Nash Islam, Head of Mobile Ad Operations for Google APAC, walks through measuring mobile visitors with Google Analytics. These slides were presented at the "GoMeasure with Google Analytics" events held in Singapore (Sep 6 2011) and Kuala Lumpur (Sep 8 2011).

1. Measuring the
Mobile Visitor
Nash Islam
Head of Mobile Ad Operations, Asia-Pacific
twitter.com/nashislam

2. Mobile Tracking: Then
HTML
iPhone
Android
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3. Mobile Tracking: Today
HTML & Applications WAP
iPhone
Windows
Mobile
Pearl & Curve
Android
Blackberry
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4. Desktop websites being
viewed on mobile devices
What is mobile
measurement?
Android and
iOS apps Mobile websites viewed on
smartphones and feature
phones
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5. Agenda
1 Understanding the Mobile Opportunity
2 Mobile Apps
3 Mobile Websites: Estee Lauder Case Study
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6. Understanding the Mobile
Opportunity
Background
• The mobile internet is today’s main driver of growth in time
spent online.
• Its rapid adaptation by consumers will offer opportunities to
establish significant revenue streams.
• Gaining deep insight into usage patterns
provides the base and starting point of offering
products, services as well as information satisfying
true customer demands.

7. Understanding Your Mobile Opportunity
• Before you invest in mobile, analyse your desktop website’s
data to understand mobile usage pattern.
• Example from a Southeast Asian e-commerce business. Used
their web analytics data to identify:
• Which platforms to focus development effort on
• Content & market considerations
• Bandwidth considerations
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8. Evaluating Mobile Platforms
INSIGHT
• Bulk of the revenue generated from mobile devices is coming from iOS and Android devices.
• iOS users on the whole generate significant value for is this company.
• iPad users are the most valuable mobile segment by far.
ACTION
• Prioritise iOS development.
• Improve the user experience for iPad users.
• Enhance the user experience for iOS users visiting using a device with small screen real-estate (e.g.
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iPhone, iPod).

9. Mobile Visitors by Market (by Per Visit Value)
INSIGHT
Of the Top 10 most valuable markets by per visit value, 7 markets are in developing countries.
ACTION
Mobile apps will need to take developing market conditions into account in its design considerations:
• Operate efficiently on low bandwidth connections Google Confidential and Proprietary 9
• Localised content

10. Mobile Visitors by Service Provider
INSIGHT
• A majority of mobile visitors are browsing via service providers in developing markets.
• Access to 3G, 2G and/or Edge services need to be taken into account when developing the app’s usability.
ACTION
• Look to partner with telcos (eg Telkom Indonesia) to have your apps bundled in default installations.
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11. Measuring Mobile Apps
Visitors
Background
• The mobile internet is today’s main driver of growth in time
spent online.
• Its rapid adaptation by consumers will offer opportunities to
establish significant revenue streams.
• Gaining deep insight into usage patterns
provides the base and starting point of offering
products, services as well as information satisfying
true customer demands.

12. Android & iOS App Tracking
• Pageviews
• Events
• Ecommerce
• Custom Variables
• Testing & Debugging
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13. Track Android App Referrals
market://details?id=coke.snowglobe&referrer=utm_source%3Dadmob
%26utm_medium%3Dcpc7%26utm_term%3D%phn%
%26utm_campaign%3Dlivewallpaperapacmy
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14. Example: Coca-Cola Live Wallpaper
Download App from Open App & Set Wallpaper Live Wallpaper Installed
Android Market
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16. Measuring Mobile Site Visitors:
Estee Lauder Case Study
• The mobile internet is today’s main driver of growth in time
spent online.
• Its rapid adaptation by consumers will offer opportunities to
establish significant revenue streams.
• Gaining deep insight into usage patterns
provides the base and starting point of offering
products, services as well as information satisfying
true customer demands.

17. Analytics for Smartphone sites is the SAME
For Smartphone sites
built in HTML, Analytics
implementation is same
as desktop sites
For Feature Phone
(WAP) sites, it’s slightly
different
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18. Estee Lauder Mobile Website in Thailand
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19. Thailand Usage by City and Engagement
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20. Thailand Usage by City and Engagement
• The average time on site is 27s. Users in Phuket, however, tend to spend twice the average time (over 1 minute) on
INSIGHT
the site.
• Visitors from Nonthaburi, Phitsanulok, Ranong, and Bangkok spend higher than average times on the site.
ACTION
• Hypothesis (one of many): Beach tourists are interested and engaged in researching for skin care products.
• Test: Targeted campaigns towards holiday goers.
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21. Engagement by Device
• Majority of engaged users use either a Samsung or Apple device.
INSIGHT
• Interestingly, Galaxy Tab users are more likely to spend > 3 minutes on the site than iPad users are.
• However, of these users, only iPhone and iPad users interacted with the video
ACTION
• Test usability enhancements on site to encourage Android users to play the video.
• Make videos more discoverable on the site.
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22. Optimizing for the mobile audience
Insights Actions
Hypothesis: Beach tourists are
The average time on site is 27s. interested and engaged in
Users in Phuket, however, tend to
spend twice the average time (over 1 researching for skin care products.
minute) on the site. Test targeted campaigns towards
holiday goers.
Majority of engaged users use either
Test usability enhancements on site
a Samsung or Apple device.
to encourage Android users to play
However, of these users, only
the video; and make videos more
iPhone and iPad users interacted
discoverable on the site.
with the video.
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23. Final Thought
• The mobile internet is today’s main driver of growth in time
spent online.
• Its rapid adaptation by consumers will offer opportunities to
establish significant revenue streams.
• Gaining deep insight into usage patterns
provides the base and starting point of offering
products, services as well as information satisfying
true customer demands.

24. Final Thought
Mobile users behave differently than website users. Watch
for usage patterns by Device, Operator Networks and
Location.
Formulate your mobile strategy around the data
Remember to implement
Google Analytics on your
• HTML Mobile Sites
• WAP Mobile Sites
• Android Apps
• iPhone Apps
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25. THANK YOU
twitter.com/nashislam