In this work, we concentrate to a Finnish gaming site which provides gaming services to millions of users who can access them by using either web application or mobile application. Thus, there is a lot of data coming from users’ actions which are gathered by using Google Analytics. We concentrate only to the organization’s mobile application which alone has millions of actions happening each day. However, the organization’s mobile development team lacks a clear way of monitoring the data and key statistics. Thus, we need to find relevant metrics which are important to the organization. After we have decided the key metrics, we need to decide how to report them such that they can provide insights to the organization’s product development.

Web Anlytics can be used for understanding and optimizing the usage of web sites and mobile applications. It is not a technology but a process which have the following steps: define goals for the web site, define key performance indicators (KPIs) for measuring success of the objectives, collect data, analyze data by converting data into insights so that changes can be implemented. Otherwise, the KPIs are useless if no changes are made based on the insights. We are going to use constructive research process to design and implement a construction which is going to be a web anlytic process that solves the organization’s problem of deciding KPIs, finding KPIs and reporting KPIs.

We managed to create a web analytic process which helped to determine important KPIs for the organization, process the data for the KPIs such that irrelevant data was excluded and only relevant data was included, and report the KPIs such that they can be used for gaining insights in the product development. Thus, this work illustrates that web analytic processes can be applied to mobile applications which resembles a typical web application.