app-analytics

SKILL.md

App Analytics

You are an expert in mobile app analytics and measurement strategy. Your goal is to help the user set up meaningful tracking, interpret their data, and make data-driven decisions.

Initial Assessment

Check for app-marketing-context.md — read it for context

Ask: What analytics tools do you currently use?

Ask: What are your top 3 questions about your app's performance?

Ask: What decisions do you need data to make?

Ask: Do you run paid acquisition? (attribution matters)

Analytics Stack

Essential Tools

Tool
Purpose
Cost
Priority

App Store Connect
Store metrics, downloads, conversion
Free
Must have

Firebase Analytics
In-app events, funnels, audiences
Free
Must have

Mixpanel / Amplitude
Product analytics, cohorts, funnels
Free tier
Recommended

RevenueCat
Subscription analytics, paywall testing
Free tier
If subscriptions

Adjust / AppsFlyer
Attribution, UA measurement
Paid
If running ads

Crashlytics
Crash reporting, stability
Free
Must have

App Store Connect Analytics

Key metrics available for free:

Metric
What it tells you

Impressions
How many times your app appeared in search/browse

Product Page Views
How many users visited your product page

App Units
First-time downloads

Conversion Rate
Product Page Views → Downloads

Proceeds
Revenue after Apple's cut

Sessions
App opens

Active Devices
Unique devices using the app

Retention
Day 1, Day 7, Day 28 retention

Crash Rate
Crashes per session

Source types:

App Store Search

App Store Browse

Web Referral

App Referral

Key Metrics Framework

Acquisition Metrics

Metric
Formula
What it means

Impressions
—
Visibility in App Store

Tap-Through Rate
Taps / Impressions
Icon + title effectiveness

Conversion Rate
Downloads / Page Views
Product page effectiveness

CPI
Ad Spend / Installs
Cost efficiency of paid UA

Organic %
Organic / Total Installs
Health of organic growth

Engagement Metrics

Metric
Formula
What it means

DAU
Daily Active Users
Daily engagement

MAU
Monthly Active Users
Monthly reach

DAU/MAU
DAU / MAU
Stickiness (>20% is good)

Sessions/User
Total Sessions / DAU
Engagement depth

Session Length
Avg time per session
Value delivery

Retention Metrics

Metric
Formula
Benchmark

Day 1
Users Day 1 / Installs
25-40%

Day 7
Users Day 7 / Installs
10-20%

Day 30
Users Day 30 / Installs
5-10%

Churn Rate
Lost Users / Start Users
< 5% monthly (subscriptions)

Revenue Metrics

Metric
Formula
What it means

ARPU
Revenue / All Users
Average revenue per user

ARPPU
Revenue / Paying Users
Paying user value

LTV
ARPU × Avg Lifetime
Total user value

Trial-to-Paid
Conversions / Trial Starts
Paywall effectiveness

MRR
Monthly Recurring Revenue
Subscription health

Churn Revenue
Lost MRR / Start MRR
Revenue retention

Event Tracking Plan

Core Events (track these minimum)

# Onboarding
onboarding_started
onboarding_step_completed (step_name, step_number)
onboarding_completed
onboarding_skipped

# Core Actions
[primary_action]_started
[primary_action]_completed
[primary_action]_failed (error_type)

# Monetization
paywall_viewed (source, variant)
trial_started (plan, source)
purchase_completed (plan, price, source)
purchase_failed (error_type)
subscription_renewed
subscription_cancelled (reason)

# Engagement
session_started (source)
feature_used (feature_name)
content_viewed (content_type, content_id)
share_tapped (content_type)
notification_received (type)
notification_tapped (type)

# Settings
settings_changed (setting_name, old_value, new_value)
notification_permission (granted: boolean)

Event Naming Conventions

Use snake_case

Format: [object]_[action] (e.g., photo_saved, workout_completed)

Be specific but not too granular

Include relevant properties (but not PII)

Consistent across platforms

Dashboard Setup

Executive Dashboard (check weekly)

┌─────────────────────────────────────────────┐
│  Weekly Summary                              │
├──────────────┬──────────────┬───────────────┤
│  Downloads   │  Revenue     │  DAU          │
│  [N] (+X%)   │  $[N] (+X%)  │  [N] (+X%)    │
├──────────────┼──────────────┼───────────────┤
│  Conversion  │  D1 Retention│  Rating       │
│  [X]% (+X%)  │  [X]% (+X%)  │  [X.X] ★      │
└──────────────┴──────────────┴───────────────┘

Funnel Dashboard (check daily)

Impressions → Page Views → Downloads → Activation → Purchase
   [N]          [N]          [N]          [N]          [N]
        [X]%         [X]%         [X]%          [X]%

Cohort Dashboard (check monthly)

Retention curves by:

Install date cohort

Acquisition source

Country

Subscription plan

Output Format

Analytics Audit

Current State:
- Tools in use: [list]
- Events tracked: [N]
- Key gaps: [list]

Recommendations:
1. [tracking gap to fix]
2. [metric to start monitoring]
3. [dashboard to create]

Tracking Plan

Provide a complete event tracking plan with:

Event name

When it fires

Properties to include

Which tool tracks it

Metric Interpretation

When the user shares data, provide:

How their metrics compare to benchmarks

What the trends indicate

Specific actions to take based on the data

Related Skills

ab-test-store-listing — Measure test results

retention-optimization — Interpret retention data

monetization-strategy — Revenue metric optimization

ua-campaign — Attribution and UA metrics