Real mobile data from a real mobile site on Bango Analytics

13 07 2009
Here you will find some hints and tips on what to look at when you
first access Bango Mobile Analytics and view the live data from
our mobile site http://mobislim.com.
You can read the post or download the Bango mobile analytics – Tour

This is what we talk about:

  • Site overview
  • Site summary
  • Visitor summary
  • Latest visitor activity
  • Revenue summary
  • Countries
  • Operators
  • Devices
  • Page Tracking
  • Campaign tracking
  • Latest content purchases and payments report

To log in to our demo account and see all the data we talk about on the blog, simply follow this link:

Access Mobislim Bango Analytics

In this welcome screen you are invited to visit the Analytics Center. There are some extra services here for you such us service announcements, access to our knowledge base – where you can find all the answers about the Bango Service, access to the Bango forums – so you can get in contact with the Bango community and helpful articles that will help you with your data and account set up if you decide to sign up.

Once you’ve finished looking at this area you can access the Analytics Center by clicking on the Analytics tab or the button on box 1 – Analytics Center .

Bango Analytics Welcome Screen

Bango Analytics Welcome Screen

SITE OVERVIEW
Now you are in the Analytics Center these are the first reports to view to get an understanding of what is going on with your mobile site, or in this case with mobislim.com.

Bango Analytics Site Summary

Bango Analytics - Site Summary

Site summary: The yellow box shows all of your visitor information in relation to pages visited for the date range selected. From Unique Visitors and Visits to Average page views per day and time spent on the site. If you want extra information on how these figures are calculated, you can get it in our Support Center.

You can sort the graph by unique visitors, visits and page views.

Going down, this first table shows your Visitor Summary by day, including this time, number of Countries your visitors come from, Operators and Devices.

If you click on the Visitor Summary link you can get the specific information about Countries, Operators and Devices.

Bango Analytics Visitor Overview

Bango Analytics - Visitors overview

Coming back to the main Analytics Center area, if we scroll down we get the Latest visitor activity, which shows up to 1,000 events. We can see here the unique user ID that Bango gives to every single user so we can track unique visitors browsing within our site. When exporting this information we can do a complete follow up on the activity of our users. We can see how many Pages a unique visitor has seen, Title of the page, entry and exit point, Date and time, County, Device and Operator and the Unique ID for each visitor. If it came through any mobile advertising campaign, we can track that too. This enables you to develop a closer relationship with your visitors. Follow this link for more info about Bango Unique User ID technology.

Bango Analytics latest visitor activity

Bango Analytics - Latest visitor activity

If you are selling content, you can also see a summary of your revenue for the selected period of time, but we will get a deeper overview about this on the Charging for Content section.

Bango Analytics revenue summary on dashboard

Bango Analytics - Revenue summary on dashboard

A map of the world shows in different colours where your visitors are coming from, and if we click on the blue link we get a detailed view of the overall traffic.

Bango Analytics - Countries view on dashboard

You can also filter this information by Title, Country, Operator and Device, which will provide you with great insight about the traffic on your site and how particular markets or devices behave in certain pages of your site.

Bango Analytics - Coutries extended view

Bango Analytics - Coutries extended view

Back on the main dashboard we can also check which operators are bringing us the most traffic. This is important to make decisions on how to optimize our site for certain operator standards or which operator should be targeted when running a mobile marketing campaign.

Bango Analytics - Operators on dashboard

Bango Analytics - Operators view on dashboard

We can drill down and get a full view of the operators and filter and export this information.

Bango Analytics - Operators extended view

Bango Analytics - Operators extended view

Back on the Analytics Dashboard, we can examine the devices that are accessing our site.

Bango Analytics - Devices view on dashboard

Bango Analytics - Devices view on dashboard

We can also go deeper by clicking on the blue link and find out all the site information for each of the devices, filter this information by page title, country, operator and device, or click to check the technical information regarding a specific handset.

Bango Analytcs - Devices extended view

Bango Analytcs - Devices extended view

To see the activity by page, we look at the Page Tracking section. In this area we can see how every single page of our site is performing. On the Dashboard you get the activity by date.

Bango Analytics - Page tracking view on dashboard

Bango Analytics - Page tracking view on dashboard

Clicking on the blue link we can see how many Unique Visitors, Visits and Page Views we get in our site plus Countries, Operators and Devices. We can filter this information to get in depth data.

Bango Analytics - Page tracking extended view

Bango Analytics - Page tracking extended view

When we export this information with a traffic report, we also can see the referrer information. This information is very valuable when tracking mobile marketing campaigns as we’ll be able to prove the effectiveness of different mobile advertising campaigns, or mobile SEO efforts e.g. – we can set up different variables to track different entry points such as campaign, source, medium, content, term and owner. Check this link to find more information about mobile campaign tracking parameters. Bango assigns a unique user ID to every visitor so we can also track the behaviour of our visitors and know when they come back again.

