It’s essential to measure your overall performance across different types of devices and digital platforms. Though this step is crucial, a great number of businesses have yet to actually master cross-device measurement and analysis. By putting your performance across devices into perspective, you can obtain a truly holistic view of your digital activity. Your analytics tool must be sufficiently comprehensive and robust to support this, otherwise you’ll have no choice but to work with fragmented and siloed analyses. Your analytics tool should offer metrics and performance indicators that are calculated using the same reference base, so that you can measure consistently across web and mobile.
38% of marketers use a mobile analytics solution, and a little more than half have not identified key performance indicators to measure progress against their objectives.
Source: Forrester Research study, 2016
Download the study from Forrester: “Make the Most of Analytics to Meet Your Mobile Objectives”