A Simple Review of Your Mobile Analytics



Austin Walk






With the onslaught of mobile traffic, our customers are constantly asking where to find basic (but relevant) mobile data. Here’s a quick list of our go-to mobile analytic process review.

1. We always confirm the site is labeled by Google as “mobile friendly” using this tool.

2. Once you’ve confirmed you’re defined as mobile friendly by the search engine itself, we dig into the data. We use Google Analytics (GA), and suggest you do too.

3. From within GA, navigate to AUDIENCE >> MOBILE >> OVERVIEW. This view gives you great insight into how your mobile audience performs on your site. Compare mobile traffic to desktop traffic. Look at your bounce rate, pages per session and session durations. What is your data telling you? Our guess is that your mobile users are leaving your site earlier and not visiting as many pages.

4. Put on your customer hat, pull out your mobile device, and start clicking through your site. Try to understand your data while interacting with your site. Is your site slow on mobile? Do your drop down menus work? Do all pages render properly? Coupling your data with your own review is a powerful place to start when it comes to optimizing for mobile.

5. Next, look at AUDIENCE >> MOBILE >> DEVICES. You’ll notice the data is different. Not all devices are created equally, and you need to ensure your site looks the same, consistently across all devices. We use Google Chrome’s Device tool to test this. To access this tool:

• open up google chrome, navigate to your website, and right click on the page

• select “inspect element”

• in the top left corner of the inspection box that has now appeared, next to the magnifying glass, click the small phone icon.

• now on the top of the page, you’ll see a drop down menu that will allow you to toggle through devices, allowing you to render your site as if using a variety of different phones and tablets. If something doesn’t look right, contact your webmaster.

6. Next look at ACQUISITION >> ALL TRAFFIC >> SOURCE/MEDIUM. From here you can see a great high level summary of where your traffic is coming from, and how that traffic performs. To segment your mobile data from this view, set up a secondary dimension. Do this by selecting “Secondary Dimension” from the drop down above your data and navigating to USERS >> MOBILE (Including Tablet) *see the image above.

7. This mobile dimension is a great filter to append to any report as it will help you discern how your mobile traffic is performing. Use this mobile data across your entire analytics account to understand and improve your site’s mobile performance.