Who among us hasn’t clicked on an ad for an app while scrolling through Facebook, Instagram or Twitter? Very few social media users can honestly say they haven’t, which is why more and more Advertisers are turning to it to capture the attention of potential users.
One way developers can stay ahead of the competition in today’s highly competitive business environment is by incorporating data-driven solutions into their mobile apps.
Luckily, developers can access a whole host of free and premium mobile analytics tools. With that in mind, here is a look at four awesome free mobile analytics services.
Google Mobile App Analytics
Search giant Google has a mobile app analytics solution that developers can use to measure a wide range of metrics.
Some of the key features available via the Google Analytics for Mobile Apps solution include Install Attribution, Mobile SDKs, Cross-Device Data, Event Tracking, Demographics & Remarketing, Google Tag Manager, as well as Lifetime Value and Retention Analysis.
In addition, developers can import data into this data analytics solution from their CRM platforms.
Developers can also integrate other Google products including AdMob, AdWords, Google Display Network, and Google Play into Google Analytics for Mobile Apps.
Besides data ingestion and import, this product supports real-time data analytics and reporting. This includes Acquisition Reporting, Audience Reporting, Cohorts Reporting, Conversion Reporting, Custom Reporting, Ecommerce Reporting, and Reporting APIs.
More importantly, Google’s mobile data analytics tool allows businesses and marketers to use the data insights gleaned to improve their marketing campaigns via Alerts & Intelligence and Experiments.
For instance, one can run A/B tests via Content Experiments in Google Tag Manager. To access and use this solution, Google recommends setting up an Analytics account. From your account, you can set up Google Tag Manager and Analytics SDK app properties.
The social networking site Twitter offers a mobile data analytics solution aptly called Twitter Fabric Mobile Analytics. With this solution, developers and entrepreneurs can get real-time data on diverse metrics all within the same dashboard, meaning no more jumping from one dashboard to another.
Twitter has even made it easier to track and measure mobile data metrics by providing developers with SDKs that address analytics issues ranging from verifying users, to generating revenue.
These SDKs include Crash Reporting, Mobile Analytics, Mobile Identity, Growth, Monetization, Infrastructure, Payments, Optimization, UX Analysis, Maps, Realtime Signaling, and Game Analytics.
Out of these, the mobile analytics module will be of interest to developers and entrepreneurs because it enables one to measure and quantify metrics including:
- Daily active users
- Daily new users
- Daily active users by OS
- Median session length
- Sessions per active user
- Monthly active users
- Daily active user to monthly active user ratio (DAU/MAU ratio)
- Active users right now
- Daily users for top builds
- Time in app per user
- Percent crash-free users
To make it easier to use this mobile analytics solution, Twitter has integrated it with the Crashlytics kit. It is worth noting that Twitter analyzes the behavior of apps tied to this platform and alerts their owners or developers when they observe abnormal behavior.
Facebook Mobile SDK
According to Facebook, its Facebook Analytics for Apps enables users to measure all customer activity across devices.
To start with, this solution has a feature called Events that you can use to view key trends related to your app. More importantly, you can view these trends by gender, age, country, platform, and language.
Another key feature is “Funnels,” which enables one to monitor accessibility problems especially when app users face difficulties accessing certain features, navigating in-app, or accessing specific content.
The “Cohort” feature makes it easy to compare current performance metrics against historical data. As such, you can make tweaks to your app to improve the lifetime value of app users, retention rate, and repeat purchase rate.
Finally, the “Segments” feature enables app owners to understand their customers better. This is because Segment consists of filters that one can use to investigate the behavior of a specific consumer demographic.
Luckily, Facebook Analytics comes with several in-built graphs that enable users to display app user actions as charts.
According to Flurry, its analytics solution supports all major mobile platforms including iOS, Android, Blackberry, Windows Phone, and mobile web.
One useful feature is Flurry User Acquisition Analytics (UAA), which enables app owners and marketers to monitor metrics such as install, clicks, and impressions for purposes of optimizing and maximizing marketing ROI.
Furthermore, Flurry Analytics allows one to drill down into key metrics at the campaign level. You can also use Flurry UAA to customize user and campaign quality parameters. Another great feature is Crash Analytics that you can use to monitor and investigate app crash issues.
Flurry Analytics will even estimate key app metrics such as the age and gender of app users even if you do not track these demographics.
In general, you can use Flurry Analytics to segment app users, filter data according to selected segments, and analyze data to understand the performance of chosen segments.
Whether you are developing a mobile app to promote an upcoming event, promote a product/service, or improve brand reach, you should measure user actions via mobile data analytics. Some of the best free mobile analytics solutions available today include Google Analytics for Mobile Apps, Twitter Fabric Mobile Analytics, Facebook Analytics for Apps and Flurry Analytics.
Quick – Is Google a mobile company?
“Sure” you might say, “But mostly web search and web apps.”
Apple? Sure but they sell Macs too.
We know Instagram, Uber, WhatsApp, SnapChat – all mobile first.
What about Twitter, Pinterest, Facebook and Pandora?
According to the mobile app statistics, including the latest revenue and usage data – all of the above are generating more revenue, more growth and have more usage as mobile apps and/or mobile platforms.
Some of the biggest names in the internet are now mostly mobile.
And companies like Microsoft, Amazon and Yahoo all wish they were too.
Here is a snapshot of the largest social networks – by time spent via mobile or desktop.
And here is what Google web search is looking like:
- Half of Youtube’s video views are from mobile devices
- The majority of email in Gmail accounts is opened on mobile devices
Usage only tells part of the story
73% of Facebook’s ad revenues come from mobile – up from 14% 2 years ago.
In 8 quarters, Facebook went from barely addressing the advertising opportunities for their mobile users, to generating 73% of their ad revenues from mobile.
The macro perspective of the mobile advertising space
20% of time spent in Mobile, 4% of ad spend (US only)
24% of time spent in Mobile, 8% of ad spend
According to the above chart, mobile advertising spend doubled, and still couldn’t keep up with the increase in time spent in mobile.
The rise of messaging apps
You may be very aware of Whatsapp ($22b) and Snapchat ($19b), if not a daily user.
How about LINE ($10b), KakaoTalk ($2b), Tango ($1b) and WeChat owner Tencent ($100b).
This is all happening fast, and there are leaders and laggards.
It is time to add fuel to your mobile marketing investment!
What to watch for next
It sure looks like the Apple Watch will have its own app store.
Applinks/Deep Linking will continue to expand as Apple tries to increase the value of Spotlight Search and Siri, while Google tries to index the content in the app silo.
The list of mobile first businesses with $1b valuations continues to expand.