Top 15 Product & Mobile App Analytics Tools

Elif Ilbars
Dataroid
Published in
13 min readOct 8, 2021

--

After long months of digital product development, everything may seem complete. In fact, the most important stage comes next: the journey of being consistently confident about the success of the product. And this journey is best accompanied by analytics tools.

In the digital era we’re living in, product analytics has become a necessity for development processes for many reasons. One of the most important of these tools is mobile app analytics. Mobile app installs increasing by 50% by 2020 (https://www.businessofapps.com/news/mobile-app-trends-2021-report-reveals-2019-2020-50-jump-in-apps-installs/) and the massive number of users who can now do all their transactions on mobile show that it is now a necessity to ensure the continuous development of mobile apps by analyzing them.

Analytics tools aren’t just used to improve the experience. Thanks to them, you also have a huge amount of user data waiting to be processed. Which areas of the app users interact with more and in which areas they encounter problems stand out as very important detection areas for development. All collected data can be analyzed to improve the experience with analytics tools, turning it into an action plan that makes users’ lives easier.

The usage targets of mobile app analysis tools are variable for each company. Sometimes it is to grow the user base, sometimes to increase brand awareness by increasing in-store traffic, sometimes to force the user to make in-app purchases, and sometimes to provide a better holistic experience. In the light of these goals, the conversion can be maximized by optimizing the experience with help of mobile analytics platforms.

Types of Mobile App Analytics Tools by Functions

Mobile application analysis tools can be grouped under 4 types:

  • App marketing analytics focusing on app downloads and app store data,
  • App advertising analytics used in marketing campaigns to measure app installs, in-app behavior and ad clicks,
  • In-app behavioral analytics that analyzes demographics and user behavior data within the app,
  • App performance analytics alongside in-app data analysis, pushes user behavior into the background and deals more with machine performance services such as API and crashes (https://clevertap.com/blog/types-of-mobile-apps/).

I examine the 15 top tools in detail so that the most suitable mobile app analysis tool can be selected for company needs and goals.

Google Analytics

Pricing: Free and paid plans

Platform: iOS, Android, and web

Key Features:

  • Audience & Custom reports
  • Channel Grouping
  • Goal and Event Tracking
  • Flow Visualization
  • Segmentation
  • Campaign Measurement and Tracking
  • Conversion Tracking

Source: https://blog.google/products/marketingplatform/analytics/new-way-unify-app-and-website-measurement-google-analytics/

Google’s in-app analysis tool, available on iOS, Android, and many other platforms, can analyze the data with high performance. Google Analytics, which can be integrated with most websites, provides a detailed measurement of success by analyzing all the actions on the site and every detail of the application. It provides all kinds of information about the target audience, including how users access the application, how long they spend in the application, and in which areas. The Google Analytics SDK for mobile is part of the company’s Universal Analytics and works for any platform. Google Analytics launched the “combined app and web analytics” feature to get a unified picture for the app and website. This feature provides more integrated reporting across the app and web than ever before, using a single set of metrics.

App Analytics by Apple

Pricing: Free (for developers already subscribed to the Apple Developer Program & 2 subscription packages) and paid plans

Platforms: iOS

Key Features:

  • App Analytics
  • App Store and Usage Data
  • Sales and Trends
  • Payments
  • Financial Reports
  • Bug Reporting
  • Segmentation

Source: https://thetool.io/2020/app-store-connect-guide

App Analytics enables the measurement of user engagement, monetization, and marketing campaigns. It provides data on how often potential users browsing the App Store visit the app and the type of devices the app is used on. In-App Analytics, data can be filtered by date, region, and version. Product owners can see from which sources they receive the most traffic to their apps and the conversion rate after the first download of the apps. In addition, project owners can measure the success of their online marketing campaigns and at the same time monitor which areas of the product receive the most engagement. This analytics tool can be used by both Apple developer ID and users assigned as sales or administrators.

Mixpanel

Pricing: Free and paid plans

Platforms: iOS, Android, React Native, Flutter, Unity, and web

Key Features:

  • Interactive Reports
  • Team Dashboards & Alerts
  • Segmentation
  • Group Analytics
  • Data Integrations
  • Scalable infrastructure

Source: https://mixpanel.com/home/

Offering a no-code platform for app metrics, Mixpanel is a powerful product analysis tool preferred by many large companies such as Uber and Skyscanner. The platform has integrations with more than 70 tools to provide the best and seamless user experience to its users. Mixpanel can be implemented through the Customer Data Platform (CDP), where all data can be collected and routed from one place. Behavior groups can be created in Mixpanel and sent to user engagement tools to trigger targeted messages. In addition, it provides practical and easy-to-use reports while helping users find the root causes of leaving the apps.

