Consumers exhibit different behaviors with respect to the devices they use.
They purchase variously through Desktops/Laptops, Mobile Phone or Tablet. What a consumer purchases from a tablet while at work often differs from what is bought at home though the personal computer or through the mobile phone while out with friends.
Tracking and identifying users across multiple Touch points is necessary for understanding the mobile users. With sophisticated mobile analytics users can effectively be identify across channels and devices.
Web platform lacks the sophistication to efficiently tracking mobile users and their movements. Only mobile analytics can provide such detailed insight that is needed to understand mobile user behaviors, engagement and purchases across different devices and locations.
Web analytics can’t track detailed user actions in apps or capture any offline usage metrics but Mobile analytics can capture all of these offline actions with a more holistic and granular understanding of in-app usage and behaviors.