13 Mobile App Measurement
Tracking Mobile Apps
Mobile analytics while conceptually similar to Web tracking, is infinitely more complex. As the online world moves increasingly to mobile environments, it’s crucial that businesses adapt not only their online presence to include mobile, but also their measurement strategy.
Why is Mobile Important
There are now more users on mobile than on desktop devices. A recent study, shown in Figure 13.1, by Marketing Land shows the rapid growth of mobile in the last few years. The trendline is startling and this will only grow, particularly with the astounding rate of mobile adoption in emerging markets.
Figure 13.1 The striking growth in time spent by users in mobile apps.
Source: http://marketingland.com/apps-eat-digital-media-time-with-top-3-capturing-80-percent-143555
Crucial to your overall marketing strategy, mobile analytics helps you understand:
- How often people interact with your app.
- What information in the app is important to them.
- Which devices are popular so you can optimize the app accordingly.
- How to best engage with consumers.
Mobile Strategies
The world of mobile is unique in that it encompasses two very different, equally important and complementary platforms. Users interact with organizations on their mobile devices using both browsers and apps. When we speak of mobile analytics, we are referring to both mobile ...
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