10 Best In-App Analytics Tools 2023

Data User Journey

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.


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


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


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


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


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


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


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


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.

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.

Ready to increase your in-app revenue?