Omniture Measures iPhone Applications

Omniture has added measurement of native iPhone to its SiteCatalyst offering through an enhancement called App Measurement for iPhone. The new capability gives customers of the analytics software the ability to track ad clicks, page views, and purchases in real-time.

With a reported 300 million application downloads in the market, metrics for iPhone applications are becoming more important. Developers of games, advertising-rich media applications, and other apps are eager to know when an ad is served and to be able to report on impressions.

Omniture’s product will not be able to report on user interactions with apps when iPhone’s are not connected to a network. IPhone applications don’t necessarily require such connections, since content can be downloaded passively in the background. “When the user is online, the data is sent in real-time,” said Matthew Langie, senior director of product marketing for Omniture.

Omniture isn’t the first to provide analytics for the iPhone. Other providers including Pinch Media, Medialets, Mobilytics, AppLoop, and Mobclix already offer analytics on the platform. What’s unique about Omniture is the cross-platform offering. Through SiteCatalyst, the analytics provider offers measurement service across the Web and iPhone apps.

“We provide a single version…across both mobile and Web measurement which is a requirement to fully understanding your online, mobile customers,” Langie said.