If you're an online retailer and haven't already created a mobile specific site then you're already behind! You probably have your reasons... Resources thin? Think it will be hard to convince management? Don't worry, following a few simple steps and getting the correct data will have them asking why you didn't bring this to them sooner.
Get True Mobile Traffic Numbers
Google includes tablets as mobile. Tablet users behave much differently than mobile users on phones and it throws off the stats. Follow the steps below to filter tablets out, you may have to add more devices by the time you read this.
1. Create New Custom Report
2. Add Metrics you want to look at
3. Add Dimension you want to look at, I chose month so I could see the trends over time
4. Filter: Include Mobile EXACT = YES
5. Filter: Exclude Mobile Device Info REGEX = Apple iPad|Samsung GT-P1000 Galaxy Tab|Samsung GT-P7510 Galaxy Tab 10.1|Motorola Xoom|Acer A500 Picasso|Asus Eee Pad Transformer TF101|Acer Iconia Tab A100 Vangogh|Samsung SC-01C GALAXY Tab
Save your report.
Go back over time and look at the numbers, keep an eye on percent of overall visits in the left hand corner (you'll have too look at it month by month to see the change.)
Mobile Adwords Stats
If you don't have a mobile site, chances are you haven't created mobile specific campaigns in Adwords, but if you are still displaying ads for all devices you'll want to know your mobile CPC and mobile Cost Per Conversion. Google makes getting this info fairly easy.
1. Go to standard reporting
2. Go to the advertising tab, click Adwords, click campaigns
3. Underneath the "percent of total visits" you can select Non-Mobile, High End Mobile, or Tablet. Select High End Mobile.
4. In the Explorer tab select "clicks". Now you can see the impressions, clicks and cost for mobile devices in Adwords.
5. In the Explorer tab select "Ecommerce" Now you can see the conversion rate and transactions for mobile Adwords visitors.
Unfortunately you'll have to do the math yourself to see the mobile cost per conversion.
By getting the right data you can prove what you probably already know, that not having a mobile optimized site is killing you!