How to track mobile phone users with Google Analytics
Designing a web site for a mobile audience with a 3 inch screen and potentially slower data connection is clearly very different from other users. Therefore studying this segment of visitors can have important implications for your web development.
Mobile Web audience statistics
- Mobile web browsing as a proportion of total web browsing is currently very small at 0.72 percent, though growing. [NetMarketingShare via Econsultancy.com blog, March 2009]
- US Smartphone users spent an average of 4.6 hours per month on mobile Internet sites. [M:Metrics via Marketing Charts, May 2008]
- In the US, 63.2m people used their mobiles to find news and information in January 2009, more than double that of January 2008. [comScore, March 2009]
- Of 182 million people in China with Web-enabled mobile phones, 102 million (56 percent) use the devices to connect to the Web. [Netpop Research via Clickz, April 2009]
How to track mobile visitors
As stated, by default Smartphone mobile visitors are tracked just as any other visitor to your website – you don’t have to do anything! However, the caveat is that these are a relatively small proportion of traffic, so are be buried deep in your reports.
In order to bubble these up to the top, you need to create an advanced segment. (If this means nothing to you, take a look at the advanced segment article on the GA Help Centre). The Figure below shows how to create an advanced segment in Google Analytics to highlight your mobile visitors. It detects either the visitor’s operating system or browser type and matches it against a known lookup list. Just as for profile filters, it uses the regular expression pipe character “|” to separate multiple possible matches for the same metric or dimension. …continue reading ‘How to track mobile phone users with Google Analytics’