Bango Analytics - Referrer information from mobile traffic report

Bango Analytics - Referrer information from mobile traffic report

Another way to track mobile advertising campaigns or traffic is by setting up tracking links. Let’s have a look at the Campaign section. In the dashboard, we can see the performance of these tracking links by date.

Bango Analytics - Campaign tracking links on dashboard

Bango Analytics - Campaign tracking links on dashboard

By clicking on the Campaigns blue link we get all the in depth information. For example, you can set up a tracking link for a PPC AdWords campaign or to measure the traffic of a link in your site that goes to an affiliate site. For each tracking link you can see Unique visitors, Visits, Page views, Visits by Visitor, Pages by visit, Average time on site, Country, Device and Operator.

Bango Analytics - Mobile advertising report

Bango Analytics - Mobile advertising report

If you are selling mobile content, you can see a lot of information about your sales on Bango Analytics. Let’s check our latest sales by date on the Bango Analytics dashboard.

Bango Analytics - Latest mobile content purchases on dashboard

Bango Analytics - Latest mobile content purchases on dashboard

Once again, by clicking on the blue link Latest Content purchases, we can get the whole report with the dates of the purchases, transaction ID, and content bought. The Country, Device and Operator of the buyer, plus all the values for transactions, Taxes, Net sales and Earnings. Of course, this information can be filtered to see, for example, which country is giving us more revenue, or which devices are buying more content.

Bango Analytics - Payment extended report and filtering

Bango Analytics - Payment extended report and filtering

This is just an overview of what you can see at a glance on Bango Mobile Analytics. You can drill down, filter reports and export them to share this information. You can compare goal conversion rates with the Goal comparison feature. Have a look to our site mobislim Bango Analytics package or sign up for your own Bango Analytics and start tracking your mobile site and your mobile marketing campaigns.

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3 months of mobile traffic on Mobislim analyzed with Bango Mobile Analytics

5 11 2008

After 3 months getting traffic to Mobislim, I thought it was time to have a look at how Mobislim has evolved and where the traffic has come from, which are the most popular countries that come to the site and how mobile advertising has affected these results.

Traffic August

Traffic August

August was the first month for Mobislim on the mobile web and we closed the month with 1213 unique visitors, 4129 page views, 68% organic and 32% paid traffic from all over the world through Google and Decktrade (campaigns ran for two weeks only). South Africa was the country that brought most traffic (33.5%) followed by US (16.4%) and UK (9.52%). The top operators where Vodacom South Africa (16.5%), MTN South Africa (15.09) and O2 UK (3.20%). Top 3 devices were Opera Mini (7.29%) Samsung E250 (3.80%) Nokia 6300 (3.17%).

September was a busy month for the site as we ran 7 different campaigns, all with very small budgets (total

Top 10 operators in September

Top 10 operators in September

expenditure $400). The month finished with 3,465 unique visitors that saw 11,493 page views, from which 65% came from organic traffic and 35% from mobile advertising. The campaigns ran in Google, Decktrade and Mojiva for 3 days, mainly targeted to US and UK. The top countries by page views were US (27.1%), South Africa (20%) and UK (6.4%). The top operators were Vodacom South Africa (10.8%), Metro PCS USA (10.5%) and MTN South Africa (8%). It is very interesting that the fourth most popular operator was Satelindo Indonesia which represents 5,1% and in the top 10 it is Bharti Cellular India (2.13%) and Telgua Guatemala (1,76%).

Finally October reflects a slow down in the traffic. We saw a total of 827 unique visitors and 2905 page views, 80% from organic traffic and 20% from paid traffic. We ran 5 campaigns,  for 3 days each, with the same expenditure by campaign as the month before, and again the countries targeted were US and UK. But the results speak for themselves…The campaigns were not as successful as the ones ran the previous month and the organic traffic has dropped dramatically.

Visitors overview in September

Visitors overview in September

Visitors overview in October

Visitors overview in October

The top 3 countries this month have been US, UK and India. The top 3 operators have been all for American networks, Metro PCS USA (7.6%) AT&T USA (6.3%) and Cricket USA (6.3%).

This is why it is so important to have a mobile analytics tool that gives you results in real time. I could have reacted earlier to the drop in traffic or I could have fine tuned the campaigns as they didn’t work as expected. Changes in trends and traffic are going to big difference to your business; when you invest just $400 a month in advertising is not a big deal, but let’s say you spend $5.000 in 3 different campaigns running for only 2 days, wouldn’t you like to know how your message was working by the hour? I would!

If you would like to see the traffic for these 3 months in more detail, then you can access our demo account where you can see all the Mobislim traffic as it happens. Just follow this easy steps:

1.Go to http://bango.com
2.In the login are your email would be demo@bango.com and your password demo
3.Surf the analytics center to get a real taste of Bango mobile analytics.

