Sony Mobile works with a huge number of Android apps globally. In the past, implementation of Google Analytics tags was decentralised across numerous teams, each responsible for their own app or suite of apps. This fragmentation led to problems in tag management. “These issues included generating and tracking the wrong, useless or too much data, resulting in high costs,” explains Erling Mårtensson, Master Architect. In some instances, these complications meant Google Analytics accounts had to be terminated, sacrificing the opportunity to accumulate valuable insights about app users.

Whenever tags required updating, further complications arose. “When we mitigated errors, we had no other option but to send out a new app version,” Erling Mårtensson says. “Not all users chose to install the update, however, meaning that we didn’t reach all users.”

Sony Mobile decided to implement Google Tag Manager, providing coverage for over 100 Android apps in its portfolio. The tag management tool is designed to make it easy for marketers to add and update tags – including conversion tracking, site analytics, remarketing, and more– with just a few clicks. “Previously when we had a need to adjust Google Analytics logging, we were dependent on a firmware release which may take six months or more – and anyway we couldn’t get total coverage. Now we can manage that in hours.”

Today the central support team maintains a library in Google Tag Manager to manage known bugs and Google Analytics exception reporting. A set of Google Tag Manager container templates is available to new app teams, making it straightforward to import tags to their new container in one simple step.

“Google Tag Manager has given us a tool to resolve issues that we would have given up on before. It’s great that we can fix things without having to deploy new versions,” says Erling Mårtensson. “While we’re primarily using Google Tag Manager for Google Analytics, some app teams are also using it for app specific configurations and to do A/B testing.”