The new metrics to understand mobile web usage

Mobile is not just a smaller screen, it is also a different behavior due to the touchscreen. This in turn leads to new specific metrics for mobile.

Looking at mobile analytics in any traditional web analytics tool gives you the mobile dimensions (such as “device”), but still only the traditional web metrics: pageviews, visits, duration, bounce rate etc.

The new mobile metrics are “in page”-metrics; zoom, tap, tilt and scroll. Combined with funnel analysis and forms analysis, these metrics helps understand what interaction/lack of interaction that is combined with converting/not converting on your mobile site. Should be of relevance to any developer of mobile browsing sites.

Click Tale, specialized on in page analysis, has launched Click Tale Mobile (public Beta), providing these mobile metrics.


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