Imagine a company that has a website, a mobile app, uses a third party help desk software, a CRM, a marketing automation service, and countless other tools. Sound familiar?
I probably just described something pretty close to what your company’s operations look like. And each of these is its own customer touchpoint. So how do you make sense of it all?
That’s where customer analytics comes in. The idea of customer analytics is to track the customer across each touchpoint, including both web and mobile.
We often get questions from our customers asking for advice about how to best use customer analytics for their mobile apps, so we thought we’d take a closer look at some best practices for tracking mobile apps. Keep in mind that you can track your mobile app in conjunction with your other channels (like your website), or simply on its own - the choice is yours.
First things first - how do you track a mobile app?
Begin by reading through the SDK documentation and familiarizing yourself with it. Take special note of two items:
- There should be a way for you to identify users by capturing their email address or another unique identifier when they sign in. You should also be able to store other data about the user, such as their name, age, or other information they provide you with.
- There should be a way for you to track app events
What App Events to Track
The app events you track will of course vary based on your mobile app, but here are a few events that we suggest every app should track.
Track App Opens
You will want to track whenever someone opens the app as an event. This is important because it will allow you to understand if users are opening the app and then doing (or not doing) the actions that you are trying to get them to do (e.g. purchasing, playing your game, etc). App opens are a very basic event that can be used in many ways in your analysis, so it’s important to track it properly.
We suggest tracking a few properties along with the app open event:
- Version: Which version of the app the person is opening
- Operating System: Which operating system (e.g. iOS, Android, etc.) the person is using
- Device: Which device (e.g. iPhone 5s, Samsung Galaxy S 5, etc.) the person is using
The next event you will want to track is logins. This is important because it will help you analyze your login process and identify any potential issues.
Signups are important to track not only because they are a key goal for your Funnel Analytics reports, but also because tracking them will help you optimize your marketing efforts.
To do this, you should track the medium (e.g. email, Facebook, Twitter, etc.). Once you’re tracking this data, you will be able to analyze which mediums bring you the most and best signups, so that you can better focus your marketing.
Track App Views
You will want to track the various views in your app so that you can know what people are doing. With each view, you will want to send at least two properties:
- View Name: The name of each app view
- View ID: A unique identifier for this view. This is a precaution in case your view names end up overlapping.