Mobile analytics: a practical guide

The gap between knowing this and actually doing it is where most teams lose ground. This guide covers what mobile analytics actually involves, where it usually goes wrong, and how to tell whether yours is in reasonable shape.

Mobile releases are slower to correct than web ones, so the cost of shipping a mistake is higher. Nothing below assumes a large team or a large budget — most of it is a decision somebody has to make and then write down.

The reason this keeps coming up

Session data on mobile is noisier than on the web. Small and consistent beats large and occasional here. Write the reasoning down alongside the decision, because the reasoning is what changes first.

For most businesses the question is not whether this matters but how much of it is worth doing right now. That depends on what you are trying to achieve in the next few months, not on best practice in the abstract. The teams that handle this well are rarely the ones with the biggest budgets.

How to approach it

Track flows, not screens. The teams that handle this well are rarely the ones with the biggest budgets. Budget a little time for it every quarter and it never becomes a project of its own.

The version of the app your customers are running is rarely the one you just shipped. The version that works in practice is usually less elaborate than the version described in the guides.

Respect platform privacy rules or you will be removed. The cost of getting this wrong is rarely visible on the day it happens. Anything you cannot measure here, you are deciding by taste, which is fine as long as everyone knows it.

A working checklist

If you want a quick read on where you stand, work through this. Anything you cannot answer confidently is where to start.

• Session data on mobile is noisier than on the web
• Track flows, not screens
• Respect platform privacy rules or you will be removed
• Someone is named as the owner, not just assumed to be
• There is a date in the calendar to review it again
• The decision and the reasoning behind it are written down somewhere findable
• You could explain the current setup to a new hire in five minutes

Warning signs

The most common failure is not doing this badly. It is doing it once, during a launch, and never revisiting it. Circumstances move, the setup does not, and the gap widens quietly until something breaks or somebody notices the numbers.

• It was configured during a launch and has not been touched since
• Different people in the business believe different things are true about it
• There is no way to tell whether the last change helped or hurt
• The only person who understands it has left, or is about to

You do not control the device, the network, or the operating system version, and the design has to accept that. The reasoning matters more than the rule, because the rule has exceptions.

How we approach it

On our projects this gets handled during the build rather than added afterwards, because retrofitting it costs several times more than including it. We write down what was decided and why, so the next person to touch it is not guessing.

If you are working with someone else, the questions worth asking are simple: who owns this, how will we know it is working, and what happens when it needs to change?

A reasonable first step

Pick the single item from the checklist above that would cause the most trouble if it turned out to be wrong. Fix that one, confirm it worked, then move on. None of this needs a rewrite. Most of it is a morning's work once someone decides to do it.