When there were not many tools on the market, choosing the right one was easier. It can be confusing now with such a variety of application analytics platforms. We have analyzed the features, pros and cons of the most popular of them and made our own rating.
Differences between product and marketing app analytics
Different types of tasks require different tools. This also applies to analytics. It rarely turns out to be limited to only one system. To work well on a mobile application, you need product and marketing analytics tools. What are their differences?
Defining goals
In conventional marketing analytics, it is fairly easy to determine which user actions count as a conversion, such as buying a product or registering. However, with product analytics, things are a little more complicated. Defining goals and workflows is less obvious because each application has a unique structure and feature set. This means that each user has his own unique path. That is why, in product analytics, you have to devote a lot of time to appropriately setting up events.
Analysis approach
Product analytics is more focused on retention and engagement. Marketing - for conversion and traffic sources. When it comes to apps, the main indicator of success is not only the number of downloads or purchases, but also how many people continue to use and interact with the product. The data collected through product analytics helps answer questions about the stages of the user journey: when they leave, what features they use most, how often they use the app, and so on.
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