Google is launching a Beta version of analytics for mobile apps at the end of this week. It’s a move, which sees the search engine offer app owners and developers reports and metrics in much the same way as it provides for websites. 

 The move has been welcomed by the marketing industry. With half the UK population now owning smart phones and recent developments in mobile payments and mobile commerce, the solution is seen as a means to help marketers "measure the end-to-end value of their mobile app, to ultimately help them build richer, more engaging experiences for their users," Google Product Manager, Jiajing Wang says. 

"Mobile conversions have grown by about 180% in just the last year," Google adds. Google Analytics for Apps aims therefore "to measure the entire mobile customer journey – from discovery to download to engagement."

Furthermore it will help improve the app’s effectiveness for the brand as well as its customer. "Analytics are an essential for any digital property, web or apps. Marketers can see opening rates, usage rates and user journeys and can optimise their app accordingly. 

"Although these analytics have been available for apps for some time, the significance of Google's offering is that it brings ease of integration and a familiar platform," says Mark Brill CEO of Formation and member of the DMA’s mobile council.

As mCommerce continues to grow rapidly, Google Analytics for apps may also help optimise the experience, bring improved user experience and ultimately an increase in mobile-based transactions,’ he adds.

Posted by Alison McClintock