App store analytics measures data on an app’s activity for app owners to examine and manage. There is a range of information available that serves as key performance indicators (KPIs) for evaluating marketing efforts and strategizing future campaigns. Installation performance, ad effectiveness, user behavior, in-app event performance, and user retention are some examples of the data offered, and the goal is for marketers to turn these datasets into valuable insights that can be used for effective app growth.
There are two types of app store analytics tools, which are app store-specific tools and third-party tools. App owners and marketers can decide which option is more suitable, depending on the scale of the app and the level of sophistication they wish to achieve.
Apple’s App Store Connect and Android’s Google Play Console provide firsthand analytics on the apps they sell. These tools receive direct performance data on the apps included in their storefront and regularly update with new user activity. Any app owner who published their app on the App Store or Google Play Store can access these platforms for free and receive insight on KPIs and store-specific measurements.
Third-party analytics platforms are external software that can be employed to track app performance levels. These tools are typically operated by companies that specialize in data tracking for web and/or apps and offer more premium features than app store-specific tools. The biggest advantage of third-party tools is that they allow marketers to filter data in various granular segments and compare their performance with that of competitors, all in one centralized platform. Hence, marketers may be able to receive a more in-depth analysis and make more accurate, expansive decisions. Some examples of third-party app analytics tools are MobileAction, AppTweak, Sensor Tower, and data.ai.
App store analytics are fundamental resources for sustaining an app. Marketers can accurately measure and analyze user activity, and this performance data essentially reflects users’ thoughts on an app, informing marketers on what is working and what is not.
Apart from marketing measurement, app developers can also use analytics tools to monitor the app’s technical performance and check for any errors, bugs, or inconveniences with the software itself. App owners can look into financial reports and improve budget allocations and pricing levels too.
Overall, app store analytics serve multiple functions that encompass every aspect of an app. They are vital to an app’s growth and offer important guidance to nurturing an app in the competitive mobile app landscape.