More than 2.2 million apps are available for download on the Apple Store. The Google Play Store on the other hand, hosts more than 2.8 million apps. Having said this, and in combination with the fact that 57% of all digital media usage comes from mobile apps, it’s a no brainer that we have something big here.
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In case you are planning to launch your app, there are a couple of things you need to have in mind in terms of tracking and monitoring, in order to avoid any future…surprises.
Analytics
When launching a new application it is really important to have Analytics installed and to monitor as many activities as possible on the app. It goes without saying that you need to have the primary platforms in order to be able to create smart campaigns and have all the data you need to analyse the results.
Google Analytics
- A generic overview of the visitors that allows for an in-depth analysis of their behaviour.
Google Firebase
- Provides tools for tracking analytics, reporting and fixing app crashes and creating marketing and product experiments (A/B testing)
Facebook SDK
- Connects the app with the Facebook platform and allows the monitoring of events that take place within the app. These events are being attributed to the relevant campaigns.
Activities
Once all the relevant tools are installed, you need to make sure to have set up all the relevant attributes to make sure what needs to be recorded is in place.
The activities are:
- Events Mapping
- Funnels and Audiences
- Data Studio
These are customised for each app and what needs to be done is an in-depth analysis of the app and the activities & goals that need to be considered.
Events Mapping
In order to provide a detailed event mapping, we need to have all the screens that the app has. Then all the activities that can be executed are noted and we create a list of events that we need to monitor.
For example, if we have an e-commerce app, the main events we need to monitor are:
- Opening the app
- Visiting a Category Page
- Visiting a Product Page
- Adding to basket
- Check out
What we also need to clarify, is what type of event this is, if it’s an event that fires upon clicking a button or if it’s on page load.
Within the screens below you can see a lot of options that can be added as events:
Once the above are set up, you are one step closer to understanding what the users do when using your app. This is a vital step towards the success of any campaigns and the app as such.
Stay tuned for Part II.