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Mobile Metrics

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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  1. Mobile Metrics Luis J. Landeros Dec 3, 2013

  2. 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

  3. Mobile Metrics • Very similar to traditional Web metrics • Mostly noise not signal • What really matters is what YOUR visitors are doing

  4. What to measure • Traffic • Downloads – for direction only • Conversions – Active users, purchases • Updates – indicates engagement • Time Spent • Sessions per user • Pages per user

  5. What to measure • Revenue • Ad impressions • Sales • Ad performance • Paid downloads • Subscription stars and renewals • eCommerce

  6. What to measure • Percentage of traffic • Mobile vs. desktop vs. app • Traffic by OS • Traffic by platform • Content types by platform

  7. 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

  8. Mobile Analytics Tools • Flurry • Localytics • Google analytics • Full Value of Mobile by Google

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