Google Analytics & Tealium

Google Analytics

Google Analytics is a free Web analytics service that provides statistics and basic analytical tools for search engine optimization (SEO) and marketing purposes. The service is available to anyone with a Google account. Google bought Urchin Software Corporation in April 2005 and used that company’s Urchin on Demand product as the basis for its current service.

Google provides the SDK for both Android and iOS.

Google Analytics is offered also in two additional versions: a subscription based Google Analytics Premium targeted at enterprise users and Google Analytics for Mobile Apps, an SDK that allows gathering usage data from iOS and Android Apps.

Google Analytics is implemented with "page tags", in this case called the Google Analytics Tracking Code, which is a snippet of JavaScript code that the website owner adds to every page of the website. The tracking code runs in the client browser when the client browses the page (if JavaScript is enabled in the browser) and collects visitor data and sends it to a Google data collection server as part of a request for a web beacon.

Google Analytics features include

• Data visualization tools including a dashboard, scorecards and motion charts, which display changes in data over time.
• Segmentation for analysis of subsets, such as conversions.
• Custom reports.
• Email-based sharing and communication.
• Integration with other Google products, such as AdWords, Public Data Explorer and Website Optimizer.

Google Analytics is geared toward small and medium-sized retail websites. The service has limitations that make it less suited to more complex websites and larger enterprises. For example, the system collects data through a JavaScript page tag inserted in the code of pages the user wants to collect data on. The page tag functions as a Web bug to gather visitor information. However, because it’s reliant on cookies, the system can’t collect data for users who have disabled them. Google also uses sampling in its reports rather than analyzing all available data. 

Furthermore, some security experts have raised concerns about privacy issues in Google Analytics. Through the Google Analytics Dashboard, users can collect information on people whose websites link to social networking sites such as Facebook and Twitter.

Due to its ubiquity, Google Analytics raises some privacy concerns. Whenever someone visits a web site that uses Google Analytics, if JavaScript is enabled in the browser, then Google tracks that visit via the user's IP address in order to determine the user's approximate geographic location. To meet German legal requirements, Google Analytics can anonymize the IP address.


Google Analytics for Mobile:

Measure what matters for your app
Google Analytics for Mobile Apps lets you measure the full value of your app across all key stages, from first discovery and download to in-app conversions. See what keeps your users engaged and learn how you can make them happier – and your app more successful.

Understand the value of your audience
The more you understand your users, the better you can tailor your apps to meet their needs and build a solid app strategy. Google Analytics for Mobile Apps helps you set and track the goal conversions you want most: purchases, events, or simply time spent in your app. Our ecommerce tools track real or virtual goods sold, so you can see what’s selling day by day, as well as the lifetime value of your users. With Segmentation you can unlock insights about subsets of users and their behavior.

Get more engagement through optimization
Real-time reporting shows who’s using your app, right as they use it. Behavioral features like Event Tracking and Flow Visualization show you the exact screens where users take action, pause, or disappear. Check loyalty and visit frequency, then dig into app crashes to troubleshoot bugs and exceptions.

Measure the impact of your marketing programs
Want to grow your mobile base? Learn who uses your apps now, on what devices, and where they came from with features like Traffic Sources and Google Play Integration. Then use install tracking and ROI analysis to see which acquisition channels bring highly engaged users for each of your marketing channels. Once you know where to invest, you can tailor your acquisition strategies to maximize in-app revenue.

Build better apps from start to finish.
Google Analytics for Mobile Apps is the key to building effective, engaging, and well-monetized apps. Combine your custom event data with conversion metrics and see what actions tend to have the highest conversion rates. Build custom reports to see which events or screens generate the most revenue. Behavioral flows allow you to easily identify roadblocks at specific stages as well as navigation paths that lead to better conversions.

Using the Google Analytics SDK
1. Set up a new app property in your Analytics account - In your Google Analytics account, set up a new app property for every app you want to track. A tracking ID is automatically generated for each property. You need the ID(s) to complete the data collection set up.


2. Download the Google Analytics SDK and implement the app tracking ID - Download the Google Analytics SDK for Android or iOS from the same account screen that provides the tracking ID. Follow either the Developer Guide for Android or Developer Guide for iOS to implement tracking via the SDK, including the tracking ID. This tracking ID collects and send usage data about your mobile app to your Analytics account. 


Tealium:

Tealium is an American company founded in 2008 in San Diego, California that sells enterprise tag management and marketing software.

Tealium's two main products are an enterprise tag management service, Tealium iQ, and a real-time unified marketing platform called Tealium AudienceStream, which has been honored by the Digital Analytics Association as New Technology of the Year.

What is a Tag?
A tag is a piece of JavaScript code that most digital marketing vendors require their customers to integrate into their web and mobile sites. In many cases, these tags collect visitor behavior information. Tags also can serve functionality, such advertising, live chat, and product recommendations.


Tealium iQ
The Tealium iQ tag management system puts you in control of your marketing technology implementations making it easy to deploy new vendor tags and make edits to existing ones in our user friendly console.

MOBILE SUPPORT

Tealium iQ enables you to manage tags across all digital touch points, including web sites, mobile apps and online videos all from the same intuitive user interface. Once Tealium is deployed within your mobile app, you can easily make changes to your mobile analytics or add new mobile marketing solutions without having to re-certify the app through the app market (e.g., Apple App Store, Google Play).