During my Masters program I researched the use of mobile analytics tools in tracking user engagement. The aim of the project was to define the key metrics one should measure in order to inform mobile app user engagement strategies.
The resulting research was presented in the form of an online community resource that outlines user engagement metrics and usage procedures of mobile analytics tools.
Academic and Industry Resources
Academic literature and industry white papers were analyzed to provide a breakdown of engagement metrics and to explore the following questions:
- What is user engagement?
- What are the benefits of data driven design?
- What funnels should one set-up?
- What are the best tools available?
- Once you have the data how do you make sense of it?
- What are some user engagement design tactics?
- What role does cohort analysis play in tracking user engagement?
- What metrics should one track and why?
Reviewing the Tools and Methods
My second task was to identify the available analytics tools and the best practices for integrating them. I began by comparing features, user reviews, platforms, and metrics tracked. I then outlined recommended tools and their analysis capabilities.
Website and Presentation
After synthesizing the research into an explanatory website, I presented the findings to my peers. Some of the key takeaways included:
- Data-informed designs balance dilemmas and reduce arguments based on opinion.
- There are 3 main ways to measure user engagement: self-reported, physiology, and analytics.
- When optimizing for mobile user experience, engagement is the most critical of the three and improves the metrics of both acquisition and outcomes.
- The more successful the app developer the more tools they use–typically 3-5.