As promised earlier today in the Analytics weekly showcase, I've got a few
interesting bits of data to share from playing with the new Mobile Site
# Visits to Mobile Site, 4/21/2013
- Total Visits: 51,624,103
- Unique Visitors: 37,736,120
- Total Pageviews: 104,972,033
- Avg Pageviews per Session: 2.0334
- Max Pageviews in one Session: 141,882
## Standard Site
- Visits: 51,603,221
- Unique Visitors: 37,723,188
- Pageviews: 104,910,382
- Avg Pageviews per Session: 2.033
## Alpha Site
- Visits: 986
- Unique Visitors: 822
- Pageviews: 7,087
- Avg Pageviews per Session: 7.188
## Beta Site
- Visits: 19,896
- Unique Visitors: 16,235
- Pageviews: 54,564
- Avg Pageviews per Session: 2.742
- A session (or "visit") is defined as all activity with less than 30
minutes between each hit. Intuitively speaking, a session ends when the
user hasn't done anything in 30m.
- As we do not set visitor_id cookies for all users, the "unique visitors"
metric was calculated using hash(ip_address + users_agent) as visitor_id.
- This job looked at all requests to the mobile site on 4/21/2013, which is
75.17 GB of request logs.
- The job took ~17 minutes to process the day into 15.3 GB of sessions.
- The summary above took maybe 10 minutes to set up/write in Hive, and the
job took maybe 7 minutes.
In addition to that summary, I ran a few jobs on the entry_referer field --
the URL that referred the user to us when the session started. Obvious
caveats: this is only one day of data, and it's only the mobile site. Draw
conclusions with care.
First, I pulled out the top referring domains. It's mostly as you'd expect
-- search engines -- though you'll also note that several Wikipedia mobile
sites show up. My working hypothesis is that people don't tend to close
tabs on smartphones; when they later come back, it is often to an open
Wikipedia tab: clicking a link or perform a search means the referrer is
Since -- as expected -- so much of the data pertained to search engines, I
also calculated the top search queries and top keywords that sent people to
us. (For keywords, I've filtered out common "stop words": de, of, in, is,
la, and, el, es, to, en, di, los, le, da, se, las, les, il, du, a, i, o, y,
e.) In both, you see the predictable: lots of searches for porn, for
"facebook", for "wiki", etc. But you also see a few things that
- Tons of Japanese. Japan is the most mobile-enabled country in the world
so I guess we should have expected to see many searches in Japanese show up
in the top queries. I've left them URL-encoded in the results -- you'll see
them as weird lines with % in them.
- Apparently people search for movies and TV so they can spoil their fun by
reading about them on Wikipedia. Both of "movies" and "film" show up
top keywords; Iron Man 1, 2, AND 3 all show up in the top search queries. I
didn't expect this was a major use-case, but -- wikigroaning aside -- it's
an interesting fact.
I'm sure we're only scratching the surface here. This is an exciting
dataset, and I'm sure there's lots more to learn!
The full results:
- Top Referring Entry Domains:
- Top Referring Entry Search Queries:
- Top Referring Entry Search Keywords:
Questions are welcome!