This thesis deals with the topic of mobile marketing metrics. The mobile marketing is becoming an increasingly important part of the business. The fact that people spend several hours on mobile devices only increases the importance of the mobile marketing. The companies should make the most of this opportunity to reach out to their customers. In order to find out information about what has a positive effect on the user, it is necessary to monitor the effect achieved through mobile marketing communication tools. The effect is monitored through analytical tools that provide metric insight. Following the metrics, we come to conclusions and decisions that lead us to progress and growth of impact on customers, and thus the growth of the company. The example of tracking metrics given in this paper refers to the Mlinar web shop for which the Google Analytics tracking tool was used. During the research for this thesis, different methods were used; the method of compilation, the method of description, the method of analysis, and the econometric method, which is one of the mathematical methods. The aim of this paper is to describe the key analytical tools for measuring mobile marketing metrics and to support this information with a practical example.