Tools for web/mob analytics

Magical guide about?#productmanagement. Part 9 article #62

Mobile Analytics

What is it. Mobile analytics is based on marketing and product analytics. This is an analysis of the effectiveness of a mobile application as a product. The relevance of this type of analytics is that now almost every company at a certain stage of business development creates its own mobile application.

How it works. There are three main areas in mobile application analytics: marketing analytics, product analytics, and analytics of stores where applications are hosted.

Important metrics for mobile app analytics:

• number of downloads from stores;
• how did users find out about your application (from the store or from a link on the site);
• ROAS, or payback of advertising costs;
• app rating;
• how long does your application stay in the smartphone;
• paid user actions.

Why it is necessary. All this is used to improve the mobile application as a product, to identify its weaknesses. This will allow you to adjust the strategy of promoting the product on the market, increasing engagement and conversion.

Mobile Analytics Tools

1. Firebase Analytics

As the name implies, Firebase Analytics is a tool that will help you learn more about the performance of your application. It will provide full information about how users of the iOS and Android operating systems interact with this application.

As the name implies, Firebase Analytics is a tool that will help you learn more about the performance of your application. It will provide full information about how users of the iOS and Android operating systems interact with this application.

Firebase Analytics, a kind of Google Analytics for mobile apps only. The capabilities of Firebase are expanding and they are enough for most users. Firebase’s approach to data analysis is based on users and events. This service is very convenient for tracking user actions and analyzing the activity of different audience segments. A nice bonus is the Firebase mobile application in Russian, which can be purchased for $ 1.19. Why is it only in second place? Because it is possible to conduct A\B testing only using an additional tool — Google Optimize. Due to the advantages and the free format, it is suitable for small and medium-sized companies.

Advantages of Firebase Analytics

When different types of analytical tools are available, people are interested to know why they should stop at Firebase Analytics. There are many advantages of this platform that you will not find in other tools. Here we have mentioned the most basic ones that we think you need to know.

1. Detailed reports

It is important to provide customers with a personalized mobile app experience. To make this possible, application developers need to be aware of the behavior and usage patterns of clients. Firebase will help application developers get complete reports on user engagement and performance.

Thus, it will help developers to make the necessary improvements and updates to ensure that customers will have a better experience with this application. With this analytics, you can manage everything. It also provides an opportunity to better assess the situation.

2. Integration with Google Analytics

Firebase integrates with Google Analytics, which is one of the biggest advantages of this platform. This solution integrated with Google service allows developers to develop their applications better, understanding what customers need depending on their level of engagement.

This will give you all the tools you need to understand the behavior of application users and better understand in which direction you should work to increase customer satisfaction. This will create a more personalized and personalized experience from using your app.

3. Increase loyalty

Knowing about user engagement is very important when developing applications. Firebase will provide complete information about customer engagement so that you can develop the features and functions that users want to find in the application you have developed. This will increase customer satisfaction and loyalty.

In this way, developers will be able to provide the content needed by the audience at the right time so that all customer needs are professionally met with your product.

4. Supports sustainable growth.

It would not be a mistake to say that Firebase Analytics will be an excellent and useful feature for application developers, as it will help develop sustainable business growth and manage customer needs and will be able to better establish feedback. It is a reliable platform for the growth of application development channels.

Firebase Analytics Features

Firebase Analytics comes with a lot of great features for developers. The main ones are listed here.

• Firebase Analytics provides analytics for mobile applications in a convenient and understandable way that can be customized for your goals. I.e. you can configure all the necessary parameters and events according to your preferences.
• Firebase Analytics data is provided in accordance with user behavior in applications and can help make more effective decisions to improve marketing strategies.
• The Firebase Analytics dashboard is one of the best features because it reflects all the information divided into convenient segments, and also allows you to optimize data and conduct testing on one platform.
• The real-time analysis feature is a great way to learn about the various things needed in order to study the data.
• Seamless integration with AdMob helps you better analyze the value of your users and the performance of your application. It also helps in improving app advertising strategies.

Conclusion

Firebase Analytics is a fantastic platform for analyzing the performance of a mobile application. Its advantages include ready-made integration with the SDKFirebase, ready-to-use reports and real-time analysis. The prices, we can say, could not be better, it is completely free and available under the plans of the Blaze package.

