Mobile web analytics works in much the same way as traditional web analytics does, by collecting data about visitors to a site. However, since it is conducted through the use of mobile devices, it can gather more data than traditional methods because it has access to more unique users and a higher chance of obtaining more data. Unique users are people who have accessed the site on at least one or two different occasions within the past 30 days and unique locations are those users who have visited your site at least once within a particular period. Both of these data sources are very valuable to your business, especially since they are generally ignored by most businesses.
By monitoring the activities of unique users and the location of users, companies use analytics to find new markets, discover the most successful apps, discover where their audience is most interested, and analyze the behavior of their target audience. This enables companies to create more effective marketing campaigns and fine-tune their online presence. Mobile analytics can provide app developers with critical data about the actual amount of downloads that each of their apps receives. As well, this data can be leveraged by app makers to fine-tune their services and make the most of their potential market.