Bango today launched Bango Analytics, a new product that delivers mobile focused Web stats essential to understanding how people interact with mobile Web sites and which marketing campaigns are most effective. Bango Analytics helps mobile site owners engage with their audiences more effectively by providing information about who their visitors are, where they come from and what they do.
Bango Analytics operates as a hosted service, allowing mobile Web site owners anywhere in the world to connect their sites to the Analytics service in minutes and use it free of charge. Bango profiles millions of users browsing the mobile Web across hundreds of networks worldwide. Using its unique identification technology, Bango Analytics records and presents detailed information on the overall patterns of traffic visiting a mobile site, right down to the behavior of individual users.
Its not enough simply to measure how many visits you get to your mobile site; you need a deeper understanding of what those visitors are doing, said Ray Anderson, CEO of Bango. Bango Analytics adds greater insight and clarity not available until now, providing an independent statement of mobile Web site activity and campaign value across different marketing channels.
Bango Analytics overcomes the limitations of traditional Web analytics by capturing mobile specific data about Web site visitors. This data includes the users country, network and handset, whether they have visited before and, for example, if the last 10 visits were from one individual or 10 new visitors.
Bango also makes it easy to add tags into the mobile site to identify traffic from advertising campaigns and search keywords. The data can be exported by the site owner and analyzed to determine the return on investment from each campaign.
“Our research has shown that Google AdWords conversion tracking on mobile is flawed and gives advertisers inaccurate results for any Mobile AdWords campaigns,” said Farhad Divecha, managing director of AccuraCast, a mobile search marketing agency. Mobile needs a better, more innovative way to provide accurate conversion tracking for mobile ads, and Bango Analytics promises to do just that by understanding how the mobile user connects to the Internet. Google seems to approach the problem the lazy way by simply porting a wired solution onto a whole new platform, whereas Bango uses the personalization and localization offered by a mobile device to provide a richer advertiser experience.”
Bango Analytics is available for free for up to 10,000 page hits per month to enable anyone to see who is interacting with their site and from where. After that, there is a low monthly charge depending on activity levels. Anyone who purchases Bangos payment products so they can charge users worldwide and on any network for digital content, receive full Bango Analytics capabilities at no additional cost with the added bonus of seeing the conversion rates for those who browse into a site and then go onto buy content.