The most urgent issue after the launch of any application is its promotion and functioning. And what can help in making the right decisions? - The data or rather analysis of the data. Mobile application analytics is the key to understanding how your application lives, how users perceive it, how much money it brings in, and what needs to be improved, changed, or added.

Today, there are many tools for analyzing mobile applications, and it is often difficult to choose the one that is most suitable for your purposes.

In order to facilitate this task, we offer a small overview of the most popular tools for application analysis. But first, let’s clarify what the analysis tools are.


Types of Mobile Application Analysis Tools


We will focus on two main types since the remaining formulations, in our opinion, are a kind of interweaving of marketing and the work of the application itself:


In-App Analytics

In-app analytics demonstrates to us what our users are doing in the application. These are purely mechanical and behavioral actions. This type of analysis will tell us:

  • what devices and software versions users use;

  • demographic characteristics (gender, age, language, location, etc.);

  • how much time users spend in the application;

  • what pages are used more often and why and so on;

  • user activity: clicks, purchases made, and completed levels; and

  • whether it is a new user, plus much more.

With this analysis, you can even see the level at which users stop using your application (if it is a game), what is difficult and what is too easy, and features that users prefer or neglect. All of this will help improve the application, gain more loyalty and increase profit.

There is also an analysis of the effectiveness or performance of the application that is similar to in-app analysis but provides purely technical data such as errors, runtime, failures, crashes, exceptions, data transactions, API, and carrier latency.


Marketing Analytics

This type of analysis will give a picture of how well your application stands out among many similar ones: the number of downloads, comparison with other applications, etc. These data will help you determine which advertisement for your application is most effective and which monetization strategy will be most beneficial.

The tools of this analysis are mainly focused on the following metrics:

  • Installation - the number of settings and information about how the user found the application

  • Running - how, when, and where users start your application

  • Registration - why and how users are registered (if necessary) and why they stop using the application

  • Content - what users are viewing

  • Links and invitations - why and where users share links to your application, the number of invited users, and users’ demographics

  • Purchases - when and what users are willing to buy in the app

  • Actions - here you can set parameters yourself, for example, what else users like that have made a purchase in the application

All these metrics show how to employ user behavior to maximum benefit. For example, if you see that your app is usually opened during lunch hours, you can increase the display of ads in those hours or pick up ads with the appropriate content.


Tools for In-App Analysis of Applications


Google Analytics

Google Analitics screenshot


Pricing: Free

Platforms: Android, iOS, others

Used for:

  • Tracking user actions

  • Measurement of payments and revenues

  • Determining the number of users

  • Formation of reports

  • Visualization of the user’s navigation path

  • Analysis of data on the behavior of different groups of users

  • Synchronization with other Google products


  • Many free functions

  • The best analytical tool

  • Integration with Google Play

  • Intuitive for advanced GA users


  • No integration with iTunes



Firebase (Google Analytics for Apps)

Firebase screenshot


Pricing: Free and paid

Platforms: Android, iOS, others

At the heart of the Firebase platform is analytics, which in a single control panel that gives you the ability to track user behavior and promotion campaigns. You can also export data to BigQuery.


  • Crash reports

  • Deep link work

  • Information about purchases

  • Attribution

  • Segments


  • Support for audiences and attribution by more advanced mechanisms (+ pushes and a more accurate forecast of demography) to work with the target audience in terms of marketing

  • Some ready-made metrics such as ARPU and ARPPU

  • Built-in base events such as first_open, app_remove, and app_update

  • Funnels

  • Real-time


  • Limited segmentation functionality

  • Too much information on metrics

  • There is no filtering (for example, by IP to filter the grid of testers, city, or country)

  • There is no API for data access to generate super steep and very diverse reports like in GA

  • You will have to do the reports manually via the queries in BigQuery



Apple Analytics 

Apple Analytics screenshot


Pricing: $99 or $299 per year, included in the developer fee

Platforms: iOS, TvOS

This is the optimal analytical platform for iOS applications and analyzes all major parameters.


  • Web traffic

  • Segment by download date

  • App store product page

  • Paying users

  • App store impressions


  • Slick design and easy implementation

  • You can track all your in-app data


  • Only for iOS



Localytics screenshot


Price: free and paid

Platforms: iOS, Android, Windows Mobile, BlackBerry, and the web

Localytics is an integrated platform that also offers smart targeting and marketing automation. With Localytics, you can make consciously correct actions to manage users throughout their life cycle.


  • Sessions, events, and users

  • Returns

  • Attribution

  • Deleting tracking

  • LTV

  • Reports

  • Annotations


  • Easy to use

  • Opportunity to compare applications by criteria

  • Unlimited number of applications in the free version

  • Help for new users

  • Review of applications immediately after their addition

  • In premium or corporate versions, you can configure the sending of messages through applications with targeting.

  • It is possible to create your own CSV file requests (in the premium and corporate versions).

  • Measurement of LTV

  • API

  • A/B testing

  • Real-time analysis

  • A reliable “security zone”


  • No funnels

  • The free version is limited




Countly screenshots


Price: Free and paid

Platforms: iOS, Android, Windows Mobile, BlackBerry, and the web

Countly provides a holistic analytical picture, and you can see the entire travel of the user. In addition, Countly offers an open version of its platform for deployment on your servers.


