Get started on smartphone

Within an ever-increasingly mobile digital environment, associated applications are enjoying significant growth. It is therefore essential that providers stay in the competition by optimising their consumer experience in order to attract and generate loyalty. Thanks to web app analytics, you can adopt this strategic position by analysing your data.

Tomorrow is decidedly mobile

Both in France and across the globe, the penetration rate of the smartphone has now surpassed that of the personal computer. According to a study by Credoc published in April 2017, 55% of the French population give priority to their mobile phones and 48% download mobile applications. Google, in turn, has noted an increase in the number of mobile searches, all markets combined.

Within this digital environment, unquestionably centred on mobile devices, applications have gained considerable ground. They are also meeting with increased competitiveness, hence spurring marketers to multiply their efforts to stand out from the crowd. Understanding the finer details of the application, how it works, its strengths and weaknesses, in an aim to improve the user journey, has therefore become essential.

The challenge consists, not only in convincing the consumer to download the app, but also in obtaining customer loyalty. As such, there is now a critical need for mobile apps to exploit their data. Optimising app analytics and mobile app tracking is crucial.

Mobile app tracking tools

At Universem, we use two specific tracking tools: Firebase Analytics et Appsflyer. Their respective characteristics are detailed below.

Firebase Analytics

Firebase Analytics is a tool developed by Google for tracking applications. The tool is naturally designed for integration within other Google services such as AdWords and AdMob. It can analyse over 500 distinct events. It can also automatically monitor certain key indicators and a range of user properties. Finally, data is captured in real time.


Appsflyer is a flexible solution that can be adapted to suit specific needs thanks to its many integrated attributions and partners. It provides access to data in real time and data display is similar to the Analytics display offered by Google.

Our experts’ methodology

For mobile app analytics, our experts apply the following methodology:

  1. Definition of your strategy

Defining strategy implies reflecting on the application’s fundamental role. Why does it exist? What do we expect of users? What links it to the site? Once you have answered all these questions, you must then identify the KPIs that will enable you to evaluate the application’s performance.

  1. Mobile app tracking

Based on you KPIs, we create a tag plan detailing all the data requiring to be retrieved and that will serve as a support document for development teams during implementation and test phases.

  1. Data fusion

Upstream of the process, mobile app data must be collected and aggregated across all platforms (such as AdWords, social media, mobile app, desktop website or mobile site). Then you need to plan the visibility of federated information between you mobile app analytics and your website in order to improve your knowledge of your consumers’ behaviour.

They trust us