What You Can Learn from Mobile Metrics

Metrics give important information about your site’s performance, including how many people it’s reached and whether those visitors take other actions after visiting a particular page. Mobile metrics, which measure the behavior of users on smartphones and tablets, provide even more useful information.

If you’re trying to reach a mobile audience or are wondering whether your site is effectively optimized for mobile viewing, analytics can help you get a full picture of how mobile users are engaging with your site.

What Mobile Metrics Can Show You

In the early days of mobile browsing, capturing analytic data was a challenge because phones were
not compatible with cookies and javascript – two essential elements of site analytics. As mobile technology became more advanced, and analytic strategies adapted to new technology, gathering data become possible, and now we can gather extremely valuable demographic information from mobile data, such as:

  • The GPS location of visitors who agree to share this data when visiting a site.
  • Which mobile device a visitor is using to access a site.
  • What mobile browser a visitor is using.
  • What carrier network a visitor uses.

This information is in addition to standard metrics like number of impressions, amount of time spent on a site, page depth, and other measures of engagement that show what visitors are doing once they find your website.

By comparing the data of mobile users against your site average and desktop visitors, you can spot trends that will let you see clearly whether your site is effective for mobile users.

Is Your Site Optimized for Mobile?

One thing that analytics can show you is the percentage of site visitors who are using mobile devices. The higher this percentage is, the more important it is to ensure your site is optimized for mobile viewing. We can also see whether certain pages perform better within a particular group of users, and make changes to your site as necessary to keep its performance in line with your goals.

For example, mobile users may routinely visit a few pages of your site more often than the others. We can use that information to reorganize the design, making those pages easier to find and navigate to. We can also check for limitations that may be stopping visitors from viewing other pages; if one page is performing much better on desktop than mobile, the issue may be a hard-to-use link or other design problem in the mobile version.

If your target audience is part of a mobile-heavy demographic – such as young people or users who need your company’s services while away from home – analytics help you see if your site is hitting the mark. If not, we can make some modifications to improve the site’s function among mobile users and boost the site’s overall effectiveness.