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App Analytics is a powerful tool to understand how your mobile application works and what you can do to improve it and attract new users.  These tools provide useful insights for better business performance. Some of the best analytics tools are listed below.
The basic metrics used for mobile apps are:

Acquisition – refers to where/which channels your users come from;

Activation – refers to what percent have a happy initial experience with your app;

Retention — refers to the number of people who opened your app repeatedly after downloading it;

Referral — refers to those who shared their positive app experiences with friends, family, and everyone else by posting a link to Facebook, Twitter, and other social networks;

Revenue — refers to a monetary expression of user behavior.

Some of the Best Analytics Tools Offered in the Market

1. Google Analytics

Google Analytics logo

The internet giant offers free in-app analytics not just for its own Android platform but for iOS too, as well as a solution for other platforms. Google launched the service in November 2005 after acquiring Urchin. Google Analytics is offered in two additional versions: the subscription-based Google Analytics 360, targeted at enterprise users, and Google Analytics for Mobile Apps, an SDK that allows gathering usage data from iOS and Android Apps. It is the best analytics tools in the market. Here are a few things which you can do with Google Analytics that will help you get the most of your analytics information –

  • Campaign Measurement

Adding parameters to your URLs allows you to properly track campaigns and cuts out the guesswork. Got something you want to track? The opportunities are endless: see which links in your newsletter are sending visitors to your website; or see which partner ads are volleying you the most traffic.

  • Goals

The Google Analytics Goals feature tracks the most critical metric: conversions, (any activity or behavior you want your website visitors to do). Choose goals for specific pages of your website. For example:  Visit Duration – Tick off a goal every time someone spends a certain amount of time on your site; URL Destination: Tracks a goal when people visit a specific URL. Everything is tracked to the view level, and each time a user completes your desired goal, Google Analytics notes it as a conversion. You can create a funnel for your Destination goals. In this instance, map out the path you would expect a website visitor to take. Should they deviate—or abandon the path—you’ll immediately know where there’s an issue.

  • Demographics Data

Data collected from third-party cookies are available in the new Demographic report. You’ll see valuable information about your audience’s gender, age, and interests with just a couple of clicks. Using this data, you could improve your remarketing campaigns in Google AdWords by targeting specific segments of your audience with different ads. You could use Demographics and Interests to analyze A/B tests.

  • Segmentation

The segments in Google Analytics are now easier for new users to navigate, and at the same time are more powerful for advanced marketers and analysis experts. Along with a new user interface, you can segment your visitors, do cohort analysis, and create segment templates.

  • New Analytics Report

When you log into your updated Google Analytics account, you’ll notice that Traffic Sources and Content have been replaced by Acquisition and Behavior.

The new acquisition section offers you two new views: Overview and Channels. The Overview report displays Analytics ABC data for your top channels (e.g., Social, Organic, and Direct), sources (e.g., Facebook, Twitter, and LinkedIn) or media (e.g., Organic, Referral, and Email).

Essentially, the Overview report helps you see which channels bring in the most visitors, which channels bring in engaged visitors and which channels bring in visitors who convertinto email subscribers or customers. Google Analytics tells you what search keywords people are using to find your site, the bounce rate tells you how many people come to your site and leave without going any further. Analytics will let you view your bounce rate over time, and see how it varies from page to page. Knowing which search engines are sending the most traffic and how well it’s converting can help you optimize your spend and SEO efforts.

  • Custom Dashboards

The dashboard is the first screen that is seen when someone logs in and it is possible to create custom dashboards to quickly access different types of data. The old “Executive Summary” has been replaced with a totally customizable Dashboard where any report can be added and arranged via drag and drop functionality.

  • Excludes Internal Traffic

Google Analytics collects data on every visitor (as long as they have cookies and JavaScript enabled) and that includes you. And if you’re constantly checking your site, tweaking details, and updating content, a sizable portion of your overall traffic could be you and your team. This will skew every metric in your reports. Instead of gaining insights about your customers, you’ll learn how you behave on your own site. And the way you use your site is going to be very different than how your customers use your site. In Google Analytics, you can exclude all of your internal traffic to your own site.

  • Custom Reports

Google Analytics’ custom reports allow you to slice your data exactly how you need it. Carve out your own, unique reports to fit your business goals. A significant change in Google Analytics is the introduction of Analytics ABC, which is a new format for some of the Google Analytics reports that group data based on acquisition, user behavior, and conversions. The biggest outcome of this change is that now you see a variety of conversion data in the summary view of the report.

