Mobile marketing analytics

Mobile analytics involves measuring and analyzing data generated by mobile platforms and properties, sites and applications.

Mobile analytics captures data from mobile app, website, and web app visitors to identify unique users, track their journeys, record their behavior, and report on the app’s performance. Similar to traditional web analytics, mobile analytics are used to improve conversions, and are the key to crafting world-class mobile experiences.

Why do companies use mobile analytics?

Mobile analytics gives companies insights (deep understand ing) into their users' behaviors and preferences that would have been inaccessible only a few years ago. These insights can help you refine your product based on how users actually interact with it

Examples of mobile analytics 

Any metrics around user devices (whether Android or iOS-iPhone operating system) are a form of mobile analytics.

Common examples include: 

1.                  Advertising KPIs (key performance indicator)

2.                  Web analytics 

3.                  Funnel analysis 

4.                  An app’s performance and app usage 

5.                  Heatmaps

6.                  Retention rates

7.                  Click-through rates 

8.                  Conversion rates 

9.                  Response rates to push notifications and marketing campaigns 

Advertising KPIs (key performance indicator)

Marketing key performance indicators (KPIs) are specific, numerical marketing metrics that measure progress toward a defined goal within marketing channels

Web analytics 

Web analytics is used to measure to monitor and analyze user behavior on a website. Examples include bounce rates, (the percentage of visits to your website only one page was viewed)unique users, user sessions and on-site search queries.

Funnel analysis 

A funnel analysis is a very powerful tool to help you understand where your users are dropping off on their path to conversion.

Funnel analysis is the process of mapping the flow of website visitors to a set of specific funnel steps that result in conversions or signups. Businesses use funnel analysis to trace the user journey throughout their website, optimize it, and see how many visitors end up in each stage of the funnel.

An app’s performance and app usage 

It includes the speed at which the app can process user commands, load content, and provide feedback to user interactions. Battery Usage: An efficient app performs its tasks using minimal battery power. High battery consumption can lead to negative user experiences and may cause users to uninstall the app

Heatmaps

A heatmap (or heat map) is a graphical representation of data where values are depicted by color. They are essential in detecting what does or doesn't work on a website or page, and which parts and elements of a page users engage with

Retention rates

Retention rate measures the percentage of employees who remain employed over a specific period. This indicates the success of the organization's HR practices and the work culture and environment

Retention rate is an important metric that calculates the percentage of users who continue using your product or service over a given time period. A high retention rate means your current customers value your product and are providing a sustainable source of revenue.

Click-through rates 

Click-through rate is the ratio of clicks on a specific link to the number of times a page, email, or advertisement is shown. It is commonly used to measure the success of an online advertising campaign for a particular website, as well as the effectiveness of email campaigns.

CTR is the number of clicks that your ad receives divided by the number of times your ad is shown: clicks ÷ impressions = CTR. For example, if you had 5 clicks and 100 impressions, then your CTR would be 5%.

Conversion rates 

Conversion rate optimization is the process of increasing the percentage of users or website visitors to take a desired action.

Your conversion rate shows the percentage of customers who purchased your product after visiting your product listing. For example, if five out of 100 customers purchased your product after visiting your listing, your conversion rate would be 5%

Conversion rates are calculated by simply taking the number of conversions and dividing that by the number of total ad interactions that can be tracked to a conversion during the same time period. For example, if you had 50 conversions from 1,000 interactions, your conversion rate would be 5%, since 50 ÷ 1,000 = 5%.

Response rates to push notifications and marketing campaigns 

Studies reveal that sending Push Notifications(like a SMS text messages and mobile alerts, but they only reach users who have installed your app sent by server) through rich media can further improve the number to 18%. If you run a highly targeted Push Notification Campaign, you can get a click-through rate as high as 30%. According to Push Notification Statistics, it can deliver a very high ROI of 3500%

Push notification reaction rates averaged at 7.8%, with Android device users offering higher reaction rates

The average smartphone user receives over 40 push notifications a day. That's unsurprising, considering that push is a powerful engagement tool for cementing customer relationships and boosting revenue

These insights let teams maximize ROI by making informed decisions about new directions and initiatives. (Return on investment)

Mobile analytics tools examples

Applied Technology Internet's (AT Internet) solution allows you to track, measure, and understand how your mobile users interact with your mobile sites and apps.

Google Analytics

Adobe Analytics

Smartlook

Mixpanel

Mobile marketing overview