market for mobile app analytics is crowded yet fragmented. Despite
there being several different tools to help app developers capture
key metrics and analyze user behavior, many solutions only focus on a
single problem. The result is that many app developers are forced to
install multiple SDKs to achieve one overarching purpose: understand
user behavior and respond with appropriate action.
how it often plays out. An app developer installs one SDK for ad
campaign tracking, another to capture user behavior in the app, and
one more for crash and error reporting. This is just to gather data.
Then they need to act based on this data. In goes another SDK to send
push notifications and manage house ads. Add in half a dozen ad
network SDKs to monetize users, and suddenly the developer is faced
with several MBs of additional weight, increasing the CPI they need
to pay for user acquisition.
only that, but most of these systems don’t talk to each other. The
data sitting in their campaign tracking dashboard cannot easily be
consumed by their dashboard with retention stats. The non-paying user
segment they created with their in-app analytics tool likely does not
sync up with the ad calls placed to their mediator.
the app analytics market seems to be consolidating. The recent merger
of Kontagent and PlayHaven is evidence of this. Although it is still
early days, more tools are becoming available that bring several of
these capabilities together.
is where InMobi Analytics comes in. From the beginning, we have
designed InMobi Analytics to:
data on user behavior in the app
that data into action.
SDK can perform campaign tracking and in-app analytics, but equally
importantly, it can also show InMobi ads, call mediation platforms,
or show house ads. It can optimize your campaigns on LTV rather than
just downloads. It can also be used to retarget specific user
segments in other apps. It is flexible to work with whatever
advertising or monetization partners you choose.
short, it helps you gain insights on your users and then put those
insights into action.
is still a long way to go, but we are moving towards a unified
analytics solution that eliminates the need for multiple SDKs. At
InMobi, as we build out new analytics capabilities, we always ask
ourselves, how can the app developer put this information to use?
week we will dive into how InMobi Analytics can be used for powering
a news or magazine app. Stay tuned.