As the mobile app ecosystem has matured, the number of app analytics tools has exploded. These tools help app developers and marketers understand their users, improve the user experience, inform the product roadmap, and improve revenue.
Within the larger martech universe, these app analytics tools occupy a significant and rapidly growing space thanks to the growth of the app economy.
Some of these tools are designed for niche use cases (e.g. for running heatmaps) while other cover the complete stack, from marketing attribution to in-app analytics and app store optimization.
These tools are available at multiple price points for different categories of users and start from free all the way to thousands of dollars per month.
Here’s a roundup of 14 tools that you might want to look at if you’re an app maker.
Countly is a real time, open source mobile analytics and marketing platform.
With Countly you can:
- Increase loyalty and engagement with push notifications.
- Track by session frequency, custom events, geography, devices, and individual users.
- Get real time crash reporting for all mobile platforms.
- Drill deep into data without running any fancy SQL queries.
Countly can be self hosted on your own infrastructure and the Community Edition can be used for on a free forever model. Thanks to the open source nature of the tool you can create your own plug-ins and gain more flexibility than other off-the-shelf solutions.
Firebase started out as just a realtime database but has grown into a comprehensive app analytics and growth platform. Acquired by Google, it is a free and unlimited analytics solution without any quotas, sampling or paid tiers.
With Firebase analytics you can:
- Get unlimited reporting on up to 500 event types, each with 25 attributes.
- Find out which users are engaged, which features are the most popular, which push notifications work, and run attribution and revenue reporting.
- Use the Firebase SDK to find out more data on events, user properties, conversion rates, and audiences, and use that insight to run PPC ads on Google platforms.
- Integrate your data with BigQuery, run your own data analysis, create custom dashboards, and visualize your data any way you want.
For more details check out their demo video.
You can also use Google Analytics for Mobile Apps to measure user interactions and optimize app experience.
By default, Google Analytics for apps gives you the following data:
- the number of users and sessions
- session duration
- operating systems
- device models
You can follow this implementation guide to get more detailed information about your apps and users, and answer questions like:
- What actions are your users performing inside the app?
- How much money are users spending inside the app?
- Are users completing your app objectives?
- How do users with specific characteristics behave in-app?
- How long does it take for users to perform a specific task?
- What does the user navigation path inside look like?
You can implement Google App Analytics using the SDK.
Fabric was a suite of developer tools originally built by Twitter and acquired by Google.
With Fabric, you can:
- Get real time data on crash reporting and real time analytics.
- Get alerts on issues which might affect your app performance so that you can take proactive steps to maintain app availability.
- Track active users in-app on real time and slice user activity data any way you want.
- Inject live social content to boost user engagement.
- Optimize your on-boarding flow and boost retention.
You can get started with Fabric for free.
Mixpanel is an event based analytics tool that can be used by mobile app developers. After installing their SDK, you can create custom events and track the data inside the your app.
With Mixpanel you can:
- Find out which users are engaging with your app.
- Figure out why users are abandoning your app or uninstalling it.
- Engage with users through push notifications and emails.
- Create custom audiences and set up triggered notifications.
- Run A/B testing on your messages.
The Mixpanel SDK works won’t misreport even if your app is offline. Its small footprint and smart algorithm optimizes the amount of data sent and ensures that your app doesn’t face bloat and that its performance is snappy.
One of the strengths of Clevertap is its robust suite of segmentation tools.
With Clevertap, you can find out how many people are using your app in real time and determine how many users are new vs. returning. You can also slot them into multiple segments and set triggers that dynamically move them from one segment to another based on preset behavioral conditions.
These triggers can also fire push notifications or emails, allowing you to improve your engagement rates.
After integrating Clevertap with your app code, you can create custom events, set up event based funnels, and track user behavior through the app.
You can go deep while setting up funnels, and analyze and compare segments to find out which product features are working better than others.
That data can be used by product teams to add or refine features and improve onboarding and user flows through the app.
Clevertap has a free trial and is installed on over 450 million devices.
Piwik is a free and highly customizable open source analytics platform.
One of the attractions of Piwik is data ownership: you keep all your user data instead of funneling it to third party services. This aspect also guarantees the privacy of user data.
Unlike other services, Piwik will take some time and technical expertise to get it working on your system. However it’s extremely customizable and extensible and can be hosted either on your own infrastructure or on Piwik owned cloud.
