Google Tag Manager for Mobile Apps

Google Tag Manager for Mobile Apps


Tagging mobile apps, as opposed to tagging websites, produces a unique set of challenges for marketers and developers. Whereas on the web you can analyse data and make tagging changes in real time, any alterations to a mobile app implementation must wait until users download the next update of the app, as apps are €œ’frozen’€ in between updates. This can result in significant lag times on any changes a developer wants to make to an app, decreasing the effectiveness of the app.

Google Tag Manager for Mobile Apps

Google Tag Manager for Mobile Apps provides developers and marketers with a solution to these problems by allowing configuration changes after the app has been published, allowing changes to be made €’on the fly’€™ without the need for an app update. Configuration settings can be changed, and analytics, remarketing and conversion tracking can be added even after the app has been installed. This represents a flexible, streamlined process of adding tags to both Android and iOS apps that is also free.

Using Google Tag Manager for Mobile Apps

Measuring key events can be done in only a few steps:

  1. The Google Analytics Services SDK must first be downloaded and included in the app. This unified SDK includes both Google Tag Manager and Google Analytics functionality while sharing a common framework.
  2. Any interesting and important events should be pushed to the Data Layer. Once events are registered on the data layer, they can be used to trigger Google Tag Manager Tags and Macros.
  3. Google Tag Manager a€™s web-based interface can then be used to write Rules and determine when various Tags should fire.

Tag Manager Compatibility

Tag Manager supports AdWords Conversion Tracking, AdWords Remarketing and Google Analytics for Mobile Apps (Universal Analytics) tags. It can also support custom and 3rd party tracking events using the custom tag. This allows developers to change anything from ad values like frequency and duration to UI settings like colour and layout, to time-based events like in-app promotions.

The flexibility and dexterity that Google Tag manager for Mobile Apps allows developers makes it an invaluable tool in the development and publishing of mobile apps. It is for these reasons that Google Tag Manager represents the best way to deploy cost effective and timely tagging on a mobile app.


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