Measuring Mobile Analytics
Manoj Jasra 2007-12-21
So you've enhanced your online strategy by taking your business mobile, but how exactly are you going to track your visitors' experience?
Is it even important to track visitors on mobile? Finally, what mobile metrics should you be tracking? Here are a few points to consider:
Mobile Web is Increasingly more Important
A recent survey by M:Metrics found that almost 23 million Americans browsed the mobile internet in the 3 months up to 31 May 2007
Accuracy
Most Mobile Web specific content providers don't have an accurate way of obtaining information about their website visitors apart from log file analysis which is cpu intensive, can take up to 24+ hours in reporting cycles and is often faulty/misleading with only partial information available (log file analysis hasn't been used in desktop browser analytics for over 5 years but until now it's been the best solution available).
Mobile Analytics
Amethon Solutions with their Mobile Analytics family of products is the only "Mobile Web Specific" analytics application http://www.amethon.com/Content_Common/pg-Mobile-Analytics.seo
Satistics provided includes:
- Bandwidth (total, average per visit, total per file type)
- Hits (average per visit, number of downloads, page view breakdown)
- Visits (entry page, average duration, click paths, referring search engine)
- Visitors (browser type, user agent, operating system)
- Handsets (make, model, screen resolution)
- Mobile Operator (country of origin, operator name)
- Geo Location (country of origin, RDNS lookup)
Below are some screenshots from Amethon's mobile analytics reporting (click on each image for a larger view)
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About The Author
Manoj Jasra is a well respected search marketing veteran having been in the industry since 2002. Manoj currently serves as a Sr. Analyst on the web solutions team at Shaw Communications Inc. Manoj's role primarily consists of providing SEO/PPC and Web Analytics strategies in addition to business insight on Shaw's web properties. Previously, Manoj held the role of Director of Technology at Enquiro Search Solutions where he oversaw Enquiro's product development for search marketing solutions and acted as the lead on both SEO Training and Enquiro's Web Analytics approach.
Check out Manoj's well read blog,
Web Analytics World, which focuses on his insight in Search Marketing, Mobile, Technology and of course, Web Analytics. You can contact Manoj at manoj.jasra@gmail.com
