Mobile Analytics introduction – why, what and how

Every time a mobile app is being built, there is a high level of uncertainty. Many questions could be raised: how often it will be used? Will it be useful for people? Will it make the business grow? 

Luckily, there are tools that help you find answers to such questions. Today we will take a look at commonly mobile analytics tools and solutions. 

Understand why you need to collect information about your users

Before you begin with implementing an analytics solution from your app, you should think about the goal of collecting information about your users. Let’s create some examples here. 

First, imagine that an app you are building is presenting products users might buy. In this case, you might be interested in understanding which categories of products users tend to choose the most often, so you can promote them better, and this way increase the number of products you are selling. 

In our second example, you might be building an app for young folks, and you are not sure if the content you are presenting will attract them. Based on your many talks with your team you have prepared three of four alternative versions – but you want to understand which will be the best performing one. 

Our third example app allows your users to book things online. However, you have noticed that many people do start the booking process – but at some point, they are resigning. “Why?”, you ask. Is there anything that prevents people from finalizing bookings via your app? 

The goal of collecting analytics data must be clearly stated before the analytics solution will be implemented in your app. This is the part where the input from people that understand the business model behind your app is invaluable. Don’t be surprised if a team of developers is building an app for you, and they ask why you want to implement a mobile analytics solution – understanding why it is needed is a prerequisite for the next steps. 

What data needs to be collected? 

Based on the goals you want to achieve with your analytics solution, your team can start building the set of data you want to have tracked. That goal will influence the set of data required to be collected. 

Let’s get back to our examples. In the first one, we have been considering an app that shows products, and the goal is to collect information about the most popular ones. It seems that the set of tracked data should include product prices, a category they belong to, dates when the product was seen and purchased. 

As for the situation when the goal was to measure how popular some content is, the metrics that could be collected include the view count of specific content, but also the duration it was seen by a specific user, which should allow building an average value one user has been attracted with presented content. 

Lastly, for the situation when you want to measure why user is not finishing the booking process it is important to understand every step that the user has taken before leaving your app. What needs to be tracked is every user interaction – screen view, click on a button, content typed to a form – with their timing. That would allow you to build some funnel – showing a percentage of users who performed one step after another. That should allow you to to see when most of your users have left, and change the booking process to prevent that. 

Choosing the right tools

At this point we have learned why we want to collect some data, and what kind of data we want to collect. That allows us to think about the tools to be used for that. And trust us – the choice is important here! 

Again, let’s get back to our examples, this time with some links to the real tools! 

As for collecting information about purchases, Google Analytics (https://analytics.google.com/, often referred to as GA) provides a great set of tools in their Conversions panel. GA is nowadays often implemented with the help of Google Tag Manager, and provides ready to use libraries for most popular mobile platforms, as well as websites. 

For measuring content popularity you can use Google Analytics as well. Our second choice would be here Mixpanel (https://mixpanel.com/) – a simple yet powerful platform for analytics. Again, it provides bindings for both iOS, Android, and web. 

However, when it comes to our third sample, Mixpanel shows a lot of advantages over GA, because building and analyzing funnels with Mixpanel is much simpler. 

It’s important to note that our product, Handcrafted Platform, allows easy integration with both Google Analytics and Mixpanel (and, possibly, other analytics platforms). You can more information about the ways we can help you with collecting the data reach us using our email address: contact@handcraftedplatoform.eu