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Bridget Black November 1st, 2021

If you’ve reached the end of your iOS or Android app development journey, you might be thinking ‘Hurrah! My app is ready to go!’ Truth be told, the hard part is only just beginning — attracting customers and keeping them interested in your new digital product.

As is the case with any type of software, the mobile app development industry is incredibly competitive. Whether you’re targeting Android or iOS users, you are going up against thousands of other businesses that are trying to attract the exact same customer pool as your own company. It’s a big enough battle to have people find your app, let alone keep them as active users.

While you should feel safe in the fact that Australians are amongst the most prolific app users in the world, it also pays to keep in mind the fact that an estimated 35 percent of us download an app only to use it once. Not particularly heartening statistics, huh?

The good news is that there are tools in your arsenal that can help you track user behaviour to set up a strong marketing strategy that will ensure long-term success. The even better news is that Newpath Web is here to help with every aspect of your app development and marketing plan.

As a leading provider of app development in Melbourne, we understand how competitive the space is and what steps are needed to achieve success. Whether you’re just launching an app or trying to build an audience for an existing software, Newpath Web is here for you.

What are mobile app analytics?

Let’s start with a few definitions. Analytics is defined as the ‘systematic computational analysis of data and statistics’. What does that mean? Well, analytics can be thought of as a branch of marketing that uses real data to make informed decisions.

We all know how important data is in the modern world. Without customer data, it’s near impossible to predict trends and make intelligent moves designed to reach your target audience.

When it comes to mobile applications, be they iOS or Android, there are a few key KPIs (Key Performance Indicators) that you should be thinking about keeping a close eye on. These include:

Retention rate
Retention rate refers to the number (or percentage) or users who continue to use your app following an initial download. On the other side of the coin, retention rate can also alert you to the ratio of users who abandon the software.

Uninstalls
Many of us use an app a couple of times and then completely forget that it’s on our phone. Going to the effort of uninstalling an app really indicates that you’re not a fan of the software. A high rate of uninstallation can alert you that there is really something wrong with your app that’s worth investigating.

User growth rate
User growth rate can measure new users over a specific time period. This is particularly useful if you want to see results on a specific marketing campaign or increased advertising spending.

Customer demographics
If you’ve done your planning and development right, you likely have a specific demographic that you’re targeting with your app. Tracking customer demographics (including age, location, traffic source, and device type) is therefore very important.

ROI (return on investment)
Building an app costs money. There are many ways to monetise an application to get a return on your investment, from pricing it at a fixed cost to in-app advertising. Whatever strategy you choose to use, ROI data can let you know how successful you have been in earning back what you’ve spent.

Mobile app analytics tools

As you can see, tracking mobile app analytics is incredibly important to ensure long-term success. Fortunately, there are a range of tools that can be used by marketers to help obtain the data you need to make informed decisions.

Before handing any of your customer data over to a third party, make sure they understand the importance of privacy and security. As such, we would recommend only using analytics tools that are developed and maintained by reputable companies, such as Google and Apple.

Firebase
Firebase is an official Google platform that allows users to not only conduct Android app development but also engage with customers once an app has been developed. The software can provide you with analytics, run experiments to test user behaviour, and even predict future user behaviour using AI technology.

App Analytics
In a similar vein, App Analytics is Apple’s official platform for the tracking of performance and data of iOS applications. App Analytics provides in depth information on how visitors find your app, engage with it, and the relative success of your marketing campaigns.

How analytics can be used to ensure success

It’s clear that the process of Android or iOS app development does not stop once the software itself has been built. Engaging with your customers through analytics can provide relevant information about user experience and simple modifications you can make to improve app performance.

As one of the top companies providing app development in Melbourne, Newpath Web understands that the process of building an app is a comprehensive one. We are a full digital services agency, meaning our developers and marketers work hand in hand to ensure your success. Contact us today to learn more about the services we offer and how analytics can be used to your benefit.

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