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Google Analytics Adds Mobile Capabilities to Tag Manager

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google-analytics-iconGoogle Analytics has introduced two new features: a new version of Tag Manager for your mobile apps and a software development kit (SDK) to make it all work together. The Google Analytics SDK words two-fold. It includes all the Google Analytics functionality you need, while also allowing providing a framework for Google Tag Manager for Mobile Apps to work.

Last year, Google introduced Tag Manager to help you sort out the multitudes of JavaScript code snippets that are required for all your widgets and plug-ins. From social sharing buttons to analytics tracking code and everywhere in between, Google Tag Manager helped you organize them all in one web-based interface that gave you one line of code to insert into your site. For websites, using Google Tag Manager meant better managing of code and – more importantly – increased page load speed.

Previewed at Google I/O, Google Tag Manager For Mobile Apps provides similar conveniences, but with better effect. Depending on how your tech team has developed your mobile app, it can be difficult to change settings or add additional tracking elements.

Apps for devices are not like Web pages. They must take original code (typically Objective C or Java) and then be recompiled into the app package, itself. Changing one setting not only means testing and recompiling, but also deployment. Your app is reliant on users to update to the latest version before that change is implemented.

Google Tag Manager for Mobile Apps eliminates that problem. All of your tracking codes can be edited and fine tuned right from the Tag Manager Web interface.

When changes are made, a push notification is sent the devices running the app. The Google Analytics SDK interprets the changes and makes them happen, without any need for recompiling. This means your app doesn't "change" or "constantly update" users.

Out of the box for its initial launch, Tag Manager for Mobile Apps supports Google Analytics tracking, and both conversion tracking and remarketing using AdWords tags. There are also a myriad of third-party tracking event functionality that can be taken advantage of using the "custom" tag. Only Android and iOS platforms are supported currently.

Setting up your Mobile App is quick and easy. Click the "New Account" button from your Overview page. On the next screen, select a name for the new account and tag container and choose "Mobile Apps" instead of "Web Pages." then select your platform(s) and time zone and you're off. you can start adding your JavaScript code snippets and parameters.

Google Tag Manager

While adding the Google Analytics Services SDK will require a recompile and re-deployment, it is likely the last one you'll need for the foreseeable future, at least as far as tracking events and campaigns is concerned.


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