In this section, we’ll discuss uses of mobile app analytics in more detail for both developers and marketers.
Mobile app analytics for developers
Mobile app analytics are an essential tool for developers to understand how users are behaving within an app. This usage information enables developers to improve the design and functionality of an app. For example, they can optimize the user interface (UI) and user experience (UX) based on usage data: how people are actually using their app.
If a developer has a specific goal or action they want users to take inside an app, they can use analytics data to guide the app development and design process instead of blindly trying to figure it out on their own. For example, mobile gaming apps often have a goal of maximizing revenue through in-app purchases, so they will use analytics data to direct users towards these actions.
Mobile app analytics for marketers
In the context of marketing, brand leaders often work with a number of platforms, channels, and campaigns in order to achieve certain user acquisition KPIs and revenue targets. Since each end point provides a vast amount of data available for analysis, marketers rely on app analytics platforms like Singular to aggregate and standardize this data. That simplifies and streamlines their reporting workflow. Ultimately, marketers rely on unified app data to measure, analyze, and optimize the ROI of their media investments and marketing campaigns … all of which is crucial information to help them grow
MixPanel summarizes the use of app analytics for both developers and marketers as follows:
There are more than 6.5 million apps in the major mobile app stores, millions of web apps, and more than a billion websites in existence. Companies use mobile analytics platforms to gain a competitive edge in building mobile experiences that stand out. Mobile analytics tools also give teams a much-needed edge in advertising.