Dataroid

Pricing: Paid

Platform: iOS, Android, and web

Key Features:

  • Custom Reports & Dashboards
  • Notifications & In app messaging
  • Real Time Customer Engagement
  • Real Time & Automated Event Collection
  • User Profile
  • Funnel & User Path Analytics
  • Performance Monitoring
  • Uninstallation Tracking
  • Behavioral Segmentation & Goal tracking
  • Geotargeting
  • Event-Based Predictive Analytics

Source: https://www.dataroid.com/

Dataroid is an enterprise-level big data analytics and engagement platform that helps businesses achieve their goals by offering deep customer insight and enabling real-time actions.

The platform provides real-time customer behavior analysis from day one, event & geofence triggering, and omnichannel customer engagement tools to drive growth and engagement without the need for custom development. Each customer interaction can be viewed under a unified customer profile and customer journeys can be analyzed with dashboards that can be customized for different users and teams. Segments can be created based on behavioral attributes and lifecycle stage. However, targeting is done with real-time location and interactions, ensuring a high level of personalization of the experience.

You can create custom in-app messages, SMS, and push notifications with enriched content on the Dataroid platform and deliver them when users are most relevant. Multi-platform digital analytics service is provided with funnel analytics, user path analytics, network performance monitoring, and uninstallation tracking. Dataroid’s app performance monitoring capability helps companies to identify the most significant pain points, technical issues, and frequency of user interaction with the errors that impact user experience and take corrective actions. In addition to all these features, combining analytics and engagement, providing enterprise-level data infrastructure also stand out as the important services of the Dataroid platform.

Heap

Pricing: Free and paid plans

Platforms: iOS, Android, React Native and web

Key Features:

  • Group Suggestions (Funnel)
  • Group Suggestions (Graph)
  • Behavioral Properties
  • Comparing Groups of Users
  • Usage Interval Analysis
  • Account Health Analysis
  • Active Usage Analysis
  • Period over Period Analysis
  • A/B Testing
  • Report Alerts

Source: https://www.softwareadvice.co.nz/software/240487/heap

Heap is an analysis tool that enables the measurement of actions on the mobile app and website. On the platform, user actions are done automatically without the need for manual code. It can create sales funnels by defining active users and user segments. It makes it easier for teams to understand improvement opportunities and identify problem areas in digital products. Heap uncovers key insights from customer data and contributes to optimizing customer journeys. However, online and face-to-face training is also available for Heap users to get the most out of the platform. The platform stands out with its simplicity of installation, ease of use of its interface, and comprehensive data reports.

Firebase

Pricing: Free and paid plans

Platforms: iOS, Android, Unity, and web

Key Features:

  • Ads Tracking
  • In-app Analytics
  • Ads Revenue
  • Crashlytics
  • Cloud Firestore
  • Machine Learning
  • Realtime Database
  • A/B Testing
  • Messaging
  • Predictions

Source: https://firebase.googleblog.com/2016/05/firebase-expands-to-become-unified-app-platform.html

Designed for iOS and Android platforms, Firebase is a mobile application analytics tool built on Google’s cloud infrastructure. Firebase provides infrastructure support for building web and mobile applications while helping to analyze apps. The platform provides the ability to do app development serverless. Accelerates user engagement with A/B testing, rich analytics, and messaging campaigns. In addition, Firebase’s Crashlytics product monitors and fixes issues that degrade the app’s quality. At the same time, with Cloud messaging, project owners can create targeted messages using defined segments and set display frequency.

Flurry

Pricing: Free

Platforms: Android, iOS, watchOS, tvOS, React Native, and Unity

Key Features:

  • Funnel and Event Tracking,
  • Raw data export,
  • Audience Analysis
  • Funnel Analysis,
  • Crash reporting and analysis,
  • User Journeys
  • Segmentation

Source: https://developer.yahoo.com/flurry/docs/analytics/lexicon/eventreporting/

Flurry, an analytics tool for mobile apps, was launched as the world’s first iOS and Android mobile app analytics solution. With its multi-app view, it allows examining data from different apps at the same time. Flurry can use a lot of information for user segmentation, such as app-install data, usage statistics, location of users, and acquisition channels. It also helps with machine learning to predict the gender and age of users. It includes funneling analysis for advanced users and custom querying for segmentation. It also compares iOS and Android app usage to understand app performance.

Amplitude

Pricing: Free and paid plans

Platforms: iOS, Android, Unity Plugin, Flutter, React Native, web

Key Features:

  • AB Testing
  • Campaign Management
  • Cohort Analysis
  • Conversion Tracking
  • Segmentation
  • Dashboard Creation
  • Funnel Analysis
  • In-App Events Tracking
  • Push Notifications

Source: https://rubenugarte.com/amplitude-vs-mixpanel-pros-and-cons/

Amplitude combines machine learning and product analytics solutions to customize all touchpoints. Thanks to Amplitude, a web, and mobile analytics platform, planned user lists are created with the calculations on the platform, cohort analysis, and accurate messages can be detected with predictive personalization. The platform enables the measurement of conversion rates by using funnels that determine the frequency of interaction with users and the points where users exit from the sign-up or purchase process. In addition, it supports cross-selling optimization by enabling customers to rank other products related to the product they add to their cart.

