Build an app.
Make people download it.
Those who manage to do both these things will tell you that the two lines above represent a great story.
Here’s why they’re wrong. The story doesn’t end here. There are many other things people never get to. Mobile app analytics is one of them.
An app’s journey never really ends.
Building it takes all the effort in the world (although there are easier solutions now).
Making people download it is another great challenge.
The lesser known and highly crucial next step is optimizing user retention.
Making people come back to an app is a tall order. There are many different avenues that have to undergo some kind of optimization in order to shore up user retention. One of these avenues is studying how existing users behave on the app. This requires the use of mobile app analytics tools. From an app developer to someone trying to convert WordPress to app, analytics is important.
This piece offers the ultimate guide to the 21 best tools for mobile app analytics.
Firebase is Google’s very own app analytics platform for developers. It offers developers insights on a wide range of app-related KPIs. It is one of the essential mobile app analytics tools partly because of its synchronicity with Google. Developers can analyse their Android, iOS, and web applications on Firebase.
Some of the features this free app analytics tool provides are –
- General data (app downloads, retention rate, session time, etc)
- App crash reports
- Hosting solutions
- A/B testing tools
- User segmentation
- Monetization info related to in-app purchases
- Integration with Google Ads
- Monitoring systems to check app performance
- Creating user funnels for multiple goals
Firebase is available on both free and paid plans. A paid plan is a much better option as the app grows and takes on more users. The pricing page provides all details related to the same.
Many developers use Firebase as it provides a single platform solution for hosting, testing, and material analytics. However, it becomes an expensive solution to all these operations as app users continue to grow.
Firebase’s association with Google also ensures that it has vast support resources to help developers.
#2- App Annie
App Annie is an app analytics tool that provides users information on the app market and the position of their app in it. It is easily one of the top five mobile app analytics tools around.
Even companies like Apple quote stats from App Annie when talking about app data and the mobile app market. It is a reliable platform for all things related to the app market and analytics that help improve user experience. In many ways, it is the most successful mobile app market analytics tool.
Some of the features App Annie provides are –
- Macro trends related to the different segments of the app market. This helps companies learn which segments have the most potential
- Insight into paid and organic marketing channels to increase app visibility and downloads
- App development data to bring in for popular features
- In depth in-app analytics to optimize engagement and drive up positive app store reviews
- Monetization data to make the most out of a mobile app
App Annie covers nearly 8 million apps and uses them as its chief data point to predict several trends. It is a perfect tool for teams with a lead strategist. App Annie provides a number of data trends that make it one of the few trusted app analytics tools amongst data and business analysts.
It is available to users in both free & premium versions and caters to both Android and iOS developers.
GameAnalytics is one of the few free app analytics tools that actually provides some useful insights to developers and analysts.
The name of the tool gives an insight into its prime audience. Game developers often use the tool to measure an entire range of gaming KPIs.
Mobile games cannot be analyzed like typical apps. They have a different set of performance metrics. This is where a powerful analytical tool like GameAnalytics can really help. Some of its most powerful features include –
- Live tracking of game performance
- Make custom changes to game without triggering a new update
- Map crucial gameplay issues hampering users
- Get insight on the outbound marketing mediums getting the most traction
- Manage an entire portfolio of mobile games
- The tool is completely free (yes, it’s true)
#4- App Analytics
App Analytics is Apple’s very own platform for developers and analysts. It only supports iOS apps as of now.
The best use of App Analytics is for optimizing app store visibility. It provides cutting edge data on app store views, in-app engagement, and tools to segment users and audience.
It is slightly less popular in comparison to its direct rival, Firebase. This is partly because it only caters to iOS apps. Another reason behind its lower usage is the relative simplicity of its features. Unlike many other mobile app analytics tools on this list, it doesn’t offer anything that truly stands out.
Some of its features include –
- Data related to users, subscriptions, and in-app purchases
- Apple App Store data (app page visits, conversion rate, and so on)
- Part of the Apple developer program
- Does not requisite SDK installation
- Only available for iOS apps
App Analytics is made available as part of the Apple developer program which starts at $99.
Mixpanel is the perfect solution to set up analytics for mobile apps. It provides a complete set of tools to measure user engagement and create custom reports based on the same.
It supports Android, iOS, and web applications.
This is the right tool for app marketers using funnels to bring in new users and drive existing ones towards multiple goals. With the help of rich segmenting tools, it allows app marketers to create various funnels and approach the mobile app market strategically.
