8 Common Mobile Analytics Challenges And Pitfalls — Tips On How To Avoid Them

1. App installation data is not consistent

Charts showing installs of the same app in App Store Connect and Appsflyer

2. App event data is not tracked by your analytics system

  • The event is configured incorrectly. Because of this, it is not sent to your tracking and analytics system to begin with.
  • The event is not triggered by users. This sometimes happens when your app has a small audience or if the event occurs rarely: users just do not get to it. To avoid this, you need to test and make sure your events are sent correctly before you release the app. When adding new events to the analytics, it’s important to check that they do in fact arrive into the system and are triggered when they are supposed to. Ask your QA engineer to ensure the correctness of the event triggering before the release.
  • Your analytics system sends events in ‘batches’. To avoid server overload, analytics services might send event data in ‘batches’ or use timeouts (e.g., when there are 10 events in-store or when 10, 30 etc. seconds have passed). Assume we have an app with a sign-up process that has 5 events. The analytics system will wait for several more events before it sends the whole ‘batch’. It’s possible that the number of events never reaches the required number, so the ‘batch’ will never be sent.
    How do we address this? One solution is to force the system to send the events. In most analytics systems, you can force the sending of one or several events. However, we do not recommend using this approach all the time since it can disrupt the initial sequence when you receive them. This is also not common for analytics systems. By using separate requests to ‘force send’ every single event, you increase the server and network load.
  • Something has broken down in the app itself. You might have just missed a bug in the latest update: some features might in fact be working incorrectly and the issue has not been discovered during the testing stage. It might be worth it to check the app itself. For example, if, due to an error, your app does not open the user’s profile screen, the event of viewing the profile screen will not be sent to the analytics system. Sometimes abrupt drops of a certain metric to zero may be a sign of overlooked bugs and other technical issues. The advice here is quite obvious: to release a bug fix to address those, and quickly.

3. Events are not matched with users

4. Event stats duplication

5. App event data differ from system to system

6. Income data are added up in different currencies

7. Time-delayed conversions and different attribution windows are not taken into account

8. Incorrect data comparison




proba.ai is a tool for A/B testing in mobile apps. Carry out experiments faster, and at a better price — using the mobile app product hypothesis testing tool.

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proba.ai is a tool for A/B testing in mobile apps. Carry out experiments faster, and at a better price — using the mobile app product hypothesis testing tool.

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