5 Analytics Reports All Great App Marketers Use

App_Analytics_Reports_Great_App_Marketers_Use_Featured_ImageAs a kid, you may have heard that math and art don’t belong together. Forget about that. In the business world, great marketers also need to be great mathematicians. 

You see; marketing is like art. It is driven by creativity and meaningful design. And analytics is like math. It’s about the equations, formulas, and numbers that validate your marketing efforts. 

Do you know what’s working in your app? How are your ad campaigns performing? Are you keeping track of your users’ engagement levels? Are you spending too much? Too little? These are the types of questions app analytics can help you answer.

In this blog post, we’ll review the reports you need to build to better understand the health of your app marketing efforts. In the words of Galileo, “Let’s measure what is measureable, and make measureable what is not so,” because with the right analytics comes actionable insights and powerful improvements. 


Aligning Your Goals with Your Analytics

A quick reminder before we dive into the reports overview: app analytics reports should always be structured around brand-specific goals. You want to measure things purposefully. What constitutes success varies from app to app, so first nail down the primary goal of your app, the target audience, how your app fits with the company vision, and its value proposition in the market.


1) Reporting on Acquisition

This is the first report all app marketers should create. An attribution report reveals how an app is acquiring users from organic and paid strategies. Organic acquisition is all about app store optimization (ASO), while paid acquisition is about launching targeted ads on mobile or on the web. 

Big question it answers: Where are my users coming from?

What to include in this report: 

For organic efforts, here’s what you should track:

  • The number of keywords your app is ranking for
  • Visits to your app’s listing page
  • The number of downloads you gained organically
  • The percent of organic downloads which turned into app opens
  • The number of inbound links to your app’s listing page
  • Your app’s ranking in different categories
  • Your app’s rating
  • The number and tone of the reviews on your listing page

For paid efforts, here’s what you should track:

  • Which ad networks and publishers you are partnering with
  • How many campaigns you are running plus the budget for each
  • The number of new users gained from each campaign
  • The cost of acquiring a new user
  • The cost of acquiring an engaged user (user lifetime value, or LTV)
  • Which campaigns and partners result in the most valuable users (those with the highest LTV)

Bonus Tip: All of the above data can be found using online ASO graders, information from ad partners, and app analytics vendors.

Things this report can reveal:

  • How your app’s ranking changes after updating a section of its listing page
  • How users are recommending or rating your app to the public
  • Which ad networks (for example, Fiksu or Facebook) bring in the highest quality users
  • Which acquired users are more engaged (organic or paid)
  • What your ideal cost per user is
  • The ROI of each acquisition campaign


2) Reporting on User Engagement 

After someone downloads your app, they start to interact with it (hopefully). They open it up, poke around, and spend time learning what it’s about. This period of interaction is called a session, and it is the focus of this next report. App marketers need to pay attention to session characteristics because they’ll help you determine whether users are providing value after the app install.

Big question it answers: How engaged are my users?

What to include in this report:

  • Number of user sessions over a specified period of time
  • Number of new users in a specified period of time
  • Sessions by key categories, such as country, device, or app version, etc.
  • Average session lengths for different time periods
  • Average session intervals between app launches
  • Positive or negative growth in the above metrics

Bonus Tip: Once you’ve mastered session tracking, bring cohorts into the mix. Cohorts are an advanced retention metric. Cohorts are groups of users who did a specific event in a specific time frame. For more information, check out this article.

Things this report can reveal:

  • How different marketing campaigns affect session length and interval
  • How engaged users are based on how quickly they return to your app after first installing it
  • How engaged users are based on how much time they spend in-app


3) Reporting on User Actions 

User actions, also known as events, are the things people do in your app, such as what screens they view, what in-app messages they click, and what stuff they buy. This behavioral data helps app marketers understand which features are most valuable in your app and what isn’t getting enough attention. 

The purpose of this report is to shed light on vital events, how often they are completed, and give you ideas on how to encourage more people to convert (i.e. take a certain in-app action). 

Big question it answers: How are people interacting with certain features in my app?

What to include in this report:

  • The most important actions you want someone to take in your app
  • What features you want people to interact with
  • How many times key events were completed during a specific time period
  • What percentage of users completed an event
  • What percentage of users didn’t complete an event
  • Growth in event completion over time
  • How many users opened and/or converted on a push message
  • How many users clicked and/or converted on an in-app message

Things this report can reveal:

  • How different in-app and push messaging campaigns influence event completion
  • Which groups of users are more likely to complete certain events (male vs. female, west coast vs. east coast, first-time vs. loyaly users)
  • Which features are the most and least popular
  • Where there might be user bottlenecks


4) Reporting on User Segments 

As you start to monitor your users’ engagement and actions inside your app, you’ll learn enough about them to create user segments, which are groups of people who share certain attributes and behavior. For instance, you may realize you have a bucket of power users who are mostly female, in their 20s, who visit at least three screens in your app per day. Your app marketing messages to this group should certainly be different versus other groups. User segment reports give you insight into your audience to power smarter app marketing campaigns.

Big question it answers: What groups of people are using my app and how?

What to include in this report:

  • Define each segment by a name (i.e. “purchasers”)
  • Key events completed or actions taken by each group (i.e. “product viewed”)
  • Custom dimensions/attributes they share (this could be demographic information, subscription status, brand history, etc.)

Bonus Tip: Remember, your user segments are not set in stone and these will vary through the life of your app. Therefore, it is important to keep re-examining and updating these as your app grows and changes over time.  

Things this report can reveal:

  • The characteristics and behaviors displayed by power users, loyal users, and churn risk groups
  • Which app features are most popular with certain groups of users
  • Advanced insight into your user base
  • How to best personalize marketing offers for each user segment
  • Which types of messaging campaigns to experiment with


5) Reporting on Funnels 

Funnels are a series of events that lead a user to a conversion. Most apps have many funnels, including sign-up funnels, marketing funnels, and sales funnels. Explicitly outlining these paths and monitoring user progression through them helps app marketers align their efforts around primary conversion goals. 

Big question it answers: How do users flow through my app?

What to include in this report:

  • Funnel names (like “shopping funnel”) and goals
  • A listing of each step in the funnel
  • The final conversion step (i.e. checkout completed)
  • The number of users who enter each funnel
  • Conversion rates for each step, including the number of users who dropped out (and where they went instead)

Bonus Tip: Use the information on user actions and key in-app events you compiled in section three as the foundation for your funnel analysis.

Things this report can reveal:

  • Where most people are dropping out of funnels and what’s preventing them from completing a step
  • How to tweak your app to make it easier for people to complete all steps
  • Which funnels are the most successful at converting users
  • Where in your funnels you can employ push and in-app messaging (to bring dropped out users back into the funnel)


A Step-by-Step Approach to Creating These Reports

Now that we’ve reviewed which app analytics reports you’ll need to run smarter app marketing campaigns, it’s time to build them. And to make this task much less daunting, we’ve compiled a step-by-step workbook to walk you through each report highlighted in this post. Just click below to get this interactive guide and start measuring your app marketing success.