Why you need mobile data analytics tools.
Jan 10, 2022
Summary:
- Mobile data analytics tools capture in-app and mobile web behavior, going beyond basic metrics like page views and visits to support real-time analytics and segment analysis.
- Advanced platforms provide capabilities such as session replay, heatmaps, anomaly detection, funnel analysis, and retention tracking to improve user retention, engagement, and conversion.
- Mobile analytics are critical because mobile interactions are fewer but more impactful, helping teams quickly identify friction points, technical errors, and the features that drive business value.
- Product, marketing, UX/UI, engineering, and IT/Ops teams all rely on mobile data, and modern tools help break down data silos created by separate mobile and web analytics solutions.
- Quantum Metric offers SDK-based mobile integration and unifies mobile and web analytics into a single platform, giving organizations a comprehensive view of the customer journey across devices and channels.
What are mobile data analytics tools?
Mobile data analytics tools capture data from mobile applications and websites. They track journeys, report behaviors, and generate reports of how your app is performing.
With mobile data analytics, teams can determine how to better drive user retention, engagement, and conversion.
More traditional mobile analytics track:
- Page views
- Visits
- Visitors
- Strings of actions
- Location
- Device info
- Login/logout
- Custom event data
To ensure that your app is competitive in 2021 and beyond, your organization should be investing in more advanced tools such as real-time analytics and segment analysis.
Real-time analytics, for instance, enable teams to proactively anticipate user problems before they impact your business’s bottom line. Real-time alerts engage admins and other team members when something meaningful is happening, such as a sudden drop in conversion rates. This way, digital teams can address problems before they negatively impact more users.
Segmentation, on the other hand, helps differentiate users based on location, demographics, devices, and behavior. Teams need to have visibility into how mobile apps and websites perform differently on Android vs. iOS devices.
Today’s advanced mobile analytics platforms also come with:
- Session replay technology
- Custom dashboards
- Interactive heatmap tools
- Automated funnel analysis
- Anomaly detection
- Customer journey analytics
- Scalable analytics
- Retention rate detection
Why mobile data analytics tools?
For many companies, mobile is becoming the most important digital channel. Traditional analytics tools that emphasize web analytics (like Google Analytics) is just the start.
On mobile, people tend to take fewer actions. They are not clicking, double clicking, or moving their cursors. Instead, they touch, swipe, and hold. Mobile actions have a larger impact. This means that one or two friction points have a greater impact on conversion rates and your business’s bottom line.
With mobile data analytics tools, you can identify friction points and technical errors faster so that you can drive conversion rates. These platforms are crucial for crafting world-class mobile experiences.
Mobile analytics tools help companies answer important questions, such as:
- Why are visitors drawn to the mobile site or app?
- How long do they stay?
- What is the churn rate?
- What features drive the most business value?
- Where do they encounter problems?
- What leads to conversions, like purchases?
Who uses mobile analytics tools?
Mobile data is crucial for a number of teams across the enterprise, including product, marketing, sales, engineering, and IT/Ops. Mobile analytics are becoming increasingly important in industries such as media, retail, travel (http://localhost:10003/blog/airline-digital-transformation/), and business.
UX and UI teams, for instance, leverage mobile analytics to analyze user behavior and measure the impact of new features. Technical teams, on the other hand, are more interested in performance metrics like API failures.
Can you combine mobile and web analytics into one platform?
In the past, some companies would build their tech stacks by partnering with one vendor for mobile devices, and another for web analytics. Physical differences in screen sizes and user experiences required different types of platforms.
Companies have benefited from mobile analytics platforms such as Braze and Firebase, but such tools have led to data silos.
Modern product analytics platforms like Quantum Metric, however, track users on both mobile and desktop devices. This way, teams can compare conversion rates and user engagement across different channels. This leads to a unified view of the customer experience across all devices and channels.
How to integrate your mobile data analytics tools with Quantum Metric.
Most data analytics software integrates into your company’s existing websites and apps.
Quantum Metric accomplishes this by providing software development kits (SDKs) for your mobile applications. Teams can start capturing data with a one-time SDK deployment–no future code configuration necessary. The SDK enables you to capture any native application screen or view.
With Quantum Metric’s out-of-the-box metrics, enterprises can start getting mobile data insights with minimal client-side coding.
More importantly, Quantum Metric pairs mobile and web analytics, so that your digital team can receive a truly unified view of the customer across devices, systems, platforms, and operating systems.