A while back, Facebook introduced App Insights, an analytics tool made to help developers and brands track the performance of their applications running on the social networking platform. It has been an indispensable tool from day one, but is arguably getting better than ever according to a recent announcement from Facebook.
New and Improved App Insights
Facebook has announced an update that will introduce three new features to the App Insights tool, each designed with the sole purpose of helping app owners gain a better understanding of engagement and overall performance. These features are the Triangle Heatmap, Drill Down, and Growth Account. Following is an overview on the new features and what they have to offer:
1. Triangle Heatmap – This feature will show marketers the retention level of the people using their apps over a certain period of time. So for example, it may reveal that interaction has increased over the past 15 days, or vice versa, decreased. The Triangle Heatmap feature can also be used to determine the impact status updates have on user engagement.
2. Drill Down – With the Drill Down feature, marketers can measure and compare the level of user engagement over a certain amount of time. This feature works in concert with the Triangle Heatmap by simply clicking a point on the map.
3. Growth Account – The Growth Account feature is designed to replace the previous function that would show app owners the number of times their application had been installed or uninstalled by users. With the App Insights tool being updated, the Growth Account will soon show the number of users that have been lost, retained, or revived, the latter of which refers to those who were once inactive, but became active again through re-engagement.
These improvements not only provide developers and brands with valuable “insights”. They deliver information that can be essential when it comes to making business decisions or executing marketing strategies.
App Analytics is Essentials
While marketers are increasingly rushing to create mobile apps that run on iOS or Android devices, many of them are overlooking the potential goldmine that is the Facebook platform. Of course social media is more than a single website, but with nearly 1 billion registered members, the appeal of this one is difficult to resist. Having a Facebook app offers advantages such as:
- Brand awareness
- Higher engagement
- Increased traffic
- Lead generation
- User retention
- New client acquisition
- Viral impact
These benefits are certainly attractive, but it is important to understand that enjoying them calls for much more than just having an app on the Facebook platform. You must also track its performance on a regular basis. Without those insights, you might continue to pour valuable time and resources into a marketing strategy that just isn’t working out. Speaking of Insights, Facebook has not announced when the update will go live for developers and marketers.