Mobile App Measurement

App tracking and analytics from Planning to Reporting

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Mobile applications completely differ from websites. App measurement or app analytics requires different methodologies and indicators. By tracking the app's performance with analytics, you can answer the following questions:

Acquisition:

Where Do Users Come From?

How do people find your app? Are they continuously using it after downloading?
Engagement:

Is Your App Sticky?

Engagement metrics help you understand how users are interacting with your app, so that you can add more of what they like and remove what they don’t.
Outcomes:

How Does My App Impact the Bottom Line?

Identify the metrics that show the business value your app has created, and amplify the areas that are showing the most value.
Once you’ve realized that you want to get answers to even just a few of the questions above, you should start measuring the app. We can identify different steps in the app measurement process.

What are the required steps?

Define business goals

What is the primary goal of the app? Increase sales profitability? Raise brand awareness? Increase market share? Or something else?

Define KPIs

Defining the mobile app KPIs is necessary to achieve your business goals (e.g. increasing sales, reducing basket abandonment rate, etc.). This will serve as a basis for mobile app analytics.

Example KPIs:
Purchases or Revenue by user segments
Monthly Active Users (MAUs)
Daily Active Users (DAUs)
Retention Rate
Churn Rate
Average Session Length
Cost Per Acquisition (CPA)

Measurement strategy

Without a measurement strategy, our purpose and its connection to our business goals would be unclear, moreover, the mobile app tracking would be inconclusive. The strategy summarizes the business objectives, KPIs and key user segments, and includes the measurement tools to be used (e.g. Google Analytics for Firebase) and the measurement plan.

Measurement planning

Phase 1

USER STORIES (for each feature):
expectations from the client and defining goals.

First point at which the Analytics Team shows the possible challenges or problems to solve.

Phase 2

WIREFRAMES:
first visualization of user experience, developing the basic structure of the screens.

Analytics Team may explore conversion funnels, navigation, function buttons or CTAs.

Phase 3

MEASUREMENT PLAN:
the Analytics Team clearly defines what, where and under what conditions we should measure in order to track the business goals and KPIs.

For each screen, we define the event names, their parameters and possible values, as well as the interactions which should trigger the given event.

Implementation, maintenance

How can we make sure everything works as planned and the measurement plan remains sustainable?

  • We should build up a reporting system to follow the app KPIs (e.g. custom dashboards)
  • Business needs and the technical environment may change over time, and the measurement plan needs to adapt to these changes
  • A measurement plan is a key element in tracking the success of your business strategy. Keep your data up to date.

Testing

Goal: performance and stability

  • Develop a testing strategy
  • Ideally, start testing from the development phase
  • Make sure to do a final testing before release
  • Monitor network traffic

What are the benefits?

BUSINESS DECISIONS

We can make responsible business decisions based on accurate and segmented data.

APP AUDIENCE

With good mobile app tracking, we will know our app audience and their behavior.

CROSS PLATFORM

We can even compare the performance of different devices (e.g. Google Analytics 4)

ADS INTEGRATION

We can export accurate conversion data and segmented remarketing audiences.

EVENT TRACKING

It’s a completely event based measurement, use it for personalization, optimization, and troubleshooting.

We want to hear from you.
Get in touch with us!

Dávid Minorics

Head of Performance Technologies

d.minorics@mito.hu

+36307519577

Contact us!

Let's talk about how Mobile App Measurement can help your business grow

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