2. Mixpanel

Mixpanel logo

Backed by Y Combinator, it is one of the event-based mobile analytics tools that let you track every separate event as well as create funnels. It is the second-best analytics tools in the market as compared to Google Analytics. It reveals precise data on how often users return to engage with your app. A free version comes with a set of limitations making it possible to use not more than 25,000 data points per month. Its price ranges from a free plan to $900/month and custom for enterprises. It can be linked to both mobiles (Android/iOS). Mixpanel is an event-centric tool focusing on tracking visitor actions rather than page views. It comes with a library that offers event tracking using JavaScript functions.  An event can be anything, from a button click to a video to play or even a pdf download. The features of this simple and efficient tool are:

  • Funnel

Funnels let you see where you lose customers. When users try an application, they may get confused. Funnel analysis helps you identify where people drop off so you can increase your conversion rates. In order to do so, tell Mixpanel each event you want to track and you’re done. Funnels never need to be defined ahead of time, so you have the flexibility to measure different flows as soon as you think of them.

Simply select any number of events and instantly create a report that uses all of your historical data. For example, we can see how many people arrived on our homepage. Referring data also allows us to compare different sites that we are affiliated with or advertising on and see which marketing outlets result in customers with a higher lifetime value. They are retroactive, meaning you have the flexibility to measure different paths based on your historical data and see how fast people convert.

  • Messages to customers

Mixpanel lets you send messages based on the actions that people take in your app. For example, you could send users a push notification if they exercised five times in their first 30 days to encourage them to exercise again. And with the messages, you can do it using all the events you already send to Mixpanel — all your data is in one place. The campaign helps you adapt your outreach to each user’s unique journey, without any complicated setup. You simply set behavioral triggers and rate limits, and then prioritize your messages. Whether your customers use your products on mobile or desktop, you’ll be able to send them an email, push notification, in-app notification, or SMS text message.

It will not only add value to the operational structure of the app but also help retain your consumers.

  • Trends

The power of Mixpanel lies in its ability to go beyond page views and dig deeper into questions that give actionable answers. What separates the trends page in Mixpanel from other tools is that it allows you to analyze different events over time in relation to each other. Data is not one size fits all; it is extremely dependent on the type of organization.

Suggested: 11 Reasons Why You Should Go for Website Redesign

  • People

Mixpanel gives you a new lease on understanding your users. Not only are we able to see who they are and what they have done in our app, but we can also group them by activity profiles and analyze the lifetime value as it relates to specific variables. This shows us areas we should be more active and which affiliates are having the greatest impact on our bottom line.

  • Real-Time Data Analysis

For most companies, real-time reporting holds a huge impact on overall business performance. Mixpanel has the ability to update data within seconds.

  • Retention Analysis

Mixpanel provides the best method for retention analysis which helps measure the behavior of new users. Whether or not they come back to use the app and how frequently they use it.

3. Flurry Analytics

Flurry Analytics Logo

Flurry – provided free, is a pretty complete tool for mobile analytics. It can be integrated with all major platforms including iOS, Android, Java, Windows, and Blackberry. It is the third-best analytics tools in the market as compared to Google Analytics and Mixpanel.

Flurry Analytics will reveal users’ interests and impressions. The tool will automatically define their demographics as well as identify every user personally. You can track the data using additional filters and sort the information out by users’ age, location, country, type of platform, and more. All necessary information will be displayed on your dashboard upon request.

The best part of Flurry is, it takes less time to get integrated with the app and you only need to enter the App Key in your main code. It can be best used as a marketing tool because it gives you a deep understanding of user experience in real-time plus, you also get insights into how the advertising campaigns are gaining ground.

  • Real-Time Metrics, providing you with real-time data on how your app may be impacted by user updates, user acquisitions, or enhancements.
  • Focused Dashboards, in full-screen mode, that let you view all the metrics from a given metric area on a single page.
  • Revenue Analytics within Flurry allows you to track your In-App Purchase (IAP) Revenue from transactions that occur within your iOS app or Android app in order to determine if your app is producing revenue from In-app purchases at the levels you expect.
  • Crash Analytics 2.0 in Flurry gives you, in real-time, information about crashes, exceptions, and errors in your app. This allows you to determine the root cause of any issue quickly, keep your app running well, and the users of your app happy.
  • The Analytics Reporting API enables you to export your data, based on standard formats such as CSV and JSON, allowing you to integrate it into web dashboards, data warehouses, and any other system you might use for managing your business.
  • Comparison capability, with context controls, that lets you select multiple items for display at the same time and to quickly move between comparisons.
  • Filtering of data, so that you can apply filters, like Country, Age, Gender, and Language on the fly and view the results instantly.
  • Groups, which let you take items, like Apps or Events, and group them together to quickly move between the contexts that matter to you.
  • Explorer, with support for Measures, Funnels, Retention analysis, User Journeys, and User Segments, with each returning results based on your most complex queries – within seconds.

With these three best analytics tools, you will be able to improve your business and attract new users for your business.

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