Google is launching a beta version of analytics for mobile apps at the end of this week. The search engine will now offer app owners and developers reports and metrics in much the same way as it provides for websites.

The move has been welcomed by the marketing industry. With more than half the UK population now owning smart phones and recent developments in mobile payments and mobile commerce, the solution is seen as a means to help marketers "measure the end-to-end value of their mobile app, to ultimately help them build richer, more engaging experiences for their users", Google product manager Jiajing Wang says.

"Mobile conversions have grown by about 180% in just the last year," Google adds. Google Analytics for Apps aims therefore "to measure the entire mobile customer journey – from discovery to download to engagement."

Furthermore, it will help improve the app’s effectiveness for the brand as well as its customer. "As mcommerce continues to grow rapidly, Google Analytics for apps may also help optimise the experience, bring improved user experience and ultimately an increase in mobile-based transactions," adds Mark Brill CEO of Formation and member of the DMA’s Mobile Marketing Council.

Posted by Alison McClintock