Mobile analytics and payments firm Bango has revealed the most sought-after measurements that advertisers want from their mobile marketing campaigns. Based on a survey conducted amongst its agency partners, Bango says that the common missing link is the integrity of basic mobile campaign data, from unique visitor counts to conversion rates.
The top three must haves identified in the survey are:

1. Number of unique visitors clicking the ad and landing on the resulting campaign page
2. Conversion rates for campaigns
3. Specific actions taken on the campaign site

 In all cases, the common theme were hearing from mobile marketers concerns the integrity of the data captured from mobile campaigns, says Anil Malhotra, SVP Marketing at Bango. Theres more work to be done to assure marketers that the numbers theyre getting are reliably derived, and to educate brands and their agencies about how to do accurate mobile campaign analytics.
Bango partners, including Yodel Digital, AKQA and Inside Mobile participated in the survey, which also asked how confident clients are in the metrics they are capturing from their mobile campaigns. The complexities of capturing data across multiple phones, browsers and network connections, combined with shortcomings of PC analytics solutions has resulted in a lack of confidence in the basic campaign results being presented. This in turn is stalling mobile ad spend.
Without the basic foundation of accurate, unique user tracking, mobile campaign analytics is a fuzzy science, says Justyn Lucas, Managing Partner at Yodel Digital:
When asked how confident they are about their campaign data currently recorded, 78% of mobile marketers stated that there is considerable confusion, caused by differences in reports generated from multiple ad networks that then need to be reconciled with in-house measurements.
Ultimately it is down to the brand marketers and agencies to place a priority on integrating analytics in every mobile campaign they run, says Malhotra. The very fact that mobile presents a much more complex landscape than the traditional desktop internet underscores the importance of a planned approach to measurement and reporting.
Bango is publishing a Whitepaper entitled Increase your Campaign ROI with Mobile Analytics, as part of its educational series on mobile marketing. The Whitepaper explains what to look for when running mobile campaigns to ensure accurate and consistent mobile measurements. The Whitepaper is available to download for free, here.