Flurry is a mobile analytics company founded in 2005 and was recently acquired by Yahoo! The company offers three products: Flurry Analytics (a free mobile analytics product), Flurry for Advertisers, and Flurry for Publishers. The mobile analytics product tracks user behavior in native apps or on the mobile web, providing high-level data, behavioral analytics and industry-based benchmarking. It is used on more than 500,000 mobile apps and provides Flurry with data that allows its advertiser and publisher customers to target specific segments.
|Company status||Just acquired by Yahoo!|
|2014 revenue estimate||$100m*|
|Growth 2013-2014||25% (estimate)**|
|Rating Attribute||Flurry Analytics||# of reviewers contributing to each rating||Digital Analytics Category Average|
|Likelihood to recommend||7||5||8.2|
|Likelihood to renew||5.8||5||8.3|
|Flurry Analytics Strengths||Flurry Analytics Areas for Improvement|
|Mobile app tracking
Effective tracking of users' interactions with mobile apps across multiple vendor platforms and form factors.
Data does not always tally with data from vendor platforms.
Provides mobile app tracking benchmark data so that companies can compare their performance to industry norms.
One user complained of inability to see roll-up data from multiple apps; data has to be looked at for individual apps and then aggregated by hand.
It's very simple to integrate the SDK into mobile for both Android and iOS.
Mobile App Focus
“Flurry is optimized for apps. It allows developers to see everything from really high-level metrics, such as daily and monthly active users, and location of users, to really deep behavioral data. Developers can tag every action with an event so you can understand what users are doing in your app,” she says. “Because we are tracking so many apps, we can also provide data on how your app fits into the broader ecosystem, with benchmarking and age and gender estimates, which no one else does.”
The primary competitor to Flurry Analytics is the mobile app capabilities that Google Analytics provides, Euston says. “Flurry is mobile first, and app first. You can integrate us in five minutes, and the reports are intuitive. We're built for mobile, so it works better,” she says. “And we provide the benchmarking information, which no one else can do.”
Flurry Analytics' customer mix fits the app ecosystem, Euston says. “We track everything from the hobbyist's first app to the hottest and largest apps today. That includes gaming, retail, travel, news media, social, photo and video—all the popular categories, because we follow the market.”
“There is a shift from this idea that I already know the questions I want to ask, to being able to have a system that can respond on demand to my new queries—the idea that I want to be able to freely explore my data,” Euston says. “That's something we care a lot about and are working hard to bring to life.”
Response to Feedback from Flurry Analytics Reviews
“There is a difference in how Flurry and iTunes track things,” Euston says. “We track downloads on new devices, whereas if a user downloads an app they already had on a new device, iTunes doesn't count it. We're comfortable with that difference.”