Google AdWords Mobile Ads - Which reports and metrics are important?[ Edited ]
July 2012 - last edited July 2012
We have discussed a lot on Mobile Ads on this community. We'd like to now open a discussion for Mobile Ads reports.
What kind of reports do you run for Mobile ads? What metrics are important to track on a daily basis?
Where do you see these metrics?
How do these metrics help you with key decision making around Mobile Ads?
Please share your best practices. There's a surprise schwag for the most-starred reply on this thread.
I usually segment mobile traffic into its own campaign so I can better control things like bidding, ad text and sitelinks because they function somewhat differently than you may find on a search or display network campaign. It also makes reporting much clearer when it is segmented.
When rarely find myself not segmenting I find the segment button a real help. I can segment by click type and device and see a breakdown on my traffic and get an idea of how things function on different levels.
I also like the Dimensions > Call Details report when I am using a click to call mobile setup. If I don't have more robust phone tracking setup for a client this is a good way to validate leads via mobile calls because I can see the date, duration and originating area code for the calls.
Kim Clink, AdWords Top Contributor | Community Profile | Twitter | Clink Digital Marketing
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the Dimensions > Call Details report
We don´t have that where I live, it´s a petty : (
Sometimes when I run "Mobile only" campaigns I choose "Show only link to my phone number", in particular if the client doesn´t have a mobile friendly website. Better to have them call directly than first sending them to a website where they will have trouble finding the office number : )
Because you can´t be sure how many go through with the call - some may interrupt when number shows up on the dial pad in their phones - I follow up with client and ask if they have seen an increase in calls from new customers.