Mobile App Audience

Learn about mobile user characteristics.

The Audience reports can help you get to know the people using your app - where they are, how often and long they use an app, and what devices are popular with your users. Data from these reports can help you uncover new markets and help you improve the performance of the app itself.

In this article:


Get the big-picture view of your Sessions and Audience, including Average Session Duration, total number of Screen Views, Screens Viewed per Session (Screens/Session), the percentage of New and Returning Users, and the top Languages and Location of users. Hover over sections of the OS Versions and Top Network Operators reports to see more details, or click the report title to jump to the full report.

App Versions

Compare performances of different versions of your app. Depending on your criteria for new releases, you can use this report to compare either a large-scale change or specific feature adjustment.

For data to appear in this report, you must include the same property tracking ID in every updated release of an app.


See who’s using your app around the world. Is it popular in a specific region or language group? Is it being adopted unexpectedly by another group of users? Based on data you see in these reports, you may want to reach a broader audience or concentrate on targeting a specific demographic.

Because location data is based on mobile devices, data at the city level might not be stable. Location data for region, state, and country is more accurate.

Devices and Network

These reports tell you which devices, networks, and operating systems are used to access an app. Use this data to optimize your app for the most popular Operating Systems, Screen Resolutions, and Devices.

Active Users

With this report, you can see how often your users interact with your app, and compare the drop-off rates for users over different periods of time.

Users are grouped by the number of unique users that interacted with your app within an n-Day period, specifically 1-Day, 7-Day, 14-Day, and 30-Day. Each n-Day group includes the last day in your active date range.

By default, the line graph only displays the 1-Day Active Users. To compare data for 1 Day, 7 Day, 14 Day, and 30 Day Active Users in the same graph, click the checkbox for each metric that appears above the chart.

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