Mobile-App Analytics Are the Key to Successful App Optimization

Some estimates say that as many as 60 percent — over 400,000 — of the apps in Apple’s App Store have never been downloaded even once! And, in a study conducted on data from over 125-million mobile phones downloading apps from the Play Store, the average app loses 77 percent of its users within three days after it’s installed. On top of that, 90 percent of the users stop using the app after a month, and only five users keep using any given app.

There is a clear need for app developers and marketers to come up with better apps and better ways to monitor their uses. They need to optimize their performances and capabilities.

While mobile app analytics can tell you a lot about what is happening with your app after the download, Forrester reported that only 46 percent of companies are using a mobile app analytics solution. This means that the rest (more than half!) can’t see what their customers are doing, primarily because they aren’t even bothering to watch. These companies are missing out on valuable conversations, relationships, and income, all because they lack data desperately needed to guide their business decisions — data that is readily available.

Following is some of the mobile app analytics data available today that can give you amazing insight into how your app is being used.

App-Acquisition Metrics
The mobile app marketer embeds campaign-specific tracking links in paid, owned, and earned media that can then be tied to the app once a user has downloaded and installed it. With that, they can determine which marketing activities lead to an app download and launch event. This gives the marketer the insight necessary to make informed decisions about how to adjust future acquisition and reengagement campaigns to drive download and launch rates.

App-Lifecycle Metrics
Insights into app behavior and customer preferences are critical if you are to understand whether your app is effective. Metrics such as app launches, crashes, days since last use, and average session length are just a few of the lifecycle metrics available. This data allows you to see patterns that could reveal why someone decreased his or her use of the app. With this information, you can encourage interactions, create loyalty, and drive conversions.

App-Store Data
Just knowing how many times your app was downloaded doesn’t help much. You can also discover the region, platform, category ranks, in-app purchases, royalties, rankings, and much more.

Cohort Analysis
The next step in app analysis, cohort analysis, looks at certain groups of users and follows their behaviors over time. You can infer the expected lifespan of the app, how upgrades affect engagement, and how early- versus late-adopter behaviors differ.

Location Services
One of the most powerful pieces of information that you have access to is your customer’s location, providing an unprecedented opportunity for personalization. You can help someone find a resource he needs or do location-based targeting using GPS and beacons. Sports stadiums and retail stores are exploring the power of beacons to deliver location-specific services to users.

Developing a great app is challenging, and you need data about how people are using it to assess its success and make it better. The key is measuring engagement, and mobile app analytics allow you to understand what factors attract your audiences to your content and provide you with opportunities to discover ways to deepen involvement.

It may sound cliché, but with the right mobile app analytics data, you can turn insight into action and understand what steps you need to take to create a great app.

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from Digital Marketing Blog by Adobe https://blogs.adobe.com/digitalmarketing/analytics/mobile-app-analytics-key-successful-app-optimization/