Course

Mobile App Analytics

Tools change. Analytics principles stay.

Of course, in the course we’ll use the the App Store, Google Play, Firebase, Amplitude, AppsFlyer, and Adjust. But they’re all tools.

Today, you work with them through their own interfaces. Tomorrow, an AI agent will handle that for you. But who will explain to the agent what exactly needs to be analyzed? Who will understand whether its conclusions are correct?

That’s why this isn’t just a course where you’ll learn to work with mobile analytics tools, but one where you’ll learn to think through an analysis regardless of the tools.

View the curriculum

Course starts: Start now

Learning: 15+ lectures
Format: online
Platforms: iOS + Android

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Mobile App Analytics

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Course Curriculum

Block 1. Mobile App Analytics Fundamentals

Lecture 1. How Mobile App Analytics Works and What Makes It Distinct

What You Will Learn

Key characteristics of mobile analytics
The main services and tools for a comprehensive mobile app analytics setup
Why effective mobile analytics takes input from more than one person alone
The main problems and challenges in mobile app analytics

What You Will Achieve

You'll understand how mobile app analytics is structured, which systems collect and analyze data, why you need multiple sources to see the full picture, and why no number is an absolute truth.

Block 2. Practical Mobile App Data Analysis

Lecture 2. Analyzing New Audience Acquisition

What You Will Learn

What an install is. Install vs First Open.
Metrics for assessing new user acquisition: installs, registrations, CPI, CPA
Why a metric’s value on its own doesn’t tell a story and often, on the contrary, can mislead you
How to identify patterns using parameters and charts
How to assess the performance of acquisition channels in practice and determine traffic quality

What You Will Achieve

You’ll learn which metrics to look at to evaluate the effectiveness of new user acquisition, and why tracking installs and registrations matters more for a mobile app than it might seem at first glance. You’ll learn to analyze metric changes over time and compare them correctly, so you can find patterns, spot problems, and draw well-founded conclusions.

Lecture 3. Analyzing Mobile App User Retention

What You Will Learn

Who counts as an “active user”, and why not everyone who opens the app is active
What DAU, WAU, and MAU measure, and how to analyze the ratios between them
Cohort analysis in mobile analytics. How to track the behavior and return of different user groups over time
What Day 1/7/30 retention analysis can tell you

What You Will Achieve

Most importantly, you’ll learn to look for answers to three key questions: whether users had a good first experience with the app, whether a habit of coming back has formed, and whether the product remains relevant in the long term.

Lecture 4. Analyzing App Monetization

What You Will Learn

How you can monetize an app and what makes each of them distinct
How to calculate how much money the business has actually earned, and the difference between Gross Revenue, Net Revenue, and Profit
What a paywall is, and how to analyze purchases, subscriptions, and user behavior on the path to monetization
How to calculate how much money one user generates, the difference between ARPU and ARPPU, and what their ratio can tell you
What MRR measures, and how to analyze recurring revenue and repeat purchases

What You Will Achieve

You’ll get familiar with the main mobile app monetization models and learn to assess how much money your product really earns. And most importantly, you’ll learn not just to calculate monetization metrics, but to interpret them correctly and find opportunities to grow revenue.

Lecture 5. Mobile App Unit Economics

What You Will Learn

How to calculate how much it cost us to bring in someone who pays
How to find which campaigns, cohorts, and segments bring in the most valuable users
What unit economics is, and how to tell whether it adds up
Nuances of calculating CAC
Why LTV > CAC doesn’t yet mean everything is fine, and what the CAC Payback Period is
How to measure user churn (Churn Rate) and determine at which stage users stop using the app

What You Will Achieve

You’ll learn to assess how much it actually costs to acquire a paying mobile app user, and which ad campaigns, cohorts, and segments bring the most value to the business. You’ll understand how unit economics works and learn to calculate CAC correctly and compare it with LTV. And most importantly, you’ll understand why even LTV > CAC doesn’t mean the product’s economics are in good shape, and how to assess the payback of user acquisition.

