Mobile Analytics: From Why to How

mobile analytics: from why to how

Tracking mobile analytics is the best way to find out how to optimize your app. As it gives you an in-depth understanding of users’ behavior, you can discover valuable clues about what improvements you need to make.  

Today, businesses are paying more attention to analytics for apps to elevate their strategies. Analytics for apps gives them an indication of how close they are to achieving their goals.

In this blog post, we’ll discuss everything you need to know about app analytics, from what it is to how to use it.   

What Is Mobile Analytics?

Mobile analytics is the process of collecting, analyzing, and interpreting user behavior data on your app. You should analyze the right metrics to figure out how to attract more users, keep them engaged, and encourage them to come back. 

Businesses use mobile app analytics to understand how to improve mobile experiences and increase their conversion rates

Why Is Mobile Analytics Important? 

As mobile usage has surpassed desktop, mobile analytics is gaining more and more significance. 

People spend an average of 4.2 hours per day on mobile apps. That’s why businesses can find plenty of opportunities to connect with their target market. However, it’s a highly competitive market due to the huge number of applications. In fact, there are 3.48 million apps available on Google Play alone. 

Using analytics for apps enables companies to design strategies to stand out from the crowd. 

Moreover, it helps them understand where their app falls short and how to fix it. App analytics can also help businesses get insights into user engagement and retention and how to improve them.  

What Are the Types of Mobile Analytics?

There are different types of mobile analytics, and each helps you improve your app in a different way. Remember to consider your business needs and goals to leverage these mobile analytics types effectively. 

1- Mobile Advertising Analytics

Mobile advertising or marketing analytics will help you measure the effectiveness of your marketing campaigns. These are some of the most important metrics you should keep an eye on in mobile marketing analytics:

  • Ad clicks
  • App store ranking
  • App installs
  • Ad spend return

2- App Monetization Analytics

App monetization analytics helps you understand users’ purchasing activity on your app. With these analytics, you can develop strategies to make your app more profitable. 

mobile screen with a dollar sign in the middle

3- In-App Engagement Analytics

In-app engagement analytics enables you to track in-app user behavior. Understanding how users are interacting with your app is an excellent way to find out how to improve it. 

The in-app data you need to collect include:

  • Device information (type of device, operating system, etc.)
  • User demographics (location, gender, language, etc.)
  • User behavior (session length, purchases, screens per visit, etc.)

If you want to optimize your conversion funnel, you should focus on this type of mobile analytics. 

4- App Store Analytics

You can access app store analytics through app stores or a third-party tool. With this type of analytics, you can monitor app store optimization KPIs, such as:

  • App downloads and installs
  • Rankings
  • Revenue
  • Devices
  • Locations

By using a third-party analytics tool, you can also compare your app to your competitors in app stores. 

5- Performance Analytics

Performance analytics is really essential to measure your app’s success. If your app doesn’t perform correctly, many users will stop using it. 

There are many factors you should consider to make sure your app is working properly. Here are some of these factors:

  • Users’ devices
  • Different operating systems
  • Network condition

But there is more to it than that. To understand your app’s performance, you need to test all the possible combinations of devices, operating systems, and other factors. 

As you can see, tracking your app’s performance is not easy. So, if you don’t know where to start and need help, check out this article: Mobile App Performance Testing: Complete Guide

Mobile Analytics Vs. Traditional Web Analytics

Now, let’s see how mobile analytics differs from traditional web analytics. Web analytics collect user data on websites. To use web analytics, you need to implement a javascript tracking code in the HTML source code of your website. Then, it will start tracking data and identify your website visitors using cookies. 

Web analytics software tracks the data of both desktop visitors and mobile visitors.  

On the other hand, mobile analytics is used for mobile and tablet apps. Instead of a tracking code, it uses SDKs (software development kits) to track data and identifies users by their device or operating system ID. Keep in mind that each operating system requires a different SDK.  

Additionally, analytics for mobile doesn’t include search engine traffic data, unlike traditional analytics, as users open apps on their devices, not from search engines. Some mobile analytics tools also allow you to monitor inter-app compatibility if your app interacts with other applications.  

Also, app analytics provides data about users’ devices and operating systems since these factors affect your app. Contrarily, website developers should only make sure their website design is responsive. 

mobile analytics vs. traditional web analytics

How Do Companies Use Mobile Analytics?

Mobile analytics provide companies with insights that can’t be obtained in any other way. Analytics for apps helps companies collect and analyze data to make better decisions. 

If you don’t use these analytics, you won’t have any idea how users engage with your app, what interests them, and what makes them abandon you. With app analytics, you would be able to improve your mobile app’s user experience and performance more effectively. 

For example, if you find out a considerable number of users are abandoning the checkout page on your eCommerce app, that might mean there’s something wrong. It can be a technical problem or a user experience issue.  

Analytics for apps also enables you to measure the effectiveness of your marketing campaigns so you can focus on the highest converting channels.

How Do I Get Analytics on My Apps?

To access mobile analytics for your app, you need to use mobile app analytics tools. Each tool offers different features; therefore, you have to make sure the one you choose fulfills your needs. 

