Google showed off Tag Manager for Mobile Apps at Google I/O earlier this year, but now it's available for you to use.
Now, you don't have to wait until you're ready to push an update to your mobile app to make tag-related changes that impact campaigns, a process that simply doesn't make a whole lot of sense.
As Google Tag Manager product manger Russell Ketchum says, "Mobile Apps pose a unique set of challenges for marketers and developers. On the web, you can iterate on content and features in near-real-time and deploy conversion tracking, Remarketing, analytics and other tags to measure the effects on your users. Apps, on the other hand, are effectively frozen at the point of user install. Making even the slightest change means waiting until your next update makes its way through the various app stores and even then, you can’t be sure that all of your users will update quickly, if at all."
"The surprisingly static nature of Mobile Apps creates significant problems," he adds. "Forget to add an event to a key button press? Tough! Need to add conversion tracking for a last minute campaign? Too bad! Realize you need to change an important configuration setting? Sorry, not possible... that is, until now! Previewed at Google I/O earlier this year, today we're launching Google Tag Manager for Mobile Apps."
Rather than waiting until you push an update, you can simply update it once with Google Tag Manager for Mobile apps, and then change stuff as needed without having to update the app further.
To use it, include the new Google Analytics SDK in your app. It's available for both iOS and Android. Then, push events to the data layer. Once they're registered, they can be used to trigger Google Tag manager tags and macros. Use the web interface to write rules an determine when tags should be utilized.