Important Metrics for Mobile App Analytics
In a study published by Experian Marketing Services, 27% of U.S. users' time online (collectively from desktop and mobile) is spent on forums and social networks such as Facebook, Twitter and Instagram. People use this time to talk, support and share with friends and families. That’s why brands need to track social conversations to gauge the viral engagement of their mobile apps and messages.
Conversation Rate = Number of Audience Comments (or Replies) Per Post
You can measure conversations on all major social media sites including Twitter, Facebook, Google+, YouTube and Pinterest, among others. But you need to go beyond counting the frequency of words or phrases used and get to the heart of how people really feel about your products and services through conversations on various connected networks. By connecting conversations to products, you can address the biggest business issues across market strategy, media planning, web marketing and customer care. The objective is to find and engage with highly-connected influencers, whose recommendations are actively followed by their friends and acquaintances.
Funnels help us understand the final outcomes of multiple interactions that happen on mobile apps. Each mobile application has a specific goal. An analysis of mobile app funnels determines the areas (content or visuals) that prevent your customers completing the activities that achieve those business goals. For example, in a game this could be completing a level or purchasing virtual currency.
Funnels visually measure how customers move through series of events. If a digital agency app has the goal of generating online inquiries, the series of activities might include clicking on a call-to-action button on the site’s homepage, followed by filling out a form to capture the type of inquiry, details and visitor contact information, and then seeing an acknowledgment page that tells the visitor the business team will be in touch soon.