For mobile app analytics, Piwik offers SDKs for iOS, Android, and Titanium. It provides detailed information on active user numbers, visitor demographics and device information, and performance of your app including errors and loading time.
Apple’s analytics tools can give you data on your iOS and tvOS apps which no other third party tool can provide.
A unique factor about the data is the ability to track and count users by Apple ID instead of device type or arbitrary assigned IDs. This ensures that your usage data is precise and complete.
Apple App Analytics will tell you which marketing channels deliver the highest impact in terms of downloads, revenue, and usage for your app. You can also see how many times your app icon has been viewed on the App Store, and use that impression data to calculate the install rate.
You will also get data on retention, active sessions, number of devices, and crash analytics.
You will need a developer account to access App Analytics.
With Amazon Mobile Analytics, you can measure app usage, app revenue and data on new vs. returning users, user retention, and custom in-app behavior events.
You can easily export the raw data into Amazon S3 and Amazon Redshift and carry out custom analysis on that data.
Another tool, called Amazon Pinpoint can use the data from Amazon Mobile Analytics to run campaigns for improving user engagement by targeting specific user types, fine tuning your messaging strategy, and tracking the results.
You can use Amazon Mobile Analytics for free if the number of events are under 100 million, and pay $1 for every million more.
DevMate is an app management and distribution platform.
It provides in-depth analytics, comprehensive marketing metrics, and real-time conversion ratios. It uses three types of metrics – viz. number of visits, downloads, and sales – to generate reports on conversion rate, revenues and refunds, and funnel performance.
DevMate’s attribution reporting tells you which marketing campaigns are driving the highest traffic, downloads, and sales, and gives you the download to sales and and visits to sales conversion rates.
You can also use the tool’s distribution feature to track the performance of different versions of your app.
You can use basic DevMate features for free for up to 5 apps.
11. Flurry Analytics
Flurry Analytics is a Yahoo Developer Network product which lets you measure the user activity in your apps for free.
With Flurry, you can track data not only for a single app, but for multiple apps on both iOS and Android platforms.
This is helpful because you can compare the different versions of the same app and see how they are performing against each other.
You can track in-app actions your users take, understand and visualize usage trends, and run user path analysis.
You can segment user actions by app version, usage, install date, age, gender, language, geography and acquisition channel, and see bottlenecks in navigation which cause users to bounce.
You can also calculate churn rates.
Flurry Personas, populated by users exhibiting common usage patterns, can also help you understand user interest and intent.
Flurry’s machine learning feature can also help you predict user’s age and gender in case you don’t have access to that data.
Localytics offers comprehensive set of session and usage data.
Find out data on session length, average sessions/user, and number of sessions.
Use raw, unsampled data collected in real time along with extremely flexible filters to run custom analysis inside the app, along with industry benchmarking to find out how your app stacks up against the competition.
This data can also tell you the type of content or activity users are drawn to.
The custom dashboard can save you time by pinning frequently referred reports.
App Annie lets you track app performance around usage, downloads, revenue and spend across countries and app stores—for free.
Other metrics you can track in the app include performance of ad campaigns based on return on ad spend, CPI and total number of active installs.
App Annie can help you with your app localization strategy and grow your user base by showing you details on geographic spread of your users. It also tells you whether updates have impacted downloads and usage of your app.
You can access App Annie reports through web dashboard, CSV export, emails, and through their iOS and Android app.
App Annie works across all major mobile operating systems.
While AppsFlyer has a robust attribution platform which helps you tie app installs back to every marketing campaign and media source, it also boasts of several marketing analytics features which let you, among other things:
- Run impression and cost reporting by crunching the impression and click data sent by ad networks and media sources right to the dashboard. This also lets you figure out the ROI of your advertising.
- Measure the omnichannel impact of mobile marketing by tying in data from BI or CRM systems, and find out the LTV of acquired app users on a channel by channel basis.
- Download raw data via push API or email so that you can run your own offline analysis.
- Get performance reporting on marketing campaigns in real time, letting you tweak highly sensitive campaigns which require constant optimization.
- Save on real time API maintenance by getting 24/7 access to a data locker hosted on Amazon S3.
Apps Flyer is priced on a pay-per-use model based on the number of installs/month and offers a 30 day free trial.