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google mobile app analyticsFor those who are new to Analytics, ‘Google Analytics’ is a free tool offered by Google, that gives you an in-depth statistical report related to a website’s sales, conversion and traffic in the form of number of visitors. 

It helps internet marketers to define future business promotion strategies by taking crucial decisions based on the research data.

So what is ‘Google Mobile App Analytics’???

Google Mobile App Analytics is a feature from Google that works in a pretty similar manner just like the above, with the only difference being that it helps you to gain an insight of the statistical figures related to the mobile application platform. It helps internet marketers to grab mobile application usage data and directly integrate it with the Google Analytics tool. Within this, the knowledge related to application reports and web analytics can help them evaluate the performance of a website based on already incorporated metrics and tools within it such as:

  • The number of people who have installed a specific application
  • Total number of networks & devices associated with the application
  • Visitor’s language & geographical location
  • Various purchase tools with regard to the application
  • Distinctive content customization
  • Access & surfing of the number of screens per visit

See Also: “How to Make Your Mobile App Stand Out From Others

Mobile App Analytics Reports

mobile app analyticsAll the report summaries are integrated in a default “Application Overview” report. But if we want to look into a specific parameter, then the reports are divided into four categories:

Acquisitions” report gives a detailed study on the application download, installation and fan following.

User” report gives information on the user geographical location, number of times they access the application, time duration, they invest in using the application and which devices are highly popular among users.

Engagement” report deals with the interactive capability of the application, the number of times a sub screen of an application is being visited, number of actions related to event tracking such as playing video, pressing buttons, etc., as well as crashes and technicalities are also included.

Outcomes” report lets users know the real application value by setting up goals and then accordingly scanning the targeted objectives like sales, sign-ups, etc.

These reports individually provide user specific information, but when combined they provide an overall scenario in relation to the performance and understanding of an application.

Let’s take a detailed look at each one of them.

Mobile App Overview Report

It gives you an overall idea about a website’s popularity, usability and performance. It presents you with the salient features, trends and areas in order to draw a general study of an application. It’s the default report of Google Mobile App Analytics. The overview report could be customized using tools such as changing the range of data or adding an advanced level segment. The report could even be shared in different formats like TSV, PDF, CSV, etc. or through e-mail.

Also, in order to view the detailed report, click on the title of the report, on the map or on the line graph. Changed settings will apply everywhere in all the reports till the time you sign out from Google Analytics or remove the applied settings manually. One important thing to note in this case is that the Dashboard will not support the App Overview Report fully as a few report summaries won’t appear even if you save them or add to the Dashboard.

Mobile App Acquisitions Report

It will depict information as to how the applications are opened as well as installed. With the help of ‘New Users’ sub report, you can identify the behavioral characteristics of different groups of users. With ‘Google Play Sources’ sub report, various channels that attract the users for launching & downloading, could be viewed and optimized.

New Users” report gives you an overview of the first time launch of an application on a device which covers total New Users, OS used, version of the application and the location.

Google Play Sources” report tells the Medium as well as the Source of the traffic being diverted to your application from the Google Play Store. Here Medium is the method by which the user got diverted such as an ad, referral site, or direct approach, whereas Source is the last place that was visited just before the Google Play Store like a search engine or any other website. It displays total New Users, In-App Revenue, Average Session Duration, & Sessions linked with every Source/Medium transition. Various links in Explorer tab can be used to change across metrics related to Acquisition likewise E-commerce data, goal sets and Users.

Mobile App Users Report

These reports give the ins and outs of the people who actually use the application and the ways in which they interact with it. Through these reports, you can,

  • Get an overall view of the users and sessions in terms of location, language, returning users %, new users %, session wise screen viewing, total screen views, & average session duration.
  • Compare different application versions & depending on various criteria, this report can be used for slight or major changes comparison.
  • Understand as to what kind of users are using the application based in a particular region and speaking specific language.
  • Interpret the type of devices, screen sizes and operating systems accessing the application.

Mobile App Engagement Reports

With these reports, you can trace the level of interaction of the application with the users. It tells in what ways your application is used by the visitors. An extensive set of information could also be extracted such as:

  • Per visit, number of screens
  • Screen view order
  • Results are displayed related to application crash, empty search results, network failures and other errors
  • Repeated visits of users to your application
  • Duration of session
  • Loading time of application elements
  • Unique content actions such as button or ad click, recommendations, etc.

Various metrics that are used in this case are as follows:

  • Full report view
  • Total number of events
  • Crashes
  • Screen views
  • Unique screen views
  • % Exit from a screen
  • Screens & events
  • Timing category denoting loading time
  • Average User Timing denoting average time a user takes to implement an action
  • User Timing Bucket denoting the total time of all actions being performed
  • Percentage sum total of sessions
  • User Timing Sample denoting a sample group of users used for average action length time
  • New users % vs. returning users %
  • Loyalty referring to total sessions in your application & their respective occurrence
  • Recency which refers to the time duration between the closing of previous and opening of the next session
  • Session duration, goal conversion rate, average number of screens per session, average session duration & number of sessions
  • Event overview/event tracking

Mobile App Outcomes Report

Once ‘Goals & eCommerce Tracking’ is set to use, this report could be used for analyzing the revenue targets by focusing on the performance objectives. This is due to the fact that ‘Goals’ help to track the discrete actions such as completion rate, minimum session duration, etc. On the other hand ‘eCommerce’ helps in tracing purchase data such as product or service sales, revenue per transaction, total revenue, average user visits to fulfill a transaction etc.

First set the goals. In order to see the data hiding behind each goal, select ‘Goal Option’ from ‘Overview’. By getting a performance summary of goals, you can get Abandonment Rate, Conversion Rate and Goal Completions. Even you can receive Goal Completions Locations. Thereafter set up eCommerce which is a small process of just two simple steps requiring a Google Analytics account & also quite a bit of technical knowledge.

With eCommerce Overview you can have top selling Products, Average Value of transactions, eCommerce Conversion Rate, total Transactions, & In-App Revenue. “Product Metrics” could be viewed such as Product Categories, Product Revenue, Unique Purchases, & total sold Quantity. “Sales Performance Metrics” include Average Order Value, Conversion Rate, Total Revenue, Dates & Revenue. Other information that can be grabbed from this report in the form of additional fees, Shipping, Tax, number of days per transaction.

Final Words…

I hope that this article has served your purpose and made you understand the parameters related to the analysis of your mobile applications through Google Mobile App Analytics. I am glad to share this article and expect you to like it as well. Share your suggestions and feedback.

adminAnalyticsmobile analytics,Mobile App AnalyticsFor those who are new to Analytics, ‘Google Analytics’ is a free tool offered by Google, that gives you an in-depth statistical report related to a website’s sales, conversion and traffic in the form of number of visitors.  It helps internet marketers to define future business promotion strategies by taking...Team Search Engine Blog - News, updates, useful tips & reviews
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