We are all unique!
If one message came through loud and clear during last week’s CTIA event in San Francisco it was that mobile site owners want to know their unique visitor number count. Capturing an accurate picture of the number of unique visitors is more complex on mobile than on the PC web. Cookies aren’t reliable on mobile phones and IP addresses belong to the network operator rather than the end user.
On the Bango stand, we spoke to lots of businesses and brands with a mobile site who currently look at web logs to see the number of page views but are aware that this does not provide an accurate picture on just how many people visited their site. In fact in a recent survey carried out with 550 businesses, 80% said that a daily/weekly/monthly unique visitor count was important to them. The survey revealed the relative importance of other metrics in comparison to unique visitor count:
• Conversion rates/effectiveness of mobile marketing - 71%
• New/repeat visitors - 58%
• Information about the handsets your visitors use - 54%
• Location - 50%
• The mobile networks used by visitors to your mobile website - 41%
According to mjelly, “Before, I started using Bango mobile analytics, all I could measure was the number of page views on my site, but I had no idea on exactly how many unique visitors I had. Now, I’ve calculated there are around 10 page views per user which is roughly half what I’m getting on the PC. If I’d mapped my PC experiences onto mobile, I wouldn’t have been out by a factor of 5!”
Here’s how Bango measures unique visitors. For each individual that clicks on an ad or browses a site, a privacy protected Bango User ID is created, compiled through sophisticated WAP gateway profiling, data from browser analysis, session information and network interactions. This unique user ID enables Bango to distinguish between new and repeat users and therefore quantify precisely the number of unique visitors.
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