Google mobile analytics needs a Bango makeover

28 10 2009

This week Google finally got round to releasing some tracking code for mobile (read about it here). It uses familiar server and image techniques like many of the other analytics solutions. Naturally I was keen to test it out so I grabbed their server code and integrated it with Mobislim. So far so good, or was it…

Testing it on my first two handsets revealed a broken Mobislim site…. Arrgh, the standard simple bit of tracking code from Google does not work.

Screen shot showing my broken site after adding Google mobile analytics code to mobislim

Error on mobislim.com after adding Google mobile analytics code

My iPhone immediately threw up an error as shown in the image on the right. I assume Google expect me to detect iPhones and send separate JavaScript tracking code, but that is too much like hard work. So instead I tested the site on a mass market Nokia N95… another error, what phones did they use to test this?

So to test things correctly and in the spirit of helping build the mobile market my friends at Bango fixed the Google tracking code. So Google if you are reading this, your code is broken and here is a fix: http://mobislim.com/googleanalyticsformobile-with-jsp-fix.zip, I hope that helps.

Now that we are up and recording I will let you know the outcome in due course. Frustratingly, unlike Bango’s real-time reports I need to wait some time to get my results with the new Google mobile analytics code.

Watch this space, more information soon…

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Accurate info on your Google Mobile AdWords campaigns

14 10 2009

Last week, I started running a Google AdWords campaign using the Bango parameters for mobile campaign tracking. I set up two different text ads, each one with a different keyword group so I could analyse which ad was being served more times and therefore which keywords are more effective. Here are the two different urls I used (note different values for the parameters). I also targeted Google content network with these ads.

http://mobislim.com/bgo_campaign=fun_slimming_tips&bgo_source=google&bgo_medium=adwords&bgo_content=short_ad&bgo_term=adgroup_mobislim&bgo_owner=sanchez

and

http://mobislim.com/?bgo_campaign=get_slim_today&bgo_source=google&bgo_medium=adwords&bgo_content=long_ad&bgo_term=adgroup_slimming&bgo_owner=maria

My ultimate goal was to understand the behaviour of the users that come to my site via specific keywords. While AdWords reports are quite thorough on keyword performance they don’t show me the behaviour of the individual users. With Bango, every visitor gets a unique user ID that shows me exactly this; the behaviour of every single user when they arrive to my site. The parameters I specified are linked to this unique user ID and are passed on as the user navigates my site. Here is an example:

The visitor with the User ID 470841589 got to the site homepage at 6:02 via Google Mobile with the keyword “lose+weight”. This user comes from the United States, via Sprint and is using a LG LX265 handset. From the home page we can see that he or she visited different pages of our site and we can actually see the exact time he spent on each page.

Bango campaign parameters with Google Adwords campaign

The search term “lose+weight” triggered our “fun slimming tips” ad, (named in the spreadsheet as this “short_ad”), which is using the specific keyword group “adword_mobislim” and whose campaign owner is “sanchez”.

Bango campaign parameters with Google Adword campaign

If the ad had been placed in any of the content network sites, the referrer information would also have been recorded.

Being able to see this granularity of how our visitors behave on our site gives us invaluable information about their interest, the trends that they follow and how to optimize the site using keywords, geo-information, time of the day and handsets. The Bango campaign parameters can be used to drill down to specific keywords, as we can define a different url for different keyword groups. You can use these parameters to attribute monetary value or to measure the performance of different landing pages. You have 6 different variables that you can use whichever way you like!

Find out more about why Bango can accurately identify users or learn more on how to best use the Bango campaign parameters.

If you would like to check the performance of this campaign by yourself, just follow these easy steps:

    Log in to our Bango analytics demo account

    Change the dates to 24th to the 29th of September

    Export a traffic report

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New white paper by Bango “Increase your campaign ROI with mobile analytics” ready to download

8 10 2009

Bango has released a new white paper with the title “Increase your campaign ROI with mobile analytics” as part of a series of educational white papers to help people make the most of the mobile ecosystem. You can download the white paper for free at www.bango.com/campaignanalyticswp
Reading this white paper you will learn:

  • The key mobile advertising metricsIncrease-your-campaign-ROI-with-mobile-analytics
  • How to measure conversions on mobile
  • Mobile complexities affecting accuracy and ROI
  • The importance of accuracy as a foundation for success
  • Effective targeting and quick reactions to increase ROI

It also provides you with good resources and hints and tips to help you develop your mobile advertising strategy. Keep this white paper close when looking for mobile advertising networks, mobile search engines and effective tools to measure your campaigns.

Enjoy!

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