This is a DRAFT Document!!!! Please tell us what you think--what's good, what needs explanation, what's missing--on the Mobile Measurement and Analytics Practices Discussion Page.

Agencies should work to identify metrics to measure success and outcomes as well as develop ROI models and establish benchmarks for costs as well as product development and enhancement. Agencies are learning to measure performance in a number of ways and new analytical techniques are continuously developing for mobile. Below are Measurement and Analytics practices we've pulled together from the Making Mobile Gov Dialogue and additional discussion with agencies.

Identify the "right" questions that you want to have measured, lined up with your goals and objectives. (See Strategy Practices) For example, Are users satisfied? How often do they visit? What pages/content do they use the most? What are they asking for?
Match metrics to questions.

Get feedback from the public on what works, missing data-sets, recommended apps, or even services to combine.

• Usabitilty, does the app or product work
• Effectiveness of content or data to meet user needs
• General research regarding what people want, new features, data
• Customer experience
  • ACSI
  • 4Q
  • App ratings in store
  • "Please rate the app" module
• Sharing & recommending, using social media
• Collecting personas and use cases based on feedback
  • How
    • use SMS surveys (opt in)
    • Listening via social media (to you and also about you)

Focus on trending more than just raw numbers.

• Establish intervals

[Create data dashboards collecting and sharing information]

Evaluate the timing/frequency/ of measurement to make better decisions.

• Focus groups regarding the user experience like First Fridays usability testing are helpful ways to get feedback on your mobile sites/apps. M.gobiernousa.gov and Medline Plus mobile have tried these and have learned a lot.

For mobile web: Use server logging and page-tagging solutions to count

• the number of mobile browsers that access the application and
• how many pages they view (also
• # of return visitors vs. desktop browsers
• time on site
• searches and search terms (both to get to the site as well as on the site)
• where people are coming from
• Filter out web bots and spiders.
• For apps count
  • downloads
  • updates
  • reviews
  • [what else can be counted]
• Ask people to "rate your app" on the app store

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