People has always been curious about the results of their work. They need to know the consequences and get feedback in order to improve their work and to achieve success. That is why you may also wonder how your app or webpage you spent hours on making effect people, how many people get benefit from it, from which channels they reach it. Whether you are a digital marketer, game app developer or someone who just wants a better business performance; mobile analytics tools are just right for you to get all the information about the results of your app to satisfy your curiosity and most of all to be able to get a proper feedback from the users themselves. The results may surprise you after all.
Your business in online platforms needs to grow with mobile apps as the world is mobile now. Mobile apps help you to reach these mobile customers more easily. They help you to grow your either new or existing business. The earnings of mobile marketing apps are high; that is why individuals and companies investing more and more into mobile apps nowadays. After setting up their mobile app, people are generally curious about gaining all the information about how their mobile app is managing. That is just when mobile app analytics come to the scene. Mobile app analytics report includes some of the measurements below;
Acquisition: This measurement is all about the paid or unpaid channels that your users coming from. This will help you to find better ways to convince more users to use your app. This also includes information on operating systems, networks, current locations and languages of your users.
Activation: Do your users activate their accounts after installation? Or just forget all about it? This measurement shows you how happy your users are with your app.
Retention: You can not just relax seeing a lot of people downloaded your app. Make sure they will come back for many more times. This will help you to detect the active users and make you realize what it takes to keep your users happy and active.
Referral: Life is all about reference. You would be so glad with a happy reference of your app. So how many of your users posting and sharing your app with others? This measurement helps you to understand the rate of your app being shared in social media like Facebook, Twitter, Instagram etc. Social media has an undeniable power in making new apps known.
Revenue: This measurement shows how much money spent by your users for your app. How many users go for in-app purchases and how many of them prefer using the app free? This will urge you to find different ways to get your users make more purchases.
The measurements can also be classified in three types, these are; app marketing, in-app, and performance analytic. App market analytics shows you how the people get to install your app. It also shows you the number of downloads and all the purchases made by your users. It is more like an overall evaluation of your app. In-app analytic shows you all about the inner side of your app. It gives information on how your users use your app, which links they follow inside the app, in short how they behave while using your app. Finally, the performance analytics shows you how strong your app is in general. It can show you the times your app crashes and gives error or in which operating systems and which devices it gives the best or worst results. This way you can make the necessary improvements in your app for a better performance.
After getting familiar with the analytics tools and what they report to you, now it is time for you to set your goals. What actually you want to know about your app? What measurements are more important for you? How much would you like to invest in analytics? Setting a goal may not be the simplest thing to do. First you should decide whether you want to know about all of the measurements above or not and which ones will help your app to stand out from all the rest. Ultimately you should go for the analytic tool that suits your app the best.
Here are 20 mobile app analytics tools with their features, pros and cons to help you decide which one you will go for;
Google Analytics is a free tool covers mostly in-app analytics. It also has a premium version designed specifically for enterprises and provides information that is more detailed. It is available in IOS, Android and in many other platforms. It mostly focuses on measuring user acquisition, activation and revenue. You basically sign in with your google account and start using it. Google analytics tool help you to get a better understanding of what your users expect from your app. You can actually set up goals for your users and check if they accomplished these goals. It provides;
- the number of users and sessions
- the money spent by the users
- session duration
- operating systems of your users
- device models and locations of your users
Pros: It basically covers all plus it works in every platform and the best advantage of it is; it is free.
Cons: It is a little complicated to operate, there is too much of reading. First-time users may need extra time to figure all out.
Developer of Apple Analytics is Apple and it is free. If you would like to boost your app in platforms like macOS Mojave, iOS 12, watchOS 5, and tvOS 12, plus; to stand out in devices like App Store for iPhone, iPad, Mac, Apple Watch, Apple TV, and iMessage, and on the Safari Extensions Gallery, then this tool is just right for you. With the data it provides, you can make the necessary adjustments in your app to attract your new users and to keep the existing ones. It gives in-app service. It mostly focuses on measuring user acquisition, retention, referral and revenue. It offers solutions on;
- sources of impressions, product page views and downloads
- app store sources
- channel effectiveness
- number and source of average sales
- sessions and active devices
- marketing campaigns
Pros: Good hints about how to stand out and increase users in app store. Detailed info on subscription activity of users. Up-to-date analytics.
