A Guide to Analyzing App Funnels


Mobile Analytics: Best Practices

What do you want people to get out of your app? How do you want them to use it? These are crucial questions to ask as you design, develop and publish your mobile app. To answer your questions and make sure that your app is functioning as you intended in the marketplace, it’s important to use mobile analytics.

App publishers analyze app funnels to keep on top of their user conversion rates. This is how your organization can see how well you are doing in engaging and retaining users and monetizing the app. A funnel is a streamlined flow on your application – the checkout process, registration, lead generation – anything where users take a series of activities or actions before arriving at an objective.

For best practices in mobile analytics, you need to establish goals so you have something to measure. The app funnel helps you calculate the conversion rate of your app based on different actions you want users to take.

A funnel serves as a model to guide consumers on their journey toward meeting your goal of having them do things, such as download your app, register it, develop a habit of using it on a regular basis or make in-app purchases.

The funnel starts off big at the top with everyone entering and get smaller at the bottom as users filter through the process. You can imagine your funnel as beginning with developing awareness of the app, generating interest, creating desire and then getting users to buy it. An image below shows a funnel report of an application at different stages and a Total CVR (Conversion Rate) of 3.54%


Image Courtesy – Apsalar

The How-To:

To analyze the funnel, you have to find a few different things:
Current conversion rates – percentage of users who hit the registration page and are actually registering.
Current drop-off rates – the number of people who are lost during each stage in the funnel.

Find bottlenecks in the process.

Using Funnels, you might find that there’s one page with an 85% dropoff rate that is killing conversions. When you find that out, you can start testing variations of the page while continuously monitoring the dropoff rate and conversions.

Decrease the drop-offs.

The primary thing to do is approach the issue from the perspective of a user. Go through your funnel and consider the bottlenecks objectively. In the event that you can distinguish things that irritate you or turn you off, you can change that and increase the chances of user retention.
Some likely issues to consider:

Do you require registration to continue?
Is there an obvious way to continue?
Is there something wrong with the design on that page?

Find what users want Next!

Another possibility of decreasing conversions and increasing drop-offs is that you aren’t focusing enough on what you want your users to do next. You might want them to continue to the checkout page, but they could get distracted by ads, menu links, etc. It’s vital to eliminate distractions at the critical points in your funnel, and to make the desired action the easiest to take.

Use mobile metrics to get the information you need to improve your app’s success. You can keep track of how users behave when engaging with your app and get demographic information. This data could reveal that more women than men are using your app, or show you which particular age segment makes more purchases.

What events trigger the goals you are trying to achieve? Do push notifications inspire users to sign up for monthly service add-ons with your app? How are you getting people to write reviews, give ratings or recommend your app to their friends?

If the graphical user interface of your app seems to be causing a problem with conversion rates (the GUI is too confusing, users keep tapping icons because they can’t find a settings option, etc.), your mobile metrics will help you identify problem areas so you can adjust how the app looks and feels to boost conversions.

Figuring out your funnels is one of the most imperative things you can do to boost your quantitative understanding of your application. By constantly regulating and measuring, you should be able to improve your number of conversions.

Best App Funnel Tools

OpenXcell’s team of developers and marketing experts use a number of app funnel tools. Here are some of the best app funnel tools for you to consider for your next project.

AdMob Analytics

Free tool from Google’s AdMob network


Virtually real-time analysis


Dashboard used by iOS app developers


Target users with behavioral marketing


Payment solutions and analysis in real time


Track and report on your app’s crashes


Kontagent’s suite of mobile analytics


Highly advanced mobile app analytics platform


Improve how you analyze reviews and ratings of your app

At OpenXcell, we do much more than design, program and develop apps for our customers. We have a top-notch marketing team who will work with you from the very beginning of the development process to ensure that you will implement mobile metrics as effectively as possible. For details on using funnel tools for analysis of your app’s success or to set up an appointment to develop a new project, please contact OpenXcell today.

App Analytics

Jayneel Patel

Jayneel Patel

I am storyteller, marketer, developer, designer, thinker, enabler, rescuer, founder, CEO, whatever you call at OpenXcell and Orderhive. I do whatever best suits to my company. I love facing challenges, driving cars on muddy roads and giving surprises.