Thursday, 22 October 2009

Google adds mobile tracking to Analytics

As reported by MediaWeek, the recent announcement by Google of new functions within its Analytics stats package Google Analytics included the ability for users to track their visitor traffic to both mobile sites and applications, breaking out the devices being used so that marketers can track digital campaigns in one place, whether through the web or mobile.

Analytics users need to add a piece of code to their mobile sites or applications for Google to collect the stats from all mobile-enabled devices, although it doesn't cover all programming languages yet. Developers can now track the usage of their apps and with the link to Google's Android operating system, these apps can be linked to ad campaigns, with mobile searches reported to be up by 30% year-on-year for the recent quarter.

The mobile-tracking features are part of a broader update to Google Analytics that includes the ability to set and track engagement goals, add customized audience segments, track unique visitors for segments and set "intelligence alerts." With this latter function, Google hopes to automate the process of users having to sift through the data to find key insights. Google's algorithms will comb through analytics information to find interesting trends, such as a surge in traffic from a particular site or an increased bounce rate in a geographical area.

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