Some of its key features include –
- Creating A/B testing campaigns for engagement
- Sending push notifications
- Tracking in-app user engagement
- Funnel approach to bring in new users and keep attracting old ones
- Available on both mobile and desktop
- Provides analytics for Android, iOS, and web applications
Mixpanel comes in both free and paid versions. The paid version is worth $999 per year.
Localytics is mainly known for providing the option for sending high quality push notifications. However, it actually provides info on several other performance metrics such as user retention, leaving users, attribution models, and so on.
App marketing pros often need a tool to manage a major tenet of their work – user retention optimization. Localytics is a very focused tool for such professionals and offers exactly the type of metrics needed.
Some of its most popular features are-
- Push notifications to wake app users
- Data on user retention, uninstall rates, and attribution
- Mobile CRM access
- Session related info
- Event tracking
- Segmenting users to reach with notifications
- Available for Android, iOS, and web applications
Localytics is not the best tool for product developers. It is geared towards helping app marketers and analysts. Users have the option of availing the mobile app analytics tool for free or going for the paid version.
#7- Facebook Analytics
Facebook Analytics makes it to the list partly because of its name. Many apps use Facebook marketing to track and find new users. During this process, they also onboard themselves on Facebook Analytics.
While it’s not the most advanced mobile app analytics tool around, it does have some good features. It provides data on different user demographics that help users identify their audience on a deeper level. Other metrics and features it covers include user retention rate, funnels, and user segmentation.
Some of its highlights include –
- Reliable demographic data
- Free to use
- Ideal for beginners in mobile app analytics due to simple interface
- Reliable tool to track users coming from Facebook
Facebook Analytics also doesn’t provide any kind of user support.
Appsflyer is also amongst the most reliable mobile app analytics tools. Many analysts like to use custom tools that help them see the exact data they want to. Appsflyer helps in this regard.
From tracking in-app behavior to measuring overall ROI from different campaigns, Appsflyer is the kind of tool every company dreams of having once it crosses a certain threshold of app users. A small-time blogger trying to convert WordPress to mobile app can find a lot of use in Appsflyer, as can a global conglomerate with a whole suite of mobile apps.
Some of its features include –
- Deep analytics on in-app events
- Variety of attribution models
- Deep linking capabilities
- Available on both desktop and mobile
- Serves Android, iOS, Windows, and a range of other platforms
Appsflyer can be used on a 30-day free trial. Users can take up a custom plan specific to their needs.
#9- UXCam App Analytics
As the name suggests, this is one of the few app analytics tools focused on user experience. UXCam provides a multitude of factors and offers a range of metrics related to app user experience.
This is the right tool for those with a lot of app users who seek to understand their user behaviour on a deeper level. The kind of KPIs it provides are very unique and not readily available on any given analytics tool.
Some of its most popular features include-
- Mapping user journeys across the app
- Study app sections most visited and least frequented
- Find bottlenecks where users find problems
- Discovering potential for more engagement on each app screen
- Study funnel and discover the point where users exit most often
UXCam can seriously improve a common metric like user retention if it is used optimally. It is vital not to succumb to the mountain of data this tool provides. Currently, UXCam analyses apps on both Android and iOS platforms. It comes with a free trial and later asks users to graduate to a paid plan. Pricing is custom and subjective to the requirements of a given app.
Analysts often need analytics tools that study important data points related to app users. Kochava is one such tool dedicated to helping users discover important pointers related to their app audience.
The best practices in mobile app analytics involve making a concerted effort towards understanding the users. This is crucial from a user experience standpoint. Kochava helps turn the spotlight on app users and find areas to improve app performance. Here are some of its best features.
- Analysing long term value (LTV) of each user
- Comprehensive data on user retention optimization
- Live app user data
- Funnel-based analysis of users
- Preventing click fraud
- Creating user cohorts
Kochava offers both free and paid versions. All details are available on its pricing page.
Amplitude offers in-depth analysis on various app-related KPIs such as user retention and offers tools that help segment users. It is a great way for apps to segment their app users into different cohorts and extract more visits from each.
Analysts tend to like Amplitude because of its inherent focus on quantitative data and analytics. Other app marketing practices such as funnel targeting are also part of the Amplitude platform.
Some of its highlights are listed as follows –
- Providing in-depth funnel data
- Segmenting users according to different attributes
- Deep dive into quantitative analytics
- Live app user data dashboard
- Creating custom dashboards
- Sound support
Amplitude has some drawbacks too. It takes a little time to get used to the platform. Furthermore, it does not come with any readymade dashboards. Users have to customize and set up their own.
#12- Adobe Analytics
How can Adobe stay behind when we speak of user experience analytics and metrics? Adobe Analytics is amongst many other tools offering cutting edge insights to app users. Its speciality lies in helping users learn exactly how people discover an app, download it, and continue using it for a long period of time.
