The Ultimate Guide to Mobile App Analytics

guide to mobile app analytics
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“You can have data without information, but you cannot have information without data.”

Daniel Keys Moran

It was easy for marketers to accurately measure the influence of their campaigns and come to smart decisions about their ad spend before the rise of the mobile epoch. Moreover, as indicated in the latest research, it is expected that by 2019 the cost of mobile advertising in the U.S. will reach 70% of all advertising budgets online. Here are some facts you should know about:

  • Every second app user uses the app to search for information about goods and services, business, product, or to make a purchase (Scilled).
  • People around the world spent 900 billion hours using mobile applications in 2017, which is 150 billion hours larger than the figures recorded during the previous year (App Annie).
  • 42% of all purchases on Black Friday in 2017 were made using mobile devices (

It’s clear now that the mobile revolution has radically transformed the ways customers engage with businesses.

Nowadays you should not only constantly monitor the users’ activities but also utilize the app analytics tools to generate the income, boost the number of app installations, in-application purchases, and ranking. Thus, the profound knowledge of users pursuits and complications they face within the app leads to the deeper understanding of customers needs and better relationship as the result. The app analytics tools come in handy to satisfy these demands.

As the matter of fact, there is a vast amount of analytical tools for mobile applications and it can be difficult to decide on which one to choose. In this article, you will find an overview of the necessity for analytics tools as well as the app analytics comparison.

App Analytics: Advantages You Get

App analytics is no longer just a nice-to-have, they have become a must. According to the recent research, 197 billions of apps have been downloaded worldwide in 2017. Thus, the data-driven insights are your ticket to the sophisticated understanding of how your application functions, what your customers need and what you can do to enhance it and attract more consumers.

  • Gathering the detailed information

It’s impossible to give your customers everything they need without a proper conversation. App analytics provide you with the whole picture of user experience and give you an excellent opportunity to listen and hear your clients.

  • Driving the customer-focused approach

Collecting the data with the help of analytics tools makes it possible to stay personal with each of your clients. Personalization is the key to the customer retention.

  • Monitoring and improving crash statistics

No one likes when something goes wrong but nothing is perfect and crashes happen. Knowing where to look and what to enhance means a lot. And with app analytics tools you will be aware of the affected devices, their operating systems, and current app versions.

Types of Analytics Tools

“When you have mastered numbers, you will in fact no longer be reading numbers, any more than you read words when reading books. You will be reading meanings.”

W.E.B. Du Bois

A considerable number of businesses use data to support their decisions. After all, data is truly valuable, especially for marketers if it can be converted into actionable insights.   

There are four types of mobile app analytics that can give you different types of information:

  • App-store analytics

This type of analytics provides the fundamentals of the application prosperity. Downloads, ranking, revenue, device, geography – these are the KPIs you can track.

  • In-app analytics

With this type of analytics, it is possible to measure the actual user’s activity inside the application. The KPIs are the following: screens viewed/exited, buttons clicked, time spent per page, purchases made, slicing data by device type & user demographics.

In keeping with the detailed study, 49% of mobile app professionals implemented in-app advertising for non-gaming applications in 2017.

  • Performance analytics

Loading time of your application, its responsiveness and uptime are measured within this type of analytics. It allows you to exactly identify which customer was influenced by poor performance.

  • Predictive analytics

This analytics is great for predicting a user’s reaction to a specific offer and which prospect to target based on his or her similarity to your top clients.

Mobile App Analytics Comparison

Under the “app analytics comparison” notion, we will declare the most popular and useful tools for monitoring your application. So, your task will be to choose the one that you consider to be the best mobile analytics tools for your business.

Google Analytics

Price: Free

Platforms: iOS, Android

Type: In-app analytics

No list could really be complete without Google Analytics for Mobile. This internet giant is free, suitable for both iOS and Android platforms. Google Analytics provides you with the following metrics:

  • Acquisition: possibility to learn about your new users;
  • Audience: comparing new and returning stats, country and language, application version;
  • Behavior: you’ll be able to get reports on speed and crashes;
  • Conversion: an opportunity to set up goals and conversion tracking.

Flurry Analytics

Price: Free

Platforms: iOS, Android

Type: In-app analytics

This mobile app analytics comparison could not go without Flurry Analytics. This tool is one of the biggest mobile analytics platforms on the market.  Flurry analytics is mostly based on user-acquisition. This tool provides you with the following information:

  • Usage: Active users, sessions, session lengths, frequency, retention, etc.;
  • Audience: Interest of users, personas, demographic;
  • Technical: Devices, carriers, firmware versions, errors;
  • Events: Define events, see user paths, create funnels.

Facebook Analytics

Price: Free

Platforms: iOS, Android

Type: In-app analytics

Facebook is an expert in collecting data. This analytics tool provides you with almost real-time data on demographics, behavior, and many other things across numerous channels. It gives you the information on:

  • Insights and trends;
  • Push notifications based on user behavior;
  • Identification of top customers.

Fabric Analytics

Price: Free

Platforms: iOS, Android

Type: Universal

Fabric Analytics provides probably the best SDKs for app analytics. In other words, you can get the data on crash reporting, analytics, payments, growth, infrastructure and more. This tool provides the real-time analytics and it’s known for its great UI.  

App Annie

Price: Freemium

Platforms: iOS, Android

Type: App-store analytics

App Annie is one of the most popular repositories of news and stats. This analytics tool will help you to build a better app business by offering you to track your apps’ downloads, revenues, ranking and reviews, storing all your valuable app store data on your behalf.


Price: Free (open source)

Platforms: iOS, Android

Type: In-app analytics

Although Countly is not the most popular tool in this app analytics comparison, it has a unique positioning, a great UI, and an attractive design. With Countly you get the information on everything from push notifications to user profiles, attribution to segmentation with real-time analytics of up to 10 million unique identities.

Final Thoughts

So here are the most popular options you can choose from to get the information on how, when, where and by what type of audience your application is used. Data is your main tool for enhancement. Putting it differently, the more valuable stats you track and metrics you know, the more approaches you have to the improvement of your mobile app and reaching the target audience.

Choosing the right analytical tool isn’t an easy process. And depending on your needs and goals, you need to weight up the options, specify the data you need to measure, test the app analytics tools and select the one which will suit you the best.

Already have a favorite app analytics tool? Feel free to share your thoughts and experience in the comment section below.

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