Making the Most of your Analytics

Adobe analytics tracks users while they are interacting with your app. This includes both on and offline usage. Adobe provides base-line analytic that will allow you to view important data such issues downloaded, total viewing time, article views, and more. This data will help to paint a picture of the way your users are interacting with your app.

Analytics look a little intimidating when you first open it and start diving in. Sure you can easily see how many times the app has been downloaded and how long a user is spending with the app but to really understand the metrics, start by asking yourself a few important questions.

Not all of these will be relevant to your app. It will depend on your overall strategy as well as how your app was set up. 

Which folio is attracting the most attention?

It’s important to consider how your app was built and what content lives in which folio. Your readers may be bouncing around between linked folios. If you publish a monthly magazine, watching the difference in readership per folio will tell you start to give you an idea of what your readers like and how successful your marketing was for each issue.

Are they reading through or just skimming it?

Total time or average time spent in the folio is not going to tell you the habits of your readers. Use the Content Views and Total Time Spent option under Articlesto see which articles are getting the most views and longest engagement. Is it a page with a lot of text? That is telling you that your readers are spending the time reading everything. Or are your readers skipping the text heavy pages and heading straight for the slideshows? These are important when determining future content.

Is there a certain article that is being opened but quickly abandoned?

A short read time on a specific article could mean that the content is irrelevant or does not interest your user. They may be quickly passing by the page or leaving the app completely. It’s easy to focus on only the successful articles and forget about the unsuccessful ones. Search for similarities in content that has a short time spent listing to find trends and adapt your content accordingly.

Are your users returning and utilizing the app often?

Check the accumulated sessions per reader stat to see if your users are utilizing your content often. For privacy reasons, you are not able to track individual users. However, you will be able to see how often the average user returns to your content. If usage is low, send out a push notification to remind them of the great content you have to offer.

How are external marketing efforts effecting app usage? 

Keep track of all large marketing pushes such as email blasts, push notifications, etc and compare them to spikes in your analytics. Trial and error is the best method for determining what is successful.

What does the download error and cancelled mean? Are these bad? 

No, both cancels and errors are not necessarily bad. It does not mean that the user changed their mind or moved on. Many times, especially if it is a multi-folio app it just means the user started downloading the second folio before the first was done. If the user starts to download Folio 1 and then clicks on Folio 2, it will cancel the first and move on to the second. It will be recorded as a cancel. If they return to Folio 1 and complete the download, it will be recorded as a complete but the cancel will still be recorded.

Unless the download failures are more than 10 percent of your successful downloads, there is likely no reason for concern.

Plan your reports.

Glancing at the analytics at random times will not help you truly track your users and determine what is successful and what is not. For successful analytic tracking, export the data into an spreadsheet or write down the important metrics once a month. Keep these all in one spot so you can compare the stats monthly. Also keep track of external events that might effect the data such as email blasts, new updates, push notifications, or events.

Practice makes perfect. Dive in and start playing around.