Companies can easily measure and analyze clickstream data from their mobile websites. Most of the time this requires limited modifications to your analytics code.
However, if your company has produced a mobile application, for platforms such as Android or iOS, you may not be measuring user behavior within your downloaded application.
Pageview tracking and event tracking can be used to measure and analyze mobile application behavior just as you would on your website.
And with custom variables (available for Android now), you can measure the paid vs. non-paid user behavior, subscriber vs. non subscriber usage, platform and device type to name a few.
As platforms evolve, users adopt new technologies and behaviors begin to change online, your company should stand ready to measure, analyze and extract valuable insight from your customers and your market.
Adopting Google Analytics SDKs for two of the largest mobile application platforms is a great first step toward measuring mobile application behavior.