The Best Mobile App Analytics Platforms in 2017
Mobile apps have come a long way in the last five years, and so too have app analytics platforms. Gone are the days when mobile app professionals only utilized one analytics platform to address their ‘needs’. Today’s apps require a lot of monitoring and maintenance. To top it off, they are expected to deliver the most exceptional user experiences possible. So how can you ensure that your mobile app not only keeps pace, but strives to exceed users’ expectations in 2017 and beyond? By equipping yourself with the best mobile app analytics platforms. With the help of Gartner and Forrester’s extensive reports on mobile app analytics, we’ve pulled some key industry leaders and grouped them by useful sub-categories. This way you can easily identify which app analytics platforms are the best for your app, without having to do any exhaustive research.
Quantitative app analytics focus on analyzing metrics that can only be conveyed via numeric data. Typically you would utilize quantitative analytics to get hard aggregate insights on certain user actions, usage trends, and conversion rates. It can answer key questions about your app such as, average user session length to usage frequency of a particular feature. Below is a collection of the market leaders in quantitative analytics.
Mixpanel is a stellar solution for mobile professionals who want to understand user journeys on desktop, mobile web, and mobile apps. In terms of its mobile analytics solution, Mixpanel is codeless. This means no code is required to track metrics within one’s app. It also provides in-depth retention cohorts and exceptional conversion funnel analytics, that enable mobile professionals to answer questions about the past with retroactive funnels. Lastly, in conjunction with its quantitative analytics, Mixpanel also offers push notifications and A/B testing services for its clients.
The term “Firebase” includes Google’s entire suite of app developer tools from pre-launch testing to Adwords. However, at the core of Firebase lies its extensive mobile analytics- a high-caliber quantitative analytics tool that supports both Android and iOS apps. The biggest benefit of Firebase’s analytics is that it works with other Firebase features so that you can measure everything from your ad spend ROI to app crashes in one place. Its thorough dashboard also provides users with extremely in-depth user segmentation based on factors such as device data and user behavior.
In-depth audience segmentation
Integration with Adwords
Amplitude’s quantitative analytics are aimed at helping mobile app makers zoom in on trends in users’ in-app behavior. First, it allows clients to segment their users by a multitude of parameters such as location, install source etc. and compare these groups of users across funnels, retention, and IAPs. Mobile professionals also have access to behavioral cohorting and retention insights, which allow them to detect which user behaviors/actions are indicative of strong retention. Amplitude also gives clients the ability to zone in on specific users behind those points and examine the series of actions they took. Lastly, Amplitude offers helpful third party integrations with attribution, A/B testing, and marketing & push notifications platforms.
Crashes are an inevitable aspect of an app’s life- even the most well-developed, reputable apps can crash. Yet at the end of the day, how you monitor, analyze, and troubleshoot your crashes can make the difference between your app’s success and failure. Below are the two top platforms for tracking and ultimately resolving your in-app crashes.
Recently acquired by Google, Crashlytics is one of the most established crash solutions in the industry. Crashlytics supports both iOS and Android, and is completely free. It is best known for its highly detailed crash reports which consider a wide range of factors such as device, battery status, charge in progress, proximity sensor, wifi connection, and physical phone orientation (just to name a few). Crashlytics also examines your crashes on an aggregate level and create reports that highlight significant issues and trends. Plus, if any crash goes unresolved, it sends a friendly reminder to its clients alerting them of the matter.
Comprehensive crash reports
Real-time processing and alerts
Smart charts on crash trends and insights
While quantitative app analytics focuses on aspects of your app that can be measured by numbers, qualitative analytics zones in on tracking the app’s user experience. Despite being a relatively new type of analytics in the realm of mobile apps, qualitative analytics is starting to take the industry by storm. In essence, it enables you to examine your app on both the single-user and aggregate user level, and see exactly how users are interacting with your app.
Appsee is the known industry leader in qualitative app analytics. Founded about five years ago, Appsee was the first qualitative app analytics platform to enter the industry and has helped spearhead the qualitative analytics movement. Two of Appsee’s most noteworthy tools are its user recordings and touch heatmaps. Its user recordings automatically tag all users events and allow you to obtain a complete, visual picture of each user’s in-app experience. On an aggregate user level, touch heatmaps show you exactly where your users are interacting with each screen and whether users encountered any usability issues.
Appsee also offers user flows and navigation paths, conversion funnels, action cohorts, and crash symbolication. In addition, if you want to pair your attribution data with Appsee’s qualitative data, Appsee provides integrations with all of the top attribution analytics platforms.
Retention and Engagement Analytics
Attribution is a pivotal measurement, particularly when regarding mobile advertising and determining the effectiveness and status of your marketing campaigns. In the mobile realm, it basically encompasses the assessment of user events like downloads/installs and in-app purchases, and from where your users are coming from (e.g. display, search, social media). Once you track and analyze these factors you can then better understand how to optimize your ad spend and increase your campaign ROI and user lifetime value (LTV).
With over 1400+ ad partners claiming over 4 billion installations to date, Appsflyer is another notable leader in the attribution realm. It has also positioned itself as a sort of “one-stop-shop”. AppsFlyer has powerful integrations with other analytics companies such as Game Analytics and Swrve. One of Appsflyer’s main focus points is to measure beyond the click and zone in on in-app events/actions such as purchases. Noteworthy clients include Playtika, IHG, Alibaba, Baidu, Trivago, Macy’s, Samsung, DeNA, and HBO.
Kochava is another great attribution platform to consider adding to your toolbox. It is also known for having the most ad network integrations out of any attribution platform. A very unique Kochava feature is that it offers a special device fingerprinting system. When no device identifiers are provided by a publisher network, Kochava automatically engages these “fingerprinting” algorithms to accurately attribute those users with a device identifier. It also provides pivotal user analytics from avg. revenue per user, user retention rates, and LTV. Like AppsFlyer, it also offers TV attribution.
Ad cost and ROI analytics
360 degree LTV analysis
adjust offers powerful cross-platform attribution and built in retargeting capabilities. It also provides fully customizable event tracking, powerful user cohort analysis, and seamless data exports and sharing. All of these metrics are displayed on super slick and easy-to-use dashboard. As an open source SDK, it is also extremely lightweight and caters to multiple integrations (approx. 700+ partners). adjust also comes fully equipped with an arsenal of fraud combatant tools, such as in-depth behavioral analysis of every install event.
KPI and cohort analysis
Fraud detection and prevention
Another established leader in the mobile attribution field, Tune’s attribution analytics offers marketers a collection of tools to ensure the highest ROI and LTV of their acquired users. Tune has efficient, real-time tracking and reporting, smooth 3rd party ad management, support for universal deep links, and robust data organization and audience segmentation. It also allows mobile marketers to track keywords and competitors on the app store and estimates organic downloads.
Ad spend analysis
App store keyword analysis and ranking comparison