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Plan out your Mobile App Analytics toolstack
Planning out and equipping your Mobile App analytics toolstack is a challenging task. After all, with so many different products currently on the market, it can be difficult to identify the optimal tool for your unique needs.
And, even after building your mobile analytics toolkit, sometimes a number of questions relating to its full deployment stay unanswered – meaning the full potential for uncovering actionable insight remains untapped.
In this article, we will discuss three of the leading solutions currently on the market:
Read on to learn more about these tools, key considerations for their implementation, and the best way to apply them to empower your insights.
Monitoring Users In-App
Firebase, Google’s Backend-as-a-Service (BaaS) event management solution, has been a go-to for Mobile App developers. It is the successor to App tracking via the Mobile SDK that development and marketing teams applied to understand their users’ interactions in-app. Firebase integrates with Google Ads and Google Analytics, and, thanks to the massive popularity of Google Analytics, Firebase is probably the most used solution.
While it certainly offers the toolset to collect all the data required to monitor your application from the ground up, it is a developer-centric toolkit. Firebase applies an event-based data model to monitor your app. You can work on performance optimization by checking for crash analytics, monitoring performance metrics, and applying a ‘test lab’ approach to new features you plan on releasing. And, once you’re ready to continue your app’s development and grow your user base, you can lean on Firebase’s engagement and retention features, such as in-app messaging, dynamic links, and cloud messaging.
However, before you choose to implement Firebase, there are a couple of things to consider. As mentioned, Firebase is a development heavy undertaking, not surprising with a tool that essentially forces you to ask: “what do I want to measure?”. Once you know what data you want to collect, you must build your own reports by pushing the data through BigQuery into Data Studio to present that data.
Mixpanel is a robust Mobile App analytics tool that provides insight into how users interact with your product. It registers event logs and supports attribution.
One of the first things you’ll notice about Mixpanel is its intuitive dashboard. This tool’s ease of access is unparalleled, and many marketing, product, and development managers have noted how user-friendly the UI is.
Mixpanel’s top-notch host of features is also considered one of its greatest advantages, such as interactive reports, third-party integration, and push notifications.
Some of the most important features of Mixpanel, however, are limitless segmentation and cohort analysis, which enable you to assess your audience’s behavior in detail. Flow Reports provide additional user experience insight by closely following user paths and identifying possible pain points.
More advanced functions include unlimited saved reports, data modeling, impact reports with causal inference, group analytics, and data pipeline add-ons.
Still, precisely because of this wide variety of metrics to track and functions, it’s recommended to start small when adopting Mixpanel into your Mobile App analytics toolkit, as per Mixpanel’s own implementation guide. Among other important things to stay mindful of during Mixpanel implementation is how you approach identity management – building unique user identifiers that will allow you to track their actions across devices and platforms is key to a flawless Single Customer View.
Firebase vs. Mixpanel: Which to Choose?
You may have noticed there exists a significant overlap in the features Google Firebase and Mixpanel offer. As both are user behavior analytics solutions, they both require that you customize your event logging strategy.
To choose the tool that’s better suited for your business’ needs, it’s helpful to understand some crucial differences between Firebase and Mixpanel.
The two solutions perhaps differ the most when it comes to the range of user-based analytics they provide. On the one hand, Mixpanel allows you to track data based on user accounts and devices. On the other hand, unlike Mixpanel, Firebase can provide you with information centered on different, broader demographics, such as the age, gender, and purchasing habits of your users.
Analysis of these tools by e-CENS has also shown that while both solutions have excellent:
- deep linking
- third party integration
- push notifications
Mixpanel leads the way when it comes to attribution functionalities such as audience segmentation.
If you want fully-customizable data analyses and have the in-house capacity or wish to engage the developer capacity to set up data collection and create reports, then Firebase with DataStudio is a solid solution.
If you have a marketing team and few developers, and you want to “hit-the-ground-running” with pre-built reports, then Mixpanel is probably the best option. However, if you need custom tracking, you do need to commit to those development hours.
Before choosing to invest in either one of these tools, we recommend developing a firm strategy and setting a desired outcome of your mobile analytics implementation – and only then deciding which of these two Mobile App analytics tools will better serve your interests.
Getting Users On your App
A key component of your Mobile App Analytics toolstack is a tool that monitors your campaign, allows you to identify the best channels and strategies for getting users on your app, and more. Meet Adust.
Adjust Measure is a market leader in attribution. It provides a granular understanding of your users’ customer journeys to your app, allows you to determine which channels are performing well, and which need additional optimization. Adjust provides you with metrics such as:
- Impressions (a count of users exposed to your ad)
- Clicks (a count of users who followed the ad link)
- App installations (a successful campaign)
Attributing ad campaign success is an integral component of your marketing strategy. Not only is this information crucial for your marketing team in terms of content creation and strategy, but it should also influence budget distribution – allowing teams to focus funding on the channels that prove to be worth the investment.
Adjust does allow users to create custom events to track in-app user behavior such as in-app purchases, subscriptions, etc. However, it does not out-perform Firebase or Mixpanel in this regard. So, marketing teams often use Firebase and Adjust or Mixpanel and Adjust.
Adjust Advanced Feature Set
One of the advanced features that Adjust offers customers is their Callback API. Callback API allows you to serve campaigns to potential new customers as soon as their data has undergone segmentation. This means that potential new customers can be identified, segmented, and served an ad in near-to real-time.
Mobile App Analytics toolkit
With Adjust, providing your Mobile App analytics attribution tool, you gain key insights that can help you both vastly improve your users’ experience and reach important business targets. And, with Firebase or MixPanel, you can track how your audience interacts with your app and identify pain points, for example, addressing and rectifying churn rates, which in turn leads to higher retention and better ratings.
With the Right Partner, Mobile App Analytics Implementation is Made Easier
The Mobile App analytics tools market is growing every day. With so many specialized solutions and no unified list of features across different products and providers, to implement Mobile Analytics into every stage of your app’s lifecycle, you often need a diverse, multi-layered toolstack.
As a tool-agnostic provider, e-CENS is experienced with all the leading Mobile Analytics solutions in the market today. For more expert advice on different analytics tools and how they can be best applied to your business needs, please contact us.
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