"It's crazy. It's a real Wild West out there, and it's a problem that we're trying to figure out."

That description of the situation facing developers and publishers of mobile games and apps of all kinds comes from Marcos Sanchez, the vice president of global corporate communications at App Annie. Bringing order to the chaos surrounding user acquisition and discoverability is his company's primary mission; one that got two new tools this week.

App Annie announced two new additions to its free product offerings, both designed to give mobile publishers sight into how they spend their time and money promoting their games and apps. The first is Advertising Analytics, an upgrade to the company's existing Analytics platform that tracks advertising revenue and ad spend across the iOS, Google Play and Amazon app stores.