Magazine : 
How Mobile App Analytics Bring Success to Organisations?
For better business performance, organisations nowadays collect data and churn it into useful information which gives useful insights as required. Analytics has indeed played a crucial role in today’s world to find a competitive edge to grow a level up for organisations. Initially, analytics was limited to the web and with the help of technology advancements, analytics was introduced for mobile as well. App analytics has much more to offer than just about how many people downloaded the app, how much revenue is generated and more.
User Acquisition Metrics
User Acquisition Metrics helps get information about the channel where users are from i.e. organic search, paid apps or in-app referrals. With the help of this, more users can be influenced to install the app. Besides, information such as mobile network used, geographic location, operation system used, and app version used and more can be analyzed. This can help in reducing the loading time of the app, which can automatically increase the number of app downloads.
Engagement Metrics
The movement and behaviour of active users should be tracked properly to develop the app. Different apps need different metrics to be tracked, for instance, a gaming app would require the number of visits than the time duration, a food delivery app would require the frequency of use and order from restaurants and more. Thus, engagement analytics helps to get users and understand what strategies should be executed to increase user engagement.
Revenue Metrics
Revenue Metrics are used to calculate the revenue on the price of the apps, in-app purchases and conversion rates. Most useful revenue metrics include Average Revenue Per User (average revenue from each user using the application), Cost Per Install & Cost Per Loyal User (former refers to the cost paid to know the users who installed the app and the later shows the cost to get new users—the ones installed the app at least three times), Retention (tracks the number of visits per user and the app performance in-depth), Crash Report (refers to the number of times app crashed while using the app), Loading Time( time taken by the app to fetch the data) and Network Issues (refers to the number of times when the internet does not work or server is not working.
Applications must drive process improvements, track RoI of product features, insightful customer conversations, retain customers, new feature usages, performance realization post new release deployment and get new ones.
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