Who knew way back in the 90s that one day we would one day be able to access the Internet any time, anywhere from handheld devices that fit in our purses and pockets?
It’s now hard to imagine a world without these conveniences, but even as we take them for granted, do we truly understand their potential? Do we spend enough time trying to understand how user needs and behaviors vary based on the way they access the Internet? Understanding the data associated with mobile and browser-based data should be a part of your reporting process.
As we often emphasize on this blog, your Google Analytics analysis should go far beyond simply counting the total amount of traffic. The best insights come from analyzing engagement and conversions to see the true performance of websites for which you’re responsible. To get a full picture of that engagement, you’ll even have to go past channel distribution.
In this article, we’ll evaluate how you can analyze the technology used to access your site as well as the different devices and browsers used by your audience, and use that to gauge and improve your site’s performance.
It may not be discussed as often, but the reality is that someone coming from Safari on an iPhone will likely behave differently from another person coming from Internet Explorer on a Dell laptop. Looking at browser and mobile usage data can help to inform your digital strategy in several ways:
- Flagging user experience issues for people browsing a site
- Knowing what devices to prioritize for ad targeting
- Identifying audience demographics
- Evaluating user intent and purpose for visiting a site
Now, let’s dive into a few Google Analytics reports that help you analyze your visitors’ technology.