How do you use Google Analytics to find out what devices people use when visiting your website?
In this video, we're going to look at how you use Google Analytics to better understand your smart phone and tablet visitors. Once you're in Google Analytics, start by clicking on Audience, then click on Mobile, and then click on Overview. On the Mobile Overview report, you can see the different kinds of devices people used when they visited your website. So in the case of this website, about 45% of all visitors to the website used a desktop or laptop computer. About 43% of all visitors used a smart phone, and just shy of 12% of visitors used a tablet device.
Now along with knowing the percentage of traffic per device, what we really wanna pay attention to are the Behavior and Conversion metrics. Within Behavior, we can see that people who visited this website from a desktop or laptop computer were less likely to bounce, they looked at more pages, and they spent more time on the website. They were also much more likely to convert.
Along with knowing the overall device categories, we also wanna know what kinds of smart phones and what kinds of tablets people used when accessing our website. For that, we can go to over to the sidebar and click on Devices. By default, the Devices report gives us a list of all the different kinds of devices people used when accessing our website. This can be somewhat helpful to know what kinds of devices you should use when testing out new features or functionality on your website.
What's even more helpful is knowing the operating systems that people used. For that, we'll go up to the Primary Dimensions and click on the link that says Operating System. The Operating report summarizes smart phone and tablet visitors by the type of operating system that they used. So in the case of this website, about 70% of all visitors to this website on smart phone and tablet devices were using some kind of Apple iOS device. And about 28, almost 29% of traffic from a smart phone or tablet to this website was using an Android device.
Now, knowing the percentage of traffic is interesting, but, here again, we really wanna pay attention to Behavior and Conversion rates. And we can see when it comes to behavior, that people on an Android device spent a little bit longer on the site, and they looked at more pages. But, people who came to this website from an Apple iOS device were a bit more likely to convert. What that tells us is there might be an opportunity to increase conversions on Android, and there might be an opportunity to increase behavior engagement on an Apple iOS device.
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