How to use Mobile Overview Report in Google Analytics

Step-1: Navigate to the ‘Mobile Overview’ report:

Navigate to the ‘Mobile Overview’ report
Step-2: Make sure the date range of the report is set to the last three months.

Step-3: Click on the ‘Ecommerce’ tab of the report.

Step-4: Note down the top three devices in terms of traffic:

Note down the top three devices in terms of traffic

For example, from the data table above we can conclude the following:

>> The majority of website traffic (69%) came from desktop, followed by mobile and tablet devices. 

Step-5: Sort the data table by ‘Revenue’ metrics:

Sort the data table by

Step-6: Note down the top three devices in terms of sales and calculate per visitor value. For example, from the data table above we can conclude the following:

>> The majority of website sales (48%) came from mobile, followed by desktop and tablet devices. 

>> Every mobile visitor to the website is worth $7,138.20 / 43,031 = $0.16

>> Every desktop visitor to the website is worth $5,918.31 / 104,941 = $0.06

>> Every tablet visitor to the website is worth $1,802.79 / 3,738 = $0.48

Step-7: Now keeping this ‘Mobile Overview’ data in mind and all the understanding that you have developed so far by interviewing your client, provide insight.

Following is an example of insight:

The majority of your website traffic came from desktop devices but still, the majority of sales came from mobile devices. Every mobile visitor to the website is almost 3 times ($0.16 / $0.06) more valuable than desktop visitors. 

What that could mean that the website needs further optimization on mobile devices. The user experience on mobile is not as good as that on a desktop device. You need to be mobile-first in your approach. Everything you do on your website and in marketing should first keep mobile and tablet device users in mind. 

 

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Himanshu Sharma

Digital Marketing Consultant and Founder of Optimizesmart.com

Himanshu helps business owners and marketing professionals in generating more sales and ROI by fixing their website tracking issues, helping them understand their true customers' purchase journey and helping them determine the most effective marketing channels for investment.

He has over 12 years of experience in digital analytics and digital marketing.

He was nominated for the Digital Analytics Association's Awards for Excellence. The Digital Analytics Association is a world-renowned not-for-profit association that helps organisations overcome the challenges of data acquisition and application.

He is the author of four best-selling books on analytics and conversion optimization:

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