4 analytics your app needs in order to thrive

imediaconnection.com

"Metrics" used to be the favored buzzword of the marketing world; now, "analytics" is the craze. Unlike some trends, however, analytics aren't flashy or ephemeral. They're here to stay because they're doing more than just telling decision-makers the "what" -- they're also helping them better understand the "why."

After all, launching a native mobile app is a big investment, so you want to make sure you're driving ROI. To ensure you're maximizing your app's potential and capitalizing on opportunities, it's imperative to constantly measure its health through analytics.

Good analytics don't just tell you a number of downloads; they identify your most loyal customers and how they're interacting with your app. They explain where your users come from, what actions they took, and who the most valuable ones are (based on conversions or actions taken). They show how much people are spending, what types of products they're buying, which products they're looking at but not buying, and where drop-offs occur in the conversion funnel.

How to formulate an analytical framework

Every brand measures metrics in some way, but in order to really dig deep into meaningful analytics, you have to be strategic about which you use and how you go about using them.

If your brand would benefit from a more robust approach, data management platforms like mParticle or Segment would be great options. These act as layers for all data needs moving forward and allow you to be flexible with the tools that you choose -- all of your events are hosted in one place with one SDK. These options also support many marketing utilities like push vendors, attribution vendors, and email marketing tools.

Also consider attribution tools. These help to understand where users are coming from. For a more bare-bones approach, behavioral analytics tools like Google Analytics or Flurry are great places to start. Other tools under the behavioral analytics umbrella include Amplitude, Mixpanel, and Kissmetrics. This approach will only give you insight into in-app behavior, though, so you may have to supplement it with attribution tools like TUNE, AppsFlyer, or Adjust.

Regardless of what you choose, you want to build a framework that interprets the individual aspects of your app and a big-picture, holistic view.

Here are the four main analytical areas to focus on:

Acquisition: Who are your users, and where do they come from?These analytics should not only show how you're acquiring users, but also how their activation rates differ based on referral location, demographic data, and cross-platform brand interaction. The more you know about how you attract the attention of customers, the more you can make sure you're targeting the right people (and can repeat your approach in the future).

Engagement: Once a user is in the app, what does he or she do?
Engagement analytics should give a clear view into UX. Once users visit the app, what actions do they take? Do they interact with your features the way you want them to, or are they navigating the gap in roundabout ways? By continually mapping user action and comparing it to your intent, you'll have a clear line of sight into how users are engaging with your app. Depending on what your analytics show you, it may be time to revamp your UX to make it easier for them to answer your call-to-action.

Conversion: Are users actually buying what you're selling?
Your definition of a conversion will naturally vary based on your industry, customer base, organizational goals, and calls-to-action. Whether it's a purchase, a sign-up, or a login, it's important that you don't just take conversions at face value. Instead, take a deeper analytical dive into what actually causes a conversion and who is ultimately converting. If users continually jump ship just a step or two from conversion, you need to know why this is happening.

Retention: Is your app a one-hit wonder?
If people use your app once or twice and never come back, the problem is simple: You're not providing enough value. Analytics help identify holes in the experience you provide, helping convince users from their first sessions that your app is the best way to interact with your brand. For example, if you're an online clothes retailer, make the app so user-friendly that even the most optimized mobile site couldn't compare to its seamless user experience. If you provide strategic and authentic value, customers will naturally build loyalty to your brand and your app.

Analytics may be the marketing vocabulary word du jour, but it's for good reason: They pack a powerful punch and lend invaluable insights into the inner workings of your app. Making your data work for you starts with understanding that big picture.