Introduction

Once you have successfully launched a mobile app, the next critical step is to understand how your users interact with your app and which device models they are using to access it. This understanding can significantly enhance your app's performance and user experience. Let's explore the basics of app analytics and tool options that can help with these insights.

Getting to Know the Basics of App Analytics

When you launch a mobile app, several questions naturally arise:

How many users have downloaded the app in total? How many of those users are active? How do users interact and engage with the app? What features do they use most often, and which do they ignore? Which channel generates the most users, and which are the most valuable? Are users experiencing any friction, technical issues, or user experience (UX) problems?

Fortunately, there are several tools available to help you answer these questions and more. Let's delve into some of the key tools and methodologies.

Tools You'll Be Using

There are numerous tools you can utilize to gather and analyze data about your app. Here are some notable options:

AdWords: Advertise your app on Google search page results and on the Google Display Network (GDN), a network of millions of websites, videos, and mobile apps. AdMob: Advertise your app in other apps. Additionally, you can allow ads in your app to generate extra revenue. Marketplaces: These are often the destination URLs for your ads. Examples include the App Store and Google Play. These marketplaces offer valuable user data, such as referral sources, which can aid in making smarter marketing decisions. Google Analytics: The core tool for analyzing user behavior on your app. By using the Google Analytics API, you can collect data via a software development kit (SDK). Mixpanel or Localytics: Alternative analytics tools for tracking user behavior and engagement.

Choosing a Revenue Model for Your App

Before delving into app analytics and user engagement, it's essential to choose a revenue model that aligns with your business goals:

Paid App: A one-time fee to download the app or a freemium model with premium features requiring payment. In-App Purchases: Selling goods or services within the app after the user has installed it, such as in-game coins or virtual products. In-App Ads: Displaying ads within your app to earn revenue through clicks.

Use data to determine the best fit for your app, or consider a combination of these models. Key performance indicators (KPIs) to track include:

App Revenue: Track total revenue generated by the app. 30-Day Active Users: Monitor active user engagement over 30 days. Find Store Location: Enable users to locate your app store. Users from AdWords Ads: Track users who have clicked on your AdWords ads. Users Who Made a Purchase in the Last 30 Days: Identify users who have made a purchase within the last 30 days.

Set specific goals, such as increasing 30-day active users by 20% by the end of Q3. This will help define conversions and set up goals and events in Google Analytics.

Getting Started with Android Apps

For Android app development, you can use the following tools:

Android Studio: A development environment that simplifies the creation and testing of Android apps. Google Play Services SDK: Offers access to Google’s services, including Google Analytics and Google Play services. AdMob Account: A free advertising service that also creates AdWords and AdSense accounts for you. Ensure your AdMob account is linked to your Google Analytics account for seamless data collection.

For iOS apps, you need:

A Mac computer running OS X 10.8 or later. Xcode: A development environment for building iOS apps. Google Analytics for iOS SDK: A tool for tracking user behavior on iOS devices.

Don't forget to link your AdMob account to your app in any marketplaces it might be listed in. After successful integration, you should see data in the "Analyze" tab of AdMob within 24 hours.

Conclusion

By leveraging app analytics, you can gain valuable insights into user behavior and device usage, which can lead to improvements in the user experience and overall app performance. Whether you are working with Android or iOS, using the right tools and following best practices can help you achieve your app's goals and drive user engagement.