AdMob unveils analytics service

AdMob joined the mobile analytics field, unveiling a free tool that allows advertisers and publishers to track traffic and measure the effectiveness of wireless ad campaigns.
The San Mateo, Calif.-based startup said the offering delivers site-performance metrics such as unique visitors, duration of visit, page performance and user details including geography, operator and handset details. AdMob Mobile Analytics also provides visibility into sources of traffic including search engines, direct traffic and advertising.
The service is in testing and free for unlimited use, the company said, and can track ad campaigns carried out through other mobile ad networks as well as AdMob’s network.
“There’s no need for us” to charge for the analytics service, founder CEO Omar Hamoui said. “On a selfish basis, it’s going to be good for us. And if we can help publishers and advertisers understand their campaigns and their sites, they’re going to have access to data that helps them make smarter decisions.
Analysts say a lack of visibility into mobile advertising has been a major factor in preventing the market from approaching the sky-high forecasts of analysts. Other players in the mobile analytics space include Amethon, Mobilytics, Tig Tags and Wapalizer; Bango joined the space earlier this year with a free hosted analytics service.
AdMob’s private testing service can be accessed at analytics.admob.com