In simple words, it offers users a comprehensive insight into how people use their apps.
Here are some popular features the analytics tool offers –
- Mapping user journey from app download to usage
- Enables custom report generation functionality
- A variety of attribution models
- Allows customized implementation
- Does not have a free version
The drawback Adobe Analytics faces is its high price. Many small businesses and startups cannot match the enterprise pricing of the tool.
Flurry is Yahoo’s very own app analytics tool for the mobile app market. It is popular amongst a sizable number of app analysts and marketers. Its depth of functionality and features are very similar to analytics tools from other major platforms like Apple.
Flurry is a great tool for an app analyst new to the field and still learning the ropes. It has an easy-to-understand UI that helps young budding analysts find their way in the field. It even helps entrepreneurs without a background in hard core data and app analysis.
Some of the features it provides are-
- Tracking various in-app events
- Funnel analytics
- Audience segmentation based on a variety of demographics
- Creating cohorts to study user behaviour and engagement separately
- Provides analytics for Android, iOS, and web applications
Tune is a one-stop solution to mapping and managing an app user’s journey. The integrated nature of the platform make it a natural choice for many analysts tired of using different tools for mobile app analytics
As a tool, Tune covers various user touchpoints to create different Attribution channels. This helps a lot in later planning a marketing campaign as analysts can choose channels that bring the most users. It is ideal for someone making an app by trying to turn WordPress to mobile app.
Some of its features are-
- Bringing together a variety of user touchpoints
- Mapping user journey at a much deeper level
- Funnel analytics
- ROI metrics
- User-oriented attribute channels
- Fraud prevention
Countly is a very effective tool to start mapping the various quantitative analytics of an app. It provides an inside look into key metrics such as user retention. It is ideal for new analysts seeking to set up analytics for mobile apps and learning new things such as funnel segmentation.
The reason Countly finds a lot of takers is that its analytics platform is open source. Users can additionally host the analytics platform on their own servers. Some of the key features of this tool are-
- Open source analytics platform
- Allows on-site hosting
- Extendable functionality with the help of plugins
- Open to customization
One of its drawbacks is that its interface is not very user-friendly. Furthermore, it doesn’t provide a wide range of cohort or event tracking.
Countly is open source. However, it also has a special paid version currently priced at $500 per month.
Appsee is especially popular amongst analysts seeking to get an in-depth view of user experience. It tracks user activity and engagement on a very deep level. It is one the top mobile app analytics tools partly because of its user experience focus.
The tool allows analysts and marketers to see exactly what users are doing. This is made possible with the help of heat maps and video recording sessions. Eventually, analysts can learn a lot from such a deep level of analysis. Insights gained from Appsee later help optimize the experience of using the app. Anyone trying to convert WordPress to mobile app must consider the use of Appsee at some point.
Here are some of its primary features –
- Video sessions to check how users are interacting with the app
- Heatmaps to find the app sections most visited and least frequented
- Creating visual reports that help analysts explain findings effectively
- In-app data tracking every little event
Appsee comes with a free trial. Users can later graduate to a paid plan.
There is no shortage of fraud in the mobile app market. It is common for apps to have cases of fraudulent app installs that muddy all app metrics.
Interceptd is a powerful fraud prevention tool. It stops malicious parties from deploying fake app install campaigns and keeps all relevant app metrics free of adulteration. The tool also helps optimize clean traffic coming to the app in order to make sure all app data and usage is genuine.
Here are some of its main highlights-
- Preventing fraudulent app installs
- Tracking events inside app to give a better picture of user engagement
- Optimizes clean traffic coming to the app
- Makes sure app metrics represent genuine app users
- Also helps stop ad fraud
Interceptd currently supports both Android and iOS applications. It offers a free trial for a few days before asking users to take up a paid plan.
Adjust is an ideal tool for analysts focused on the marketing side of things. It is a platform geared towards offering support to marketers on info such as cohort analysis, LTV, event tracking, and so on. Adjust offers live data for each of these app metrics. For those looking to avoid app marketing mistakes, this platform is the best.
One of the special features of this platform is that it allows users to sync important data back to their business intelligence platform. This is especially helpful for companies that already have a centralized BI framework and only need reliable data.
Some of the notable features of Adjust include –
- Fraud prevention
- In-depth event tracking
- Live data on all important app metrics
- Advertising data
- Access t0 raw data for BI analytics
Adjust currently offers it services for Android, iOS and Windows (store and mobile) applications. It offers fixed-price as well as custom plans to its users. If used well, Adjust is one of the top mobile app market analytics platforms.
