Mobile web analytics
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Mobile web analytics studies the behaviour of
Data collected as part of mobile analytics typically includes page views, visits, users, and countries, as well as information specific to mobile devices, such as device model, manufacturer, screen resolution, device capabilities,
The majority of modern
Background
Collecting
Several dynamic server-side platforms are used to develop mobile sites. Server-side tracking code is recommended for more accurate analytics reporting.
Platforms
- HTML/JavaScript
- WordPress Mobile Pack
- PHP
- .NET
- Java
- Python
- ColdFusion
- Ruby on Rails
- node.js/Connect
- TypePad Pro
Different tracking processes or mechanisms are available for each of the above platforms. For unsupported/HTML sites, the JavaScript
Because mobile websites are typically open to access from any kind of network - fixed, Wi-Fi, cellular wireless, satellite wireless, etc. - a traditional web analytics solution could range from fairly accurate to mostly inaccurate, depending on where the HTTP requests are coming from.
In addition, mobile web analytics involve metrics and KPIs associated with mobile device information, such as model, manufacturer, and screen resolution. These data can usually be assembled by combining device identification information taken from special HTTP headers, such as user-agents, with device capabilities stored in a device information registry, such as WURFL. This method is not provided by traditional web analytics solutions because it is mobile web-specific.
Problems with tracking
Visitor identification
Visitor identification is the most important aspect of usable mobile web analytics and one of the hardest technical aspects to accomplish, primarily because JavaScript and HTTP cookies are so unreliable on mobile browsers. As a result, some mobile web analytics solutions only detect or count user visits per day. The best solutions provide reliable, persistent, and unique user identities, allowing accurate measurement of repeat visits and long-term customer loyalty.
JavaScript page tagging
Javascript-based Page tagging notifies a third-party server when a page is rendered by a web browser. This method assumes that the end user browser has JavaScript capabilities and that JavaScript is enabled, though it is possible that neither may be true. At this time, most mobile web browsers do not support JavaScript sufficiently for this to work.[citation needed]
HTTP cookies
HTTP referrer
Image tags
Handset caching mechanisms impact the use of
IP address
For desktop web browsing, the network address of the client machine usually gives some form of user identification and location. For mobile web browsing, the client IP address refers to the internet gateway machine owned by the network operator. For devices such as the BlackBerry or for phones using Opera Mini browser software, the IP address refers to an operator-owned internet gateway machine in Canada or Norway.
Collecting mobile web analytics data
Collection of mobile web analytics data requires a different approach from collecting traditional web analytics data. A number of solutions are available and the best results are obtained through the use of more than one technology.
Packet sniffing
Also known as tagless data capture or passive network capture, this technique uses a tap between the mobile users and the web server to capture the full content of the client-server exchange. Tagless data capture techniques are increasing in popularity for mobile web analytics because they capture all users, work with all devices and do not require JavaScript, cookies, server logs, or plugins.
Image tags or beacons
Images can be forced to work for mobile web analytics, provided that the transmitted image is always unique. The level of information recorded from these transmissions depends on the architecture provided by the supplier, and not all image beacon solutions are the same.
Link redirection
Link redirection is an important method of tracking mobile visitor activities. It is the only reliable way to record clicks from advertising, search, and other marketing activities. It also records visitors clicking on links to leave a site. This method helps address the lack of HTTP referrer information on mobile.
HTTP header analysis
This tells you a number of basic facts about the mobile phone and the browser. It can be used in conjunction with a device database such as WURFL.
IP address analysis
An operator database is used to identify operators and their countries based on the IP addresses of their internet gateway devices. IP addresses alone do not identify all operators and countries, as some operators share their mobile networks with
WAP Gateway Traffic logs
The WAP gateway logs are the mine of information that can be analysed to get relevant information as all the mobile traffic goes through these servers. There are companies like OPENWAVE which have tools that can analyse these logs and provide the information required.
References
- ^ Developer, Android. "Cookie | Android Developers". developer.android.com. Retrieved 2 August 2012.
- ^ "iPhone: Managing Cookies in Safari". Apple Inc. Retrieved 2 August 2012.