Don’t take your to the bathroom.
Introduc)on to mobile analy)cs

Inspira)on
• Ngmoco CEO presenta)on Neil Young “Why
the iPhone has changed everything” at
WWDC.
“Basically, inside our games is a very powerful analy)cs
package. We call it our eyes and ears. In that I can tell how
many Maze Finger mazes you have completed, where you
might get stuck in Topple – it was level four, by the way –
where people touch the screen in Rolando.”
Quote source: hOp://gamemakers.ngmoco.com/post/142272926/develop‐alan‐yu‐talks‐ngmoco‐app‐store‐and‐the‐rise

There are two ways to break them up
• First, there are analy)cs services that are
focused on tracking a variety of metrics for
mobile websites.
• The other mobile analy)cs market is focused
on tracking an assortment of metrics for
mobile applica)ons.
• We’ll talk about both!

How do you choose which one is best
for you?
• If you’re are just trying to track traffic to a
mobile website or trying to determine if you
need to implement some sort of mobile site
on your current site, you’d most likely choose
one of the web‐based analy)cs solu)ons.
• If you’re trying to determine applica)on level
sta)s)cs then you’re most likely going to want
to choose a device‐level analy)cs solu)on.

Web‐based Mobile Analy)cs

Web‐based mobile analy)cs
• There are quite a few web‐based analy)cs
solu)ons. I’ve decided to do a comparison of
three (found with Google) to bring forth
current trends and commonly tracked metrics.
• I’ve decided to break these down based on
price and metrics.

The prices
Price per 1,000 page views
Mobily)cs Bango Amethon
$1,200
$1,000 $1,000.00
$800
$600
$499.00
$400
$250.00 $250.00
$200
$149.00
$79.00
$49.00
$0 0
0 5000 10000 15000 20000 25000
*There isn’t a consensus in the market regarding price currently. There are free op)ons if your traffic is low enough.

The metrics
Metrics Bango Amethon Mobily4cs
Bandwidth (total, average " " "
per visit, total per file type)
Hits (average per visit, " " "
number of downloads, page
view breakdown)
Visits (entry page, average " " "
dura)on, click paths, referring
search engine)
Visitors (browser type, user " " "
agent, opera)ng system)
Handsets (make, model, " " "
screen resolu)on)
Mobile Operator " " "
(country of origin, operator
name)
Geo Loca)on (country of " " "
origin, RDNS lookup)
*They all offer the same features at the moment. No one company appears to be leading the market with beOer technology than another.

A few reasons why you might want to
implement mobile analy)cs on your site.
• Find out which mobile plamorms and carriers
or MNOs (mobile network operators) are
visi)ng your site most
• Track popular screen sizes and resolu)ons
• Determine loyalty over different geographies
and )me periods.

* I’ve no)ced that the popularity of iPhones has increased but this chart shows that as of April 2009 according to Gartner they
have only 8% of the total mobile market’s handset sales. The people that have iPhones are doing a lot more browsing of HTML sites
than any other mobile plamorm.
Source: hOp://metrics.admob.com/wp‐content/uploads/2009/05/admob‐mobile‐metrics‐april‐09.pdf

Targe)ng a Mobile Device
Methods in which to target a mobile
device on your current site.

There are quite a few methods to target
mobile devices on your site.
• WURFL (Wireless Universal Resource File)
– hOp://wurfl.sourceforge.net/
– The WURFL is an XML file that contains info about
features & capabili)es of many mobile devices.
• Server‐side detec)on methods i.e. using PHP
• Client‐side detec)on methods i.e. using
Javascript

A PHP Server‐side Solu)on
Find the full snippet here: hOp://snipplr.com/view/17932/serverside‐mobile‐device‐detec)on/

A Javascript Client‐side Solu)on
Find the full snippet here: hOp://snipplr.com/view/17933/clientside‐mobile‐device‐detec)on/

Iden)fying a mobile device using the
User‐Agent header
• Each mobile device has its own User‐Agent
header
• There are detec)on models such as UAProf
– With UAProf, the mobile device model and
manufacturer name are available inthe Model
aOribute and the Vendor aOribute of the
HardwarePlamorm component respec)vely.

Basic ways to differen)ate Mobile devices or
User‐Agent headers
• The word "nokia" can be found in the User‐Agent header of Nokia cell phones.
• The word "motorola" or "mot‐" can be found in the User‐Agent header of
Motorola's cell phones.
• The word "samsung" or "sec‐" can be found in the User‐Agent header of Samsung's
cell phones.
• The word "lg‐" can be found in the User‐Agent header of LG's cell phones.
• The word "sonyericsson" can be found in the User‐Agent header of Sony Ericsson's
cell phones.
• The word "sie‐" can be found in the User‐Agent header of Siemens' cell phones.
• The word "up.b" or "up/" can be found in the User‐Agent header of cell phones
that uses the Openwave Mobile Browser. The Openwave Mobile Browser can be
found in many cell phone models made by a variety of manufacturers such as
Motorola, Samsung, LG, Siemens, etc.
• Note: UAProf is a more elegant way of differen)a)ng manufacturers of mobile
devices.
Source: hOp://www.developershome.com/wap/detec)on/detec)on.asp?page=userAgentHeader

Device‐level Analy)cs

Device‐level mobile analy)cs
• Using the same method previous (using
Google), I’ve managed to round up a few
device‐level analy)cs services that I thought
were interes)ng and offer a nice set of
features.
• There are quite a few available.
• Most and all of the ones I found require some
dev )me for installa)on.

A few reasons why you might want to
implement mobile analy)cs in your app
• Improve decisions ‐ know exactly how, where,
when and by whom an applica)on is used.
• Learn what handsets and carriers your
applica)ons run on.
• See user and session data per applica)on, by
frequency, dura)on, loca)on.
• Track customized ac)ons e.g. High scores
shown
• Track crashes and applica)on failures

The prices
Price per version type
Pinch Media Flurry Motally
$1,000
$800
$600
$400
$200
$0
Community version
Enterprise version

The metrics
Metrics Pinch Media Flurry Motally
Users (total, new, unique) " " "
Ac)ons/Events (allows " " "
customized callbacks or
occurrences)
Sessions ()me per user, " " "
total session )me, session
coun)ng)
Handsets (make, model, " " "
screen resolu)on)
Mobile Operator " " "
(country of origin, operator
name)
Geo Loca)on (country of " " "
origin, RDNS lookup)
*Again, they all offer the same features. In my opinion, I would say Motally is best of the three for enterprise customers because they have a
pricing model in place. I’d rather not start using a free service and then be told the features I’ve been using are going to cost x amount.

The supported plamorms
Pinch Media
0%
Flurry Android
Blackberry
100%
iPhone
25% 25%
Java ME
Android
Blackberry
25% 25% iPhone
Java ME Motally
0%
Android
50% 50%
Blackberry
iPhone
Java ME

An example implementa)on
• I chose to use Pinch Media’s analy)cs library
because it was best documented.

Steps to implement
• Download the library

Steps to implement
• Apply for an applica)on code by submiyng
your applica)on (I created a simple test app).

Steps to implement
• Add the files to your project

Steps to implement
• Add required frameworks

Steps to implement
• Add the required code to your AppDelegate

Steps to implement
• You can also setup “beacons” to fire unique
ac)ons

The dashboard

To conclude…

To end.
• From what I’ve seen by looking at 6 mobile
analy)cs services is that there is really no one
that stands out by offering metrics with the
“coolness” features that I was hoping to find.
• However, I was just recently invited to join a
site named PercentMobile
(percentmobile.com) and I think they may be
trying to get there.