Lecture 6. Data Interpretation Pitfalls in Mobile Analytics

What You Will Learn

Which details are important to consider when analyzing data
Why the same metric in different analytics systems is not identical
How an average value can be misleading and fail to show the real picture
What Simpson’s paradox is, and what situations it highlights

What You Will Achieve

You’ll understand why, in analysis, the way a metric is calculated matters far less than whether you understand how it’s calculated. You’ll learn why several key metrics growing at once doesn’t mean everything is fine, and a simultaneous drop doesn’t mean everything is bad. You’ll figure out why the same metrics can differ across analytics systems and how to avoid analytical traps when working with data.

Block 3. Mobile App Store Analytics

Lecture 7. Working with Data in Google Play Console

What You Will Learn

Why it’s worth analyzing data in app stores
Getting familiar with Google Play and the basic user funnel: app page view → install → first open
Working with Store Listing Performance and evaluating app page conversion
Learning to evaluate app release results using Google Play Console data: Android Vitals, crashes, ANR
The Statistics section and its capabilities for more detailed analysis, namely working with metrics, segmentation, and trends over time
Additional features and nuances of data analysis in Google Play Console

What You Will Achieve

You’ll learn to analyze the user journey from viewing the app in the store to opening the app for the first time. You’ll understand how to evaluate release performance using Android Vitals, crashes, and ANR, and how to work with segmentation and trends over time in Google Play Console.

Lecture 8. Working with Data in App Store Connect

What You Will Learn

How App Store Connect is different from Google Play Console, and which data specifics are important to consider during analysis
Getting familiar with App Store Connect and the basic user funnel from viewing the app in the App Store to downloading it
Learning to work with the Metrics section, App Store Connect’s main analytics builder
What to consider when analyzing usage data in App Store Connect and the limitations related to privacy thresholds

What You Will Achieve

You’ll understand how App Store Connect data differs from Google Play Console data, how to analyze the basic iOS user funnel from viewing the app page to downloading, how to work with the Metrics section, and how to factor in usage data limitations related to privacy thresholds.

Block 4. Working with Product Analytics Systems for Mobile Apps

Lecture 9. Mobile App Product Analytics Basics: What to Track and How to Build an Event Taxonomy

What You Will Learn

Learning to turn business questions into mobile analytics metrics, and metrics into in-app events. The “Business Question → Metric → Events” approach
How to create a clear event taxonomy. We go through event names, parameters, user properties, and shared naming rules
How to get from a tracking plan to a technical specification for developers to implement mobile analytics
Building a tracking plan from scratch in practice for our training test app

What You Will Achieve

You’ll learn to turn business questions into metrics and events using unified naming rules. This is the groundwork without which any product analytics tool turns into a dumping ground.

Lecture 10. Setting Up Firebase for iOS and Android

What You Will Learn

Which mobile analytics tasks Firebase helps with. When it’s worth using. Pros and cons
Signing up and creating a project in Firebase. Connecting the SDK to a mobile app. Basic settings inside the system
How event transmission from a mobile app to Firebase works. We’ll cover automatic, recommended, and custom events, their parameters, and user properties
Writing, in practice, a technical specification for developers on setting up Firebase, based on the previously created tracking plan
Reviewing ways to verify that mobile app events are being transmitted to Firebase correctly

What You Will Achieve

You’ll understand which mobile app analytics tasks Firebase solves, and learn to create and configure a project, connect the SDK, work with different types of events, write a technical specification for developers, and verify that data is being transmitted correctly.

Lecture 11. Amplitude as a Mobile App Product Analytics Tool

What You Will Learn

Why Firebase may not be enough for mobile app product analytics, and when to use Amplitude or another tool
Amplitude’s features: capabilities, pros, and cons
Signing up, SDK connection, setup, and event transmission
Preparing a technical specification for developers on sending events to Amplitude and Mixpanel, based on the previously created tracking plan. Ways to verify that the technical specification has been implemented correctly

What You Will Achieve

You’ll find out when it makes sense to use Amplitude for product analytics, how its capabilities differ from Firebase, how to start collecting data, and how to prepare a technical specification for developers and verify that it has been followed correctly.

