A Beginner's Guide to Mobile App Analytics
Published at August 24, 2023

Mobile app analytics is a highly effective tool that greatly benefits developers and tech companies.

It is expected that 255 billion apps will be downloaded in 2023. With smartphones becoming increasingly prevalent, app downloads for social media, gaming, productivity, e-commerce, and more have skyrocketed to engage users.

In fact, mobile app analytics can improve user engagement. Analytics tools can monitor retention rates, session length, and in-app purchases. Analysing these metrics helps developers make data-driven decisions to optimise their app's performance.

Mobile app analytics can also be used to track the success of app marketing campaigns, providing developers with valuable information on which channels and messaging resonate best with their target audience.

Let's dive deep into mobile app analytics and how it improves your app's performance and engagement.

An Overview of Mobile App Analytics

Mobile app analytics, also known as app performance metrics, is a process to collect and analyse gesture-based interaction with your mobile app.

The data can be used to understand user behaviour analysis. For example, what features users use most often and where they need help. It also helps to improve the user experience, increase engagement, and drive more downloads.

1. The Metrics

There are many ways to measure app user engagement in mobile apps. Here are a few common metrics for mobile app analytics:

  • Active users: It measures the number of users who have opened your app in a given period.
  • Sessions: It can measure the number of times users open your app in a given period of time.
  • Average session length: The average time users spend in your app each time they open it.
  • Stickiness: It measures how often users return to your app after opening it.
  • Conversion rate: It measures the percentage of users who take a desired action, such as purchasing or signing up for a newsletter.

2. Method to Collect Data

There are many ways to collect data about how users interact with your app. Some common methods include:

  • App Store Analytics

App stores like Google Play and the App Store collect data about how users download and use your app. 

The data can include information such as the number of downloads, the average rating, and active users.

  • In-app Analytics

You can collect data about how users interact with your app using in-app analytics tools. 

The tools track user behaviour analysis, such as which pages they visit, which buttons they click, and how long they spend in your app.

  • User Surveys

You can also survey your users to get feedback about user experience with your app. It can identify areas where your app can be improved.

3. Analyse Metrics

Once you have collected data about how users interact with your app, you must analyse it to understand its meaning. There are many different ways to analyse data, including:

  • Data Visualization

Data visualisation is a way to present data visually, such as a chart or graph.

The method can help you to see patterns and trends in the data that might be obscure if you were just looking at the numbers.


  • Statistical Analysis


Statistical analysis is a way to use mathematical models to understand the data. It helps you to identify which factors are most important in influencing user behaviour.

  • A/B testing

A/B testing is a way to compare two versions of your app to see which one performs better. The method can test your app's design, features, or content changes.

How Mobile App Analytics Improves Your App

There are many ways to use mobile app analytics to improve your app and app user engagement, including:

1. Find Areas to Improve

User behaviour analysis can identify areas where your app can be improved. Users may need help completing a certain task or using certain features.

2. Make Data-Driven Decisions

Mobile app analytics can provide insights into user interactions, improve user experience, increase engagement, and drive downloads and revenue.

For example, you can use mobile app analytics to determine which features are most popular and least used and where users are dropping off in the app. It makes changes to your app to improve the user experience and make it more engaging.

3. Focus Marketing Strategy

Focus marketing targets are specific groups of customers or market segments, using data to identify and engage them with personalised marketing messages.

You can use mobile app analytics to identify frequent users who have made multiple purchases. Focused marketing can effectively reach your target audience and boost sales. Identify your most engaged users using data and target them with marketing messages that are more likely to convert them into customers.

There are many different tools available for mobile app analytics, including:

  • Google Analytics for Mobile Apps: It is a free analytics tool that provides data on user behaviour and demographics, in-app purchases, and advertising performance.
  • Flurry Analytics: The free tool provides user behaviour analysis, demographics, and engagement data.
  • Mixpanel: The paid analytics tool provides user behaviour and engagement data, funnel analysis, and A/B testing.
  • Localytics: It is another paid analytics tool that provides data on user behaviour and engagement, as well as push notification and in-app messaging capabilities.

4. Track App Performance

App performance metrics can help you track your app's performance over time. The data can be used to identify trends and make necessary adjustments to your app.

Wrapping Up

Mobile app analytics is a powerful tool that can be used to improve your app. By collecting and analysing data about how users interact with your app, you can make changes to improve their experience.

Many different tools and platforms are available, so you can find one that fits your needs and budget.

If you need more time to develop and measure your app, the VirtualSpirit team can assist you. Get a free consultation here.

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