The Best Ways to Use In-App & Marketing Analytics | AppsFlyer
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The Best Ways to Use In-App & Marketing Analytics

Avatar Ran Avrahamy Jan 06, 2015

When developing your mobile app it’s important of course that you have impeccable strategy, and a superior design and interface.

However, how are you going to measure just how successful and well received your app was by your community? There are a couple different ways to go about defining and measuring the characteristics and patterns in your data that are useful for the future.

Here, we’re discussing two probable solutions to measure the execution of your app: in-app analytics and marketing analytics. If you’re using just one of these methods, you’re only getting half of the pie. In order to get a whole picture of the success and execution of your app it’s important to check out both your in-app analytics and your marketing analytics.

Marketing Analytics

Marketing analytics is important because they take a look at the ‘bigger picture’ when it comes to the marketing efforts of your app.

Although this approach focuses specifically on just the marketing categories, it takes an indepth look at all of the different channels being used and helps you to optimize these marketing activities. While, in-app analytics takes a look at performance and interaction within the app itself, it ends there.

An example of AppsFlyer’s reports for optimizing your app marketing

An example of AppsFlyer’s reports for optimizing your
app marketing

Marketing analytics take a look at the campaign as a mode of influence. These analytics measure what time of day was most successful in driving traffic to your app, what channels had the most favorable outcomes, etc. Marketing analytics put the whole picture together analyzing data for all of the cumulative marketing efforts.

From this information you can extract results that will provide you with all of the things you need to answer essential marketing questions.

The marketing analytics can tell you how your marketing initiatives and efforts are performing currently, and in the long run. They’re also useful for telling you what your competitors are up to. Your competitors are a great resource for you to see where you should be spending your time and what channels you should have presence on, using their marketing analytics can be a great advantage to you.

An example report from App Annie

An example report from App Annie

Specific KPIs you should be measuring include your sales revenue; it’s essential to get anywhere that your revenue exceeds the expenditure for marketing efforts. When talking about marketing for your mobile apps it’s important your KPIs also reflect your ranking in the app store and app downloads. Focusing on merely app downloads alone as a KPI will lead you to shallow users who aren’t being retained, the rank will validate your marketing strategy and lead way for many more downloads.

Remember, all KPIs are metrics, but not all metrics are KPIs. Meaning KPIs are your key metrics which are going to tell you the whole picture of your marketing efforts at a glance. Other suggested metrics to measure when marketing your app are churn rates, this can help your marketing efforts by targeting specific groups of users that aren’t engaging and focusing more marketing efforts in their direction. The remaining lifetime is another important metric to measure so you can know at which time to target specific users before it’s too late.

There’s a lot of different platforms out there that can analyze all of your marketing efforts and measure all of these metrics for you comprehensibly. Five recommended marketing analytical platforms include: AppsFlyer, Google Analytics, comScore, App Annie, and Turn.

Once you’ve analyzed the whole marketing effort picture you can clearly see what needs to be reallocated or reprioritized to improve marketing efforts in the future. In the end you want to focus the bulk of your efforts on the channels and campaign strategies that have shown the biggest returns. This may mean optimizing strategies within the marketing team, or investing more money in different channels to ensure success.

In-App Analytics

On the other hand, while it’s very important to see that your marketing efforts are successfully bringing people to your app, it’s important they’re not disappointed once they arrive there. In-app analytics tell us how your app is doing, the performance ofthe app itself. Many people will argue, it doesn’t matter how many downloads your app receives due to your marketing efforts if the app itself doesn’t keep your users engaged. It’s like all of the buzz around Taylor Swift performing at Time Square for New Years Eve and her not showing up, all of your efforts for nothing.

It’s important to remember first, just because there’s a dominant way you intended for your app to be used doesn’t necessarily imply that’s how your users will use it. Often times this can be a frustrating point for developers, but who better to get this unbiased data than from your users themselves. In-app analytics will tell you how the users are interacting with your app, when and where they’re using it, and what type of audience it’s attracting.

AppsFlyer’s Loyal Users & Revenue reports are 2 inapp reports for evaluating media sources

AppsFlyer’s Loyal Users & Revenue reports are 2 in-app reports for evaluating media sources

When selecting which of these metrics to measure pay special attention to the target audience you’re trying to attract. With every metric you select to measure your in-app performance, ask yourself why you want to know this information. There are many apps out there and they all serve their unique purpose. For instance, e-commerce apps are more concerned with conversion rates while gaming apps are more concerned with retention, your KPIs will be different depending on what you’re offering. That in mind, all analytics platforms are different as well. Different app attribution and measurement services may be a better fit for the service your app provides. To begin your search to find the best fit for your app here are some in app analytical platforms are: AppsFlyer, Mixpanel, Flurry, AppSee, and Game Analytics.

Error reporting, like GameAnalytics’s, is very important to improving user experience

Error reporting, like GameAnalytics’s, is very important to improving user experience

Specific KPIs for your in-app analytics that will help you accurately measure the performance of your app are session length and user experience. Session lengths tell us the extent of a relationship the user has with the application and user experience clarifies if they’re actually enjoying. Just because people are spending a long time on your app doesn’t mean they’re necessarily enjoying it.

Flurry In-App Report

Flurry In-App Report

Metrics that are extremely useful to measure in-app analytics are screen flows. By learning how users are navigating within your app, you can easily analyze problem areas to see where users get frustrated and leave. Another metric that often is forgotten about is your users themselves. If you want more engagement look no further than your own users, you can study their behavior to learn what drives in-app purchases, who clicks through on the ads, etc.

If you can hit the target right where in-app analytics and marketing analytics meet, you’ve hit the spot for success. In order to see your app evolve to its full potential you should really be measuring both in-app analytics and marketing analytics. Today more and more tools are popping up to ease your way into measuring both sides of the full picture when it comes to the execution of your app, you really can have the whole pie and eat it too.