Block 5. Measuring Advertising. Attribution in Mobile Analytics

Lecture 12. AppsFlyer as a Mobile Attribution and Install Source Tracking System

What You Will Learn

What a Mobile Measurement Partner (MMP) is and what it’s used for. How mobile attribution works, with AppsFlyer as an example
What tasks AppsFlyer solves and when you need it. Strengths and limitations
Why install attribution is a technological problem of its own. How AppsFlyer determines an app’s install source
Getting started with AppsFlyer: connecting the SDK and tracking in-app events. Writing a technical specification for developers and verifying its implementation in practice
How to connect Google Ads, Meta Ads, and TikTok Ads accounts to AppsFlyer and send conversion data
How to get cost data from ad accounts into AppsFlyer
How to verify your AppsFlyer setup. Checking correct SDK installation, install source tracking, and attribution

What You Will Achieve

You’ll understand how mobile install attribution is technically structured: why MMPs are used, how clicks are matched with installs, and how AppsFlyer determines install sources. You’ll learn to link ad accounts to send conversion and cost data, and to verify that the settings are correct.

Lecture 13. Adjust as a Mobile Attribution and Install Source Tracking System

What You Will Learn

How to pick a Mobile Measurement Partner (MMP). Comparing AppsFlyer vs Adjust
Adjust’s capabilities. What tasks it solves, when it’s needed, pros and limitations
Linking the SDK and sending events to Adjust. Writing a technical specification for developers based on the previously created tracking plan. Checking the implementation of the technical specification
Connecting Google Ads, Meta Ads, and TikTok Ads accounts to Adjust and setting up conversion data sharing
Setting up ad cost data retrieval in Adjust
Ways to verify that Adjust is set up correctly. Checking the SDK, events, and attribution

What You Will Achieve

You’ll learn what to consider when choosing a Mobile Measurement Partner and how Adjust differs from AppsFlyer, and you’ll understand where every number in attribution reports comes from.

Block 6. Bringing Mobile App Analytics Together in One Dashboard

Lecture 14. Data Warehouse for Comprehensive Mobile App Analytics

What You Will Learn

Why mobile analytics benefits from a centralized data warehouse
What data warehouses exist and how to choose a right solution for your business
What mobile app data is worth collecting and storing in a warehouse, and how to structure it properly
How to bring the necessary data from app stores, product analytics tools, Mobile Measurement Partners (MMPs), and other systems into a single warehouse

What You Will Achieve

You’ll understand why modern mobile analytics needs a centralized warehouse, what data is worth storing in it, how to choose a suitable solution, and how to organize a clear data structure that lets you combine information from app stores, product analytics services, MMPs, and other systems.

Lecture 15. Building a Comprehensive Dashboard for a Mobile App

What You Will Learn

How torecognize a single user and combine their data from different systems
How to build a well-structured data model for a comprehensive mobile analytics report, using Power BI as an example
Building a report that answers three classic questions: Where do users find the app, and which channels bring in a quality audience? How do users use the app, and how well do we retain them? How is the mobile app monetized, and do user acquisition costs pay off?

What You Will Achieve

After this lecture, you’ll be able to understand the full user journey even when the data is spread across different systems, build a data model for mobile analytics, and create a comprehensive report in Power BI to analyze acquisition channels, app engagement, retention, monetization, and cost payback. In other words, you’ll learn to build reporting that answers questions no single system can.

