Mobile App Analytics: Big Data from Small Devices

April 7, 2018 Sun Sneed

According to a recent study, mobile digital media time now constitutes 51% of all digital media time in the US.

In other words, customers have your Big Data in their pockets.

As digital media users transition towards the increasing use of mobile interfaces, it is more important than ever for companies to nail down their mobile app analytics implementationsbecause it’s taps and swipes that will put actionable data at your fingerprints.

In order to capitalize on that huge 51% of digital media usage, companies must adopt a holistic approach to their mobile app analytics, taking into account the entire user lifecycle, instead of just looking at screen loads and conversion points.

Considering user experience in all phases of the lifecycle will help digital marketers ensure that they are optimizing UX. These phases are:

  1. The Acquisition Phase
  2. The Engagement Phase
  3. The Retention Phase
  4. The Conversion Phase

Mapping Mobile Metrics in Each Phase

The goal of an app is to create a positive experience across the entire customer lifecycle, so you need to understand UX over time. An effective implementation establishes metrics that analyze the user experience in each phase of the user lifecycle.

Use the following points to consider what metrics you can implement to measure the user experience in each phase:

1. Acquisition Phase

This is the moment when your potential user searches for your app or has a touchpoint with your organization. This can happen in the app store, on your website, or even come up in a conversation with their friends.

What are the channels and touchpoints that a potential user interacts with before downloading your app?

Are your attribution analytics helping you to identify your most effective campaigns?

2. Engagement Phase

This is the crucial moment where a user first opens your app and experiences your offering. You want that experience to captivate your user so that they don’t hesitate to return.

What is a user’s first impression of your application when he or she opens it?

How fluidly does that user move through your app?

3. Retention Phase

Almost 60% of first time users do not return to the app after 30 days. Learn to measure the level of engagement so you can take action in your marketing and app design, transitioning users into the next phase of the lifecycle.

At what point do your users discontinue their use of your app?

What are some possible friction points that they are experiencing?

4. Conversion Phase

Conversion occurs when your business goals are fulfilled and is often connected with monetization. This is also where loyalty comes in—a high stickiness factor will not only help you maintain current users, but it will also motivate them to participate in customer advocacy.

When someone converts, are you able to see what steps led to that conversion?

How can you better replicate that experience?

Reducing Friction in Your Mobile App Analytics

Your ability to identify key friction points in the user path will be determined by the quality of your data.

High-quality, actionable data is vital to seeing where users are experiencing friction—so you can give customers exactly what they’re looking for.

High-quality data comes from correct tagging, but manually validating all of your tags is time-consuming and still leaves room for human error.

Automated auditing to check for data inflation, loss or leakage will be the difference between thinking you know what the customer wants and knowing what the customer wants—which is, in the end, the only way to do business.

This blog is the product of a collaborative webinar between Sun Sneed of ObservePoint and Matt Coers of Numeric Analytics.


About the Author

Sun Sneed

Sun is currently the Senior Product Manager at ObservePoint. She is passionate about internet products and marketing. Sun conceptualizes and drives change in an impactful and sustainable way. Sun currently leads product innovation for AppAssurance, ObservePoint’s mobile app tag and data quality platform. In past roles, Sun has contributed to the product innovation of Deutsche Telekom, T-Online International AG, and Fast Multimedia AG.

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