Bango makes tracking breakthrough

Mobile web enabler pioneers technique for counting unique visitors to WAP sites.

The service also measures conversion rates from mobile marketing campaigns using link and page tracking without the use of cookies, which don’t work on mobile phones.

For each individual that clicks on an advertisement or site a privacy protected Bango User ID is created, compiled through WAP gateway profiling, data from browser analysis, session information and network interactions.

This unique user ID enables Bango to distinguish between new and repeat users and therefore quantify precisely the number of unique visitors.

Bango CEO, Ray Anderson, said: “No one but Bango has a mobile analytics service that provides an accurate unique visitor count. With this new version, we provide both site and campaign analysis in one product – a first for the industry. Mobile website owners can now get a real picture of the value of their mobile websites.”