Today, undoubtedly, knowledge is the most powerful asset. When you do any business, measure and internalize every aspect, especially the new speedily improving fields, like mobile app marketing, which is competitive. Data-driven strategies and decisions always bring more realistic and healthier results. You know tracking app downloads and rankings in stores have a big role to measure the real performance of your app. Most apps are missing out on more downloads than they gain, everyday, because of lack of analysis. No matter what kind of app you have, analytics help you to see the big and clear picture about your app performance to achieve your goals. Analytics give you useful data about who is using your app and how they’re using it. Do you know why you should use the analytics and how can you use it to measure your app performance and contribute to your app downloads?
Why You Should Use Mobile Analytics
Here are the reasons why you need to get benefit from mobile analytics for your mobile business.
To develop an effective mobile marketing strategy
To define a measurable goal, you have to know which tactics harvest the highest return to your app. If you don’t know whether your app has an adequate ROI for your overall campaign through the data, you cannot build a successful marketing campaign.
To realize your app features in terms of user experiences
Analytics provide insight in terms of an entire user experience of your mobile app from discovering to downloading to engaging. Thanks to analytic tracking, you can see the different screens and paths users take when they navigate through your app. Knowing which screens are mostly used and returned to most often are important to understand your users’ tendencies. Moreover, you can use this information to generate new content or a function for your app that your users will likely engage in.
To see who your users are
People have an average of 36 apps and use only 26% of the apps available on their mobile phone. When you define your retention or acquisition strategy, know who is using your app actively after installing it. To develop your marketing strategy, the information about users’ mobile devices is important. Is it mostly Android or iOS? When you know that, you can search the reasons and gain a better understanding of your target audience.
How to Use It to Increase Your App Downloads
It’s mentioned that people have an average of 36 apps on their mobile phones. This number decreased from last year. Isn’t the decrease interesting in a fast growing app market? No, because users download apps more consciously. For instance, analytics reveal that 100 Mb is a psychological threshold for users to download an app. Another important point is active app usage ratio (%26) as we mentioned above. The reasons for this situation can be revealed through analytics. Many metrics can be chosen and prioritized under your KPIs, and you can use them in analytics. To keep your app and audience live, make an A/B test. Getting reliable results from that test is possible through analytics. The same logic is valid for all your ASO practices. By using analytics, you:
Save Time and Resources by Focusing on the Right Audience and Features
When you know who is using your app, which app features they are using most, and how often, you can focus your app’s pros and cons to improve it, and you need not pay attention or allocate time and resources for everything. A good analytics tool helps you to track specific user behaviors for certain features of app in a specific date with different parameters. This is fascinating, isn’t it? You can avoid wasting time developing an unused feature; instead, you can spend your time for primary features and audience.
Make Your App User Friendly to Get More Downloads
You can track metrics to determine whether your mobile app is easy to use. Getting someone to download your app is important, but you have to know how often they use your app and how long they interact with it in a single session. You can track the engagement and session length metrics to know it. You can gain a better understanding if your app is easy to use, then provide a successful user experience by improving those features.
Realize the Difference Between App Download vs. App Usage
While incentivizing increases your app’s downloads, if a user is only tempted by a one-time perk, they are likely not to use it again or uninstall (you can track the churn rate metric to know this). Separate them to know the lifetime value of users. Again, you can track it through analytics and take an action, according to data.
Developing and Updating Your Marketing Strategy
We are sure you don’t want to waste your cash needlessly but sorry! If you don’t optimize your marketing channels, that’s how it goes. Track the ROI metric to prevent this. First, you need to know where and which ad networks your users are coming from before they download your app, in other words, the source of your referrals. By knowing the lifetime value of users from a particular source, your most valuable customers’ source will be clear. You can also separate the marketing channels and track them to recognize which campaigns work. All this information enables you to track your ROI successfully. When you know who is frequently purchasing or using your app loyally, you can set different marketing campaigns for them. Don’t forget! You need reliable, accurate analytics to do this.
From increasing app downloads to app usage and creating more revenue with better conversions, mobile analytics is the smart way to make decisions and define strategy. Use hard data in every step and don’t leave your success to chance!
You can view attribution and analytic tools:
Tune
App Annie
Adjust
Sensor Tower
Apps Flyer
Mix Panel