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Mobile Analytics basics

 2 Types and the Rise of Mobile Devices
 It's hard to imagine a world now without mobile, but there once was a time that we did not have such luxuries.
It was not that long ago when desktop and stationary hardware ruled the industry. 
 Times are changing now, and the focus has shifted mainly towards a mobile device populated world.
 A mobile device is a handheld computer or any other electronic device that is designed with portability in
mind. Some of the most common mobile devices we use today include:
 Smartphones
 Tablets
 Laptop computers
 Smart watches
 E-readers
 Handheld gaming consoles
3 Why Mobile Analytics is important?
 On an average, people spend 4.5 hours of their daily time on different apps in the mobile for
various purposes.
 Every business person would desire that their app should get some of the above heavy earning time.
 If your app is better visible, it’s likely to earn more
 On an average, consumers spend $142 billion in app store and $190 billion is spent on mobile
advertisements.
 You can check traffic and user metrics on mobile app analytics to make your app as successful as
possible.
4 Dominance of Mobile Phones in the world
5 How many people have smartphones today?
6

How Many Mobile Connections Are There Worldwide?

7 Growth in the number of Smartphone users YOY
 8 Some interesting statistics and forecast
 Global smartphone users increased by 73.88% in 2016-2021
 By 2026, mobile device users will increase to 7.516 billion
 By 2025, 72% of all internet users will solely use smartphones to access the web
 Highest number of users: China is leading with the most physical smartphone users at 918.45 million only
due to population size, with 63.80% market penetration
 Lowest number of users: Thailand has the lowest number of smartphone users at 37.88 million, with 54.30%
market penetration
 Highest market penetration: The United States has the highest smartphone penetration, with 81.60% of its
population owning a smartphone, totaling 270 million.
 Lowest market penetration: Pakistan has the lowest user to population ratio at 18.40%, with 40.59 million
 74.61% of people in the top 10 developing countries don’t have a smartphone
 (Source: https://www.bankmycell.com/blog/how-many-phones-are-in-the-world)
 Cell Phone Usage Worldwide, by Country
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 Total value of global consumer spend on mobile apps as of 3rd quarter
10 2021(in billion U.S. dollars)
 Average daily time spent by users worldwide on mobile apps
11 from October 2020 to March 2021, by category(in minutes)
 Where do Indians Stand?
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13 India App Analytics Report

 https://42matters.com/india-app-market-statistics
 Mobile Analytics basics
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 Analytics is the practice of measuring and analyzing data of users in order to create
an understanding of user behavior as well as website or application’s performance.
 If this practice is done on mobile apps and app users, it is called “mobile
analytics”.

OR

 Mobile analytics is the practice of collecting user behavior data, determining intent
from those metrics and taking action to drive retention, engagement, and
conversion.
 The field includes the mobile web, but tends to focus on analytics for native iOS
and Android applications.
 Analysis that used to happen in Excel and SQL has largely been replaced by a
handful of tools that make adhering to analytics best practices significantly easier. 
 15 Why do companies use Mobile Analytics?
 Companies use mobile analytics not only for measuring and understanding the app usage, but also use it as a tool for
business and market research, and to assess and improve the effectiveness of their mobile apps & services.
 It is always very important for businesses to measure their critical KPIs (Key Performance Indicators), as the old
rule is always valid: “If you can’t measure it, you can’t improve it.”
 Businesses are super focused on measuring their sales funnels, user profiles, demographics, crash rates, app open
rates, user retention or any other related data to their business, such as slipping away users, time spent on the app or
most popular paths to an in app purchase.
 If a business finds out 75% of their users exit in the shipment screen of their sales funnel, probably there is
something wrong with that screen in terms of its design, user interface (UI) or user experience (UX) or there is a
technical problem preventing users from completing the process.
 Another important topic for businesses is the advertising spend they do. Through mobile analytics businesses can
track and measure not only the mobile app but also the effectiveness of their online and offline marketing
campaigns.
 If one marketing channel is better than others in terms of conversions (app installs, sales, purchases, leads, etc.)
why not spend more on it?
16 How Does Mobile Analytics Work?
Most of the mobile analytics tools have more or less the same basic reporting in addition to their
complex tools for deeper insights.
 How different teams use Mobile Analytics?
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 Mobile Analytics for Product Teams

