A variety of mobile Web analytics programs have recently come on the scene and are now competing with some of the more established mobile analytics platforms. Many of the first mobile analytics services were created by mobile ad serving companies such as AdMob and Bango, who needed to report Web traffic and click-through rates for their advertisers. Now enough independent mobile analytics programs exist that it is no longer necessary to use a mobile ad network to get reliable information about the traffic on your mobile website.
When you are looking at mobile tracking, the first decision you have to make is whether to use a mobile-specific analytics program or adapt your existing Web analytics platform to track mobile customers. In an ideal scenario, you should be using both and comparing the data to get a deeper insight, but that's not always a workable solution. With two types of Web analytics operating at the same time, you always have a backup if something happens with one of them. The information in the upcoming sections should help you decide how to set up your mobile Web analytics and tracking.
