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Multi-screen guidelines

Multi-screen overview

Powered especially by the rise in smartphone adoption, constant connectivity has created many more opportunities for publishers to connect with their users. With a multi-screen centric approach, these opportunities can lead to a larger audience and, ultimately, to higher revenue in the long term.

Why you need a multi-screen strategy

Take a look at different ways to see the multi-screen shift with your own data:

Google PageSpeed Insights
Test your URL in the Google PageSpeed Insights tool to assess your mobile score.
  • What is your score? A score of 85 or above indicates that the page is performing well.
  • Read the Mobile Analysis section to analyse your results.
Mobile-Friendly Test
The Mobile-Friendly Test analyses a URL and reports whether the page has a mobile-friendly design. A page is eligible for the 'mobile-friendly' label if it meets the following criteria as detected by Googlebot:
  • Avoids software that is not common on mobile devices, like Flash
  • Uses text that is readable without zooming
  • Sizes content to the screen so that users have to neither scroll horizontally nor zoom
  • Places links far enough apart so that the correct one can be easily tapped

For more information, see the Helping users find mobile-friendly pages blog post.

Google Analytics custom dashboards
Use the Google Analytics custom dashboards to understand your users' behaviour.
  • Check the 'Mobile Traffic Behaviour' graph in the Traffic Growth Dashboard to understand which devices your users are using, and their bounce rate per device category.
  • Check the 'Engagement by Device' graph in the Engagement & Loyalty Dashboard to understand how much time your users are spending (i.e. their average session duration) per device category.

The most common approaches for multi-screen sites

There are three ways to make your site multi-screen friendly:

  • Responsive web design: A clever design technique that uses a single HTML code base for all platforms.
  • Dynamic serving: In this method, the web server detects the type of device that a visitor is using, then presents a custom page designed for that device.
  • Separate mobile site: A third option is to simply create a mobile site that’s separate from your original desktop site.

Multi-screen resources to get you started

Here are some resources to help you get started with providing a great mobile experience for your users.

  • Web Fundamentals

    Web Fundamentals is a comprehensive resource for multi-screen web development, and teaches you step-by-step how to build a multi-screen site.

  • Building Websites for the Multi-Screen Consumer

    The Building Multi-Screen Websites white paper looks at the common approaches to multi-screen sites, with tips on how to create a great user experience while avoiding some of the more common mistakes. Download

  • Google Developers Mobile Guide

    If you're looking for a way to make multi-screen friendly sites using a content management system (CMS), check out the Customise Your Website Software section in the Google Developers Mobile Guide. The Mobile Guide also has a quick start section to help you decide on your multi-screen strategy.

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