Mobile app analytics helps a business understand how people use its application. Downloads and account registrations are useful context, but they do not show whether users complete the task the app was built for.
Choose the decisions you want to support before collecting events. A booking app might need to understand where users stop between selecting a service and receiving confirmation.
Define a completed task
Describe the outcome that matters, such as a confirmed booking, submitted report or completed purchase. Record the steps leading to it so the team can identify where users drop out.
Use consistent event names and definitions. “Booking complete” should mean the same thing in every report, rather than sometimes referring to a button tap and sometimes to an accepted reservation.
Distinguish behaviour from faults
A customer leaving a form may be changing their mind, while another may be unable to submit it because of an error. Combine task events with suitable error reporting to separate those situations.
Check whether a pattern relates to an app version, device type or particular screen. That context can make an investigation more useful than a single overall abandonment percentage.
Collect only useful information
Decide which data is necessary for the analysis and how the app explains relevant tracking choices. Avoid putting private form contents, credentials or unnecessary customer details into analytics events.
Plan access and retention for the reports. The objective is to improve the product, not to create a second uncontrolled store of customer information.
Turn findings into a change
Choose a specific problem, make a focused improvement and compare the relevant measure afterwards. Consider other changes that could affect the result, such as a new campaign bringing a different audience.
Listen to user feedback alongside the numbers. Digital Solutions can help plan app measurement around useful journeys so the information collected supports decisions about design and functionality.