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:

>> 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 'Revenue' metrics

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:

>> 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:

Majority of your website traffic came from desktop devices but still 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 need 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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