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:

• Why On-Premises App Analytics Is the Way to Go
• Mobile analytics: A complete guide to optimizing the user journey inside your app
• Mobile app analytics: Best practices that help you do it right
• Comparison of 6 leading mobile app analytics platforms