Google Analytics is the standard for PC website measurement. It provides webmasters with detailed and in-depth analytics for websites. With Google Mobile App Analytics, Google has been doing their best to bring their analytics to mobile apps. With features such as event tracking, flow visualization, goals, and crash reports, it is easy to think Google MAA is a one stop shop for anything mobile apps. However, there are a number of things that Google MAA does not do for your mobile app. Here are three examples:
Cohort Analysis is a measurement technique that groups users into segments or cohorts and follows that specific action over time. Many retailers use this and follow groups of users acquired over a one week period and follow their spending over time. They typically look for a specific return, measured in dollars at intervals such as one week, three weeks, six weeks and three months.
Standard analytical techniques are great at getting a sense of which lead sources have value, but they don’t provide insight into subtle creative changes or seasonality. For example, without Cohort Analysis, it’s difficult to know which campaign brought in repeat customers; with standard analytics, all of the revenue appears in one big bucket. It’s important to understand what makes users come back. With cohort analysis, you can get that visibility and depth.
Retailers are not the only businesses that can benefit from cohort analysis. If you have an app or a mobile SaaS business that requires users to consistently come back and use your product, then you can use cohort analysis to see what marketing campaigns bring back your most loyal users.
Easy to Add and Remove Features or Apps
Logging into Google Analytics, the user is overwhelmed with a huge array of charts, graphs, buttons and navigation elements that rival the cockpit of a commercial airline. Even performing simple tasks, such as identifying which keywords are driving traffic to your site, requires additional software on your site. Google Webmaster and the data is divided into two different areas. But most importantly, there is no way to eliminate features from the dashboard that you don’t plan on using, which would simplify your experience.
With TapSense, all features are contained in separate apps, allowing users to access only the data they need. There is no long and confusing left hand navigation, full of buttons you don’t use. For example, our Cohort Analysis app is not mandatory to use. If you don’t need it or want it, you don’t have to have it in your dashboard – simply turn off the feature within TapSense. It’s that simple. The apps format makes for a much more streamlined and simplified user experience, and one that can be tailored precisely to how you do your marketing – instead of the way the product team has decided to set up the interface.
Out-of-the-Box Integrations with 3rd Party Publishers
Marketers constantly want to try new things like testing new publishers, new creative, new calls to action and new forms of media. With apps, this can be a challenge. In the past, this required setting up each traffic source’s SDK in your app. This took significant engineering time and resources. It also required getting the task slotted into the product development cycle and waiting on app store approval. This process quickly broke down after marketers waited for three or four SDKs. What if you wanted to test one new publisher a month? That would be 12 integrations a year!
With TapSense, you can bypass all of this with just one SDK. Our SDK gives you the ability to easily work with 300 high quality mobile publishers. No more integrating different SDKs for different traffic sources and logging into different dashboards to do your reporting. TapSense provides one centralized tool for all your mobile marketing needs.