Adobe Analytics

Pricing: Paid

Platforms: iOS, Android, Xamarin, Unity

Key Features:

  • Multichannel data collection
  • Segmentation
  • Cohort analysis
  • Flow analysis
  • Advertising analytics
  • Remarketing triggers
  • Real-time data

Source: https://powerbi.microsoft.com/it-it/blog/exploring-your-adobe-analytics-data-in-power-bi/

Adobe Analytics, formerly known as SiteCatalyst, is a mobile web and app analytics tool that enables the collection and analysis of data at any step in the customer journey. The tool, which stands out more with its web analytics solutions, also helps to analyze data from almost every channel such as video and IoT in real-time. It can analyze predictive intelligence technology to understand customers’ current and future actions and how they interact with each channel, from acquisition to conversion.

Adjust

Pricing: Paid

Platforms: iOS, Android, Cordova, and Windows

Key Features:

  • Cohort analysis
  • Event tracking
  • Adjust Dashboard
  • Segmentation
  • Ad tracking
  • Fraud prevention
  • CSV Export
  • Real-time data

Source: https://martech.zone/adjust-mobile-app-marketing/

Adjust is a B2B SaaS company that brings all analytics together in one interface. As a mobile measurement platform, the tool includes cybersecurity, fraud prevention, and marketing automation products. However, it offers Fraud Protection Suite to protect apps from fraudulent activities. On the platform, marketing campaigns can be centralized and easily managed. Every step of mobile users is tracked and their in-app activity and user lifetime value (LTV) can be tracked. User audiences can be created and segmented so that targeting can be done effectively. At the same time, all steps of a user coming to the app, from the first download to the purchase, are analyzed and conversion data is collected by tracking and linking resources in real-time.

Segment

Pricing: Free and paid plans

Platforms: iOS, Android, Android wear, Xamarin, React Native, and web

Key Features:

  • Customizing customer data pipeline
  • Warehouses
  • Cross-channel engagement
  • Protecting users’ privacy
  • Accelerating compliance with GDPR & CCPA
  • Developer Toolkit

Source: https://segment.com/docs/partners/

Segment, one of the leading customer data platforms, aims to establish a connection between the app and the analytical tool to be used. Helping to collect, control and organize customer data, the platform collects mobile and web mobile activities and provides a powerful data toolkit. It provides a real-time and personalized experience for marketing teams by connecting customers’ touchpoints across all channels. The frequency of messages and e-mails can be adjusted according to the data, and measures can be taken to prevent customers from unsubscribing. At the same time, offers can be optimized by analyzing the purchasing probabilities of mobile app customers. In addition, the platform helps create data-driven products for product teams with A/B testing and other tools. Compliance with privacy regulations such as CCPA and GDPR can be increased.

CleverTap

Pricing: Paid

Platforms: iOS, Android, Cordova, Flutter, React Native, Unity, web

Key Features:

  • Product Experiences
  • Email Automation
  • Push Notification
  • Messaging
  • A/B Testing
  • Personalization

Source: https://www.getapp.com/marketing-software/a/clevertap/

The CleverTap analytics tool personalizes the user experience using real-time customer data and consolidates engagement tools into a single platform. The platform, which interacts with the web, mobile and in-app experiences of users, can improve customer retention rates with the combined data it provides. The platform, which effectively uses machine learning or artificial intelligence to personalize the experience, enables the establishment of interactions that can meet the needs of users in a timely manner with its predictive models. Users are automatically grouped according to the frequency of use (RFM) and preferences, ensuring accurate targeting. Clevertap offers its customers a consistent experience through omnichannel marketing campaigns and campaign optimization. At the same time, these campaigns can be created and presented visually.

Leanplum

Pricing: Paid

Platforms: iOS, Android, Unity, React Native, and web

Key Features:

  • Security, Privacy & Reliability
  • Unified Profile & Audiences
  • Messaging
  • Campaign Orchestration
  • A/B Testing
  • Reporting & Analytics

Source: https://techcrunch.com/2015/08/05/mobile-lifecycle-marketing-firm-leanplum-raises-11-6m-series-b-round-led-by-kleiner-perkins/

Leanplum is an omnichannel analytics platform that enables customers to meet real-time needs. The tool provides solutions for optimizing all touchpoints, both app and non-app, and personalized experiences. Also known as the solution platform for gaming, Leanplum provides the option to organize and control live events and sales with A/B testing and real-time data. Leanplum is a multi-channel interaction platform that provides app optimization, enabling connection with the right message at the right time and channel.

