Seamless app tracking with Tealium SDK

An internationally operating company required reliable tracking for its e-commerce app aligned with the existing global web setup. Most of the screens of this hybrid app were native, but some page types were displayed as webviews. The tracking solution needed to combine data from the native and webview parts of the app to ensure easy analysis of the user journey across screens and features. The goal was to implement an extensive Adobe Analytics solution design used for web and enrich it with data for app-specific use cases. As FELD M had successfully implemented tracking for the online presence for this client and rolled it out to many markets, we were also asked to develop the app tracking solution. Tracking use cases and business needs were provided to enable our team to address all issues.

Integration of global, generic data layer

Data transformation is hardly possible in most tag management systems (TMS) for mobile apps. Also, not all types of variables can be set by Adobe Analytics processing rules. Therefore, in the standard app tracking approach, developers have to implement a complicated logic needed for Adobe Analytics. Fortunately, the client was already using Tealium IQ, which allowed us to take a different route.

When using Tealium SDK, a generic data layer is populated by developers in the native code. The data is passed to the core of the TMS, which is placed in the web environment (of a hidden webview added to the app by Tealium SDK). There, JavaScript can be used freely, enabling the same flexibility in the transformation as in web tracking.

This approach not only avoided excessive effort, but also seamlessly integrated global e-commerce tracking. A generic data layer structure existing for web was used and only a few consent- and app-specific values had to be added. All following data transformation was handled by FELD M in Tealium. Most of TMS logic created for web could be reused.

App tracking made easy

Without any effort from client-side developers, we have enriched calls with many app-specific parameters that Tealium SDK provides out of the box. That includes e.g. app versioning, deeplink tracking, device technical information, and system data. Some of these were mapped into Adobe default parameters and some in dedicated custom variables.

Thanks to the Tealium out-of-the-box solution for tracking webviews, it was possible to pass all data layer calls triggered inside webview to the native area of the app. These calls were automatically enriched with app data and passed to TMS, where further transformation was applied. This enabled us to e.g. implement a persistence logic, even when switching between native and webview areas of the app.

Also debugging became much easier. TMS placed in a hidden webview gives a possibility to access a browser console. There all data layer states, triggered tags and possible JavaScript errors could be observed.

Fast results through smart use of Tealium

By prioritizing the minimization of development effort, reusing existing logic, and fully leveraging the capabilities of Tealium, the project was successfully completed within the tight deadline. This streamlined approach enabled the client to quickly generate actionable insights into the user journey across the application, avoiding many of the typical limitations often encountered in app tracking and with other technologies.