Track user behavior in mobile apps

1. Write a list of behavioral questions you have about your users.

For example, What behaviors do my users display? Are they experiencing glitches and crashes? And, How are they interacting with the app?

2. Use AdMob Behavioral reports to get preliminary answers to your list of questions.

For example, an Overview report will show a summary of behavioral data, while a Crashes and Exceptions report is focused on the most popular exceptions within the different versions of your app.

3. Use screen tracking to analyze the various screens within your app to uncover any technical or UX issues, as well as add placement.

Analyze which screens are most popular, how long users stay on each screen, how often purchases are made from each screen, and how users move from one screen to the next.

4. Track interactive content including menu selections, ad clicks, swipes, purchases, and more, by setting up event tracking within your account.

Use parameters on the elements you want to track. For instance, set these four parameters: Category: Organize Events into groups, for example, social shares. Action: Describe the Event, for example, Twitter. Label: Describe the Event. Value: Numerical variable.

5. Use custom dimensions and custom metrics to track data that is uniquely important to your app, your behavior analysis, and your engagement and retention.

For example, you can track users by the highest level they’ve reached, or a custom dimension like Screen Name, or custom metrics like Average Time on Screen.

6. Use your custom dimensions to build segments and add them to custom reports.

Use these new reports and segments to drill down into your data and pull out insights.

7. Enable Enhanced Ecommerce to access four core reports, Product Performance, Product List Performance, Shopping Behavior, and Checkout Behavior; for tracking and analysis of in-app purchase behavior.

This will help you understand how much revenue each in-app product generates, when people buy the same product multiple times, and which products are failing.

8. Segment your mobile app users and apply this information to your behavioral and event tracking reports.

For example, segmenting your user base by starting with purchase vs non-purchase or high-value and low-value customers, can help you double down on marketing efforts.