Google Analytics is, the most easily accessible piece of analytics software and probably the most widely used one as well when it comes to tracking web and mobile application performance. Its seamless integration with other Google services such as Google Tag Manager and Search Console, makes it a no brainer of a choice as the go to option for web analytics tracking. The only problem is that, the Google Analytics tag is not the only data tracking code, that will probably be used within an application, during its lifetime, as there are many other analytics trackers out there that you might want to use at some point in time. Hence the need for Google Tag Manager, which provides one central location to manage all your analytics tracking tags while providing one single snippet of code to fire multiple analytics tags within an application.
Why Tag Manager
Google Tag Manager is convenient, it has the ability to inject multiple marketing and analytics scripts into an application, making it a gold mine for marketers, who would have the ability to collect user data in a myriad of methods, whether it be application specific usage data or other marketing related data, generated via app usage such as advertising and remarketing conversion or even search related information. The beauty of Google Tag Manager is that it lets you even insert multiple external tags from other analytics services such as AdRoll, Clicktale or comScore, giving marketers the ability to gather complex data patterns or even visually see almost everything a user does while using an application.
Google Analytics is a standalone solution for all your applications, analytics needs. Once you insert the Google Analytics script into the application code either directly or through Google Tag manager, you would have the ability to start collecting data almost immediately. However, in order to glean useful information from the analytics data, you must first setup the Google Analytics account to work for you, meaning you need to create goals to measure success, track events and set filters to ensure you gather actionable data that can help improve your marketing efforts or application performance.
By Ziyan Ghany
Some of the important types of a data a marketer would be able to collect via analytics is, for instance the types of content or products and services a user was looking for, both when the app was accessed as well as exited. What image content was most hovered over, as these would have the most potential for making a sale. What app content was engaging, projected by scroll depth and mouse pointer or screen touch heat maps. How much of the promo video did the users watch, did it convert enough. Was the sales offer email read, and were any link clicks converted to sales. Where is your most profitable sources of traffic coming from, is it from search, social or offline, marketing budgets can then be directed towards these higher converting traffic sources.
Google Analytics coupled with Google Tag Manager is a comprehensive solution for all app analytics requirements, however in order to really benefit from the use of these tools, they need to be configured and customized to suit the application’s they are used in, just as much as a developer would customize the user interface design of an application.