 Product managers often look at analytics data and try to find patterns before making product decisions. After
making a change, they always check if there is any improvement or not.
 Even more aggressive analysis is achieved by A/B testing and comparing data before making final product
decisions.
 Product managers analyze funnels, conversion rates, events, top used screens, used devices app versions and
operating systems of the users to make better product decisions.
 For example, while the conversions of users from Germany using an iPhone X with iOS 11 are very high, it
might be very low for users using an iPhone 7 Plus with iOS 10.
 This scenario might indicate a problem in the app for different operating system versions or device types. The
first thing a good product manager would do is to check this scenario immediately.
 How different teams use Mobile Analytics?
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19 How different teams use Mobile Analytics?
 Mobile Analytics for Marketing Teams
 One of the most important tools for marketing teams is probably the mobile analytics tool they depend on to
analyze acquisition channels and the activity, retention and funnel completion rates of users acquired through
various sources.
 Marketing teams usually track several campaigns concurrently via unique campaign attribution links, measure
their effect on app installs, new/returning users, time spent in the app, sales funnel performance and
conversions of course.
 It becomes crystal clear which campaigns or acquisition channels are more effective compared to others.
 Thanks to all of this information mobile analytics provides, marketing people can spend their budget wisely
and effectively, even save some of their budget!
 How different teams use Mobile Analytics?
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 21 How different teams use Mobile Analytics?
 Mobile Analytics for UI & UX Teams
 An increasing number of UI and UX teams use mobile analytics to help them create the optimal user
experience for various aspects of their mobile applications such as a sign up or verification process, or paths to
an in app purchase.
 With the help of custom events and funnels, the design team can easily track and analyze what the users are
doing in particular screens of the mobile app and whether there are any differences about the intended user
behavior and the actual one.
 For instance if users are not tapping a button they are supposed to in an account verification process, resulting
in less conversions, taking a look at custom event and funnel reports would be the best way to identify such
problems.
 After identifying the problem and using an updated design, UI & UX team can see their success in the
percentages in funnel reporting.
 How different teams use Mobile Analytics?
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 23 How different teams use Mobile Analytics?
 Mobile Analytics for Technical Teams
 An analytics tool is a must for technical teams, since it is the only way to understand technical properties of the
app users such as operating system version, device types, resolutions, network connectivity and optimize all the
code for most common ones.
 Apart from optimizing the code for the best user experience, analytics is crucial in order to discover technical
problems about the mobile application so that the app always functions as intended and other teams such as the
product and marketing team can properly do further optimizations.
 How different teams use Mobile Analytics?
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25 360 Degree Product Analysis by using Mobile
Analytics
26 360 Degree Product Analysis by using Mobile
Analytics
 Drill & Segmentation:
 Answer complex questions by drilling down into granular data without writing any queries
27 360 Degree Product Analysis by using Mobile
Analytics
 Cohorts:
 Cohorts lets you create behavior-based user groups so that you can segment all your data in conjunction
with other plugins to fully understand your users.
28 360 Degree Product Analysis by using Mobile
Analytics
 Funnels:
 Track step-by-step goal completion rates inside your application
29 360 Degree Product Analysis by using Mobile
Analytics
 User Profiles:
 Explore your product analytics data with individual user detail
30 360 Degree Product Analysis by using Mobile
Analytics
 Rich Push Notifications:
 Send push notifications with media to your users on iOS and Android
31 360 Degree Product Analysis by using Mobile
Analytics
 Attribution Analytics:
  Attribution Analytics allows you to measure your marketing campaign performance by attributing installs from specific campaigns
 Information tracked by using Attribution Analytics:

•Total clicks
•Unique clicks
•Installs
•Click conversion percentage
•User conversion percentage
•Total campaign cost (for campaign, per click or per install)
•Revenue from acquired users
•Acquired users' session
32 360 Degree Product Analysis by using Mobile
Analytics
 User Retention:
 Daily, weekly, and monthly user retention analysis with segmentation capability

Retention basically tells you how often your users keep coming to your website, or use your
mobile app.

