Herramientas para Medir y Optimizar KPIs

Data measurement is critical to improving any mobile application. Without a clear analytics strategy, it is impossible to identify problems, optimize the user experience and increase retention. In this content, we will explore three essential tools for mobile app measurement: Analytics, Firebase and SmartLook, each with complementary approaches that will allow you to get a holistic view of your app's performance.

Why is it important to implement multiple analytics tools?

What you don't measure, you don't improve. This maxim is especially true in mobile application development, where every detail can significantly impact the user experience. Using three different tools provides us with complementary perspectives:

• Analytics: Focused primarily on traffic and user behavior.
• Firebase: Specialized in performance and user behavior in mobile environments.
• SmartLook: Focused exclusively on user experience through recordings and heat maps.

This combination allows us to triangulate the information and get a more complete view of what is really happening with our application.

How to interpret Analytics data to improve retention?

Analytics provides us with valuable information about users and traffic. By analyzing your dashboards we can identify important patterns:

• The graph of new users vs. returning users shows the overall health of the application. A spike in new users can indicate the success of a marketing campaign or a significant event.

• Cohort retention shows what percentage of users return at different time intervals. For example, if 12.4% of users return on day one and by day seven only 2.7%, we can identify retention problems that require attention.

• Drastic drops in retention (such as going from 100% on day zero to 11% on day one) are red flags that require immediate investigation, possibly related to performance issues.

What critical information does Firebase provide about performance?

Firebase is a specialized tool for mobile applications that allows us to drill down into technical aspects:

// Example Firebase metricscrashFreeUsers = 99.24%; // -0.3% over the previous periodcrashFreeSessions = 98.31%;

Crash analytics are fundamental to understand the stability of the application:

• The percentage of crash-free users (99.24% in the example) should ideally remain above 99.5%.

• Crash-free sessions (98.31%) show how stable the experience is during use.

• Peak crashes at specific times (such as 84.75% at 7 PM) can correlate with events such as promotional launches that generate traffic spikes.

Release monitoring is also crucial:

• The current version (2.93) shows 96% stability, which is excellent.

• Older versions with lower metrics may indicate problems for users who have not upgraded (approximately 104 users in the example).

How to use SmartLook to analyze the actual user experience?

SmartLook is a tool focused exclusively on user experience that allows us to:

• Review session recordings of real users browsing our application. This is especially useful for investigating problems identified in Analytics or Firebase.

• Analyze heatmaps that show where users click most frequently.

• Identify rage clicks (repetitive and frustrated clicks) that may indicate unresponsive elements or bugs in the interface.

• Create funnels (conversion funnels) to understand at what exact point users abandon important processes.

How to implement these tools in my application?

Implementing these tools requires specific technical knowledge. If you are a developer, it is important to consult the official documentation of each platform to integrate them correctly into your mobile application.

It is essential to remember that these tools generate a lot of information, so you will need to develop storytelling and visualization strategies to present relevant data to different stakeholders effectively.

Segmenting this information according to the needs of each audience (technical team, management, marketing, etc.) is key to make the data actionable and not simply overwhelming.

The combination of these three tools will allow you to have a complete view of your application's performance, identify specific problems and make data-driven decisions to continuously improve your users' experience. What analytics tools are you currently using in your projects? Share your experience in the comments.