In this, the fourth instalment of our Beacon Spotlight series, we turn our focus to understanding where your traffic is coming from and what devices they are using when they arrive at your website. These Beacons provide complementary analysis beyond the simple Website Traffic Breakdown Beacon featured in our first spotlight post. Insight into where your visitors are coming from can help you determine where and how to focus your strategies to deliver the best results. We shouldn’t have to tell you how important mobile traffic analytics has become. This data enables you to ensure your content strategy is optimized for better usability and engagement across devices.
Website Traffic by Device
Data Beacon Type: Analytics
Question Answered: How much traffic do I get from desktop computers, mobile devices and/or tablets?
The first level of analysis available is a breakdown of sessions, pageviews, pages/session, average session length, conversion rates, goals and bounce rates by device. Comparing each of these metrics by device can bring specific trends around visitor behaviour to light, allowing you to use that data to better inform your content strategy. For instance, a common trend is to see a slightly lower number of pages per session on mobile devices, versus desktop or tablet. This is likely due to a more limited view, data costs and shorter length of time. However, if mobile is delivering your largest percentage of traffic, you need to ensure your content is optimized for mobile.
Website Traffic by Device by Channel
Data Beacon Type: Analytics
Question Answered: Where is my traffic coming from and what device are they using?
On their own, traffic by channel and traffic by device can both provide great insight into your website audience. However, to truly understand traffic data, a marketer will want to look at channel and device metrics within the same graph. This enables a full view of how each channel is performing within the confines of the device the visitor is using to access your content. One common trend we have noticed with gShift clients is a spike in traffic from social on mobile devices. Again, this should not be a surprise, but often needs to be validated to marketing directors or clients who’s actions are driven by data. Using this data, a marketer can get very granular when developing channel-based distribution strategies. This beacon saves time by pulling all of this data into one location and automatically sorting the metrics in a way that is quick and easy to interpret.
Together these two Beacons along with additional data from gShift around mobile search engine keyword positions will arm a marketer with powerful insights to guide successful, targeted content marketing campaigns.