Bango Analytics to track site, campaign data

By Gabrielle Kalika

July 23, 2008

Analyze this

Bango has upped the ante with a new version of its Bango Analytics software, which features new technology that tracks site and campaign data. 

With site analysis added to its mobile analytics service, Bango now provides the two metrics most sought after by Web site owners: the number of unique visitors and campaign tracking. Tracking unique visitors is most sought after because current tools on the market can't accurately do this since cookies aren't reliable on mobile phones and IP addresses belong to the network operator.

“[This new version of Bango Analytics] will push mobile analytics to a new level providing a real picture of the value of mobile sites,” said Adam Kerr, vice president of Bango, New York. “Because of new technology Bango has developed, for the first time brands can count unique visitors browsing mobile sites.

“Current methods used in PC analytics are not reliable on mobile," he said. "Bango technology makes it possible to accurately count unique visitors browsing their site."  

This new site analysis capability complements existing functionalities and features, with enhanced image tag technology to identify unique users.

Results of a recent survey of more than 550 mobile site owners commissioned by Bango showed that the "most important" data point for them is unique visitor count.

Bango provides two different techniques for capturing mobile metrics – link tracking for campaign analysis and page tracking for site analysis.
 
The new site analysis feature is easy to implement. One line of HTML code is placed in each page to be tracked without the need to install anything on the server.

A site summary report provides a view on the key metrics for a mobile site, including unique visitor numbers so it's easy to see how the mobile site is performing.

Bango Analytics operates as a hosted service, allowing mobile site owners anywhere in the world to connect their sites to the analytics service.

For each individual that clicks on an ad or browses a site, a privacy protected Bango User ID is created, compiled through WAP gateway profiling, data from browser analysis, session information and network interactions.

This unique user ID enables Bango to distinguish between new and repeat users and therefore quantify precisely the number of unique visitors.

Users of the analytics service can track unique visitors , repeat visitors and their site activity,” Mr. Kerr said. “Users of the analytics can also see mobile data such as where site visitors came from - carrier, country etcetera.

“Other data includes type of handset they have,” he said. “We also track campaign data such as which campaigns are yielding results.”