In-app analytics tools are flooding the market. How do you know which one to choose? In this guide, we’ll dive into the best in-app analytics tools for 2023.

As app marketers, it’s your job to gather data and analyze it. The goal? To make informed decisions based on accurate user insights. Over time, this will lead to improved app performance, greater ROI from your campaigns, and ultimately a better user experience.

In fact, the number of sources of marketing and customer data strongly correlates with stronger performance, according to research by Havard Business Review Analytic Services.

So where do you start? G2 lists a total of 72 mobile app analytics tools. Capterra lists 88. How do you decide which is the best in-app analytics tool for your mobile app? And should you use just one, or is it better to integrate several so you can get the best out of each platform?

Our team has done the hard work for you. We’ve discussed internally and curated a list of what we believe are the best in-app analytics tools on the market today.

In no particular order, they are:

Amplitude

Mixpanel

Glassbox

UXCam

Adjust

AppsFlyer

Branch

Singular

Firebase by Google

App Analytics by Apple

For those of you who want to see the breakdown, let’s dive in.

Why use in-app analytics tools?

With 1.6 million mobile apps available on the App Store and 3.5 million on the Google Play Store (according to the latest figures by Statista), it’s critical that companies and mobile app developers have access to all the data they need to make informed decisions. That’s where mobile app analytics tools come in. They provide companies with a wealth of data and insights that can be used to improve the performance of their apps. Some specific benefits of using these tools include:

Understanding user activity

By using mobile analytics tools, businesses can gain insight into how users interact with their apps, such as which features they use, how often they use them, and where they discontinue. Analyzing app users will allow them to determine what exactly they are getting out of the app, allowing them to make improvements and provide a better user experience.

Improving user acquisition and retention rate

App marketers can gain valuable insights about their users by understanding where they are coming from, how long they stay and why they leave. With the proper in-app analytics software, they can track this data and adjust their app funnels accordingly to improve user acquisition and retention.

Measuring the effectiveness of marketing campaigns

In-app analytics tools can be used to track the performance of different marketing campaigns, including which channels are most effective for acquiring new users and which campaigns are driving the most revenue. This information can be used to optimize marketing spend and improve the ROI of marketing campaigns.

Identifying revenue opportunities

Without data, it is impossible to determine which revenue channels - like in-app purchases, subscriptions, and ads - are the best for your mobile app. Utilizing in-app analytics tools is essential as it can provide insights as to which strategies are most effective and even uncover additional opportunities for monetization.

Detecting and preventing fraud

According to Lunio, 36% of display ad clicks are fraudulent or invalid. Most in-app analytics tools allow users to safeguard their budget and create custom rules that block attribution on the event level. They can detect and block most types of fraud, including click farms, click flooding, ad stacking, or click injection.

The best in-app analytics tools to consider in 2023

If you’re interested in diving deeper to find out what the best in-app analytics tools are, then keep reading. We’ve picked out the top 13 for 2023 based on a variety of factors, including G2 score and each app’s core features.

Amplitude

G2 score: 4.5 out of 5

Amplitude is a digital analytics platform that provides visibility into the complete customer experience in real-time. It features tracking capabilities across platforms, advanced behavioral analytics, and robust security measures, as well as customer support of the highest caliber. This is the platform utilized by industry-leading companies such as PayPal, Twitter, Peloton, Doordash, Atlassian, and Shopify.

Key features

Scalable analytics

User tracking

Event tracking

Funnels

Retention analysis

Cohort analysis

User segmentation

Custom dashboards and reports

Mixpanel

G2 score: 4.5 out of 5

Mixpanel is a user-friendly product analytics tool that empowers teams to better understand engagement, conversion and retention across devices in real-time. This powerful solution is used by more than 7,000 businesses in different sectors, such as Expedia, Uber, Yelp, BuzzFeed, and Lemonade.

Key features

Interactive reports

Team boards and alerts

Limitless segmentation

Group analytics

Data integration

Data management

Security and privacy

Scalable infrastructure

Glassbox

G2 score: 4.8 out of 5

Glassbox is a powerful digital experience analytics platform that allows companies to observe, replay, and study the behavior of customers on their mobile applications and websites in real-time. Moreover, its integration with other analytics platforms and CRM systems makes it possible for companies to blend Glassbox data with data from other sources for a comprehensive view of customer behavior.