Block 7. Advanced Mobile App Analytics Setup

Lecture 16. What Else You Need to Know About Mobile App Analytics What we’ll study

What You Will Learn

How mobile app analytics is different from website analytics
Restrictions on collecting app interaction data: Consent and App Tracking Transparency (ATT)
Tracking WebView apps
Tracking Web-to-App
Server-side tracking for apps
Push notification analytics
How to select metrics depending on the app type: e-commerce, subscription, marketplace, game, utility

What You Will Achieve

After completing the lectures in this block, you’ll understand how mobile app analytics is different from web analytics, how to account for data collection limitations, how to set up WebView, Web-to-App, and server-side tracking, how to analyze push notifications, and how to choose metrics based on the app type.

The course is now available to early birds!

Enroll now on special terms. Be the first to start learning and get access to new materials as they’re released.

Tools

Course Tools

This isn’t a course about a one interface or an individual service. It’s a course about the mobile analytics ecosystem. You’ll understand the role of each of the following services, find out when you can use one in place of another and when, on the contrary, you need a specific tool. You’ll understand their strengths and limitations and learn to choose the right data source depending on the business question.

App Stores

App Store Connect
The primary source of data on an iOS app and the only place to see data on store page views, the number of “Get” button taps, rating trends, and reviews. In the course, you’ll learn how to analyze the user journey in the store and assess the effectiveness of an App Store page.
Google Play
The primary source of data about an Android app. It’s essentially App Store Connect, but for the Android world. In the course, you’ll learn to evaluate store page conversion, release performance, crashes, and ANR.

Data Collection and User Behavior

Firebase (+GA4)
Firebase collects data on in-app behavior, and GA4 lets you analyze it. You’ll learn to set up events, verify they’re correct, and work with the collected data.
Amplitude
A product analytics platform that lets you analyze funnels, paths, cohorts, and user segments. You’ll learn to assess retention, find drop-off points, and compare the behavior of different audiences.

Attribution

AppsFlyer
Shows you which ad channels installs and subsequent conversions come from. You’ll learn to configure mobile attribution, link your ad accounts, and evaluate the quality of acquired users.
Adjust
Determines install sources and lets you assess the performance of ad campaigns. You’ll learn to connect the SDK to an app and send conversion data to your ad accounts.

Data Warehouse + BI

Google BigQuery
A data warehouse that allows you to bring together data from app stores, Firebase, MMPs, and other systems in one place. You’ll learn to combine them for comprehensive analysis and consolidated reporting.
Power BI
Brings data from multiple sources into an easy-to-read dashboard. You’ll learn to create a data model and the reports you need to analyze user acquisition, retention, and monetization.

Study

Learning Format

01
Video Lectures
Through 15+ video lectures, you’ll see mobile analytics as a cohesive system rather than a set of separate platforms and metrics. The materials are organized into 7 blocks, allowing you to progress gradually from the fundamentals to more advanced analytics solutions.
02
Knowledge Check Assignments
After key topics, you’ll find knowledge check assignments to help you consolidate what you’ve learned: to check whether you understand the logic of measurement, how the tools work, the reasons for data discrepancies, and more.
03
Practical Assignments on a Real Mobile App
Throughout the course, you’ll work through plenty of practical assignments close to real analyst work. They require you not just to repeat the material, but to make your own decisions: define what to measure, work with data, find problems, and verify that settings are correct.
04
Certificate
After completing 60% of the course, you’ll get a PROANALYTICS.ACADEMY certificate. You can add it to your CV or LinkedIn profile as confirmation that you’ve completed training in mobile app analytics.

How much?

Everything You Need to Get Started with mobile analytics

$1000

for the full course

7 blocks and 15+ lectures
practical assignments on a real mobile app
iOS and Android covered
Firebase / GA4, App Store Connect, and Google Play Console
Firebase (GA4), Amplitude, AppsFlyer / Adjust
BigQuery and server-side GTM
Additional Q&A webinar on January 15, for Early Birds only
certificate

Start: Start now

Course author

Maks Hapchuk

@makshapchuk

/maks.hapchuk

In digital marketing since 2015
CEO of ProAnalytics.Team
Author of the blog ANALYTICS TIPS
Author of the Telegram channel ANALYTICS TIPS
Author of the YouTube channel ANALYTICS TIPS

Lecturer at Superludi Online School of Digital Professions
Lecturer at WebpromoExperts Internet Marketing Academy
Lecturer at Tetyana Mykhalchenko’s PPC School

Faq

Frequently Asked Questions

Will I need access to a real mobile app?

