Guest blog: Google Analytics for mobile apps is shutting down. Users move to Kumulos Analytics.

This is a guest blog written by our good friends at Kumulos, specifically Caroline McClelland, Kumulos’ Marketing Manager.

With 17 years of marketing management experience in global organizations including information technology, financial services and retail, Caroline has great passion for mobile marketing and building high performing digital teams to work creatively in all areas of marketing.

The topic of this piece will undoubtably be a problem for lots of developers – but not so for us (NS804). We have always used Kumulos, our preferred mobile analytics platform, for the majority of our projects because of the quality of the service their platform provides.

Google Analytics for Mobile Apps is shutting down. If you use the free version of Google Analytics, and if you have a free Google Analytics property collecting data exclusively from the Google Analytics Services SDK (Android or iOS), you should already have been notified. So, if you are one of the many that are using GA for mobile analytics, now would be a good time to step back and think about which app analytics service is the best fit for your mobile app development business.

Join the many, many app developers making the move away from Google to Kumulos ahead of the shut-down. Developers with apps of all shapes and sizes across a broad range of industry verticals are choosing to move from Google Analytics for Mobile to Kumulos. They tell us it’s because we are the analytics platform that gives greater clarity on how the apps are performing both technically AND commercially.

Which is nice to hear, because that’s precisely what we’ve set out to deliver. The Kumulos single pane of glass means we make it easier to understand app download trends, user engagement, user retention and user behavior, alongside the technical performance of the app, and any API dependencies impacting on users. So, past Google Analytics customers now get a more comprehensive view on how the app is performing.

If you’ve yet to select an alternative app analytics tool, the mobile app performance team here at Kumulos, will tell you everything you need to know about moving along the well beaten path transitioning from Google Analytics for Mobile, to Kumulos.


Many in the mobile app development industry are not surprised at Google’s decision. For a long time, the mobile version of Google Analytics has been considered to be slightly flawed. So is it a good thing that they are finally shutting it down.

Well, according to trusted sources such as Simo Ahava, Google is wanting all GA users to migrate to Firebase Analytics. So that will mean a new system to learn, a new system to set up and from those in the know, Firebase Analytics falls short of what many serious mobile app publishers need. So for some, this will be a backward step.

And, it’s not just Google Analytics that’s impacted here. Google is now starting the process of deprecating the legacy Google Analytics for Mobile Apps. This covers all data collection SDKs that do not have the word Firebase included. Also, take note, the Google Analytics tags in Google Tag Manager for mobile apps will be impacted.


Now that Google has started the process of deprecating their Google Analytics for Mobile Apps you need to take action. In fact, Google has already started to decommission properties that receive data exclusively from the Google Analytics Services SDK. Data collection and processing for such properties will stop on October 31, 2019.

However, reporting access through Google UI and API access will remain available for properties’ historical data until January 31, 2020.

After this though, the service will be fully shut down. These properties will no longer be accessible via Google Analytics UI or API, and data will be removed from Google Analytics servers.


Moving from Google Analytics to Firebase isn’t an easy switch. If you’ve already taken a look at Firebase you will see why!  Hopefully you’ve started to look at other players in the analytics field.

Despite the Firebase team making the user interface a little more intuitive it’s still not the easiest platform to understand. Firebase is known for having a very different approach to analytics, as it revolves around the duality of users and events. Yes, it’s a free app measurement solution that provides data on app usage and app user engagement, but it’s far from comprehensive, isn’t easy to understand and difficult to build actionable insights into how app performance can be improved.

However, you should use this time before October 31, 2019 to think carefully about what’s the best analytics tool for your mobile apps. Then, based on this, look around and see if there are alternative app reporting and analytics tools that better fit your needs.


Kumulos is used by a broad range of different organizations, from large multi-national enterprises to the software developers that build enterprise grade apps for their customers. If you build apps for your own customers then we can offer you something very different.

Kumulos App Performance Management platform comes with a comprehensive range of services covering the entire life cycle of the app. Its 5 integrated services include app store optimization, analytics & reporting, backend hosting, crash reporting & endpoint monitoring and its award winning push notifications service, which received awards from Business of Apps, Mobile App Daily and The Tool. It provides a management console for mobile app developers, like NS804, to gain comprehensive visibility on how all client apps are performing technically and commercially.

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