Fraud prevention is a major reason people turn to analytics tools. Traffic Guard is one such tool as it provides protection from all kinds of digital fraud.
Malicious parties often deploy fake app install and click campaigns to sabotage app metrics. This makes it very difficult for analysts to separate good data from bad.
TrafficGuard helps prevent these fraudulent campaigns from harming app data. Some of the standout features of the tool are –
- Uses machine learning algorithms to identify malicious parties
- Prevents a variety of fraud schemes related to app installs and click ad fraud
- Identifies trends and patterns malicious parties tend to follow
- Supports both Android and iOS applications
It offers both fixed-price and custom plans. A number of different companies, brands, and organizations with mobile apps trust TrafficGuard for fake app install campaigns.
SocialPeta is an exclusive tool for app marketers focused on online advertising. It offers unique insights and intelligence on advertising solutions for both ad publishers and advertisers.
App advertising is a growing field. As the increase in mobile app usage continues, app advertising will only become more important. Both publishers and advertisers need an analytics platform that helps them achieve their objectives.
SocialPeta offers unique insights on both increasing app ad monetization (for publishers) and valuable visibility (for advertisers).
Some of its unique features include-
- Providing ad intelligence
- App market insights
- Game app advertising data
- Ad cost optimization
- Audience research analysis
Singular is a very useful app marketing platform for companies desperately trying to maximize ROI. The app market is filled with companies that are not able to get a net positive out of all their campaigns. Singular helps in this regard and offers real cutting marketing analysis to optimize overall ROI.
To maximize ROI, Singular uses a range of different algorithms that predict which marketing channels provide better possibilities. This allows users to invest in the right marketing channels and steer clear of those that precede disaster.
Here is some info about the tool-
- ROI optimization with the help of a variety of real-world algorithms
- Ideal for evaluating and reviewing investment in marketing and advertising campaigns
- Available in free demo version
- Works for Android, iOS, and web applications
Airship is a marketing automation tool. It is a great add-on for a company without a large marketing department.
Along with a vast set of app marketing tools, Airship also provides an intelligence system that predicts the segment of users most likely to have a high LTV. Furthermore, it provides a ton of solutions on optimizing user retention, reducing churn rate, and other crucial app metrics. It is an ideal solution for someone who plans to have a lot of users after finishing the process to turn WordPress to mobile app.
Here are some of its special features –
- Making available a range of different app marketing tools
- Intelligence tool to track user behavior and predict the right cohorts to target
- Solutions to optimize churn rate
- Demo version available
Part of Airship’s appeal is its integrated nature. It is ideal for a company that has a small marketing team but a large base of app users.
Taplytics is a highly-advanced mobile app analytics tool. It is a complete analysis platform catering to analysts working in various different sectors and industries. One of the main reasons behind its popularity is that it integrates with both Google Analytics and Mixpanel.
Taplytics provides a range of different features, from A/B testing to push notifications and metrics for TV-based operating systems. The ability to provide data for TV-based systems really sets Taplytics apart especially now when smart TVs are very popular.
Some highlights of Taplytics include –
- Event tracking for a range of in-app touchpoints
- Integration with Mixpanel and Google Analytics
- A/B testing tools
- Data from TV operating systems such as Android TV, Amazon TV, tvOS, and so on
- Push notifications
Taplytics can provide data for iOS and Android along with a range of TV operating systems.
Some Important Questions (and their Answers)
Q. Why is mobile app analytics important?
Data helps analysts separate the wheat from the chaff. In a cluttered digital world, data can provide a plain answer. Mobile app analytics is a sum of different techniques analysts use to study data and draw conclusions. It is pivotal for the growth of mobile apps.
Q. What role do tools play in mobile app analytics?
Doctors know the difference between the heart rate of a healthy and unhealthy person. However, they still need a stethoscope to measure heart rate.
The role of tools in mobile app analytics is to assist analysts as they study data. Naturally, some tools are more intelligent than others. Analysts must find the right tools for the job at hand.
Q. Should I use every tool on this list?
No. There is no shortage in the market for app analytics tools. The key lies in identifying the right ones. Every tool can help complete a task, and every task needs a specific tool. You must identify the tool you need for your specific app and its domain.
This piece is the ultimate guide to mobile app analytics tools. The order of the list may change depending on the experience of an analyst. However, some of the tools in this list can really help apps accelerate their growth trajectory.
Tools can help provide insight, but the key to moving forward lies with the analyst. Companies and analysts must look at tools as a means to an end. Buying every tool is not a guarantee for success. Smart use of even a single free app market research tool can benefit more than overuse of an analytics platform with a world of different features.