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12.21.07
Measuring Mobile Analytics
 By Manoj Jasra
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)
Comments
About the Author:
Manoj has been working in the search engine marketing industry since 2002. He started out as a software developer but now provides in-depth web site analysis using web analytics.
http://www.enquiro.com
Manoj is also the author of Web Analytics World. Web Analytics is an essential component in developing a successful online campaign. Help convert visitors into customers by understanding them.
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