51% of digital media time is spent on mobile devices. Let that sink in for a moment—more than half of the digital interactions consumers have with your brand are via mobile devices. Consequently, properly configuring your mobile app analytics implementation for robust data collection and in-depth analytics is a business-critical issue.

Your web analytics platform will cover some of your bases, recording user behavior for all users interacting with you brand via mobile web. But mobile web is not where your customers spend the majority of their mobile media time. In fact, mobile web comprises only a small fraction of mobile media time: for every eight minutes spent on a mobile device, only one minute is dedicated to mobile web.

The remaining seven minutes are spent in applications, putting significant importance on monitoring app usage via mobile app analytics.

When used correctly, mobile app data can be a competitive differentiator—only you have access to your data, and knowing how to gather and analyze the right data the right way will give you insight into users’ most pressing wants and needs, as well as small opportunities to delight your user base.

Knowing the ins and outs, ups and downs, and everything in between of your mobile app analytics platform is key to uncovering exactly how customers use your app, what is working for them and what is causing them to churn—a common problem in the competitive mobile app market.

Especially with highly customizable, exceptionally robust analytics tools like Adobe Analytics, there is a treasure trove of mobile app data to be collected and analyzed.

Amit Kanakrai, digital analytics enthusiast, recently said:

“The mobile app plays a vital role in our daily lives, and consequently it becomes crucial for businesses to understand the user behaviour within their app, such as the onboarding experience or the level of engagement. To capture and understand meaningful data requires robust measurement implementation.”

Kanakrai will be presenting “How to Champion Mobile Analytics Implementation” at the upcoming Mobile Analytics Summit to be held June 22, 2017. To learn more about how to properly structure your Adobe Analytics, along with other important trends and best practices in the mobile analytics space, register at the online event portal.

About the Author

A former student and present enthusiast of the humanities, Jack Vawdrey uses his love of language to explore the role of marketing and analytics technology in business. Jack joined the ObservePoint marketing team in August 2016 and serves as Managing Editor. Adamant about automation, Jack writes to educate the analytics and marketing community about the role of tag auditing and data governance in the enterprise.

LinkedIn More Content by Jack Vawdrey