Analytics firms Webtrends and Ensighten have formed a partnership to create what they claim is the industry’s first and only real-time mobile analytics tag management solution for iOS and Android apps.

The two companies are combining their respective digital analytics and tag management expertise to create a solution that provides real-time mobile analytics tag management. Digital marketers can update in-app analytics tags immediately without having to re-compile and wait for app store approval, or for consumers to update the app. The solution offers drag & drop functionality to tag mobile apps, ads or other key campaign assets.

The solution uses Ensighten’s ‘on-the-fly’ tagging and custom tagging options. Using Ensighten’s web interface and a single line of code, marketers can add or modify any ad network, web analytics or social sharing application used by their mobile apps, and the changes will take effect in real time across their entire installed base of mobile app users.

The companies say the solution will provide opportunities for optimized ad serving and reporting, simpler privacy features and opt-out solutions, and advanced mobile video tagging and tracking within Webtrends’ mobile analytics solution, as well as other custom reporting options.

Webtrends integrates data gained from Ensighten mobile tagging into its digital analytics technology. Webtrends analytics provides insight across digital channels, including mobile, social, site, SharePoint and SAP.

The companies say the solution will enable deep mobile channel reporting capabilities within Webtrends analytics. For example, users will be able to easily choose and compare aspects of mobile reporting and key performance indicators versus other digital channels via a dropdown menu, enabling easy tagging and tracking without sophisticated tagging or software development expertise.

“Being able to quickly and simply tag iOS and Android apps, as well as key campaign assets like mobile sites, display ads, video and other campaign assets, is important not only to brands but also to the agencies that help orchestrate these programmes,” says Mike Ricci, vice president, Digital Solutions Group at Webtrends. “This gives digital marketers a powerful new tool to ensure that measurement takes place across a variety of mobile campaigns in a means that is elegant in its simplicity. Ensighten has developed a fantastic tag management solution for mobile marketers. They appreciate how vital things like mobile segmentation, optimization and real time analytics are. This is precisely why they are an ideal partner for Webtrends’ mobile initiatives.”