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“Mobile advertising for newbies” campaign results in Bango Mobile Analytics

21 10 2008

Here are the results of the campaigns that Peggy and I ran for the white paper “Mobile advertising for newbies”. This results were collected in Bango mobile analytics.

The budget was $15 (£10), they ran for 3 days and the creative was the same for all three campaigns.

As it is explained in the white paper, the results from Bango mobile analytics come from a tracking link that we created in the Analytics center, and the results from AdMob analytics come from a query string added to the destination url.

This means we were running 6 campaigns.
So let’s have a look to the data we got through Bango after 3 days of campaign:

Decktrade Google Mojiva

270 page views

184 unique visitors

6 unique countries

21 unique operators

62 unique devices

18 page views

17 unique visitors

3 unique countries

11 unique operators

13 unique devices

81 page views

72 unique visitors

4 unique countries

12 unique operators

33 unique devices

Looking at Decktrade it seems that the most active day – with more page views (106) and unique visitors

Decktrade campaign unique visitors in Bango mobile analytics

Decktrade campaign unique visitors in Bango mobile analytics

(78) – was Wednesday, the first day of campaign. If we look at the countries, the majority of my traffic comes from US (39.26%) with only 1.85% of traffic coming from the UK. Both were the target countries. Some traffic came from countries I didn’t target and  as Peggy says in the white paper, it is great to see that mobile traffic is coming from everywhere  but I wonder how this would affect large scale campaigns. In our case, the proportion of traffic coming from non-target countries ((India, Indonesia and Nigeria) was only 4%.

A fair percentage of countries is unidentified (55%), so I go and check the device data. I can see that there is quite a lot of traffic coming from PC browsers, which closely matches the percentage of countries unidentified. So here we go, PC traffic doesn’t offer me operator info (because there isn’t one involved) or country data as accurately as mobile traffic because the way PC browsers and cookies work on the PC world…
Let’s see which was the most popular mobile device, and surprise, surprise that was the Apple iPhone, followed by the Nokia 6300 and the SonyEricsson P1i. The most popular operator was AOL USA, bringing 24% of the traffic.

Here are my thoughts after checking these results:

1. If half of my traffic is coming from a PC maybe I should think in creating a PC web version of Mobislim :).
2. Decktrade gives me great results in the US market but seems less effective in the UK.
3. When people access the site from a mobile phone, I can really tell where they come from, through which operator, if I have seen then before and if they converted.

Now let’s see what we learn from out Google campaign: The first thing I notice is how much smaller the

Most popular devices from the Google campaign

Most popular devices from the Google campaign

numbers are. Taking into consideration that Bango counts every single unique visitor that comes through, 17 in 3 days doesn’t seem such a big deal. But again, this is early days for everybody, maybe my selection of keywords wasn’t so great or people are actually burning calories instead of looking for ways to burn them :).
Friday is the day for search, 47% of the unique visitors came this day, 29% of Thursday, and 23% on Wednesday. Take this into consideration when planning your campaigns, when is your public more likely to be searching for you? Put the big bucks on that time frame…

With the target countries there is no problem this time; 83% of the traffic comes from the US and 11% from the UK. Is the US more active in the mobile search arena or simply more worried about burning calories? I leave that one up to you! We saw more traffic coming from Cricket USA, followed by Verizon USA and T-Mobile, and for the most popular handset we have an even mixture between Blackberries, Motorolas and Samsungs.

Things to think about for my next search campaigns:
1. Time of the week people will look for my content
2. Make a better and wider selection of keywords and maybe spare a few more pennies on my bids so I get to show up first

And last but not less, is time now to look at the results on the Mojiva campaign. As Peggy mention in the

Top operators from the Mojiva campaign

Top operators from the Mojiva campaign

with paper, this campaign didn’t run on the same days as Google and Decktrade, so I’m taking the result from a previous campaign, that ran from the 26th to the 28th of September, with exactly the same budget and the same creative. It is going to be interesting to see if the results over the weekend change much in comparison with the same campaign run in weekday with AdMob. Let’s focus now in Bango results.

Unique visitors were almost the same on Friday (32) and Sunday (30) and a third on Saturday (10). The most popular operator was Metro PCS USA with 27% of the traffic but again, PC traffic seems to be quite significant (31%)  Our top devices here are Samsung R210 and Motorola GATW. 51% of the traffic came from the US, 10% of the traffic from countries I didn’t target (India and Iraq) and the rest is the PC traffic I mention before.

My take: This ad network works well for the US, but the extra pennies I had to pay to target the UK haven’t brought me any ROI. I’ll follow progress with them to see when the increase their inventory in the UK.

If you want to have a look yourself and get you own conclusions of these campaigns you can visit our Analytics Center, just follow this simple instructions:

1.    Go to http://bango.com
2.    Login as demo@bango.com and password demo
3.    Click on Analytics center

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