Improved measurement is often cited as a condition for higher mobile ad spending. To that end, the Mobile Marketing Association has released a new primer on mobile analytics covering metrics related to the mobile Web, apps and messaging, as well as factors such as location, time, and device.

The white paper also addresses analytics in the emerging realm of m-commerce and mobile payments.

“This paper establishes the groundwork on how marketers can leverage mobile analytics, tap into the tools in the mobile toolbox and apply the data to not only evolve their mobile experience, but also evolve their entire marketing strategy,” said Mike Ricci, vice president of mobile at Webtrends and co-chair of the MMA’s Mobile Analytics Committee.

The report acknowledges the challenges to measurement, including different smartphone operating systems and browsers, screen sizes, the lack of cookies for tracking and privacy considerations.

In addition, it also highlights how mobile use results in analytics across the entire marketing cycle from awareness to purchase to advocacy.