This document discusses mobile analytics and how it differs from web analytics. It covers the key aspects of mobile analytics including app store analytics, crash/performance analytics, advertising analytics, and in-app usage analytics. The core metrics for in-app usage analytics are described as well as engagement metrics like user retention, loyalty, session frequency and duration. Custom events, funnels, and advanced querying tools are also outlined.

1. Mobile Analytics 101
Onur Alp Soner
oas@count.ly | @oasoner

2. Web vs Mobile
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Web Analytics Mobile Analytics
Pageview based Event/action/user based
Generally applicable analytics structure Unique apps, unique analytics needs
JS/Cookie based Device/user identifier based
Platform/device dependent
Offline usage

3. What mobile analytics actually covers
➔ App store analytics
➔ Crash/performance analytics
➔ Advertising analytics
➔ In app usage analytics
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4. App store analytics
➔ Number of downloads
➔ App reviews & ratings
➔ Comparison with similar apps
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5. Crash/performance analytics
➔ Crash types/groups
➔ Load times
➔ API call analysis
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6. Advertising analytics
➔ Acquisition analysis
➔ Referrals
➔ Campaign performance
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7. In app usage analytics
➔ Core metrics about app users
➔ Retention, loyalty, session frequency/durations
➔ Custom tracking points (custom events)
➔ User flows/funnels
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8. Important things to look for
➔ True real time
➔ Platform support
➔ Ease of use
➔ Out of the box mobile-only support
➔ Raw data access/data security
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9. In app usage analytics: Core metrics
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➔ App versions
➔ Carriers
➔ OS
➔ OS Versions
➔ Languages
➔ Sessions
➔ Users
➔ Locations
➔ Devices
➔ Resolutions

10. Engagement metrics
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➔ User retention
➔ Loyalty
➔ Session frequency
➔ Session durations
Value
Time
Investment

11. With a single line of tracking code;
➔ Sessions & users
➔ Time spent
➔ Devices, platforms,
locations, carriers, app
versions, resolutions
➔ User retention
➔ Session frequency
➔ User loyalty
➔ Session durations
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12. Start answering questions like
➔ How fast do my users upgrade to the latest version?
➔ What are the most popular devices?
➔ What are the platform versions of my users?
➔ What is the top resolution?
➔ Which time of day is the perfect time for sending out a push notification?
➔ How frequently is my app used?
➔ How loyal are my users?
➔ Is my app engaging enough? Is it improved in the latest version?
➔ Can I keep users coming back to my app?
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13. Custom events
Use custom events to track anything you
want and attach properties to your
custom events.
Some example custom events;
➔ In app purchase
➔ Navigation / checkpoints
➔ User interaction with your content
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14. Track goal completion and conversion rates
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15. ➔ Use your existing custom
events to track user paths.
➔ Funnels are retroactive. You
don’t need to predefine a
funnel.
➔ Filter users who enter your
funnel using your event
segmentation properties
and user properties.
Funnels
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16. Advanced query tools
Create queries with AND, OR and
BY filters in order to pinpoint the
data you need.
Filter by user properties like
device, location, session count,
first session date etc.
➔ What are the devices of users from US
and using the latest version of my
app?
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17. Other concepts
➔ Raw data access
Use the data for predictions, with other BI tools or together with other
KPIs within your organization.
➔ Data security
Mobile analytics, most of the time, means collecting sensitive data.
➔ Extensibility
Adding your own reporting mechanisms, custom dashboards etc.
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