When it comes to mobile publishing and marketing, having an analytics tool at your disposal can be critically important.
The best mobile analytics apps available in the market.
Technology and digital transformation have dramatically changed the way businesses are run. A significant constituency of the market relies on mobile phones, so company operations have also moved to the medium via websites and apps. To gauge performance, executives now need to comprehend how precisely the customers can use the mobile sites. This is done by using mobile analytics tools.
Mobile analytics tools assist CIOs in obtaining insights about where the app or web traffic comes from, services they avail, click-points on the interface, ad performance, click baits, as well as click-through rates for CTAs embedded onto such platforms.
Mobile Analytics are used to track
- User acquisition metrics
- Engagement metrics
- Active users
- Revenue metrics
- Average revenue per user (ARPU):
- Cost per install (CPI)
- Cost per loyal user (CPLU)
- Retention rates
- Crash reports
- Loading time
- Network issues
Since mobile analytics tools have such a broad purpose, it is essential for CIOs to choose the tools that best serve the company’s data needs. Here are a few considerations that a CIO needs to make before selecting an analytics tool:
- Multi-platform integration: It is imperative that a mobile analytics tool is easily integrated across the various platforms that are used through an organization. While most companies have uniform operating systems, with BYOD (Bring Your Own Device) settings, this becomes a key consideration.
- Customization: CIOs should select an application that allows users to customize their dashboards.
- User-friendly interface: When it comes to any screen-based application, the interface is a massive consideration. The interface must be customizable and provide multiple views on the dashboard.
- Agility: CIOs must ensure that the tool lets the mobile team implement flexible applications that can be adapted to various environments.
- Security: Last, but not the least, security is undoubtedly the most crucial consideration that needs to be made. With cyber-attacks and risks at an all-time high, the tool must not pose any threat to the company’s data.
5 of the best mobile analytics tools in the market
Used by over a quarter of a million developers across 800,000 apps spread over 10 billion sessions daily, Flurry Analytics is the most popular and in-demand mobile analytics tool. It can be used for a variety of purposes, such as to measure audience reach, conversion rates, revenue, user engagement, etc. It is among the best marketing tools, as it gives deep, real-time insight into user engagement across multiple web and social platforms.
Supported by: iOS, Android, Java ME, Blackberry, Windows Phone.
Countly is an open source analytics tool that is equipped with enterprise and cloud features. Much like Flurry Analytics, it also provides in-depth insights on various metrics. A differentiating factor of Countly is that it stores every movement across the app into its database, which gives more than enough data for accurate insights and well-informed decision making. This also makes it a handy tool for market targeting.
Supported by: iOS, Android, Blackberry, Windows Phone.
Hands down the most popular analytics tool, Google Analytics allows companies to gain insights for growth, expansion, marketing, and a variety of other organizational functions. Particularly useful for multiple devices, Google analytics comes with separate dashboards for mobile, web, and app analytics and analyzes various metrics in real-time.
Supported by: iOS, Android
App Annie is another mobile analytics tool, focused mainly on app performance analysis. It tracks metrics such as the app downloads, revenue, ratings, reviews, and more. It assimilates data from the multiple app stores and maintains a database. Data thus obtained is used for decision making. The USP of this tool is that it works automatically according to preset instructions upon initiation, thereby reducing employee and administrative workload.
Price: Free + Premium Options
Supported by: iOS, Mac Store, Google Play, Amazon app store,
Number 5 on our list is Bango, a tool that provides massive ease of integration across various platforms to track multiple metrics, with more focus on acquisition costs and revenue metrics. The Bango dashboard enables CIOs to foresee revenue and cost trends and monitor the performance of ads and paid promotions. It also provides valuable and detailed insights on user engagement.
Price: Varies, depending upon services availed.
Supported by: Google, Windows 10, Amazon.com Samsung Galaxy Apps, Blackberry, Windows Phone Store.