When retention is low, it means that your users are churning. You should try to increase your
customer satisfaction and make retention as high as possible.

It's also possible to drill down retention data based on several criteria, like platform, users,
campaigns, and more.
33 360 Degree Product Analysis by using Mobile
Analytics
 Crashes & Errors:
 Be always on top of crashes and exceptions in your applications, and resolve them right away
34 Some key Statistics related to Mobile Apps
 Below are a few statistics from a Compuware study that illustrate the absolute necessity of reliable
app performance:

• 79% of users will only retry an app once or twice if it fails the first time.
• Only 16% of users will try a failing app more than two times.
• 4 out of 5 users expect an app to launch in three seconds or less.

 The same study also found that a poor mobile app experience led to the following user reactions:
• 48% are less likely to use the mobile app.
• 34% switch to a competitor’s mobile app.
• 31% tell others about the poor experience.
• 31% less likely to purchase from that company.
• 24% have a negative overall perception of the company.
35 Mobile App Analytics
 Mobile app analytics aren’t too different from their web counterparts; they track
and analyze user activity and events on apps.
 Using an app analytics tool gives you access to invaluable insight into how your
app works and highlights improvement opportunities.
 By seeing how users interact with your app, you can optimize your app to be as
user-focused as possible.
36 Why Analytics is important for app?
 Without visibility, your app may fall short of satisfying your users’ needs — regardless of
how beautiful or useful your app is.
 When that happens, your users will look elsewhere to have their needs met.
 By implementing mobile app analytics, you not only equip yourself with the tools
necessary to better understand your app’s performance, but you also benefit in following
key areas:

 Real-time ROI assessment: Enhance your app value and, ultimately, increase your ROI
by gaining a better understanding of customers through data.

 Data-driven strategies: With increased access to data, you can pinpoint specifics that can
drive future campaigns.
 With clear visualization of past successes and failures, you can recalibrate your approach
with data-driven strategies.
37 Why Analytics is important for app?
 Personalized strategies: By segmenting and targeting audiences with more specificity, you’re more
likely to provide them with what they want or need.
 By using app analytics, you can identify these populations and start targeting them with customized
strategies.

 Goal tracking: App analytics allow you to determine which acquisition channels are working for
you.
 By identifying these channels, you can dedicate more focus here and replicate the approach.

 understanding these categories is vital to overall app success.  

