Find out how to use analytics tools to oversee the entire digital patient journey and which tools we recommend.
Although Infermedica provides powerful analysis tools with its symptom-checking modules, you can supplement these with external analytics tools for even more in-depth insights. (Note: this must be done directly by your organization to protect the data and anonymity of your users.)
By pairing Infermedica’s analytics with external tools, you gain the ability to track users through external services while running things like paid ads or social media campaigns, both within your web page or app and within the symptom checker itself.
At Infermedica, we work with several external analytics tools, which we present below. Keep in mind that these tools should be customized to your organization’s needs. Take your time to decide what you need and the options available before making any decisions.
Analytics tools for web and mobile
Look for tools that will allow you to measure traffic, engagement, and in-site events that indicate users’ actions on your website. The collected data will help you understand user behavior, optimize user flow on your website, and demonstrate the success of your project.
There are several free analytics tools available that cover the most important functions.
Google Analytics
Google Analytics is a 360-degree analytics platform that allows you to fully track events and metrics across both web and mobile. Its free version is widely used to track traffic, conversions, and attribution. It is very easy to configure, even for people with little technical knowledge. There are many tutorials available, as well as out-of-the-box plug-ins for the most common customer management systems.
Google Analytics, in its base form, allows you to track basic metrics, such as drop-off rate, engagement funnel, or conversion rates. If you need more advanced functionality, you can use Google Analytics in conjunction with Google Tag Manager.
Google Tag Manager
Google Tag Manager is a tool that allows you to define and track additional custom events, such as clicking on a specific button or hovering over a specific part of the page. You can also write custom scripts, which allows you to easily track attribution (for example, visits from Facebook via Facebook pixel if you are doing Facebook campaigns to advertise your Symptom Checker) without directly changing your website’s code. Although it requires more technical skill than setting up Google Analytics, it also provides more data than Google Analytics alone meaning it may just be worth the extra effort. (Plus, there are a lot of tutorials available to help.)
The advantage of using Google Analytics with Google Tag Manager is that you get a comprehensive set of free, customizable tools that work both for the web and on mobile. You can adjust them to any of your needs or KPIs.
Analytics tools for mobile apps
All of these tools are used primarily for measuring in-app events and mobile app attribution. They are beneficial both for analyzing the behavior of existing app users as well as indicating the source of new users (meaning these tools can be used to optimize both the product and its marketing).
All of the tools listed below support IOS and Android integration. All require some level of technical knowledge and a developer to implement them.
Appsflyer
Appsflyer is currently the most popular analytics tool for mobile apps, with competitive pricing, a robust knowledge base, and many useful integrations (i.e. with Facebook ads, ad trackers, etc). It is also up-to-date with online privacy regulations (for Apple, Facebook, etc). It is a B2C solution.
Adjust
Adjust is also very popular, but requires a bit more of a technical background and skill to use, as setting up events is more difficult (especially when handling anonymized data). It does not offer as many integrations and features, but it consistently adheres to privacy requirements. It is used among bigger companies and is mostly a B2B solution).
Google Firebase
Google Firebase is an app development platform that allows user experience optimization through A/B testing, analytics, and app customization for different user segments.
Kochava
Kochava is less known but very powerful. It is an omnichannel attribution and measuring app. As such, it’s useful for both web and mobile.
Contact your dedicated Customer Success Manager for support in integrating external analytics tools with your Infermedica product.
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