App Analytics
App analytics implementation
Plan app analytics around useful outcomes, define event contracts, check releases and account for offline delivery and privacy.
Desk
Desk Mobile Measurement
Focuses on app analytics implementation, deep links and periodic reviews of mobile growth programmes.
App Analytics
Avoiding optimisation toward low-value installs
An install-only optimisation target can reward ads that generate curiosity rather than useful app use.
App Analytics
Checking event properties across app versions
Use a release matrix to check event properties for presence, type, permitted values and meaning across iOS, Android and older builds.
App Analytics
Comparing acquisition cohorts by later app use
Build comparable acquisition cohorts, choose a useful later action, allow windows to close and read platform retention reports within their limits.
Mobile Retention
Comparing daily habits with naturally infrequent app use
Choose a return window that fits the user’s next need, and avoid treating quiet days in an occasional-use app as automatic failure.
Mobile Retention
Comparing trial starts with retained paying users
Follow a mature trial cohort through first payment and later paid renewal without confusing starts, subscribers and paying users.
App Analytics
Connecting acquisition, activation and retention metrics
Follow one eligible app cohort from entry to first value and later use, with clear denominators and limits on store-to-app comparisons.
App Analytics
Deep links and app destinations
A campaign link should deliver the content promised by the ad, whether the person has the app, lacks it or returns after a break. The destination is a journey …
App Analytics
Deferred deep links versus ordinary deep links
An ordinary deep link takes someone who has the app to a specified screen. A deferred deep link also tries to carry the intended destination through an install so …
App Analytics
Defining a consistent mobile event taxonomy
Define app events by observable states, controlled properties, ownership and change rules so teams can interpret them consistently.
Mobile Retention
Defining meaningful app activity
Choose a later action that reflects useful app activity, specify who qualifies and check that its event records the intended result.
App Analytics
Installs versus activated users
See how store entry, first opens and activation differ, and when the data supports a first-open or download-to-activation rate.
App Analytics
Keeping sensitive information out of app analytics
Audit app analytics fields and SDK collection, minimise personal details and check events before sensitive data reaches reports.
App Analytics
Measuring acquisition cost per activated user
Cost per activated user is campaign spend divided by the number of acquired users who complete a defined first-value action within a chosen window.
App Analytics
Measuring opt-outs alongside notification response
Define useful response, track notification preference changes and interpret push metrics with the right denominators and platform limits.
App Analytics
Measuring referred users by activation and retention
Define a referred-user cohort, calculate activation and useful return rates, and compare outcomes without confusing installs or causation.
Mobile Retention
Measuring retention from a clearly defined starting event
Choose a cohort starting event, identity rule and return window before calculating app retention, and keep dashboard denominators distinct.
App Analytics
Mobile app acquisition measurement
Measure app acquisition across store interactions, downloads, first opens and useful actions without mixing incompatible report definitions.
App Analytics
Mobile app growth strategy
Build a mobile app growth strategy around discovery, first value and return use. Identify a journey problem and measure a change that matters.
Mobile Retention
Mobile app retention
Define a useful return action, choose a suitable cohort and window, and investigate app retention without mistaking opens for completed tasks.
App Analytics
Mobile growth programme reviews
Review app growth across qualified entry, first value, later use and cost, then record the evidence behind the next decision.
App Analytics
Separating paid attribution from organic app discovery
Read mixed App Store and Google Play source labels accurately, keep ad credit separate and avoid counting unknown acquisitions as organic.
App Analytics
Testing offline event delivery
Plan offline app event checks from task completion through reconnection and reporting, with clear treatment of late or duplicate events.
App Analytics
Tracking broken links between campaigns and app content
A campaign link can register a click while failing to open the intended content. Monitor the destination, not only the ad platform's click count.