38 What KPIs You Should Track for Your Mobile App Analytics

 Retention rate: This metric identifies the percentage of customers that continue to use your app.
Conversely, this figure also alerts you to the number of customers you’re losing due to churn.  
 Lifetime value (LTV): This formula helps you assess what your customers are worth over the “lifetime”
of their relationship with your business.
 Uninstalls: Tracking the number of people who uninstall your app is vital to understanding why those
people uninstalled your app.
 Cohort Analysis: This analysis focuses on segmenting users by traffic source, country, and device and
analyzing the associated metrics.
 ROI: This number represents what you’ve spent versus what you’ve earned on a particular effort.
 Cost per acquisition (CPA): This figure lets you know exactly how much you’re spending per
acquisition.
 User growth rate: This figure represents the number of new users within a specific time frame.
 What’s The Difference? SEO vs. ASO 
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 Just like optimizing any web page for SEO is vital to your search success, it is imperative to optimize your app
for app store optimization (ASO).
 ASO refers to the continuous process of measuring, testing, and assessing existing app store marketing
strategies to increase your app’s visibility and driving downloads.
 The higher your app ranks in the app store, the more likely potential customers are to see your app.
 While SEO and ASO processes are similar, they also have some significant differences, including the ways
users search the web versus searching an app store.
 While the web is primarily used to answer questions, the app store is used to search for a specific product that
matches the searcher’s intent.
 This means you’ll need to use different strategies to rank high in the app store versus search engines like
Google.
 Which is why you don’t want to just use web-based analytics tools for SEO to track ASO.
 40
Mobile apps and IOT
 In a  Dimensional Research survey of corporate decision-makers on smartphone use, 93% of survey respondents said
they continuously had a smartphone available for use during business hours.
 66% said they used a smartphone most often when they were traveling
 55% reported that if they could access data more readily on their smartphones, it would help decision-making.
 Executives want insights into all activity that moves their business forward—be that sales metrics, personnel data, or
manufacturing insights
 IoT data that sits in spreadsheets doesn't have a voice or cannot effectively tell a story, but apps enable users to consume
and unearth IoT data.
 Companies can create customized apps which can produce actionable analytics from IoT and other data sources
 Data and apps you're delivering should be intuitive and interactive so that business leaders can get value quickly. Apps
should speak the language of the end users.
 Apps should not just present a number, but explain a position with the data. An app should provide a means to take
action from the information, as well as provide a recommendation.
 Data Generated by Mobility

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How Apps track you through out the day?
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Understanding
Digital Tracking
https://www.youtube.com/watch?
v=6EHSlhnE6Ck&t=131s
43 Types of Data Collected
 Overview of Types of Smartphone Data: Functions, Features, and the Behaviors They Capture

44 Reference : https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5572675/

Behaviors captured from smartphone data

Type of data Function in the device Features of the data Social Daily Mobility
interactions activities patterns
Mobile sensor data
Accelerometer sensor Orients the phone display horizontally or Coordinates X, Y, and Z; duration and degree of   ✓ ✓
vertically movement vs. stationary periods
 BT radio Allows the phone to exchange data with other Number of unique scans; number of repeated scans ✓    
BT-enabled devices
 GPS scans Obtains the phone location from satellites Latitude and longitude coordinates; coarse (100–500   ✓ ✓
m) or fine-grained (≥100 m)
 Light sensor Monitors brightness of the environment to adjust Information about ambient light in the environment   ✓ ✓
phone display
 Microphone sensor Permits audio for calls Audio recordings in the acoustic environment ✓ ✓  

 Proximity sensor Indexes when the phone is near the user’s face to Measurement of the proximity of an object to the   ✓  
put display to sleep screen (e.g., in centimeters)
 WiFi scans Permits the phone to connect to a wireless Number of unique WiFi scans; locations of WiFi     ✓
network networks
Other phone data
 Call log Records calls made and received Incoming and outgoing calls; number of unique ✓    
contacts
 SMS log Records text messages made and received Incoming and outgoing text messages ✓    

 App use log Records phone applications used and installed Number of apps; frequency and duration of app use ✓ ✓  

 Battery status log Records battery status Battery charge times; low/medium/high battery status   ✓
 
45 What Smart devices do with your Data?

 https://www.usatoday.com/story/tech/columnist/2019/06/20/what-do-smart-devices-do-
data-they-collect-you/1483051001/
46 Mobile Data Mining Process
47 Examples of Behavioral Analysis

 Given the context that a person is waiting for a taxi in the traffic and the surrounding
environment is noisy, the person usually plays games.
 Given the context that a person is going to college in bus, the person usually listens to a
particular song.
 Given the context that a person is on a vacation, the person usually shoots pictures.
 Given the context that a person‟s exam is coming, the person usually studies.
48 General Applications of Mobility Data

 Tourism and event statistics

 Population statistics
 Migration statistics
 Commuting statistics
 Traffic flow statistics
 Employment statistics on border and seasonal workers
 Applications in supply chain and logistics
49 How smartphone apps track users and share data

Almost 9 in 10 Android apps are able to share data with Google, says study
Researchers at Oxford university analyzed approximately a third of the apps available in
Google’s Play Store in 2017 and found that the median app could transfer data to 10 third
parties, with one in five apps able to share data with more than 20.