2. App annie

App Annie?is a service for analytics and obtaining reliable data to make important decisions at all stages of the mobile application business.

App Annie will help you study competitors, market conditions, track app downloads, revenue, usage, engagement and advertising. The service will also optimize products for app stores and improve the effectiveness of promotion methods, retention rate and effectively support the target audience.

App Annie includes market analytics, multi-store app analytics, and competitor analytics.

Opportunities

• Complete app market statistics by country, asp, users, app stores, revenue.
• Showing competitors’ keywords to increase their visibility.
• Advertising analytics. Combining data from more than 400 sites.
• Visualization using diagrams. Normalization of indicators with the ability to configure. Measurement of deviations, sum, average value. Configuring data import.
• Complete statistics of client requests, based on which you can receive reports, measure efficiency and plan promotion.
• Analysis of gaming applications.
• Recommendations based on analytics.
• The escort team.
• Academy for training.
• Webinars.
• The blog.
• Mobile application.

Conclusion

App Annie will help you get up-to-date market data and develop a strategy for promoting mobile applications. High data accuracy allows you to make the right decisions. There are free and premium versions of the product for users.

3. Mixpanel

Mixpanel is a system for analytics and analysis of user behavior. According to the development team, actions speak louder than page views. The text of the startpac platform is fig. In this regard, they have created an advanced analytical platform for mobile systems that allows you to track user behavior in real time.

Mixpanel Features:

• Sending notifications to your users inside apps.
• Segmentation of users.
• “Infinitely deep” targeting thanks to profiles.
• A/B testing for various notifications.
• Notification editor.
• Customize the design and wording of notifications.
• Integration of user surveys into applications via Mixpanel Surveys.
• Changing the conversion between different events within the same funnel.

When creating a funnel, it is possible to apply conditions to the event. If, for example, you need to track registrations, then you can take into account registrations exclusively through Facebook. Then the funnel can be segmented by the parameters of any event (specify your own and send from the application with the event itself). Example: event — pressing a certain button in the application: you need to change its color and check the change in user behavior when changing colors. The color of the button is an event parameter.

There is no tracking of installations, but there is an external API.

Web Analytics Tools

Web analytics is the collection, analysis and interpretation of information about site visitors in order to identify and understand the reasons for their actions, and then optimize and improve the site in terms of functionality, design, usability, content (including commercial) and other parameters.

1. Google Analytics

Google Analytics is a platform for collecting data from websites and applications and creating reports with information useful for your business. In Google Analytics, you can:

• observe the actions of visitors;
• count conversion;
• track important business events;
• conduct A/B testing;
• analyze the effectiveness of different advertising channels;
• watch what’s happening on the site in real time and much more.

Advantages

Of course, there is no need to use such a system, the website can work without Google Analytics. However, if you start investing in any marketing activities in business analysis, it is worth knowing whether they really bring the planned effects and whether you are wasting money. Advertising is an investment that must be transformed into profit, so tools are needed to accurately determine its results. An increase in the number of site visits or product sales is too general information and does not indicate the consequences of specific actions.

One of the biggest advantages of Google Analytics is its versatility. Anyone who owns the site can use the tool. To do this, you just need to create a Google account, then register with Google Analytics and post the corresponding code on your website. There is no need to create an account in other services provided by Google, for example, AdSense, Google AdWords, Google Webmaster Tools. At the same time, these tools are also useful — they can be combined with Google Analytics and thus get even more benefits, for example, to monitor the effectiveness of AdWords campaigns.

Google Analytics is a flexible tool. The available options allow you to configure Google Analytics depending on which area you want to monitor. To do this, among other things, the already mentioned filters are used, thanks to which the tool allows you to study various data slices in detail.

A very important advantage of Google Analytics is its free use. The user of this system does not incur any expenses (provided, however, that the page does not exceed five million views per month). If the number of records remains at a lower level, the Google Analytics platform is available completely free of charge. In addition, customers who already use AdWords and pay for search ads can also use Google Analytics without commission.

Google Analytics provides important information that helps shape your business strategy. The ability to track information about website users allows you to collect data, for example, about the city from which they came to the site, their age and gender. Such data, of course, is invaluable and allows you to properly form the company’s offer, as well as select goods or services in accordance with the needs of customers.

