Mobile analytics should be an important part of making any data-driven decision as it gives you valuable insights you can use to maximize interaction, stimulate retention and, as a result, boost your revenue. Finding the right tool to achieve this is not always a piece of cake in this day and age as there are so many analytics vendors and tools out there. Choosing an adequate partner can drive your profits while sticking with a subpar one can potentially stunt the growth of your business.
Sometimes it is hard to distinguish between multiple solutions and it becomes even harder when you are faced with a number of similar vendors. So, you start reading the reviews and technical details and become lost in this rather lengthy and tiring process. We at Soomla know just how difficult it can be to choose the right analytics tool, so we decided to help you out with this mammoth task and found three great examples of scoring sheet templates you can use to compare mobile analytics vendors and tools and ultimately find the best one for your business.
Rating according to requirements
One of the easiest methods is to write down your requirements and then assign a score to each of the tools you narrowed down the choice to. This is best done by making a spreadsheet. If you’re an app developer, then tracking events around your app is one of the most important aspects you need to pay attention to. A decent mobile tracking tool needs to encompass post-install events, so make sure to include this parameter in your selection process.
Here you can find the best vendor comparison sheets we came across:
- Comprehensive mobile analytics and Ad LTV vendors requirements spreadsheet is the one you can find here, created by Farhan Haq, a marketing expert in the mobile gaming space (original post here).
- A tracking tools comparison spreadsheet created by Saikala Sultanova (original post here).
The latter spreadsheet delves deeply into technical details and regulatory framework, questioning, for example, whether the vendor is compliant with the EU Data Policies, whether it has easy SDK integration, and more. Of course, you can adjust the tables according to your own needs and requirements as probably not all categories apply to you the way they apply to other companies.
If you don’t have the time or it’s too much of a hassle for you, an even easier approach is to just send the spreadsheet to the vendors and ask them to fill them out themselves. If they want you as a customer, they shouldn’t have an issue with doing that. This is another great way to get an idea about who you’re dealing with.
Things to watch out for
Here are a few things you should pay extra attention to when choosing a mobile analytics or Ad LTV vendor:
- Multiple currencies. Imagine the mess you’d have if your tracking provider account was in US dollars, your mobile advertising account in Pounds Sterling and your analytics report in Euros. How would you even begin to analyze that kind of information? This is why you need to double-check the default setting for the currency allocation of all the tracking partners and ask them to adjust this if necessary.
- Postbacks for custom events. Make sure that your selected tracking provider offers UA features such as the ability to post back the custom events you have set up to your ad network partners as this will help you prevent problems in the long run.
- Accurate Ad Revenue Measurement. There are many models available for measuring ad revenue but each one is with varying levels of accuracy. Knowing the eCPM behind every ad impression in your app and the advertisers themselves can open up new revenue opportunities that should not be overlooked.
- Click-through attribution (CTA) and view-through attribution (VTA). You want a vendor that provides both click-through and view-through attribution because they complement each other to give a comprehensive picture of paid ad performance. With CTA, a new download is attributed to an ad only if someone clicks on it. With VTA, the focus is not just on the clicks. Instead, this measures how many users viewed the ad and then later downloaded the app.
- Quality Assurance and Commercial Terms. Quality assurance is one of the most important factors that separate the superior tools from the rest of the pack. Ask yourself this: does the vendor have a testing environment? What are the commercial models available? Is the pricing adequate for what it has to offer?
- Customer service. How easy is it to report issues and how helpful is the online support? Selecting a vendor in your time zone (or at least near your time zone) will save you a lot of time and effort if you encounter any problems or confusion regarding any part of the service.
In case you haven’t got the slightest idea where to even start from, here (#3) you’ll find another spreadsheet comparing some mobile analytics tools according to the basic parameters. You can also use this table as a basis for creating your own spreadsheet, combining elements from each of the three spreadsheets covered in this article.
We can’t really tell you which analytics vendor to choose as they all have their pros and cons and different features. Moreover, we don’t know what exactly you’re looking for in an analytics tool, as everyone’s needs and preferences differ. But hopefully, our advice has made the entire process just a little bit less intimidating.
At Soomla, we offer a one-of-a-kind analytics platform that specifically helps track revenue per user, per segment, per cohort and traffic source. With the help of this data, we want to help facilitate better monetization and marketing decisions for our clients. If you want to hear more – schedule a demo.