Most apps have now moved to a “freemium” model, where they make revenues from
advertising rather than sales, data sharing has spiraled out of control.

Users, regulators and sometimes even the app developers and advertisers are unaware of the
extent to which data flow from smartphones to digital advertising groups, data brokers and
intermediaries that buy, sell and blend information.
50 How smartphone apps track users and share data

Data collected by third parties through smartphone apps can include anything from profile
information such as age and gender to location details, including data about nearby cell phone
towers or Wi-Fi routers, and information about every other app on a phone.

The rapid growth of the app economy has seen almost 10m apps released in the decade since
Google created an app store for Android smartphone users, according to App Annie, the
research group. As of August, there were 2.8m apps available on the store.

The researchers at Oxford looked at the code in apps that indicates data are being transferred,
and showed both how widely data are shared, and how that data often flow upwards to a
handful of companies, notably Google’s parent company Alphabet, as well as Facebook,
Twitter, Verizon, Microsoft and Amazon
51 How smartphone apps track users and share data

The analysis showed that 88 per cent of apps could transfer data to third parties ultimately
owned by Alphabet, while 43 per cent could transfer data to businesses ultimately owned by
Facebook.

News apps, games and apps targeting children were among those with the ability to transfer
data to the most third parties, the research found, despite regulations in the US and Europe that
limit how children’s data can be processed.
 How smartphone apps track users and share data
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 How smartphone apps track users and share data
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 3 Major Types of Mobile Analytics & Data
54 Captured by them

 Advertising/Marketing Analytics
 Marketing analytics gives you the ability to:
 Attribute installs and user engagement to a specific ad, publisher, and ad network.
 Which enables you to:
 Allocate your ad spend to the highest performing partners.
 Credit the correct publisher – and avoid crediting multiple publishers – for the same install.
 Determine Cost Per Acquisition (CPA) and measure the true Life Time Value (LTV) of
users.
 3 Major Types of Mobile Analytics & Data
55 Captured by them
 Examples of common marketing analytics data that can be collected includes:

• Installs
• Opens
• Clicks
• Purchases
• Registrations
• Content viewed
• Level achieved
• Shares
• Invites
• Custom events
 3 Major Types of Mobile Analytics & Data
56 Captured by them

 Inn App Analytics:

 In-app analytics provides insight into:

• Device profile
• User demographics
• In-app behavior (event tracking)

Which enables you to better understand:

• Who your users are and how they interact with your app.

• Make improvements to conversion paths.

 3 Major Types of Mobile Analytics & Data
57 Captured by them

 Examples of data captured with In App Analytics

 Device Profile:
• Type of device (mobile phone, tablet, etc.)
• Manufacturer
• Operating system (iOS, Android, Windows, etc.)
 User Demographics:
• Location
• Gender
• New or returning user
• Approximate age
• Language
 In-App Behavior:
• Event Tracking (i.e. buttons clicked, ads clicked, purchases made, levels completed,
articles read, screens viewed, etc.)
 3 Major Types of Mobile Analytics & Data
58 Captured by them

 Performance Analytics:
 Performance analytics monitors:
• App crashes, exceptions, and errors
• API and carrier latency
• Data transaction inefficiencies
 Which enables you to:
• Maintain the uptime and responsiveness of your app.
• Determine which issues are the highest priority.
• Lower your mean time to repair.
 3 Major Types of Mobile Analytics & Data
59 Captured by them

 Examples of common performance analytics data that can be collected includes:

• API latency
• Carrier/network latency
• Data transactions
• Crashes
• Exceptions
• Errors
60 Risks Associated with Data

How the U.S. Government Obtains and Uses Cellphone Location Data |
WSJ

https://www.youtube.com/watch?v=SXAShotdFZo&t=480s

Pegasus
https://www.france24.com/en/video/20210719-pegasus-spyware-how-does-it-work