We’ve built a dedicated mobile app specifically for course students. You’ll use it throughout the course and even take a look at the things that usually stay on the side of development or other teams.

Of course, the course isn’t meant to turn you into a developer, so technical details are presented only to help you better understand the material.

Do I need experience with Swift or Kotlin?

No. This is an analytics course, not an app development course.

You’ll learn how SDKs work and how to read code to set a task for a developer and verify the result.

Do I need to know SQL?

A basic understanding of SQL will make it easier to grasp certain concepts in Block 5. Putting It All Together.

But if you don’t have it, don’t worry: we’ll walk you through the relevant SQL concepts during the course.

Which tools will I get hands-on experience with?

The course focuses mainly on working with Firebase (and GA4), App Store Connect, Google Play Console, AppsFlyer, Adjust, and Amplitude.

In Block 5. Putting It All Together, we’ll also work with BigQuery and Power BI.

Will we work with App Store Connect and Google Play Console?

Yes. We’ve set aside separate lectures devoted to working with app store data.

Will the course cover ATT, SKAdNetwork, and AdAttributionKit?

Yes. A dedicated lecture covers iOS privacy and how to work with it.

Will I learn how to combine data from different systems in a single report?

Yes. There’s a separate Block 5. Putting It All Together, devoted to exporting and combining data from various systems, including Firebase, MMPs, app’s internal database, and more.

Will I receive a certificate?

Yes. If you reach 60% of the maximum number of points, you’ll receive a certificate.

Is corporate training available?

PROANALYTICS.ACADEMY offers corporate training for teams. Submit a request to get a free consultation on this format.

Does the course cover both iOS and Android?

Yes. Both platforms run throughout the course: from app stores to product analytics, attribution, and tracking validation.

Will the course cover ASO?

The course explains how to analyze App Store and Google Play data, page conversion, user ratings, and traffic sources. But ASO as a separate discipline — keywords, metadata, and page optimization — is outside its scope.

Is the course suitable for a web analyst?

Yes. There will even be a separate (bonus) lecture on how app analytics differs from web analytics, so it’s easier for you to move into a new field.

How does mobile app analytics differ from web analytics?

There are a lot of differences, so here are just a few examples:

On the web, the user’s path is simple: they click an ad → land directly on a website. With a mobile app, an intermediary appears — the app store — which brings its own rules and changes the game.
On the web, a user clicks an ad, lands on the site, and if they don’t like it, just closes the tab. With mobile apps, the logic is different: before you start using an app, you first have to download and install it. As a result, opening an app, unlike visiting a website, is not an accident but a conscious choice.
It’s usually hard for us to imagine people using websites without internet access. But for mobile apps, that’s normal practice.

These and many other nuances shape how mobile analytics works, and how to work with all of it correctly is exactly what you’ll learn on the course.

Bring Your App Analytics into One System

Learn to analyze the key stages of the user journey and combine data from different systems into a clear analytics model that guides product and marketing decisions.

View the Curriculum

Have questions about the course?

Fill out the form, and we’ll get in touch to answer all your questions.

Mobile App Analytics

Trusted by

Course Curriculum

Course Tools

Learning Format

Video Lectures

Knowledge Check Assignments

Practical Assignments on a Real Mobile App

Certificate

Everything You Need to Get Started with mobile analytics

Maks Hapchuk

Frequently Asked Questions

Have questions about the course?

Trusted by

Course Curriculum

Course Tools

Learning Format

Video Lectures

Knowledge Check Assignments

Practical Assignments on a Real Mobile App

Certificate

Everything You Need to Get Started with mobile analytics

Maks Hapchuk

Frequently Asked Questions

Have questions about the course?