Before we dive into the major analytics of mobile marketing, let us first ask, what mobile marketing really is? In simple words, it is an online marketing strategy targeting a specific audience on smartphones, tablets and related devices. Here, digital marketing takes place through websites, e-mails, social media, mobile apps, SMS or MMS. The major purpose of mobile marketing is to generate quality leads and raise brand awareness.
Using mobile marketing analytics allows marketers to track, measure, and analyze data about how mobile users are engaging with mobile sites and apps. This data can be extremely valuable for identifying mobile marketing strategies that are either highly effective or underperforming. To go further, many organizations leverage Mobile Measurement Partners (MMPs) as a central source for gathering and analyzing cross-channel data. MMPs provide marketers with reliable insight, and more importantly, correct attribution of user activity across campaigns, which makes mobile marketing analytics more actionable and trustworthy.
1. Advertising/ Marketing Analytics
There is a high possibility that most of the target audience won’t even know that your app exists even if you develop an incredible, top-notch app, because, it is through advertising and ad networks that you will be able to attract loyal users- those who install the app, actively engage/use the app and contribute towards the financial elements of the app.
Partnering with multiple ad networks is one of the best strategies to run a successful ad campaign. By doing so, you will be able to increase the installs, engagement and financial metrics of your app. The following are a few marketing analytics (advertising analytics) that will clearly show the performance of your app in the market:
- Installs
- Clicks
- Opens
- Registrations
- Purchases
- Level achieved
- Content viewed
- Custom events
- Shares
- Invites
2. In-App Analytics
Every app caters to a certain goal or objective and the most successful and popular apps are the ones that fulfil these user goals in the simplest manner possible. This is where the in-app analytics, that, is, the data on the way in which each user is behaving inside an app. This data can help marketers to optimize and improvise their app based on user behaviour data.
Some common questions that the marketers can ask to obtain the in-app analytics data-
Device Profile
- What is the type of user device (Mobile Phone/ Tablet/ Other)?
- Who is the manufacturer of the device used by a particular user?
- What is the device’s OS (iOS/ Android/ Windows/ Other)
User Demographics
It involves data on the Location, Gender, Approximate age and the Language spoken by the user. It also helps to find out whether the user is a New or a Returning user.
In-App Behavior
The in-app behaviour of the app users can be comprehensively analysed with the indicators such as buttons clicked, ads clicked, purchases made, levels completed, articles read, screens viewed, etc.
3. Performance Analytics
The performance of the app is another key factor that is crucial for meeting user expectations and user experience. App uptime and App responsiveness are the two key indicators of an app’s performance and no matter how well you have coded your app, there are a few roadblocks in the performance of an app-
Complexity Factor
Several apps have a high dependency on third-party services such as Cloud Storage and Facebook for storage and login respectively. The performance of the app is directly affected by the availability and the speed of third-party services.
Variation in Hardware
Different mobile devices have different hardware specifications. For instance, the iPhone and the iPad vary from each other in their processing power and memory. Similarly, all Android devices do not have uniform hardware, storage or memory specifications. Thus, if an app is available on multiple platforms, its variations should be considered and the marketers must ensure that these variations do not negatively impact the app’s performance.
Device Network
It plays a massive role in the performance of an app. A high-speed network such as the 4G LTE will result in a better app performance as compared to a slower or a low-speed device network.
The following are some of the performance analytics indicators that marketers must use to analyze the performance of their apps-
- Application Programming Interface latency, i.e., it is the time taken by the API system to respond to an API call
- Carrier/network latency
- Errors
- Crashes
- Exceptions
- Data transactions
Final Thoughts on Analytics of Mobile Marketing
Each of the above-discussed analytics of mobile marketing- Advertising/ Marketing Analytics, In-App Analytics and Performance Analytics, when efficiently utilised by the marketers can drastically improve the quality of their apps and can help them become a pro at mobile marketing.
Through Marketing Analytics, you can allocate your ad spend to the top-performing ad networks and partners. Similarly, with the aid of In-App Analytics, you can get information about your users and their in-app behavior. This data can help you to improve the app’s conversion paths for increasing the quality leads and customers. And, lastly, Performance Analytics can help marketers to monitor the app inefficiencies and it helps maintain the uptime and responsiveness of the app.
FAQs
1. What are the key analytics of mobile marketing every app marketer should track?
The major types of analytics in mobile marketing include advertising analytics (which include installs, clicks, registrations, purchases); in-app analytics (user demographic data, device profile, and tracking user behavior); and performance analytics (app crashes, API latency, and network performance). These insights can help marketers adjust campaigns, engage users better, and improve the app experience.
2. How do advertising analytics improve mobile marketing campaigns?
Advertising analytics support marketers in measuring the success of paid campaigns by tracking installs, clicks, purchases, and custom events. Analysis of this data allows mobile marketers to determine which ad networks and creative are delivering the most engaged users, enabling better ROI and ad spend allocation.
3. Why are in-app analytics crucial for user engagement?
In-app analytics provide granular insights about users’ engagement with your mobile app– buttons users clicked, content they consumed or levels they completed. These insights provide a clear picture of user demographics, behaviors and preferences. By utilizing in-app analytics, digital marketers can optimize app experiences, minimize churn, and improve customer lifetime value.
4. How do performance analytics impact mobile marketing success?
The performance analytics report measures the responsiveness of the application, uptime, crash reports, and errors. Because the user experience is directly related to the performance of the application, monitoring these metrics makes sure users can use the app without problem on any device or network. Performance analytics data can be used to optimize and improve the user experience, which is beneficial for retaining users, preventing churn, and keeping and maintaining app store ratings.
5. How can businesses use analytics of mobile marketing to boost ROI?
Businesses can leverage mobile marketing analytics to determine which ad channels have the best performance, improve user journeys within an app, and resolve performance issues at scale. With advertising data, in-app data, and performance data aggregated, marketers can improve budget allocation, boost user satisfaction, and achieve a better return on investment.
