Traffic Sources Analytics

Mobile websites

Traffic source analytics of mobile websites does not differ much from desktop analytics. The use of Google Analytics and/ or Yandex.Metricа is sufficient enough to assess the user’s behavior on a mobile website.
Counting the number of displays of advertising materials, coverage, frequency, number of clicks and other metrics before redirecting a visitor to the website is carried out using special platforms including Adriver, Gemius, Weborama and others.

Mobile applications

Analytical systems allow you to track the user path from clicking on an ad before installing the application and performing in-app actions. They make it possible to optimize the advertising campaign for the required KPIs.

Comparison of mobile application tracking system

		Adjust	AppsFlyer	TUNE	AppMetrika by Yandex	Firebase by Google	Flurry
Traffic Source	Facebook & Instagram	+	+	-	+/-	-	-
	Twitter	+	+	+	-	-	-
	MyTarget (VK/OK)	+	+	+	+	-	-
	Yandex	+	+	+	+	-	-
	Google	+	+	+	+	+	-
	Mobile RTB	+	+	+	+	-	+
Basic Functions	Deeplinks	+	+	+	+	+	-
	Cohort reports	+	+	+	+	+	+
	Organic events	+	+	+	+	+	-
	Revenue cost	+	+	+	-	+	-
	Agency access	-	+	+	+	-	+
	Unistalls data	-	+	-	-	Android only	-
	Price	$$	$$$	$$	Free	Free (basic)	Free (basic)
	Own data storage	+	-	-	-	-	-
	Price	$$	$$$	$$	Free	Free (basic)	Free (basic)

Conclusions:

At the moment, we recommend installing Adjust or AppsFlyer tracking system.

Their functionality makes it possible to track all the traffic channels and in-app events in one window without installing additional SDKs in applications. These systems also provide high-quality and prompt technical support all over the world.

In cases where it is important to spare budget, you can use a free solution. Here the absolute leader is AppMetrika by Yandex.

However, it currently does not fully support the Facebook / Instagram / Twitter. If you use them, you will need to install additional SDKs.

Unfortunately, there is no universal system available right now for analyzing traffic sources, which would cope with the main objectives of clients: to work with all the sources of traffic, track the deeplinks and correctly calculate the financial funnel inside the application.

The choice is usually between free and paid analytical systems. The main free system (AppMetrika) is being developed quite well, but they solve current issues very slowly. We always warn the client that the desire to save a dime can lead to difficulties in the close future.

Of the paid systems, we usually recommend AppsFlyer. It does a good job recognizing mobile traffic from various sources and is ready to provide customized financial terms. It will be great if they keep on developing in-app analytics.

I do not advise anyone to install several analytical systems, including mobile applications analytics: each of them increases the application’s volume. If you install too many SDKs, the application file size might not even be allowed to the store. Also, different systems will create a conflicting environment in the code, and the data contained in them may not be displayed correctly.

Elena Pikunova

Managing Partner at Zen Mobile Agency