Cons: Only works in IOS.
AppsFlyer is a paid tool with a 30- day free trial called basic plan. It has custom-made pricing too and you are to contact them for the prices. It works in platforms like iOS, Android, Windows, Web, Unity, Amazon and TvOS. It has partnership with social media giants like Facebook and Twitter. It claims having no financial relationships with any ad networks or affiliate networks. It offers analytics solutions for gamers and for all sorts of marketers. It mostly focuses on user acquisition, retention and referral. It offers solutions on;
- mobile attribution
- marketing analytics
- deep linking
- active fraud protection
- powerful integrations
- deep linking
Pros: Promises A to Z tracking, customized fraud protection. Has trusted partners.
Cons: Focuses in-app analytics more than in-depth performance.
It is free to launch and has a startup plan of $ 59 per month. It has custom pricing for enterprises. You can also try premium products for two weeks before investing on them. It works both for Android and İOS platforms. It provides customized autogenerated app previews with deep links and believes it is a good way to show a preview of your content to the user instead of directing the user directly to the App/Play Store. It also provides analytics reports on previews and installs separately which gives you an idea of your new goals. It claims its people-based attribution is distinctive. It focuses on attribution, referral and performance and offers solutions on;
- deep linking
- influencer analytics
- content analytics
- data feeds
- cross- platform insights
Branch.io has recently acquired Tune, another mobile app analytic tool, and they certainly are more powerful together.
Pros: Offers effective solution in measuring data associated with links, link clicks and app use. Cheaper paid plan.
Cons: Can be confusing for new comers.
Criteo has free trial and a paid plan but you have to contact with them for the customized prices. Criteo has been promoting itself as the most essential tool for marketers and it proves its claim by working with retail giants like Macy’s, Adidas, Sephora and Target. It is an in-app tool with mostly focusing customer acquisition. It promises more customers and it not only measures the current situation of your app and webpage, but it also comes up with many solutions for retailers and marketers to gain customers, among these solutions are; “Criteo Shopper Graph” and “Product Recommendations”. It offers;
- audience match
- sponsored products for retailers and brands
- dynamic personalized retargeting
- predictive bidding
- app retargeting
- drive-inn app conversations
- engaging video adds
Pros: For retailers and e-commerce sites Criteo is the right solution with its shopper-based analytics. A great advertising and marketing tool. Easy to use, welcomes newcomers.
Cons: Not suitable for gamers. More suitable for big companies with higher budgets than small ones as the tool prices would be an extra burden for small retailer’s already low budget.
Adjust has a basic plan starting from $ 129, it also has custom and business plans with more cost and more features. It works in platforms like Cordova, Android, iOS and Windows. According to 2017 dazeinfo.com analysis “1 out of 4 users abandon a mobile app just after one use”. Adjust promises to increase the rate of returning users and in order to do that it promises unlimited support in its every plan with organic installs, ad tracking clicks, in-app events and your past data storage. It basically covers all in user acquisition with its in-app analytics. It targets both gamers and marketers. It also provides;
- working with its + 1500 partners including Facebook and Twitter
- mobile-focused KPIs & cohort analysis
- the audience builder
- fraud prevention
- attribution analysis
- easy campaign tracking
Pros: It guarantees “user loyalty”. Works in any network and provides very accurate data on installs of new users and existing ones separately.
Cons: Dashboard is weaker in comparison to other top analytic tools.
Singular has customized pricing and you can contact them for prices. It works in IOS and Android. It combines campaign data and intelligence data in a single dashboard. It has strong customers like Linkedin, Symantec, Target, Twitter, Disney etc. It focuses on user attribution. It provides;
- marketing data sources connectivity
- marketing optimization
- detection and prevention of mobile fraud
- reengagement with inactive users
- audience segments based on user behavior
- tracking links
Pros: Mostly focuses on advertising analysis. Up-to-date resource center proves their good grasp of the current market.
Cons: You may have to acquire another tool for performance analytics.
