Important Metrics for Mobile App Analytics

Brands are investing more on mobile to reach their customers, especially younger demographics but this is a different world than the web, requiring different methodology and metrics. Mobile offers targeted reach, but it is essential to track performance and optimize campaigns for the best returns. Regardless of the platform(s) your apps live on or the tools you use, you need to be able to acquire and engage your target audience and closely monitor the outcomes of your marketing actions.

Acquisition Metrics

Acquisition metrics show how people find apps and whether they continue to use them. Some of the important acquisition metrics include:

• New and active users. By keeping tabs on the new and active users launching apps, you understand if applications and marketing efforts are successful or not.

• Traffic sources. Understand which traffic sources generate the most new users and in-app conversions to better refine your marketing and focus on the sources that provide highest quality users.

• Device overview. Analyze the top mobile devices and OS versions that your apps run on and optimize the experience for each device.

Demographic Segmentation

You can learn how different segments behave by applying filters that segment visitors based on usage, retention and geography, as well as age, gender and category interests. Demographic data can be used to identify target markets, which you can apply to develop products that meet specific needs.

As a result, you can align sales people with those markets, reallocate resources and redefine territories proactively to get in front of opportunities. Sales forces with access to real-time profiling and customer activity have advantages over their competitors. Plus, the ability to anticipate and answer questions without making phone calls or requesting reports allows them to provide better service to customers.

You can also use this information to plan acquisition campaigns based on segments that perform best, prioritize development of product features for the most loyal segments or package parts of the audience to sell directly to advertisers. Flurry helps organizations understand how consumers interact with their mobile applications.