Measure mobile campaign conversions in a couple of clicks

5 03 2010

At the end of January I was interested to see that Bango reported 83% of brands don’t use mobile specific analytics tools, leading to inaccurate data on campaign performance. But even more surprising, 27% of brands don’t measure at all! I know it would make life easier if you didn’t have to report on the performance of your mobile marketing campaigns, but surely real marketers would like to know?

Not wanting to know conversion rates or what to do to improve them seems a bit crazy to me?! The good news is it’s actually quite easy to accurately measure your mobile campaign conversions and best of all you can see the results a in couple of clicks.

So, how do you do it? The easiest and most accurate way I’ve found is to use Bango Analytics. If you already have a Bango Analytics account, log in (or sign up for a trial account) and follow these easy steps:

1. Pass the relevant campaign parameters on your destination URL when setting up your mobile marketing campaigns.

2. Add page tracking code to the relevant pages you want to track within your mobile site.

3. Once the campaign is running, go to your Bango Analytics account and choose the Campaign parameter report and filter by the relevant Campaign parameters and Page title where the conversion happens. Voila! You can now see the number of conversions attributed to your campaigns.

Let’s go through a real example:

I set up a mobile campaign with the goal of getting visitors opted-in to receive my SMS updates and wanted to measure the number of conversions from each campaign.

To start with I ran two different mobile advertising campaigns, both pointing to the same landing page. When I set up the mobile ads I passed the relevant campaign parameters so I could identify which ad my visitors came from (Mobile Ad 1 or Mobile Ad 2).

Opt-in SMS updates campaign

To measure the number of conversions I had to find out how many unique visitors submitted their phone number and therefore landed on the Thank you! page (only visitors who opted-in would reach this page). To capture this information I put a line of page tracking code on the Thank you! page.

To view the results I went to the Campaign parameter report in my Bango Analytics account and filtered by Campaign parameters “Mobile Ad 1” and “Mobile Ad 2” and Page title “Thank you page” and that was it! I could see in a couple of clicks the number of conversions from each mobile ad campaign in real-time!

I could even calculate the conversion rates as Bango Analytics had recorded the total number of unique visitors from each ad campaign.





Show on mobile only! New ad targeting option in Mojiva’s mobile ad network

2 12 2008

I’ve received a nice email from Mojiva, a mobile ad network that we used for our experiment on the white paper “Mobile advertising for newbies”, saying that they have added an option to select where to show your ads. Before this change, you would think that your ads were only being displayed on mobile sites, as they are a mobile ad network. The surprise comes when you use an external tool to track the traffic such as Bango mobile analytics, which tells you that 31% of your traffic in an specific campaign is coming from PCs…(see Mojiva’s campaign results).

show-on-mobile-sites-only

New Mojiva's ad targeting option

Since I wasn’t very impressed with these results, I contacted Mojiva to see if there was something they could recommend if I only wanted mobile traffic, and I must admit that I’m very impressed with Mojiva’s decision to make this option clear for all advertisers.

Now you can choose to display your ads on desktop, desktop and mobile, and MOBILE ONLY!
This option is available on Step 2, Ad targeting.

While advertising in desktop sites and mobile sites together may be a good strategy for many advertisers, I just think that is so much better to know for sure that if you are buying mobile traffic, that’s what you are going to get.

I wonder how many others mobile ad networks will follow Mojiva’s good example…
If you are an ad network, and have this option available within your advertisers console, please share this with the Mobislim community. Being able to target your marketing dollars on the right market is key to success, after all!

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News from mobislim and mobile analytics!

31 07 2008

Hi, this is Maria Bunter!

Let me introduce myself by saying that I’ll be taking care of the mobile marketing initiatives on mobislim.

I just wanted to say hi to everybody following this project and share with you what is coming up!

I’m very excited to announce that we’ll be going live with the site very shortly and I’ll be running some mobile ads to get traffic to the site. I was thinking in trying out 4th Screen Advertising, Admob, Amobee, Adstar, Ads Handy and Mojiva to star with. If anybody has anymore suggestions I’ll be happy to try them!

Watch this space for our upcoming launch and get ready to experiment with us and mobislim.

I look forward to hear your suggestions and feedback on everything going on with mobislim and I definitely encourage everybody to use this space as a brainstorm arena, experience sharing room, a place for consultation or any other issue related to mobile analytics that doesn’t let you sleep…whatever works for you!

If you would like to keep up to date, you know what to do with this little icons:
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