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How do you know if you have been successful with your mobile campaign? There are several ways you can use analytic tools for mobile apps to track your success.
Let's examine the two major categories of analytics for mobile applications: app store analytics and analytics specialists. It's important to implement mobile app analytics tools that cover both of these categories in order to achieve a complete overview of your mobile campaigns.
App store analytics
The two leading app stores, Apple's iTunes App Store and Google's Play Store, have mobile app analytics tools that you can use to track how effective an app is doing.
Apple's tool for managing app analytics is built into iTunes Connect, Apple's app portfolio management suite. ITunes Connect requires the purchase of a $99 license, but for that, a company or individual can publish as many apps as they like. Analytics is updated daily for published apps. Statistics will show you how many apps are downloaded by each country. The easy-to-read dashboards and level of detail makes iTunes Connect a great tool to measure how effective apps are doing in different territories.
Google, however, provides a set of metrics that Apple does not: current installs. Knowing how many apps are currently installed is an important metric. It's easy to have a customer download an app, but it is much harder convincing each customer to keep your app.
Unfortunately, both sets of tools still do not provide a complete picture. This is tools for analytics specialists help out.
App Annie is the leader for mobile app analytics. The site merges data from the leading app stores into one set of useful dashboards. The data provided will show app analytics, ad revenue from multiple ad services and intelligence. The goal is to provide a single point where revenue for apps can be seen in one place.
There are other tools that can be used to measure app activity. Google's AdSense can be integrated into apps. AdSense can then provide metrics for how an app is being used, which feature is the most popular or what sections of the app are not being used.
On the whole, the mobile app analytics market is still growing. New analytics tools for mobile apps are emerging to help bring sense to the complex world of app stores, app advertising and app usage. The best first step is to start using the free tools covered here before making the jump to premium products.
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