There's a real need for good mobile analytics. It's difficult to get reliable statistics on mobile web usage particularly on a site by site basis. That could be changing soon, AdMob, the world's largest mobile advertising marketplace, is rolling out a new mobile analytics suite which looks very promising.
It's called AdMob Mobile Analytics and sounds a lot like a Google Analytics for mobile sites. It will be completely free and available to all mobile publishers whether they are AdMob customers or not. Here's a video of AdMob CEO Omar Hamoui demonstrating Admob Mobile Analytics.
Analytics will be driven by a 1x1 px tracking image added to pages by publishers and will let them view traffic by referrer, operator, device, screen size and geographical region and be able to see bounce rates, pages per visit, time on site and much more. Advertisers will get access to comparative results by campaign and the ability to track actions after a user clicks through to their landing page. The screenshots give taste of the variety and detail in Analytics's reports.
Initially Mobile Analytics will be offered as a Private Beta. You can apply now at analytics.admob.com. The beta will be rolled out gradually to applicants, with preference given to current AdMob customers. AdMob is aiming at general availability in a couple of months and has plans for even more features. The company's VP of Marketing, Jason Spero, told me that by Q3, publishers will be able to opt in to sharing data which will allow users to compare their traffic with similar sites.
AdMob is already the best source for Mobile Statistics with their monthly AdMob Mobile Metrics which is great for tracking the growth of mobile web usage by region and device. I think the addition of data from Analytics to Mobile Metrics should further establish the company as the premier source for mobile statistics. I asked Jason about that possibility and he said that AdMob hopes to enhance Metrics with aggregated data from Analytics "in the not too distant future"
Admob's Mobile Analytics is great news for everyone in the mobile web industry, except perhaps vendors of competitive tools. It will help advertisers to increase effectiveness by better targeting and will give publishers an increased understanding of their users and help them deliver more targeted content. Given AdMob's huge market share among both publishers and advertisers and the fact that that the program is both free and extremly powerful, I expect it will quickly become the standard mobile site analytics product.
Images courtesy of AdMob
Video courtesy of YouTube