  • Segments

  • Notifications

  • User profiles

  • Involvement

  • Funnels


  • Excellent design and user interface

  • Real-time

  • Opportunity to use segmentation and track events

  • Easy-to-use dashboard

  • Possibility of placing on your own server

  • Funnels

  • The ability to be deployed on-premises


  • Segment from within the app

  • Segmentation parameters must be specified in the application code



Mixpanel screenshot


Price: Free and paid

Platforms: iOS, Android, and web

Mixpanel provides excellent analytics about the involvement of users and works in applications as well as on the site.


  • Involvement reports

  • Funnel reports

  • Returns reports

  • A/B testing

  • Demography


  • Easy creation of funnels

  • It is possible to carry out in-depth analysis

  • There is a mobile version.

  • Based on events

  • Ability to view the user activity tape from the first day of using the application


  • The free version is limited




Flurry screenshot - app analytics tool


Price: Free

Platforms: iOS, Android, Windows Phone, BlackBerry, and the web

Flurry Analytics provides the ability to track users in multiple applications. For example, you can compare iOS and Android versions.


  • Events

  • Funnels

  • Returns

  • Segments

  • User acquisition analytics

  • Specifications


  • Detailed and extensive analysis

  • Possible to create up to 10 dashboards

  • Sequential system


  • It is difficult to identify errors

  • There is no modeling of attribution.

  • There is no possibility to download information about traffic sources.

  • Slow tool operation



Tools for Marketing Application Analysis


App Annie

AppAnnie screenshots - the tool for app analysis


Pricing: Free or custom

Platforms: iOS, Android, TvOS, Windows, Amazon, and the web

The service allows you to analyze the market, competitors, and behavioral indicators in the stacks and optimize the promotion processes.

One of the main advantages is the analysis of customers’ remarketing behavior. You can find out what’s wrong with your application and why users do not return to it. Also, the service monitors the advertising campaigns of competitors; reports of this activity will allow you to draw conclusions and change your own strategy.


  • One integrated platform for your data needs

  • Automatically merge data from all your advertising platforms

  • Track applications and competition using Store Stats


  • One of the most complete sets of tools on the market

  • Very powerful analysis


  • The price structure is not published




Tune screenshots - the tool for app analysis


Prices: Free for up to 10 applications; standard pricing for additional applications

Platforms: iOS, Android, Windows, and the web

This marketing-oriented platform also includes analysis of the application store in its “console” and offers a free trial period. In addition, Tune provides tools for social networks.


  • Integrates the system of measures through purchases, discoveries, returns, and user participation

  • Attribution analysis for accurate evaluation of campaign performance

  • Analysis of the application repository to increase the number of installations


  • Real-time tracking and reporting

  • Third-party ad management

  • Excellent organized data


  • Does not collect data directly from Facebook since Facebook discontinued the partnership in 2014



Apsalar screenshots - the tool for app analysis


Prices: Not disclosed on the Internet

Platforms: iOS and Android

The mobile application analysis enterprise Apsalar provides an analytical platform with the following tools: Marketing Attribution, Remarketing Audience, and CRM & Prospecting Audiences.


  • A large database of resources with relevant presentations and videos

  • Offers products and services for applications

  • Account managers provide support


  • Real-time partnership

  • Automation of marketing (push messaging in the application)

  • Measurement of LTV

  • Provides users with a combination of analysis and attribution functions

  • Analysis of funnels of cross-application

  • Analytics of several applications

  • Possible to segment users based on events, funnels, and cohorts

  • Opportunity to create events

  • Customizable toolbar

  • Free tool to evaluate the performance of companies


  • iOS and Android only

  • Support does not always answer



AppsFlyer screenshots - the tool for app analysis


Prices: $0.05, $0.04, and $0.03 for installation of the application, depending on volume

Platforms: iOS, Android, Windows, the web, Unity, Amazon, and TvOS

As a platform for tracking mobile applications and for analyzing attributes for application developers and marketers, AppsFlyer is trusted and used by the Wall Street Journal, L'Oreal, and Trivago.


  • Real-time data to improve ROI advertising

  • Reports to increase the “lifetime” of users

  • One universal SDK for ease of integration


  • Universal tool

  • Partnerships with Twitter and Google

  • No problems with fraud

  • Custom attribution window

  • Deletes songs for Android

  • Localization support: The toolbar is in nine languages, and currency and time zone can be selected

  • Numerous events in the application that are suitable for different verticals

  • Ready for activating after installation


  • Cannot supplement with ad tracking


What to Consider When Choosing a Platform for Application Analysis


To choose the most optimal platform for yourself, you need to consider the following criteria:

  1. Functions: As a rule, platforms have a standard set of functions, but there are also unique ones for each platform. You should determine whether these unique functions are needed to analyze your application.

  2. Your needs: Your needs are always a fundamental criterion. Determine what kind of analysis you need. If your application is not mass or specific, it’s possible you don’t need a marketing analysis, and it’s more important to analyze the effectiveness of the application. If you need a specific analysis, choose a platform where you can set up metrics.

  3. Complexity: We recommend that you choose relatively simple platforms that are easy to work with. Too complex platforms will affect the performance of your application as they will slow down the analysis.

  4. The price: The levels of pricing are quite different, so pay attention to this parameter since platforms with almost identical functions can be fundamentally different in value; moreover, some are completely free.

  5. Support: Although this is the last example, it is not the last in importance, as timely support from the platform can influence the effectiveness of the application.

In Conclusion


This is not a complete list of services for analyzing mobile applications; for instance, there are also the following tools:

Finally, this is not a list of the “best of the best,” because only you can determine what kind of analytics will be optimal for your application. This is just a list of the most popular tools with universal and useful functions. We hope this information was useful for you.

Good luck with your project!