These kinds of tools are usually easy to install and use. You only have to add SDKs to the application you want to track. Then, the tool will automatically start to collect data so you can monitor your app. With mobile analytics platforms, you will be able to easily get valuable insights into users’ behavior and your app’s performance.

Mobile App Analytics Best Practices

Here are some mobile analytics best practices:

1- Define Your User Journey Map

User journey map shows users’ experience with your mobile application from the beginning point. By understanding users’ journeys, you will know which metrics you should keep an eye on and when users usually stop using your app. 

This way, you can exactly figure out what stages of the users’ experience needs improvement so you can bring in more revenue.

2- Use Mobile Analytics at Every Stage

Remember to start using analytics for your app at the early stages, and don’t wait until something goes wrong. If you consider using analytics for your app from the beginning, it would be way easier to detect and fix the problems. 

3- Identify the Metrics You Need to Track

There are many metrics you can track, and if you don’t determine the ones that are necessary to your business first, you will be wasting resources on irrelevant ones. So, make sure to define your goals, then choose the right metrics based on them. 

4- Test Your App

Make sure to test your app in different conditions so it would satisfy all users. Also, A/B testing is a great strategy to understand how to change your app for more conversions. 

5- Use Mobile Analytics Tools

Using mobile analytics software and tools is the best way to discover how to optimize your mobile app while you save time and money. There are many mobile analytics platforms available, so make sure to choose the one that fits your business.  

Is There Google Analytics for Mobile Apps?

If you are wondering whether you can use Google Analytics services for mobile analytics, the answer is yes. You have two options: Google Analytics for mobile apps or Google Analytics for Firebase. You can use these tools for free, but you need to purchase a paid plan to access all features. 

Google Analytics for Mobile Apps

google analytics logo

Google Analytics allows you to track user behavior both on your website and mobile app for free. To set up the analytics for your app, you should use Google Analytics SDK for Android or iOs. 

Here’s how this tool can help you:

  • Identifying your lead channels and the most effective ones
  • Segmenting your app’s users
  • Tracking users’ interactions
  • Measuring in-app purchase revenue
  • Understanding users’ navigation paths

The information GA provides about your mobile app include:

  • Number of app users and sessions
  • Session length
  • Operating systems
  • Types of devices
  • Users’ location

Google Analytics for Firebase

firebase logo

Google Analytics for Firebase is more than just an analytics tool; in fact, it’s a mobile application development platform.

Firebase tracks user behavior through events (all the things that happen in your app, including user interactions, errors, etc.) and properties (attributes of user segments.) It offers unlimited reporting on up to 500 distinct events. 

Here’s what you can do with this tool:

  • Capturing events and user properties
  • Defining custom events
  • Tracking in-app purchasing data
  • Defining custom audiences
  • Viewing usage data in real-time

 Related Article: Google Analytics Heat Mapping: Complete Review and Alternatives 

Best Mobile Analytics Tools

There are many other mobile analytics tools that you can use instead of Google Analytics. And some of them have more features that GA doesn’t offer. Below we will discuss some of the best mobile analytics tools:

1- Watch Them Live

watch them live logo

Watch Them Live is a tool that offers engagement and interaction analytics services. With this tool, you can set up heatmaps on your app and monitor users’ activities with session replays


Creating heatmaps enables you to find the most popular areas on your app. These areas are where users tap the most. You can see if users’ tapping interactions are the way you have expected or not. For example, imagine a heatmap shows you an unimportant element is receiving too much attention. So, you should make it less prominent to draw attention to significant elements. 

watch them live mobile heatmap

Session Replays

With session replays, you can follow users’ paths through your mobile app and watch what they are exactly doing. It’s an excellent way to discover at what point users abandon your app, where they get confused, and what’s distracting them from the conversion goal. Using replays, you will be able to find and fix problems as quickly as possible.

Session replay

Monitor your mobile app with Watch Them Live now! Choose the plan that suits you best and get your free trial.


2- Countly

countly logo

Countly is an app analytics tool that helps you improve the customer journey. It allows you to define custom events to monitor the actions that have the most effect on your conversion and retention rate.


  • Push notifications
  • Crash analytics
  • User profiles
  • In-app usage analytics

3- Localytics

localytics logo

Localytics is a mobile analytics software that enables you to personalize your app campaigns to increase user engagement. This tool helps you gain a better understanding of your app users so you can encourage them to keep using your app. 


  • Funnel analysis
  • Push notifications
  • Event tracking
  • Retentions tracking

4- Adjust

adjust logo

Adjust is an app analytics software that helps you understand users’ journeys through your mobile application. With this tool, you will be able to make more informed marketing decisions to increase revenue. 


  • Funnel analysis
  • Retention tracking
  • Revenue tracking
  • Event tracking


Mobile analytics is essential to understand how to improve your mobile application. It will show you how users are using your app and how it’s performing. However, you need to know how to use analytics for apps to get the results you want. 

In this blog post, we discussed the mobile app analytics fundamentals to help you get started. We also introduced some great tools for app analytics. 

Negar Farazmand
Negar Farazmand
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