Key features

Customer journey analytics

Mobile app analytics

Session replay

Performance analytics

Product analytics

Interaction and heatmaps

Funnel analysis

Struggle and error analysis

Voice of customer

UXCam

G2 score: 4.7 out of 5

UXCam is an app experience solution that provides product teams with user-centered data to help guide decisions that drive retention and growth. Through UXCam, you can closely observe user interactions within your app with session replay analysis, screen analysis, user journey analysis, and more. It is trusted by companies such as Virgin Mobile, Rappi, and Nando’s. It is the market-leading user experience (UX) analytics tool.

Key features

Team dashboards

Session replays

Event analytics

360° user analytics

Heatmap analytics

Funnel analytics

Issue analytics

Third-party integrations

Adjust

G2 score: 4.2 out of 5

Adjust is a global app analytics platform that provides app attribution, in-depth analytics and fraud detection services. Adjust aims to give app marketers and developers a comprehensive view of their mobile app performance, providing actionable insights on how to improve and optimize their app marketing efforts and also protecting their ad budgets from fraud. 

Key features

Mobile attribution

Campaign automation

CTV AdVision

iOS solutions

ROI measurement

Audience builder

Fraud prevention

Data protection

AppsFlyer

G2 score: 4.4 out of 5

AppsFlyer is a mobile app tracking and attribution platform that provides businesses with detailed performance metrics and user insights for their mobile apps. It allows businesses to track and attribute downloads, in-app events and revenue to specific marketing campaigns, ad networks, and media sources. It also provides fraud detection services to protect businesses from fraudulent activity such as click injection, click flooding and install hijacking. It’s used by TikTok, Disney, Shein, and trivago.

Key features

Measurement suite (mobile, web, CTV)

Cost aggregation

Marketing analytics

Predictive analytics

CX and deep linking

Audience segmentation

Fraud protection

Privacy cloud

Partner marketplace

Branch

G2 score: 4.4 out of 5

Branch is a mobile linking and attribution platform that helps businesses improve user engagement and conversion rates on their mobile apps. It provides a range of features for deep linking, which allow businesses to link users to specific content or actions within their mobile apps. It also enables businesses to create custom, shareable links that can be used in various marketing channels, such as social media, email, SMS, and web. 

Key features

Universal ads

Engagement builder

Cost aggregation

SKAdNetwork support

OTT/CTV support

Fraud protection

SEO app attribution

QR codes

Data feeds

Singular

G2 score: 4.4 out of 5

Singular is a mobile marketing analytics and optimization platform. It promises next-gen attribution and analytics with industry-leading cost aggregation, mobile attribution, ROI analytics, and automatic loading directly into your BI tools. Singular also offers fraud prevention to keep ad budgets focused on quality users.

Key features

Marketing analytics

Cost aggregation

Mobile attribution

SKAdNetwork attribution

Deep linking

Cross-device attribution

Fraud prevention

Audience management

Ad monetization

Firebase by Google

G2 score: 4.5 out of 5

Firebase by Google is a comprehensive mobile app analytics platform for Android and iOS that provides both app analytics as well as the infrastructure to build your app. It offers a wide range of features for building apps, monitoring performance, and increasing user engagement. It also offers many extensions and integrations.

Key features

Real-time database

Crash reporting

Firebase ML

Remote configuration

Hosting

Test lab

A/B testing

Performance monitoring

Google Analytics for Firebase

App Analytics by Apple

G2 score: n/a

App Analytics by Apple is more limited when compared with Firebase, but is included with Apple Developer Program membership and requires no technical implementation. Made for iOS only, App Analytics can help you track App Store performance, app engagement and usage, how many paying users you have, marketing campaign performance, as well as the number of active paid users and subscribers.

Key features

App store performance

App engagement and usage

Marketing campaigns

Paying users

Pre-orders

In-app event performance

App clip performance

Subscription activity

Business performance

Which is the best in-app analytics tool for your app?

When selecting an in-app analytics tool for your business, you should look for one that provides real-time analytics, subscription funnel tracking, scalability, minimal coding requirements, and A/B testing capabilities. This will give marketers and non-developers full-funnel visibility into their users, enable them to perform experiments to drive optimization, and ultimately boost retention, revenue, and growth. It’s also possible to use a combination of tools such as Purchasely for to grow your subscriber base.

Purchasely collects granular data about subscription funnel, transactional events and subscription status and is able to sent this dataset to many in-app analytics tools.

Adjust (see our documentation)

Appsflyer (see our documentation)

Branch (see our documentation) 

Amplitude (see our documentation)

Mixpanel (see our documentation)

Firebase (see our documentation)

Get a first-hand look at Purchasely and discover how our In-App Subscription Growth Platform can help you increase the success of your subscription app.