Google Makes Mobile App Analytics More Flexible With New Tag Manager, Services SDK

After demoing it at Google I/O earlier this year, Google Analytics today launched its Tag Manager for Mobile Apps and Google Analytics Services SDK for Android and iOS. These tools, Google says, will make it easier for app developers to make changes to their analytics setup even after they have published an app.

Google introduced Tag Manager for websites last October. The tool allows you to make changes to your Analytics setup without touching your site’s code. As the company notes today, on the web you can always make changes to your app in “near-real-time” and deploy “conversion tracking, remarketing, analytics and other tags to measure the effects on your users.” App developers, however, don’t have this luxury. Apps, Google writes, “are effectively frozen at the point of user install.”

gtm-mobile-ready_bigTag Manager for Mobile Apps changes this, because — in concert with the unified Analytics Services SDK — it allows you to change your Analytics configuration on the fly, even after the app has been installed.

Tag Manager supports AdWords Conversion Tracking, AdWords Remarketing and Google Analytics for Mobile Apps (Universal Analytics) tags. Google also notes that it will support third-party tracking events. This means you can change anything from “ad values such as frequency and duration and UI settings like colors and layout, to time-based events such as in-app promotions and special events” even after the app has been deployed.