Mobile app analytics tools

by Beatrice Bottoni

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If, as we already announced, 2015 is the year of mobile strategy – the key role of this channel (considering that 86% of the time spent on mobile is on apps) makes necessary the collection of valuable data to evaluate KPIs and thus understand users behavior on your app.

Considering mobile apps, there are several analytical tools avaialable, it is therefore a matter of choosing the right one (or right ones!), suited to your needs and goals.Immagine1

“What is the main audience of my app? What actions make my users once they have downloaded the app? Did they  use it after the first time? How many upgrades or in-app purchases did they perform? What screens crash more frequently?”

These are just some questions facts that could be fulfilled by tracking the app, indispensable from a continuous optimization process viewpoint. In fact, even if we can get a significant number of people to download our app, we must avoid that they uninstall  it immediately (remember that 95% of apps is uninstalled within a month!), because it provides not very usable or unattractive contents.

Speaking about tools, the first that comes to mind is of course ..

Google Analytics provides the ability to track Android and iOS apps via SDK using an interface and features that should be already familiar. :) In addition, most interesting features include the ability to know the keywords with which users have searched for your app on the store and track campaigns URL pointing to Play Store. Other hand, as for websites, GA does not provide details about the model of Apple devices.

Pricing: The free version provides sampled data, while the premium has a cost of $ 150k / year.

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Localytics: capability of tracking apps on all platforms (iOS, Android, Windows Phone, Blackberry and HTML5). Among the main features we have the possibility of A / B testing, advanced segmentation and in-app push notifications sent to a selected audience. Calculation ofusers Life-Time-Value with the possibility to segment this information on a variety of dimensions such as source, campaign, devices, etc … You can also track interactions with the app not only when the user is online but also in case of no connection (according to Localytics 15% of apps is indeed launched in offline mode) .

Pricing: price varies according to the Monthly Active Users (MAU); it’s free up to 10K MAU.

Countly: open-source tool that supports iOS, Android, Windows Phone and Blackberry apps. As pros we can say that offers an absolutely a-m-a-z-i-n-g and user friendly data visualization. We have then the possibility to create real-time dashboards and events-based funnels (with possibility of segmentation). There is also a mobile version of the tool.

Pricing: Free Community Edition, Professional and Business models starting at $ 125 / month.

MixPanel: analytics tool based on events. Among the most interesting features we have the possibility to easily create funnels by selecting the various steps and then immediately displaying the completion rate. You can also define calculated metrics using the “Formula” tool. An additional functionality (not active by default)  is “People Analytics” – this has not convinced us due to privacy issues as it makes possible to analyze individual app users activity, identified through login.

Pricing: free up to 25k data points. Price depends on the number of data points and profiles used.

AppSee: visual analytics tool. It allows you to make video recordings of user interactions, automatically track all events in the app and aggregate touch interactions in a visual heatmap – very useful to deliver insights in terms of UX.

Pricing: Basic version is free.