Google Tag Manager Goes Mobile
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Google Tag Manager Goes Mobile

September 17th, 2013, By

Implementing measurement and marketing tools in your website, such as Google Analytics, ClickTale, retargeting tools and others, involves inserting ‘tags’ or code snippets into various pages on the website.



A tag-management system makes this task easier – you only need to insert one ’container’ tag into every page of your website once. Then, all additions and modifications of tags can be done via a web interface, with no need to modify the website’s code.


We’ve covered the advantages of using a tag manager, mainly:

  • Having a single, flexible and robust system for applying and testing changes to your analytics and marketing tools
  • Giving the marketing team control over running campaigns, relieving the dependency on IT
  • Faster site load times with the tag management infrastructure

When applied to mobile apps, modification of tags is an even bigger challenge. While in websites, code changes can be made ’on-line’; in mobile apps every change needs to be made as part of a new version release to the respective app store. This is particularly timely in the iOS environment, in which every app upgrade needs to wait at least a week for Apple’s approval.


Google Tag Manager for Mobile Apps lets you insert changes to your apps which will take effect on the fly, neither requiring you to release an upgrade,  nor your users to upgrade their app to the latest version.


The Tag Manager is particularly flexible, and actually enables you to modify any parameter in your app according to specified rules.


Some use-case examples include:

  • Targeting a specific geo with a campaign
  • Testing a feature during a specified date range, and then rolling back
  • Updating the online help link to keep it current
  • Modifying texts, images and layouts in your app

Now that’s flexibility!