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This article was published on August 25, 2015

Yandex relaunches its mobile analytics platform with detailed ad tracking

Yandex relaunches its mobile analytics platform with detailed ad tracking
Abhimanyu Ghoshal
Story by

Abhimanyu Ghoshal

Managing Editor

Abhimanyu is TNW's Managing Editor, and is all about personal devices, Asia's tech ecosystem, as well as the intersection of technology and Abhimanyu is TNW's Managing Editor, and is all about personal devices, Asia's tech ecosystem, as well as the intersection of technology and culture. Hit him up on Twitter, or write in: [email protected].

Russian internet giant Yandex has revamped its mobile analytics platform with a new name, as well as ad and traffic tracking capabilities.

First launched in 2013 as Yandex.Metrica, the rebranded AppMetrica also offers user interaction and crash analytics for Android, iOS and Windows Phone apps in real-time.

AppMetrica can track users' gender and age, with the help of Yandex's proprietary social-demographic platform Crypta
AppMetrica can track users’ gender and age, with the help of Yandex’s proprietary social-demographic platform Crypta

With the new version, Yandex aims to offer product analysts a single tool that brings together precise traffic source segmentation and app analytics in a single suite. The service is used to process nearly a billion in-app events each day.

The free service now lets you see how well your ad campaigns and placements are doing, along with tracking link parameter breakdowns.

AppMetrica applies cohort analysis with retention and event conversion rates to generate detailed user engagement reports that should help developers get a better sense of traffic quality.

AppMetrica generates user engagement reports with cohort analysis
AppMetrica generates user engagement reports with cohort analysis

AppMetrica is integrated with popular mobile ad networks like AdColony, InMobi, Millennial Media and Vungle. It also lets you manually integrate additional traffic sources and set up postbacks.

Yandex says the new platform aids re-engagement improvements with deep linking technology. It lets marketers pull raw data from AppMetrica to create in-house custom reports or use it in their proprietary software.

With this update, AppMetrica trumps competitors like Yahoo’s Flurry, Adjust, AppsFlyer and Localytics by offering a real-time service that works across platforms with ad tracking baked in at a great low price of free.

The company says it’s also working on data export functionality so you can put your AppMetrica data on other platforms.

➤ AppMetrica