As the mobile Web grows in popularity, so does the need for mobile measurement. When put to the test, with a basic mobile campaign, we find that mobile measurement has not yet reached the level of maturity that we have come to expect from traditional Web analytics.

It should be noted that the observations presented here are based on recent real-world experience doing mobile analytics. The site we analyzed – although it must remain anonymous – is owned by a major corporation and exists to promote the download and purchase of mobile games. The problems we encountered as we developed a measurement framework will likely cause similar trouble for anyone who follows in our footsteps. Treat this as a cautionary tale, and also as an exposition of the unavoidable shortcomings of mobile analytics as it currently exists in practice.

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