When we launched version 2 of our mobile commerce platform, we built in Google App Analytics so we could track exactly what users were doing on our apps and mobile websites.
We also have Mixpanel integrated into the platform, and it’s a great tool, but we find GA to be perfect for top-line metrics. Our clients can see at a glance how their mobile commerce channel is performing.
We thought you might be interested in seeing what we measure and why – and as a bonus, scroll to the end of this post and you’ll find a link to install this custom dashboard in your own Google App Analytics platform.
1.Active Users: This is a simple metric that measures how many people are using your app.
2. New Users: This shows you how many new users are coming through each day.
3. Sessions: This measures the number of times people have opened up the app and browse through it.
4. Devices: This shows the split between iPad, iPhone, and iPod Touch.
5. Sessions by City and by Country: This metric shows exactly where your app customers are browsing your app.
6. Screen views by Screen name This metric shows you which parts of your app customers are looking at the most.
7. Average session duration and screens per session
This is a useful chart we’ve set up in our custom dashboard, which overlays the average time people are spending on the app, with how many different screens they’re looking at. It’s interesting to see where these differ, and it can show you how people are using your app. Are they looking at their favourite products? Or browsing in idle moments?
8. Screen views – how many app views per session do people look at?
This metric is a great way to see the variety of different customers using your app. Those who look at 7 screens or above are your power users.
We’ve set this metric up so our clients can see at a glance which are the most popular products on their app or mobile website. They can compare these with the best-sellers on the main site, and then decide what to promote on the mobile app using push notifications and other mobile marketing techniques.
10. Reached ‘Order Placed’ Screen
This is sales funnel metric that shows how many people have reached the final ‘order placed’ screen.
GET THE CUSTOM DASHBOARD
These metrics get emailed to all our clients on a weekly basis. If you’ve got Google App Analytics installed, you can add our basic template for these metrics as a custom dashboard.
If you’re interested in metrics for ecommerce, you should read this post we wrote with Mixpanel, which tells you what you should be measuring online and on mobile.