Basics of digital marketing - Mobile Market Analytics

Mobile Market Analytics refers to the process of collecting, measuring, and analyzing data from mobile users, apps, and devices to understand behavior, improve performance, and make informed marketing decisions.

It helps businesses understand how users interact with their mobile apps or mobile websites and how effective their mobile marketing strategies are.

 Objectives of Mobile Market Analytics:

1. Track User Behavior
   Understand how users navigate the app, what features they use, and where they drop off.

2. Measure App Performance
   Monitor load times, crashes, user sessions, and screen flow to improve user experience.

3. Analyze User Acquisition
   Identify which marketing channels (ads, social media, referrals) are bringing the most downloads or installs.

4. Monitor Engagement and Retention
   Measure how often users return to the app, how long they stay, and which content they engage with the most.

5. Optimize Monetization
   Track in-app purchases, ad clicks, and subscription data to increase revenue.

Common Metrics Tracked:

• Daily Active Users (DAU) / Monthly Active Users (MAU)

• Retention Rate

• Churn Rate

• Average Session Length

• Lifetime Value (LTV)

• Conversion Rate

• Install Source (organic or paid)

Popular Tools for Mobile Market Analytics:

• Google Firebase Analytics – Free, real-time data tracking for mobile apps.

• Mixpanel – Behavioral tracking and funnel analysis.

• AppsFlyer – Attribution and campaign performance tracking.

• Adjust – Install and ad campaign analytics.

• Flurry – User engagement and session tracking.