Apsalar offers free service for IOS and Android devices. It promises effective solutions for tracking and analyzing in major channels. It is official partner of Twitter, Facebook and Google. It is truly an attribution platform that covers all. It offers solutions for regaining cart abandoners and uninstallers, and engagement with new users and heavy buyers. It focuses on attribution, retention and revenue. It promises;
- measuring app performance
- analysis in advertising campaigns
- control on data sharing and user permissions
- synchronization of your app marketing audiences to partners
- universal spend tracking
- data on uninstall metrics
Pros: Strong business and user analytics mostly focusing on increasing buyers.
Cons: Lacks app performance support.
Mixpanel has two different plans called engagement plan and people plan. Both plans have free, monthly, annual and enterprise choices for customers according to the count of data points. Monthly plan costs $ 150 while annual plan is $ 999 and you are to contact them for the cost of the enterprise plan. It works in both IOS and Android. It claims expertise in A/B testing in where you are able to see the people’s reaction to certain parts of your app or game and you are allowed to make changes after seeing the reactions. It also enables you to target a certain kind of users. It focuses on user acquisition and retention. It provides solutions on;
- software as a service
- financial services
- consumer technology
- media and entertainment
- retail and e-commerce
- creating funnels
Pros: Has a free plan and many different price choices. Targets both gamers and marketers.
Cons: Free version is limited.
The price is tailor-made to the customer so you are to contact them about it. It works in iOS, Android, Windows Phone, BlackBerry and HTML5. Localytics targets every customer from media, retail, travel, business and lifestyle; that is why companies like Marvel, Sony, Bose, Avis, Bloomberg, Hasbro and Virgin are among its customers. Localytics claims it is all about getting to know your customers to keep them active in your app. It provides personalized in-app messaging, customized notifications and recommendations and gives you hints on how to do this without annoying your users. It also offers location-based messaging solutions for retailers. It focuses on user-attribution. It provides support on;
- funnel reports
- A/B testing
- uninstall tracking
- mobile CRM
- marketing clouds
- detailed event and attribute tracking
- custom dashboards
Pros: Easy usage of dashboards, custom attribution, covers all.
Cons: High prices might be expensive for small businesses.
Appsee has a free plan for small teams with limited features, a paid premium plan with 14-day-trial for startups and growing teams and a paid enterprise plan for companies in any scale. Avis, Virgin, Samsung, moovit, Argos, Upwork are among its customers. It works in IOS and Android. It focuses on user attribution and performance. The most important feature of it is; it provides video recordings of your users with an SDK integrated in your app and you are able to watch your users’ behaviors more closely when they are using your app. That way you will understand the reasons why they uninstall your app or why they love it so much. It provides;
- qualitative app analytics
- touch heatmaps
- Realtime app analytics and alerts
- conversion funnels
- offline tracking
- easy set-up and integration
Pros: User recordings useful for in depth realization of user behavior. Close performance tracking.
Cons: Works only for apps. It cannot be the sole solution for all your app analytics needs.
The pricing is variable. You can get a quote by contacting them. It works in IOS, Android and Cordova. Apptentive aims to increase app users’ positive feedback. . If you are not as quiet as a mouse, this tool maybe right for you to talk and chat all day to get to know your users and find ways to keep them using your app or even start purchasing your products. It helps With Apptentive, you can feel closer to your users by constantly being in connection with them with in-app live messages, surveys, personalized ratings prompts and notes. It also provides support on;
- personalized campaigns based on user behavior
- onboarding and ongoing consultation about your app
- connection with your existing CRM
- many different languages
- activation of the silent majority
Pros: Message center to integrate with customers is remarkable. Helps you to understand user behavior and their expectations from your app.
Cons: Too much of these prompts and notes may sometimes be exhausting for the user. There is a fine line between being over-caring and tedious.
- mobile engagement
- mobile marketing automation
- mobile growth
- mobile retention
- mobile personalization
- customer success
Pros: Very detailed User Guide. Easy usage of e-mail, push notifications and in-app messages. Covers every aspect in detail.
Cons: Encountered a few complaints on complicated usage of analytic and test reports along with the dashboard.
Braze has many different plans that you can personalize in “packages” section of its webpage. You just choose the services you need and recommendations appear at the bottom, then you can chat them about the price. It works in platforms like Android, IOS, Web, Cordova, Unity and many more. In 2017, Appboy announced a name change and became “Braze”. It claims a new name also signifies growth and perfect adaptation of the constantly changing technology. It mostly focuses on user attribution and it describes itself as the platform that enables connection between you and your users. It provides support on;
- cohesive, continuous messages to users
- cross-channel personalization
- comprehensive reports and summaries
- data agility and management
- regulations and compliance for your apps and webpage
- integration with partners like Facebook, Google Cloud
Pros: Integration with many platforms. Its visual customer tool called “Canvas” is remarkable.