AppsFlyer

Pricing: Free and paid plans

Platforms: Android, iOS, Unity, Windows

Key Features:

  • Omnichannel measurement
  • Cost aggregation
  • Marketing analytics
  • Segmentation
  • Fraud protection
  • Raw data & APIs
  • Incrementality
  • LTV and ROI reporting
  • Uninstall Attribution
  • CX & deep linking

Source: https://www.youtube.com/watch?v=0Lgqn6Ue-C8

AppsFlyer, a mobile analytics platform, measures in-app events, ROI reporting, and omnichannel engagement. Appsflyer, which also has a dedicated mobile app for performance monitoring, offers deep data with deep linking and TV attribution. Offering a unified view of campaign performance, the platform simplifies complex data and turns analytics into actions. By enabling the creation of personalized experiences with audience segmentation, Appsflyer helps increase conversions and revenues. With fraud detection features, it provides flexibility for engaging conversations while protecting customer privacy. In addition, the platform associates each upload with a compatible campaign or media source and can indicate which campaign is the most appropriate for interacting with customers.

Localytics

Pricing: Free and paid plans

Platforms: React Native, TvOS, Windows, Web

Key Features:

  • Uninstall tracking
  • LTV
  • Mobile CRM
  • A/B Testing
  • Push Notifications
  • Messaging
  • Segmentation
  • Funnel Reporting
  • Custom Dashboards

Source: https://www.getapp.com/business-intelligence-analytics-software/a/localytics/

Software tool Localytics is a mobile marketing solution that stands out with its powerful push notification feature. It helps target audiences of users based on their interests. It allows to identify and review key hotspots such as low retention and conversion rates. Localytics is an app analytics tool that scales to track user flows and 12 million data points (https://www.businessofapps.com/marketplace/localytics/). Audience optimization can be done with funnel performance and more features.

Key takeaways

Whether a company is just starting its app marketing journey or is in the process of transforming its digital journey, leveraging analytics tools is one of the keys to success in this era of data. Mobile analytics tools not only improve the user experience, but also provide massive amounts of user data waiting to be processed and fueled by growth.

The process only starts with the launch of an app. The next step is to sustain success through continuous improvement. Product teams can use the analytical tools to improve the product and experience, and to make targeted and instant communication by segmenting the marketing teams correctly. Technology teams, on the other hand, may prefer tools that offer solutions without requiring additional product development and can be easily integrated. In order to keep up with the increasing speed of mobile app usage, it is very important to choose the most suitable analytical tools for the needs and to join the competition as soon as possible.

References

https://mopinion.com/mobile-app-analytics-tools/

https://www.amazeemetrics.com/en/blog/how-to-get-started-with-mobile-app-analytics/

https://insightwhale.com/amplitude-vs-mixpanel-in-mobile-app-analytics-comparing-the-tools/

https://medium.datadriveninvestor.com/which-is-better-comparing-heap-analytics-with-google-analytics-c9a82cd2356e

https://mopinion.com/mobile-app-analytics-tools/

https://osdb.io/firebase-pros-and-cons-when-you-should-and-shouldnt-use-firebase-osdb/

https://firebase.google.com/products-build

https://decode.agency/app-analytics-tools/

https://www.getapp.com/business-intelligence-analytics-software/a/flurry/

https://www.g2.com/products/flurry-analytics/reviews

https://segment.com/catalog/integrations/flurry/

https://amplitude.com/amplitude-recommend

https://business.adobe.com/products/analytics/adobe-analytics-features.html

https://rubenugarte.com/amplitude-vs-mixpanel-pros-and-cons/

https://www.businessofapps.com/marketplace/adjust/

https://martech.zone/adjust-mobile-app-marketing/

https://segment.com/industry/mobile/

https://medium.com/rate-engineering/how-we-use-segment-to-collect-store-and-route-data-164265f29d71

https://clevertap.com/

https://clevertap.com/blog/types-of-mobile-apps/

https://www.getapp.com/marketing-software/a/clevertap/

https://mixpanel.com/partners/leanplum-integration/

https://www.appsflyer.com/

blog.udonis.co/analytics/top-11-app-analytics-platforms

https://tealium.com/integrations/appsflyer_appsflyer.php

https://crozdesk.com/software/appsflyer

https://www.upsight.com/analytics/

https://marketingsatchel.com/cro/heap-analytics-review/

https://online-metrics.com/google-analytics-features/

https://instabug.com/blog/mobile-app-analytics/#:~:text=Why%20Mobile%20App%20Analytics%3F,they%20take%20within%20the%20app.

https://insightwhale.com/11-best-mobile-analytics-tools-detailed-comparison/

--

--