App analytics, also called mobile app analytics, is a specialized field of mobile analytics. It helps to measure how apps work, identify unique users, map customer journeys and understand user behavior. With the gathered data, marketers and product teams can personalize content, optimize the user experience and review the app’s performance.

The key metrics you can track with mobile app analytics include:

  • Downloads
  • Installations
  • Registrations
  • Active users
  • Retention rate
  • Churn rate
  • Sessions and session length
  • Content impressions and interactions
  • Load time
  • Crashes/exceptions
  • Custom events

Main benefits of mobile app analytics:

  • Improving user acquisition – analyze how your marketing campaigns influence the number of new app users, evaluate your results on different marketing channels and identify the sources of the most valuable users.
  • Increasing user engagement and retention – analyze the full user journey inside the app, see what users interact with, how long it takes them to fulfill a certain task and when they decide to leave.
  • Optimizing user experience and app performance – resolve user experience issues by analyzing user engagement and retention to ensure your app is easy to navigate.
  • Increasing the number of in-app purchases in ecommerce apps and, as a result, increasing your revenue.

Find more about app analytics on the Piwik PRO blog:


  • Unlocking the potential of digital analytics in finance and banking

    Banks must ensure that their digital platforms are user-friendly, offering features like easy account management, instant transactions, integrated banking services in mobile apps, responsive customer service through chatbots or other digital tools, and more. Enhancing the overall digital experience can significantly reduce the likelihood of customers switching to competitors. 

    Read more

  • How can server-side tracking help your business?

    Alternatives to client-side tracking, such as server-side tracking, are becoming increasingly important in online marketing, especially as third-party cookies are gradually being phased out. Although Google has recently canceled its planned deprecation of third-party cookies, many browsers like Safari have already been blocking them since 2003. As a result, businesses seeking reliable and actionable information…

    Read more