Cons: Analytics and reports found limited by the experts. E-mail section needs improvement.
App Annie has a free and a premium plan. You are to contact sales for the premium prices. App Annie describes itself as the solution for every business, its costumers includes giant companies like Google, Coca Cola, Samsung, Lego, Visa, Hp, Airfrance and CVS. It covers all from growth opportunities across countries and categories to identification of emerging players and competitive threats. It basically focuses on user attribution, revenue, retention and performance, and helps you all along your app adventure. It provides solutions on;
- product management
- ad platforms
- strategy and partnership
Pros: Simple and easy to use. Covers everything about mobile app analytics. Great tool for analyzing your app’s performance.
Cons: Free version is very limited. Premium version can be a bit pricy for small businesses.
- track your campaigns
- collect, visualize and track your player data in one platform
- work in up-to-date customized dashboards
- watch your players as they play your game
- keep track of your users
- understand and refine your game flow
- group your players according to their age, location, devices, networks
- improve your game by funnels and error tracking
Pros: Integrates with many platforms, easy to use and completely free. Covers everything a game app developer needs.
Cons: Users come across with errors too often in SDK integrations.
Heap Analytics has a free plan including 5,000 sessions per month for young businesses and side projects, a paid plan for $ 299 per month including 25,000 sessions for startups and growing businesses under 20 employees and a custom plan with price variables including custom sessions for businesses that rely on customer data and behavioral analytics. It includes a comparison between plans in its webpage. Heap has reputable customers like Microsoft, Harry’s, Casper. It claims that event tracking is a history now, and what they do now is to capture complete customer dataset automatically and you flexibly model it with Virtual Events. It focuses on user attribution and retention. It offers;
- virtual events
- behavioral analytics
- virtual users
- historical data
Pros: Visualization is generally accurate and helps you a lot while saving you time.
Cons: The system is hard to use for newcomers. Needs more tutorials.
App Dynamics has two main pricing plan, they are; application performance management and end-user monitoring. First one is divided into three as APM Pro, APM Advanced and APM Peak and the second one is divided into two as Real User Monitoring Pro and Real User Monitoring Peak. APM Pro and Real User Monitoring Pro have 15-day-trial mode. All plans are priced and you are to contact them for the prices. It supports many platforms. App Dynamics is a tool for tracking everything 24/7 from a single panel and it does not let you miss a thing that goes wrong. Its features are;
- activity tracking
- cloud migration and monitoring
- microservice tracking
- full-stack Docker monitoring
- unified monitoring
- DevOps adoption
Pros: Many different price options according to your needs. Good customer service.
Cons: It requires training and takes some practice to use efficiently but you only have 15 days free trial to decide whether it is right for you.
Count.ly has two editions called enterprise and community edition. Enterprise edition has 30-day-free trial and tailor-made prices. Community edition is free forever. It integrates with more than 15 open source SDKs including IOS, Android, Web and Windows Phone. It defines itself as an open-source tool that covers everything in one platform. It is mostly a marketing, e-commerce and enterprise analytics tool. It focuses on user attribution, referral, retention and revenue. Its features are;
- custom dashboards
- heatmaps for Web
- tracking and reporting of your user installation or referral source
- powerful plugins
- automated push notifications
- rating and feedback collection
- funnels and cohorts
Pros: Innovative, constantly updating and free analytics tool for both big and small companies and developers.
Cons: Gamers might need one more tool for close tracking of players.
Always keep in mind that these mobile app analytic tools are in partnership with each other too so other than being competitive rivals, they are also colleagues. You may also have to go for more than one just like some companies and developers do because they complete each other, all working for one purpose only; to serve you a unique web and app experience. The price of the tool is a great factor in deciding which one to go for. Yet, it would also be beneficial to think about the benefit of your app and put the price in the second line of your mobile app analytic tool checklist as with a fully capable, hard-working and competent tool, your app or your company could make such great profits that may even amaze you.