Mobile Analytics   14 comments

People are looking for services and content that match the immediacy and personal nature of mobile – online shopping, up-to-date sports news, movie listings, dating sites, to name a few – they are browsing the internet but on a mobile phone. The problem is that many of the most trafficked PC websites don’t work well on leading mobile phones. Brands are not adapting fast enough to match mobile browsing trends and are failing to present mobile-friendly versions of their sites.

One of the reasons for this is that when brands analyse their traffic, they use web analytics tools that aren’t optimized for mobile, meaning that they miss the mobile-originated traffic that comes to their PC sites. Many popular web analytics tools available today, such as Google Analytics, rely on JavaScript tags for data collection. But tracking this way will not work on the majority of mobile devices because only the latest handsets support JavaScript. So, while this method detects smart phones such as BlackBerry, Google Android, iPhone for example, it will miss around 80% of mobile traffic.

Other web analytics tools depend on cookies, but although most modern handsets support cookies, there are still issues with reliability, both on the device and as part of the internet connection, where transcoders and operator gateways can
block their use. This result in a high percentage of the mobile traffic not being identified correctly –especially repeat visits.

As well as the differences in tracking technologies that work, the whole mobile web infrastructure is more complex than the PC web. Mobile has many hundreds of devices, each with multiple versions of firmware, some specified by the operators. Each can have multiple browsers, some of which are totally hosted on the handset, while others use dedicated servers to connect to the internet. Wi-Fi is also a major factor today, as smart phone sales continue to soar and handsets
automatically select Wi-Fi as their preferred connection.

It is crucial to use a mobile specific analytics tool to accurately analyse mobile traffic. If you are planning to integrate mobile as part of your overall marketing strategy, implementing mobile analytics right from the start is key.

By implementing mobile analytics during the design of your mobile site or mobile campaign development, you will have a clear picture of how your customers interact with your mobile site or ad campaign.

Up until recently mobile analytics provided general data to marketers, such as tracking the number of people who visited a mobile site, clicked on a text ad (CPC) or sponsored link (CPM), but this legacy metrics only offered marketers a general view about the performance of a mobile site or campaign. Nowadays, good customer engagement is the real key indicator of the success of a mobile marketing strategy and this is why it’s becoming even more essential for marketers to know what happens after the “click”. Here is some of the key information you can measure with a mobile specific analytics tool:

Traditional data

-Monitor your visitors in real-time, by the hour.
-Track the most popular pages.                                                                                                                                                                                -Track engagement levels – entry/exit points, bounce rates & number of pages viewed.
-Understand visitor paths & behaviour
– Optimise your mobile site

Mobile Data

-Mobile device
-Country / location

In mobile analytics terms customer engagement is measured by the number of conversions that happen, for example as a result of an ad campaign – how many customers or prospects take an action, buy something, or sign up to a service on the site. In all cases it is vital that marketers identify and record the visiting customer or prospect – not only across the current single visit but across the entire lifetime of the relationship.

To be able to do this, it is crucial that marketers use mobile-specific analytics, which provide a unique user ID for each visitor, rather than simply counting page views or ad clicks. One which clearly shows unique visitor count in real-time,
rather than pre-cached information. This will allow them to identify new and repeat visitors, and see what the decision points are across the site or ad campaign so that they can better understand their customers’ behaviour. Only this way can they fine tune their mobile proposition, mobile ad placement and the complete visitor experience, but more
importantly build customer engagement and maximize ROI.


14 responses to “Mobile Analytics

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