that analytics tool. Some analytics tools have their own social or online communities of advanced users. That’s a huge advantage. Of course, this usually happens when the tool is already very popular.

Where It’s Heading Towards?

As that being said so, app analytics is a basic pier in every mobile app. As an ever-evolving ecosphere, app analytics are headed for some pretty exciting new directions. One of the most dynamic areas of development will be predictive analytics. Instead of waiting for user action or events, predictive analytics uses complex algorithms to seek out causal relationships that can predict trends to come. Everything from the risk of a service outage to shifts in user behavior will be in the wheelhouse of predictive analytics. Leveraging this data can help you plan for anything and everything, enhancing growth, retention, and monetization. We’ll dive into the future of app analytic tools in posts to come. For now, enjoy these tips and recommendations to find the best mobile app analytics tools for your app.

About the author

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Shiva, User Growth and Customer Success at Walinns. I write introspective things I hope people can relate to.