{"id":7210,"date":"2021-08-12T16:37:13","date_gmt":"2021-08-12T15:37:13","guid":{"rendered":"https:\/\/www.wildfusions.com\/?p=7210"},"modified":"2025-08-04T14:28:45","modified_gmt":"2025-08-04T13:28:45","slug":"mobile-marketing-analytics-and-why-it-matters","status":"publish","type":"post","link":"https:\/\/africancampaigns.com\/newwildf\/2021\/08\/12\/mobile-marketing-analytics-and-why-it-matters\/","title":{"rendered":"Mobile Marketing Analytics And Why It Matters"},"content":{"rendered":"\t\t
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When the mobile phone first hit the Nigerian market back in 2001, they were a symbol of status, prestige and influence. Only the rich could afford them. The famous Nokia 3310 retailed for tens of thousands of Naira, and a SIM (Subscriber Identity Module) card would have set you back thousands more.<\/span><\/p>

Fast forward to 2021, and literally <\/span>millions of Nigerians own<\/span><\/a>, not just mobile phones, but smartphones and odds are you\u2019re reading this from your phone as well. You, alongside millions of Nigerian adults, use a smartphone for just about everything – browsing the web, streaming movies, reading a book, or finding that perfect playlist for your two-hour commute to work.<\/span><\/p>

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Data on mobile, internet and social media usage in Nigeria – We Are Social<\/figcaption><\/figure>

That\u2019s not all; there are over <\/span>187.9 million mobile subscribers<\/span><\/a> in Nigeria. 93% of all internet users in the country browse the web via their mobile phone.<\/span> If mobile is the future, then the future is now.<\/i><\/b><\/p>

This is why mobile marketing (along with mobile marketing analytics) is a crucial strategy for brands, whether you\u2019re a top 100 company on the Nigerian Stock Exchange or a local startup that wants to thrive.\u00a0<\/span><\/p>

What is mobile analytics?\u00a0<\/b><\/h2>

Mobile analytics is any method that involves the measurement and evaluation of web and app data on mobile devices. This helps paint a clear picture of how people are interacting with a mobile site or app, giving you valuable and actionable consumer insights.\u00a0<\/span><\/p>

As more people are now mobile, it makes sense that marketers run targeted campaigns at mobile devices. In a country where more people have access to phones than tablets and desktop computers, crafting a mobile-first approach is the way to go. Plus, what\u2019s the good of marketing without measurement and analytics?\u00a0<\/span><\/p>

Why is mobile analytics so important?\u00a0<\/b><\/h2>

With mobile analytics, marketers can easily decipher user habits on their devices. Data such as how people use your app, the mobile sites they frequent, where they are located, and so much more.<\/span><\/p>

Whether you\u2019re a fashion business looking to spread the word on your latest designs, or a bank that wants new savings accounts sign ups, mobile analytics data is crucial in finding and engaging with your customers.\u00a0<\/span><\/p>

Say you\u2019re a fashion designer who makes wedding dresses and you just finished setting up your website (which of course is mobile friendly) you\u2019ll want to know how your audience is interacting with the site.<\/span><\/p>

Measuring metrics such as click-through-rate, page views, location, top pages and others will help you understand how successful your marketing campaign is and whether or not you need to make adjustments. Analytics give you such insightful understanding of your audience\u2019s behaviour that the data can even help make changes to your products themselves.<\/span><\/p>

Should mobile analytics be measured separately from web analytics?\u00a0<\/b><\/h2>

The short answer is no. And this is reflected in how seamlessly tools like Google Analytics merge web and mobile data to paint a unified portrait of the user. You need to look out for cross-device tracking – analysing data of users who interact with your site via multiple devices at different times.\u00a0<\/span><\/p>

However, significant differences still exist between data on both platforms. On mobile, for example, people are always on the move; whether they\u2019re on a bus, jogging or just walking around an apartment complex. This makes getting location data possible, unlike desktop computers.\u00a0<\/span><\/p>

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Analytics data showing the different devices from which a mobile site is accessed – Google Analytics<\/figcaption><\/figure>

Also, there is a glaring disparity in screen sizes between mobile and desktop devices. Most modern smartphones have a screen size of 5 to 7 inches and no more. Screen sizes on desktop computers are much larger.<\/span><\/p>

This single factor plays a massive role in how content is structured on mobile devices (and how users interact with them). Google Analytics, and most other platforms, recognise this and present metrics in a unified manner to aid understanding of consumer behaviour, whether they are on mobile, desktop or tablet devices.\u00a0<\/span><\/p>

How mobile analytics work<\/b><\/h2>

Analytics on mobile web apps work by using a tracking code (usually a snippet of JavaScript).<\/span><\/p>

When a user visits a site with a tracking code, the code is triggered and goes on to collect information about the user and their device. Standard metrics include screen resolution, operating system, browser, and so much more; all this information is processed by the data collection service (such as Google Analytics servers if you use that platform) and interpreted in a dashboard.<\/span><\/p>

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How analytics (Google Analytics in this case) work – Orbit Media Studios<\/figcaption><\/figure>

Data collection for mobile apps is a little bit more complicated. For one, apps are more deeply integrated into the hardware of a device than webpages. A lot of apps even interact with other apps. For example, searching for \u201cStranger Things\u201d on Google will show you a link to Netflix (if you have the app installed on your device) that you can click and start watching the show.\u00a0<\/span><\/p>

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A Google mobile search for the keyword \u201cStranger Things\u201d showing a link to Netflix on a phone that has the app installed – Google Search<\/figcaption><\/figure>

Mobile app analytics factors in triggers like these and others (such as launch frequency, time spent per session, daily active users and crash reports). Additionally, mobile apps are largely restricted to the devices and operating systems they were built for. A native Android app, for example, would need to be rebuilt in order to function on an iPhone.\u00a0<\/span><\/p>

7 Mobile analytics metrics you should be paying more attention to in 2021<\/b><\/h2>

While having a firm understanding of all the data surrounding your mobile site or app will help your business optimise and grow, there are some metrics that are perhaps more critical in helping you understand consumer behaviour.\u00a0<\/span><\/p>