App Masters · Jul 16Flurry: The Key Metrics You Should Be Tracking in Your Mobile App
Flurry tracks 1.2 billion monthly unique users across 500,000 apps, used by about 155,000 developers, and logs 1.3 trillion events a month. Its SDK gives core metrics in about five minutes, with segments, over 40 personas, acquisition analytics, funnels and retention on top.
Tips
- Track every step of the monetization funnel, not only purchases▶ 10:30Flurry says step-by-step purchase tracking exposed valuable monetization information in a real-life case.
- Decide which events to track before launch, not two days before▶ 11:28Mike says a full advanced implementation takes about an hour if the roadmap and business goals are already laid out.
- Define a quality user by an in-app milestone and judge channels by it▶ 28:10Example campaign: 683,000 clicks and 15,000 installs, a 2.3% install rate, yet quality conversion differed by channel.
- Set a different quality metric for each acquisition campaign▶ 36:30
- Check that your assumed valuable-user milestone is really the valuable one▶ 34:22
- Aim to keep over 50% of users past month four▶ 33:00Flurry's cross-section study of apps found the 50% at month four line separated longer-lived apps from shorter-lived ones.
- Use funnels to find the exact step where users drop▶ 30:50Hotel app funnel: 75% saw the hotel list, 35% selected a hotel, 20% entered payment, 17% got confirmed, leaving a 3% gap to investigate.
- Log tutorial step durations to find confusing onboarding steps▶ 9:30Example: step three designed for one minute took users five minutes, flagging a problem.
- Segment paying versus non-paying and casual versus power users▶ 19:40
- Use parameters and reuse events to stay under the 300 event cap▶ 8:43Limits stated: 300 events total, 10 parameters per event, string values only.
- Start tracking analytics from day one, even if you do not look▶ 48:10Both guests gave this as their top advice, and the host said he made this mistake and revises his app blindly.
- Watch sessions and new users after each release▶ 4:50The basic integration is a couple of lines of code, typically about five minutes, a bit quicker on iOS than Android.
- Target persona users who log 25 times average sessions▶ 25:00Over 40 personas exist, based on usage across over a billion devices.
- Use full crash reporting instead of logged errors for debugging▶ 44:15A listener saw uncaught errors with no crash data and was advised to ask her developer to set up crash reporting.
- Verify your integration by logging an event and checking event logs▶ 41:00Event logs appear in 5 to 10 minutes, and dashboards in 3 to 6 hours.
- On Android, wrap session start and stop in a base activity▶ 17:25
