⚠️ The Problem: Vanity Metrics ≠ Product Insight
Mobile apps often track dozens of metrics:
- App installs
- Session duration
- Bounce rate
- Daily active users
But these alone don’t explain:
- Why users drop off mid-journey
- Which features drive retention
- How to improve core flows
Without clarity, teams default to "more features, more push"—which often backfires.
Our POV: Analytics Should Reveal Behavior, Not Just Activity
At ELYX, we help product teams move from analytics dashboards to decision-making frameworks.
The most effective teams:
- Track what users try to do (intent)
- Understand where they struggle (friction)
- Learn why they stay or churn (outcome)
This means looking beyond metrics to journeys, features, and flows.
What You Should Really Be Tracking
1. Conversion Funnels
- What % of users drop at each onboarding step?
- Are they bouncing due to form fatigue or confusion?
→ Build funnels for onboarding, checkout, referrals, search-to-action, etc.
2. Time-to-Value (TTV)
- How long before a user hits the “aha!” moment?
- What is the first action correlated with long-term retention?
→ Shorter TTV = stronger activation
3. Feature Adoption & Drop-off
- Which features are tried once and never again?
- Which get repeat engagement across cohorts?
→ Heatmaps + clickstream + cohort comparisons
4. Retention by Feature or Persona
- Are power users engaging differently?
- Do new users use “x” before becoming sticky?
→ Segment retention curves by usage pattern, not just install date
5. Navigation Paths and Rage Taps
- Which flows involve back-and-forth?
- Where are users rage-clicking or abandoning?
→ Use session replay, gesture tracking, or funnel drop analytics
ELYX Case Study: FoodTech Loyalty App
Client: QSR loyalty program app
Challenge: High uninstall rate after install + coupon redemption
What We Found:
- Funnel drop at personalization step post-coupon
- Users didn’t understand wallet balance logic
What We Did:
- Added progress indicator + explainer microcopy
- Moved personalization one screen later
Result:
- 34% improvement in onboarding completion
- Uninstalls dropped 22% in 2 weeks
- Avg. session length improved by 17%
ELYX Perspective
We go beyond tracking events.
We help clients:
- Define North Star metrics
- Map product goals to measurable behaviors
- Use tools like Mixpanel, PostHog, Amplitude, Firebase, and Segment
- Instrument analytics with data dictionary + naming conventions
Analytics should be opinionated, not just exhaustive.
Final Thought: Your App Is Only as Smart as What You Measure
The best product decisions don’t come from more data.
They come from the right data, in the right context.
If you're launching new features or rethinking UX,
start by measuring what moves retention—not what flatters installs.
Want to build a smarter analytics stack? Let’s audit it together.
