Breakdown of Mobile Analytics [Cheat Sheet] - AppsFlyer
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Breakdown of Mobile Analytics [Cheat Sheet]

 
 
 App Store Analytics (stores)
In a nutshell: Provides a basic understanding of an app’s success, but that’s about it.
 
 KPIs: Downloads, rankings, device, geography, revenue.
 
 What It’s Good For: A starting point for beginners that provides an overview of an app’s success. It also delivers the highest accuracy since it’s from the source itself.
 
 
   
 
 
 App Store Analytics (providers)
In a nutshell:
Offers advanced analytics that app stores do not offer – mainly comparing your app to the competition and supporting multiple slicers and filters.
 
  
 
 KPIs: Revenue, downloads, updates, ranks, reviews, rank per keyword.
What It’s Good For: Provides features such as competitive & vertical analyses, in-depth reports (installs, rankings, geographic trends, alerts), and aggregated data per store, which is a must when a marketer has several apps or different app versions.
 
 
   
 
 
 Performance Analytics
In a nutshell: Measures how well (or not) your app is performing. After all, the best app in the world that doesn’t load or rapidly respond is doomed to fail.
 
  
 
 

KPIs: Load time, app responsiveness, app uptime

What It’s Good For: Allows app devs to perform real-time monitoring and understand which users and actions were impacted by poor performance,
while pinpointing problematic patterns by slicing data (per device, operating system, region, network, etc.).

 
 
   
 
 
 Attribution & Marketing Analytics
In a nutshell: Companies that measure and rule on campaign attribution from multiple marketing channels, while providing data on the value of each channel/network/campaign and creative by measuring post-install in-app activity.
 
  
 
 

KPIs: clicks, installs, loyal users, loyal users/installs, revenue, ARPU & any in-app event.

What It’s Good For: Trusted source to rule on attribution and prevent advertiser from being double or triple charged by networks; offers a central analytics dashboard where marketers can measure and compare their cross channel marketing activities; unbiased and trusted source to rule on attribution and prevent advertiser from being double or triple charged by networks.

 
 
   
 
 
 In-app Analytics
In a nutshell:
An extremely important source of data that measures what users are actually doing inside the app and how they are engaging (or not engaging) with it.
 
  
 
 

KPIs: Screens viewed/exited, buttons clicked, time spent per page, levels cleared, purchases made, slicing data by device type & user demographics.

What It’s Good For: Helps marketers optimize the user experience and improve their retention rate and LTV by knowing exactly how users interact with an app, particularity isolating reasons behind success or failure by mapping most common conversion and exit paths.