Using Google Analytics does not require special knowledge or a lot of time, while at the same time providing access to information that is extremely time-consuming to collect using traditional methods, such as surveys.

Disadvantages and limitations of Google Analytics

As you can see, Google Analytics is an extremely useful tool, but it is not without drawbacks. For example, it is important to remember that the profit for the company the collected data belongs to Google and is stored on its servers. This issue matters if the company considering using Google Analytics cares about data privacy.

Another limitation is the fact that the collected data comes with some delay. If your site sends information about more than 200,000 visits per day, the reports will be updated once a day, and data processing will take about ten hours. In the case of a very large number of visits, the system uses selective procedures, that is, it prepares statistics based on the selected data sample for faster report generation. For large pages, there are other quantitative restrictions, for example, on the number of extended segments that can be used.

In addition, Google Analytics cannot collect information about all visitors to the site, for example, this applies to users who have blocked the storage of cookies or disabled JavaScript.

Many of the limitations of Google Analytics can be expanded thanks to the paid version of the tool, that is, Google Analytics Premium. However, this is a very expensive service that only large companies can afford. This solution is not available to the average site owner.

2. Roistat

The service collects data from CRM systems, advertising platforms and the website, helps to find inefficient traffic channels and save the advertising budget. In addition to end-to-end analytics, 19 marketing tools are available to Roistat users.

Main features of Roistat:

1. End-to-end analytics. Reports and graphs on 80+ business indicators, creating your own metrics.
2. Multi-channel analytics. Identification of all traffic channels that participated in attracting the client, and distribution of profits from the transaction between them.
3. Bid management. Automated bid management, Google Ads, and Facebook Ads.
4. Lead Catcher. A contact collection form that is displayed on the site pages after a specified time.
5. A/B tests. Conducting A/B site tests and analyzing options from the point of view of profitability.
6. Call tracking and Email tracking. Tracking which advertising channel buyers come from, even if the application was received by phone or email.
7. Online chat. A widget that allows users to write to the company manager in the chat interface directly on the site pages.
8. Marketing automation. The material of the Startpack catalog. Setting up automatic events to improve customer interaction. For example, the system assigns a task to the manager if a regular customer visits the site again, sends a letter with a promotion to the client, and more.

3. Similar web

The SimilarWeb service is a functional tool for complex site analysis. Including your competitors. With its help, you can find leaders in a specific niche and check all the key points: promotion channels, site adaptability, etc. The information is displayed in tabular and graphical form, and if necessary, it can be downloaded as a file for detailed study on a laptop or smartphone.

Registration on SimilarWeb is not required. Just go to the main page and specify the domain of the competitor’s site in the upper left corner. After a couple of seconds, the service will show useful data blocks: Traffic. It shows traffic from all devices over the last six months, the number of visits, the average duration of visits, the number of pages viewed, the bounce rate. Geography. It shows the statistics of visits by country. The key regions are highlighted on the world map, and the percentage of users who come from each specific country is shown next to it. Traffic channels. A diagram is displayed showing all traffic sources: search, referral, advertising, from social networks, etc. And next to it is the percentage of users that each channel gives. Detailed information about the user path. It shows where the users came from (from Yandex, Google or another site), and where they went after studying the information on a competitor’s web resource. If you go back to the search engine, then they have not solved their problem. Search traffic. This block shows more traffic information from the search. In particular, the percentage of natural and paid traffic is displayed. And next to it are the most popular key queries that users use to visit the site. Social traffic. Traffic from social networks is displayed here. Based on a simple histogram, it is easy to understand which platform leads the largest number of users, and which one is worth working with more closely. The interests of the audience. The most popular categories of the site are shown here. And below are competitor sites that users are also interested in.

Who can use the SimilarWeb service?

Everyone can perform site analysis by the SimilarWeb service. If you have a small business card website or blog, the free version is enough, since it provides enough information. It is advisable for owners of medium and large sites to get at least a cheap minimum subscription in order to analyze the site with the SimilarWeb service and get more useful information.

Conclusion

Web /mobile analytics is an important element of working with Internet resources, which allows you to set up advertisements and track the growth of customers.