Since 2010, tracking and using customer behavior data to create customized digital marketing solutions has been the norm. Website administrators collect user data with the aid of “tracking cookies.” The data tracked by these cookies is used to send targeted and customized ads to users.
By 2023, Google will completely ban this feature. Website administrators will no longer be able to use third-party cookies for collecting user data. They’ll have to develop other solutions for tracking customer behavior data. Thankfully, in the app development world, this recent announcement from Google will have no major effect.
User Data Tracking in Apps
Tracking user data in apps has always been more difficult than web tracking. That’s because app developers can’t integrate third-party cookies for data collection purposes on their apps. Instead, savvy app developers use third-party app measurement tools to collect their users’ data.
What are App Measurement Tools?
An app measurement tool is a tool that helps app developers track user data. These tools are known as “SDKs” or Software Development Kits. App developers embed these SDKs in their iPhone or Android apps. The data these tools collect helps developers gain all types of insights into their users’ behaviors.
- SDKs collect, process, and present more data than third-party cookies on desktop or mobile websites.
- The data these tools collect also tends to be more accurate than third-party website cookie data. That’s because SDKs are developed by third-party organizations. Unlike website admins, app developers don’t need to rely on Google to track their user data.
- Once they embed high-quality app measurement tools in their apps, tracking each and every action of users becomes much easier. Top app measurement tools create specific profiles for each app user.
All these data collection efforts happen anonymously so that user privacy is not hampered. App developers can use the large data sets stored in these profiles to gain a detailed understanding of their user base.
Optimizing the Data from Third-Party App Measurement Tools
From tracking the success of in-app ads to building detailed customer profiles: app developers can do a lot with the data their third-party app measurement Tools collect. Here are some other ways top app development companies use these tools –
Create Custom Targeting Campaigns
Top-quality app measurement tools allow developers to create detailed user profiles based on their actions or behaviors on the app. They can use this user data to create separate user segments. For instance, they can create the following user segments –
- Users who have made multiple in-app purchases.
- Users who have created shopping carts but abandoned them and left the app without making any purchases.
- Users who have downloaded other apps via the deep links in the app.
By segmenting large groups of users, app developers can gain a better understanding of their user base. They can create custom targeting campaigns for specific user segments.
For app developers, measuring app installs and tracking the performance of the existing user base is essential for getting traction for a photo-sharing app or a productivity app. This can be especially challenging because of the rapidly evolving nature of apps in the marketplace to use this link computerelite.github/tools/oculus/app versions.html & According to Gartner, there are 875,000+ different apps published on mobile app stores worldwide! That’s a pretty big number for mobile developers. You may have a great idea but how will you ensure your development team builds an out-of-this-world product?
For instance, they can send push notifications encouraging non-buying users to make purchases. They can specifically deliver ads only to those individuals who don’t make in-app purchases.
Guarantee the Success of Other Apps
Once you have large sets of user data, creating new apps becomes easier. Creating new apps in the same genre or domain is even easier. That’s because the app measurement tools have already helped you understand your target user base. With these tools, you can collect different types of data from large user bases such as –
- The app usage patterns of target customers in a specific age group.
- The interests of certain user groups are based on their activities on the app.
- The propensity of certain user groups to make in-app purchases.
Savvy app developers use these details to launch better and more customized apps for new users. The strong customer profiles that they’ve already collected help them identify ideal target users for their new apps.
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A few years ago, I downloaded an app (to lose weight). I was motivated to download it because it had 4.5 stars with over 40k reviews. I enjoyed the app and even paid for the pro version. Fast forward two years and my new custom phone was delivered to me. I started downloading some new apps, and when I tried to log into my “lose weight” app — it wanted me to upgrade! What? Upgraded? I hadn’t seen any update in two years (and it didn’t ask me). It turned out that they hadn’t updated the app, they just changed their name (to 10lb), removed all of my content, and prompted me to buy more. They basically ran a bait-and-switch scam on me. That’s when I started looking for alternatives — aka, third-party app measurement tools.
Generate More Sales
eCommerce apps that allow users to buy products/services benefit the most from third-party app measurement tools. These tools help eCommerce app developers sell more by revealing their apps’ weaknesses. In the eCommerce world, on average, 80% of all shopping carts are abandoned by users. Here are some common reasons why eCommerce shopping carts are abandoned by users –
- High additional costs (shipping, taxes, processing fees, etc.)
- Users being forced to create accounts or add unnecessary payment details
- Complicated or time-consuming checkout processes
- Security issues
- Major app performance issues.
App measurement tools help eCommerce app developers understand exactly why their users are abandoning their carts. These tools identify, measure, and track every action users take during the shopping process. They present information such as –
- 15% of users abandoned the shopping process because of interface issues.
- Slow app response times caused 4000 users to leave the payment process incomplete.
- 30% of all in-app transactions failed in the month of March.
App developers use these details to address the most urgent issues. They systematically fix the issues that hinder users’ shopping experiences. As a result, the app is able to sell more products. These are the reasons why top app developers love using third-party measurement tools.