Compare Mobile, Tablet and Non-Mobile Traffic using Google Analytics

Create advanced segments

First, create a new segment for mobile not including tablets. The settings for this segment:

  • Name: ‘Mobile – no tablets’
  • Include: ‘Mobile (Including Tablet)’ containing ‘Yes’ AND
  • Exclude: ‘Screen Resolution’ Matching RegExp (1\d|[7-9])\d\d+x.*

Second, create a new segment for non-mobile traffic. The settings for this segment:

  • Name: ‘Non-mobile traffic’
  • Include: ‘Mobile (Including Tablet)’ containing ‘No’

Note the standard segment called “Tablet traffic” supplied by Google already. We’ll use it later.

Generate the Mobile v Non-Mobile Comparison E-commerce Report

Do the following steps to see an overview of Mobile v Non-Mobile Comparison E-commerce Report:

  • Go to Mobile > Overview
  • Change calendar to desired range. Try to include whole months only (e.g. Jun 1 – 31 May)
  • Change advanced segments to include:
    • Tablet traffic
    • Mobile – no tablets
    • Non-mobile traffic
  • Click “E-commerce” link in Explorer tab at the top of the page
  • Then click “Month” to change the graph to a line showing monthly trends
  • Then click “Visits vs Average Value” in the filters at the top of the graph

This is what it should look like now:

Mobile versus Non-mobile Advanced Segments E-commerce Report

Important metrics to analyse

Visitors: what percentage is from mobile devices?

E-commerce: are people buying on mobile and is the site working?

  • Conversion rate tells you if the site is working for different device types.
  • Average sale helps to explain purchasing behaviour
  • Go to Conversions > E-commerce > Product Performance to see if any products standout as mobile popular!

Other goals: Are mobile visitors signing up to newsletters or hitting other goals you have setup?

The success of e-commerce and other goals on mobile means that marketing campaigns that can be tailored to mobile users will be beneficial. For further analysis:

Keywords: is there a noticeable difference in search terms that people use on mobile devices
  • Go to Traffic sources > Sources > Search > Organic and compare the top 10, 25 and 50 keywords to see if there is a noticable difference

Bounce rate: is there a big difference between desktop and mobile visitors?

  • Go to Traffic Sources > Overview report
  • Look at the bounce rate to see if there are significant differences.

Traffic Sources: is there a difference between desktop and mobile traffic sources?

  • Go to Traffic Sources > Sources > All Traffic
  • Change the primary dimension to ‘Medium’
  • ‘Medium’ is the term for the highest level traffic types: direct traffic (here classified as “(none)”), organic and paid search, referral traffic, and any campaigns you’ve set up. You can see any discrepancies between mobile and desktop for the different traffic sources, and find out if you should be focusing on a particular traffic source with your mobile strategy.

Site Speed: Is your site ok and which regions are using mobile?

  • Go to Content > Site Speed > Overview
  • Scroll down and click “Country/Territory
  • Scroll down further and click “See full report” to compare site speed and mobile usage regionally

References: