Every time you release a major new version of the app, you should create a new container. You’ll create a container for every mobile app you have. You can manage multiple properties (e.g., a website and a mobile app) with a single GTM account.ģ.Create a container. If you already have a GTM account, don’t create another one for your app. Go to Google Tag Manager and create a new account named after your mobile app. If you don’t have a GTM account, create one. Once you have a mobile app property, go to the “Admin” page and click “Property Settings” in the “Property” column to find your app’s tracking ID number.Ģ. Now create a new property in the account, and be sure to select the “mobile app” option. Go to the Google Analytics sign-up page and create an account or sign in if you have one. If you don’t have a Google Analytics account, it’s time to get one. Below, we’ll walk you through the GTM for Mobile implementation process.ġ. We’ll just add a novel container type: the Mobile App Container. In implementing Mobile, we’ll deal with the same macros (variables), rules (triggers), and tag templates you’ve come to know and love. Those of you who have been with us throughout the guide will find implementing GTM for Mobile a cake walk because it’s really no different from the standard GTM. Last but not least, you can perform content experiments for mobile apps with GTM to see which iteration has the biggest impact on your numbers. You can also use third-party tracking tools with the custom tag option. GTM for Mobile supports Google Analytics for Mobile Apps and AdWords Conversion Tracking and Remarketing tags. Just like GTM proper, GTM for Mobile has a free, user-friendly, Web-based interface. Implementing Google Tag Manager for Mobile Apps In this way, GTM can offer support across all your users’ devices, from mobile websites to native mobile apps. As we’ll explain below, all you have to do is create a container and publish new versions of your changes through GTM for Mobile. Publishing an app with GTM for mobile allows you to continually update configurations and add analytics and other tracking later without having to update your app. Perhaps you created a brilliant new campaign on the fly and need to include conversion tracking for it … that’s a shame, because it’s not happening. Or maybe you forgot to change a key configuration setting … oh, well. Say you forgot to add a Google Analytics event to a critical form submission … too bad. Once you ship an app, your hands are basically tied. The deployment delay is so long that the changes are effectively moot by the time updates make their way to users’ phones, just like a box of jeggings in a leather jogging pant world. This trend tragedy captures the plight of marketers and developers in trying to keep mobile apps relevant. Standing next to your box of above-the-ankle skinny jeans, you look and feel obsolete. By then, the fashion winds have shifted, and Kim-and-Kanye-caliber leather jogging pants are all the rage. Imagine ordering yourself a new wardrobe brimming with this season’s hottest trends. The lag between making changes to your app and actually seeing those changes implemented is unacceptable. Why Your App Needs GTMĪs we mentioned earlier, the fact that apps take forever to change hurts the accuracy of your data collection as well as the timeliness and efficacy of your campaigns. In this chapter we’ll further discuss the advantages of GTM for Mobile Apps and explain how to implement GTM for mobile devices. GTM for Mobile requires you to instrument your mobile app once after that, you can modify configurations and add tags without ever putting out an app update. Or at least it was before 2013, when Google Tag Manager for Mobile Apps was born. Compared to instant gratification of website updates, changing mobile apps is like watching grass grow! When it does, you still can’t count on users to update promptly, if ever. You have to wait to make even minute changes to the app until your update arrives in app stores. On your site, you can update your content, deploy tags, and add features almost instantaneously.īy comparison, mobile apps are basically static upon installation. On the other hand, the nature of the update cycle makes mobile apps relatively stagnant compared to websites. On the one hand, mobile apps are a fertile frontier, offering novel engagement, branding, and advertising opportunities. Mobile apps are both a blessing and a curse for marketers.
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