Mobile metrics
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Mobile Metrics. Luis J. Landeros Dec 3, 2013. Mobile. Consumers are rapidly shifting their media consumption to mobile devices The mobile industry is still a complex, fragmented and both growing and evolving rapidly

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Mobile Metrics

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Mobile metrics

Mobile Metrics

Luis J. Landeros

Dec 3, 2013


Mobile

Mobile

  • Consumers are rapidly shifting their media consumption to mobile devices

  • The mobile industry is still a complex, fragmented and both growing and evolving rapidly

    • This presents a huge challenge to develop an effective measurement framework.

      • Mobile Web

      • Mobile Search

      • Mobile Video and TV

      • Mobile Apps

      • SMS and MMS

        • Each platform has attributes unique to the channel creating a complex measurement environment


Mobile metrics1

Mobile Metrics

  • Very similar to traditional Web metrics

    • Mostly noise not signal

  • What really matters is what YOUR visitors are doing


What to measure

What to measure

  • Traffic

    • Downloads – for direction only

    • Conversions – Active users, purchases

    • Updates – indicates engagement

    • Time Spent

    • Sessions per user

    • Pages per user


What to measure1

What to measure

  • Revenue

    • Ad impressions

    • Sales

    • Ad performance

    • Paid downloads

    • Subscription stars and renewals

    • eCommerce


What to measure2

What to measure

  • Percentage of traffic

    • Mobile vs. desktop vs. app

  • Traffic by OS

  • Traffic by platform

  • Content types by platform


Look for insights

Look for insights

  • Decide on goals

  • Pick relevant metrics

  • Not all users are equal

    • Device types

    • Purchase behavior

    • Geography

  • App Metrics

    • Downloads

    • Rank

    • Revenue per User

    • Session length

  • ENGAGEMENT


Mobile analytics tools

Mobile Analytics Tools

  • Flurry

  • Localytics

  • Google analytics

  • Full Value of Mobile by Google


  • Login