Mobile App Measurement
Feras Alhlou, Shiraz Asif, Eric Fettman · 2016
This chapter discusses the importance of mobile application measurement in light of users interacting with organizations on their mobile devices using both browsers and applications. Most websites developed for desktop browsers are not very attractive or usable when accessed in a mobile browser. Mobile applications differ from websites in the sense that once they update their website, it is updated for all users who access their website. Releasing a new version of their application does not in any way guarantee that their user base will upgrade. Mobile applications are static in nature and require the user to accept the update. Developers can push important events into a data layer and then later decide which tracking tags or pixels should be fired. Each application should be tracked in its own unique property to avoid data being combined in unintentional ways. This will also help avoid sampling since the single-application views will contain less data than a roll-up.