We at Sush Mobile do more than just app development – we also provide end-to-end expertise on how to create a powerful presence in the mobile app market. One of the trusty tools that we advise marketers and mobile app owners to use, is a measurement solution called app analytics. And in the past year, our software team has jumped from using Google Analytics, to Firebase Analytics.
But before I get ahead of myself, for those who are unfamiliar with app analytics – it may seem a little daunting when you don’t know much about what it actually does. So here’s a lay down of the basic info:
App analytics is a tool that helps measure and analyse user behaviour on mobile app platforms. Basically, it provides you with reports that helps you track, measure and understand how people are using mobile apps.
As mentioned before our software team at Sush Mobile has moved on from using Google Analytics, to Firebase Analytics. There are a few key differences between the two.
To start with, Firebase Analytics is the most up-to-date analytics tool was built with the mobile first. It combines a selection of reports and analytics tools – all under one platform. Back in the good ol' days (which was only a little over a year ago), it was normal for mobile analytic reports to be done through completely different platforms across the web. For example, if you wanted to (1) find reports on in-app user characteristics, & (2) see how effective your app advertising campaigns were going – you’d have to use two separate analytics platforms to do so. However, now it can all be done by only using Firebase analytics.
A recent addition to Firebase analytics, is Crashlytics – now the main crash reporting feature for Firebase. Crashlytics used to be a separate app crash reporting website developed by Fabric; however in earlier this year Google acquired Fabric for Firebase, in order create the most effective way for app developers analyse mobile app crashes.
Firebase Analytics is also based around events, rather than screen views. This means Firebase Analytics looks at how users behave within an app, rather than just focusing on single page visits. Since all apps are different, you can now log in certain events – such as users taking a selfie through your app – or when users add a shopping item to their cart – and then see how often this event occurs.
Another unique aspect of Firebase Analytics is the Audience feature – where you can combine complex information about app users, and do in-depth analyses on customer segments. E.g. you may wish to look at users in a certain age group, with the highest amount of in-app purchases. With the Audience feature making this possible, you can then find useful trends, such as common interests of a customer segment. You are also able to direct specific notifications to certain audiences, or customise their in-app experience – making an app feel truly intuitive.
Firebase analytics is constantly evolving and adding new features, so just when you think you’ve got the hang of it – before you know it, you’re back at square one learning how to use a new Firebase element; but this is all to help businesses better understand app users and take successful actions that help drive businesses forward. We at Sush Mobile understand the importance of having access to high quality data, so our clients can utilise their business apps in the best way possible.