Cross device and mobile measurement ideas
12 September 2014
Is mobile marketing working for your business, or if you haven't tried it - should you?
Consumers access websites from mobile phones, laptops, desktop computers, tablets and will soon be from wearable devices like the the iWatch which is set to be released next year. Your campaigns should be running across these devices, and if they are here are some tips to measure their success.
Cross device measurement
With the new Google Universal tracking code, marketers can measure each devices impact on conversions. This is similar to the traditional assisted conversion paths report in Google Analytics which showed each marketing channels contribution to a web or phone conversion – but for devices. Facebook have followed this trend and launched their version of cross device measurement for their advertisers. Marketers can use these tools to better understand who is responsive to which ads and when, and change messaging accordingly.
People being connected all the time will increase digital conversions both over the phone and on-site, but it’s important to be able to see which campaigns, and importantly, on which devices consumers are responding. You do need to add some additional lines of code to your website to be able to leverage Google’s new cross device tracking but it’s well worth it. Google explains how to enable the new User ID which enables cross device measurement here. Damion Brown also wrote a great blog on using this new feature to measure multi-device conversions here.
Using cross device measurement you will be able to see in more detail than ever before what drives people to convert as a lead or a sale. And with the ease of click-to-call on mobile devices tracking the phone leads the mobile website will inevitably be generating back to marketing initiatives and previous desktop or tablet interactions is paramount.
New ad types
Mobile advertising revenue is the fastest growing area in digital marketing, and advertisers are getting more creative with their ad types.
For example, now businesses can serve click to call display ads that connects prospects to businesses with one or two clicks.
You do need to be careful with these ads, as they can have a higher than normal mis-click rate due to the nature of in-app pop-up advertising. One of our clients was split testing different mobile display ad sizes, and realised the biggest ad got the most calls. They thought great, let’s increase the quota for that ad size, until they realised 60% of the calls were under 3 seconds. They overcame this by reducing the clickable area of the ad which reduced mis-dials down to 10% and increased the average call duration to over 4 minutes.
Mobile search engines like Google and Bing have successfully made the connection between business and consumer even easier with call extensions. You know, those clickable phone numbers from within the mobile search page. Depending on your business, you might be getting a lot of calls from the call extension, maybe even as many as your mobile website generates. It’s important to tie these calls back to search ads in order to optimise bids for those ads that work.
There is a high-ish rate of ‘pocket dials’ (accidental clicks on these call extensions while the phone is in your pocket or otherwise) on mobile devices so make sure you can track the duration of each call, and if they turn into a sale with a call tracking provider.
Our dynamic number solution successfully tracks calls from desktop websites back to the responsible keywords, channels, ads, campaigns and webpages. This technology works exactly the same on mobile devices, so make sure you understand which marketing initiatives are driving calls from your mobile site so you can keep that phone ringing!