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How deep are you diving into Google Analytics?

Published on Tuesday, October 22, 2019

How deep are you diving into Google Analytics?

Here’s a quick statistic. Of all websites using analytics, 85.3% are using Google Analytics, which is 55.7% of all websites. (source: w3techs.com)

It’s clear to say that when it comes to page views, conversion rates, and bounce rates, there is seemingly one place web designers and digital marketers go. Google Analytics enables you to see where your website is leaking visitors and conversions, so you can patch those leaks to increase your revenue. Are you analyzing your mobile traffic accurately?

It’s not surprising that mobile internet traffic is now 51.65% as a share of total global traffic (source: statista.com). Looking at this, the ability to accurately track your mobile visitors is something you can no longer ignore – it’s imperative. How deep are you drilling into your mobile traffic?

With the device market continually innovating, it creates uncertainty on how websites perform over the broad range of devices. Being able to segment, analyze, and optimize within this range is a must. Are you using real-time device information to optimize your website?

Mobile devices provide more opportunities for visits and conversions, make sure that your user journey is adapted to support this.

Are you analyzing mobile traffic accurately?

Out of the box, Google Analytics offers the ability to analyze these mobile properties:

  • Mobile Device Info (device models, category and branding)
  • Service Provider
  • Mobile Input Selector
  • Screen Resolution

Using this data, you can drill down into which device models (Mobile Device Info) or Screen Resolution are bouncing or exiting pages. Of course, it won’t tell you why, but you are now aware of a barrier that needs breaking down.

It’s safe to say that Google Analytics allows you to identify issues at the device level quickly. If you aren’t doing this already, you’re missing a trick.

Can you dig deeper into your mobile traffic?

Data rewards the curious. 51Degrees can enhance your Google Analytics with up to 226 device properties. Don't panic, we’re only going to go through two, to get you thinking.

Price band and release year

Consider a conventional web metric: web page load time. The most crucial factor in your control that impacts the time it takes a page to load is the content sent to the device. Pushing substantial amounts of rich content to a weak device is asking for trouble.

Google Analytics alone doesn’t reveal this correlation. Instead, the page load time for all mobile devices is averaged out, removing valuable insights. Device price and chipsets are, however, the most critical dimensions repeatably missed by digital analysts.

Now, the price of the device on its own can only tell you so much. The iPhone 6 was $900-999 on release in 2015, and the XR was $800-899 released in 2018. Do these phones perform at the same level?

Adding in release year as a second dimension allows you to cross-reference the data points and support making informed decisions on what content should be displayed.

Everyone knows – expensive, newer devices perform better and load webpages faster. As a result, the web page loads quicker, and user engagement is improved.

Are you using real-time device information to optimize your website?

Integrating 51Degrees Device Detection with your website will allow you to make informed decisions about what content a user engages with and how it is displayed.

Combining the information learned from your analytics data with real-time enhanced device data on your website will empower you to produce a page built for that specific device’s needs.

Taking this one step further, you have an additional 224 device properties available to enhance your user's user experience. The possibilities are endless as to what you can do with the information – it’s remarkably powerful.

Here’s how our customers are using these techniques to improve user retention and increase revenue from mobile devices:

OpenText - OpenText realized that when it comes to web conversion rate, Responsive Web Design (RWD) is not a complete multi-device solution. Device detection is needed to provide granular analytics, previewing, and targeted optimization.

Degree 53Degree 53 uses device detection for its content adaptation across several gaming sites, including Betfred, Totesport, and Kerching.

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Author: Josh Grew

Categories: Analysis, Device Data

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