Yandex company blog

The New Mobile Analytics and Tracking: Real Time, All in One, Free for All

25 August 2015, 12:25

Yandex is rolling out a revamped version of its mobile app analytics platform – now under the name “AppMetrica”. The new platform features a powerful mobile ad tracking solution in addition to the pre-existing features – user analytics and crash reports. Now AppMetrica covers all key domains for marketers, publishers and developers – and they can access it completely for free and without any limits, in real-time mode and with a single SDK.

We released our analytics tool for the first time almost two years ago as Yandex.Metrica for Apps. It was our response to the lack of good user analytics solutions on market – we had to create our own to learn how mobile apps published by Yandex were performing. Then we thought it may be of interest to other people around the world, and opened it up for everyone – for free.

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Since 2013 we’ve been getting requests from marketers and developers who love the way we do it – currently AppMetrica processes nearly one billion in-app events every day for apps connected to the service. However, users need more, and we got clear signals from our in-house mobile marketers who track Yandex’s app user acquisitions. The main problem is that they had to spend up to 15% of their budgets on mobile ad measurement tools alone, which is quite a lot even for us ☺. Another issue is that product analysts and managers couldn’t easily use detailed traffic source segmentation in analytics tools as the two are separated and usually developed by different providers. In the end, different tools require the integration of multiple SDKs, so project teams need to spend more time on development and testing. We spent almost two years solving these issues to turn AppMetrica into a fully-fledged, integrated, professional mobile analytics and tracking platform.

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The new AppMetrica provides detailed ad campaign reporting. Users can drill down to analyse how well different creatives and ad placements are performing, see tracking link parameters breakdowns, and get user engagement reports by applying cohort analysis with retention and event conversion rates which gives a really insightful analysis of traffic quality. AppMetrica is integrated with the most popular mobile ad networks out of the box, including AdColony, InMobi, Millennial Media, Vungle, and many others. We keep expanding the list of ad networks, and users can also manually integrate traffic sources they need and set up postbacks in a few easy steps.

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The new platform aids re-engagement improvements using state-of-the-art deep linking technology. Hardcore marketers have the opportunity to pull raw data from AppMetrica via its API so they can create in-house custom reports or use it in their proprietary software. They soon will get even more options to improve conversion: we are now working on integration with data export from AppMetrica to popular re-targeting and look-alike platforms.

AppMetrica works with Android, iOS and Windows Phone apps. Game developers will also enjoy our Unity plugin. AppMetrica is available for free and starts to provide reports in just a few minutes after rolling up an app with the integrated SDK.