Market like a Pro: Why Measure User Engagement with App Analytics?

In order to understand the number of people who download your app and how much business you draw from it, you need to have a version of app analytics in place. Figuring out actual sources of revenue from an entire lot of users has been the primary concern for any mobile app provider. However, there are many other aspects, too, that are worth keeping a track of. This is where app analytics tools come into the picture.

Along with the number of downloads of your app, you also need to find out that how, when, where and who has downloaded your app. It’s a surprising fact that users are probably not using your app when you think they are supposed to. Few of the App analytics tools that you can use are Flurry Analytics (Yahoo), Universal Analytics (Google), Apple App Analytics, and Mixpanel.

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5 Key Analytics to Measure User Engagement:

Before we dive deeper into the importance of the app analytics it is important that you fully understand the key metrics and what do they mean. App analytics revolves around the following 5 important metrics:

1. Acquisition:

The number of users that visited to sign up or download your app for trial. It is a top of the funnel level of metric. It depicts the visibility of your app and the effectiveness of your content that describes the app.

2. Activation:

Number of people who now use your app. This the number of users who are using your app now after the first download. It is the first time when a user comes in contact of the interface of your application.

3. Retention:

Number of users who choose to come back to use your app multiple times. This depicts the loyalty users show to your app. You win this loyalty by providing usability and good UI/UX in your app.

4. Referral:

Number of users who liked your product and refer it to their friends. These are those users who finally turned into advocates for your brand. This is the best source to gain word of mouth publicity.

5. Revenue:

Users purchase/subscribe to a monthly/yearly plan. This is the most important metric to follow. This the end of the funnel where you determine the users who are actually interested in your service.

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5 key Benefits of App Analytics for Mobile Apps:

1. Increases the ROI:

By diving deep into the Customer Lifetime Value it becomes easier for businesses to analyze the exact need of the audience, and, in turn, enhance their app user experience. To get to your ROI all you need to do is subtract customer lifetime value from customer acquisition costs.

ROI(Return On Investment) = CAC(Customer Acquisition Cost) - LTV(Lifetime Value)

2. Gathers accurate statistical data:

App analytics help you gather accurate and real data by laying focus on the long-term and result-oriented tasks. From real-time users to bounce rates you can get insights into every aspect of your app. By looking at the data over time you can analyze how a change in your app is affecting its users.

3. Aligns towards customer-focused view of marketing:

You can also segregate a specific set of customers through targeted push messaging. The analytics techniques help you by providing deep insights about your customers hence offering them what they need. This enables app developers to focus further developments based on the insights they gather about the customers.

4. Generate data-driven insights on issues and their results:

By using app analytics tools you can figure out high-value customers, acquire new customers, and reduce the gap between churning and retaining new customers. This also helps in determining the issues and provides data to take remedial actions.

5. Achieve marketing goals and track your success:

In order to track your success, you need to have a target in place. Once you have decided your goal you can move forward to analyzing your success in achieving it. Using analytics helps you target your efforts in the right direction and make better marketing decisions.

If you are looking for more ways to improve your mobile app marketing than feel free to download our e-book that covers the subject in detail.