When the world was struggling to incorporate electronics into their businesses some 20 years ago sales across different mediums were counted by collecting the number of pamphlets or discount coupons. It made sense back then but many companies are facing a similar dilemma nowadays, when the consumers have migrated to a mobile friendly (mobile only) generation and the marketers are still gauging data for desktop-first users.<\/p>\n\n\n\n
While it took time to polish KPIs and measurement techniques for online desktop users, but it is inevitable to revamp the structure for catering to a world which is rapidly moving towards a more fluid way of getting things done. Nowadays there are part-time writers who are writing big\u00a0money-making blogs, teachers imparting knowledge via Youtube and earning money and so on. Users access their websites from multiple sources which makes the analysis of gathered data a real pain.<\/p>\n\n\n\n
Although this article is based on Google analytics you can use different free software which must be tweaked accordingly to gain better insights.<\/p>\n\n\n\n
1. Mobile vs desktop vs tablet audience<\/strong><\/p>\n\n\n\n If you don\u2019t have a separate mobile website and it offers responsiveness across different platforms you\u2019ll need to adjust Analytics\u2019 data to differentiate between users accessing your website. Compare sessions (formerly called visits), bounce rate, durations across various mediums to get insights about user satisfaction levels 2. Types of devices<\/strong><\/p>\n\n\n\n This is very useful data for marketers, especially when you want to target users according to the devices they use.<\/p>\n\n\n\n \u27a2 Select the data range (as above) You can adjust the generated report to show individual devices, brands or even different screen resolutions.<\/p>\n\n\n\n By comparing the data of different KPIs, broken down in form of devices, you can sort out your mobile traffic more precisely. Once you know which brand, device or screen resolution your audience prefers you can begin to generate emails, content, websites or apps to cater to the most popular devices.<\/p>\n\n\n\n The above reports break down your traffic according to the device of the user, but where is this data generating from? Search results? Emails? PPC campaign? Social media? It is known as\u00a0channel grouping.
\u27a2 Specify the range of data on top of the analytics dashboard
\u27a2 Under the audience tab in left sidebar select mobile-> overview.
\u27a2 This report breaks down your specified data in three sections- desktop, mobile and tablet<\/p>\n\n\n\n
For instance, if the bounce rate is much higher for mobile users, your customers are finding it difficult to browse through your website on mobile platforms leaving your mobile business in the lurch.<\/p>\n\n\n\n
\u27a2 In the left sidebar select audience-> mobile-> devices
\u27a2 This report shows the specific mobile devices your audience is using<\/p>\n\n\n\n\n
Step 1<\/strong>
\u27a2 In the left sidebar move down to the Acquisitions tab
\u27a2 In the Acquisitions, tab selects All traffic.
\u27a2 You will see data of all the different channels of your traffic
Step 2<\/strong>
\u27a2 From the drop-down menu at the top secondary dimensions, select Users and scroll down to finally select Mobile (including tablets)
Step 3<\/strong>
\u27a2 Observe the result, the data is shown in a very easily understandable manner, \u201cNo\u201d in the mobile column means traffic source did not come from a mobile device, whereas \u201cYes\u201d indicates that a mobile device was indeed used.<\/p>\n\n\n\n