What is Mobile Traffic?

Mobile traffic is sessions from phones and tablets (sometimes both mobile web and in-app). In media buying, mobile often exceeds 70% of spend in consumer verticals: dating, gambling apps, e-commerce, nutra with phone COD forms.

Separate creatives (9:16 vertical video), mobile landings (AMP, light HTML), click-to-call, and short forms are standard CR optimization.

Segments

Mobile web — Safari/Chrome, redirect tracking, responsive landing.
In-app — SDK ads, CPI, separate attribution (SKAN on iOS).
mSMS / click-to-SMS — rarer, regional GEOs.

Metrics

CPI, signup CPA, mobile vs. desktop CR on one offer often differ 2–3×. Use tracker reports by device; do not blend optimization without weights.

Limits

iOS privacy (ATT), slow 3G in emerging GEOs, small screens drive bounce. Test landings on real devices, not only desktop preview.