The additional metrics will now be included in the weekly newsletter -- Your Business on Yelp -- that business owners receive every Tuesday.
Mobile metrics will represent the user activity taking place in Yelp Mobile apps. This data could prove to be a very insightful supplemental for business users, especially given that 27% of all Yelp searches occur from within the Yelp iPhone app.
The following are the mobile metrics that business owners will now receive:
Number of times their business is viewed via a Yelp mobile app
How many calls were made to their business via a Yelp mobile app
Directions to their business requested via a Yelp mobile app
Check-ins
The mobile metrics will help Yelp remain competitive with Foursquare's business dashboard, which provides business owners who claim their venue with checkin analysis. The competition between the two services can only be seen as a net positive for the average business owner, who will benefit from access to analytics and administrative features as the companies continue to try and best each other.
For now, Yelp business owners are limited to receiving the mobile metrics via the weekly newsletter, though Yelp does have plans to add them to the Yelp for Business Owners suite of tools.