At least 70 percent of businesses are not measuring mobile traffic to their sites and it’s mostly because they don’t know how to track unique visits from mobile devices, according to a study from data measurement firm Omniture, Brand Republic reports. As such, businesses are losing out on money-making opportunities from mobile traffic. Omniture SVP Neil Weston: “Customer intelligence is vital in driving revenue but companies appear to be turning their backs on opportunities to better market to mobile audiences. This intelligence from mobile traffic can be used to optimize website content for mobile phone users and fine tune mobile marketing efforts. These activities will help to keep visitors on the site longer, which can help increase conversion rates.”

SEE ALSO: Bango Launches Analytics Tool To Track Visitors To Your Mobile Site

Tricia adds: This definitely has been a known problem for awhile, but it’s nice to see it in black-and-white. Of course, Admob and Bango (AIM: BGO) have come out with tools recently to help track mobile Web sites, and companies that help publish content, such as Ringleader Digital, also help to track the audience. It’s probably a little bit of a chicken and the egg. Why bother tracking it if volume is so low, but without some feedback, it might be hard to drive volume.