Short introduction to the new Firebase Mobile Development Suite with focus on Firebase Analytics. Life hacks, best practices, analysis highlights.

1. App Tracking 2.0
Google Firebase Analytics
Michaela Linhart
MeasureCamp #9: 10th September 2016

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Google Firebase
New and integraded Mobile Development Suite with 15
tools for Android, iOS and Web Apps
Features: firebase.google.com/features

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Google Firebase Analytics
Heart of the suite - free and unlimited analytics tool
Features: firebase.google.com/features

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NEW Tool

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GTM for mobile v2
NEW GTM

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NEW SDK

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Analysis Interface - Dashboard

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Analysis Interface - Events

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Analysis Interface - Audiences

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Analysis Interface - Attribution

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Analysis Interface - Funnels

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Analysis Interface - Cohorts

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Analysis Interface - User Properties

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Advantages of Firebase
● Free to use
○ except database, data storage, hosting, …
● Open Source (GitHub)
● Full integration to exisiting Google Products
○ AdWords, AdMob, Doubleclick, BQ
● X-plattform compatible
○ Android, iOS, web apps
● Excellent documentation
● Free support

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Advantages of Firebase Analytics
● App-oriented instead of web-oriented
● No quota limits
● No sampling
● GTM for Mobile V2
○ better app integration → easier to implement
○ allows tracking in GA as well
● Ease-of-use

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Happy analysing!
Michaela Linhart
Consultant Digital Analytics
Vienna, Austria
linhart@e-dialog.at
+43-1-309 09 09- 28
www.e-dialog.at
Firebase Blog Post: www.e-dialog.at/blog/webanalyse/app-tracking-neu-mit-google-firebase-analytics/

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FAQ
IsFirebase Analytics replacing the tracking in Google Analytics?
● Yes!
○ Firebase provides more information by default
○ App-oriented instead of web-oriented analysis
○ Full integration of all Google Products too
Details: support.google.com/firebase/answer/6317485?hl=en

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FAQ
Can I track Firebase events in GA?
● Yes!
● Via GTM for mobile V2
○ Universal Analytics Tags
○ Setup remains the same as before

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Firebase Tracking Code
Firebase Analytics Google Analytics
Google Tag Manager
for mobile V2
event1 = a event2 = a
event1 = a
event2 = b
event2 = b
event2 = b
event3 = a
event3 = a
event3 = a
event3 = a
event3 = a

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FAQ
What happens with the previous version of the GTM and the
existing legacy SDK?
● Google still support them
● But: plan an upgrade to Firebase during the next year
○ New features will only be provided on Firebase
○ Sooner or later Google will turn it off

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GTM for mobile V2 - Implementation
● is based on native Firebase Tracking Code
● easier to integrate to your App
○ 1 code for native & GTM tracking
○ → 3 different GTM container: Android, iOS, Web
○ automatically implemented via Firebase SDK
● no stand-alone product anymore

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GTM for mobile V2 - Usage
● Firebase actions
○ Modify
○ Add
○ Block
● Track to
○ GA (AdWords, Floodlight)
○ adjust
○ AppsFlyer
○ Apsalar
○ Tune Mobile
○ Kochava

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Automatically collected Events
● first_open app_update app_exception
● in_app_purchase app_remove notifications
● user_engagement os_update dynamic_links
● session_start app_clear_data
Link: support.google.com/firebase/answer/6317485?hl=en&ref_topic=6317484

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Automatically collected User Properties
● App version
● Device model
● Gender
● Age
● Interests
● OS version
● New / Established
Link: support.google.com/firebase/answer/6317486?hl=en&ref_topic=6317484

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Recommended Events for all Apps
● select_content share join_group
● spend_virtual_currency sign_up tutorial_begin
● search present_offer tutorial_complete
Link: support.google.com/firebase/answer/6317498?hl=en&ref_topic=6317484

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Recommended Events for
● Retail/Ecommerce
● Jobs, Education, Local Deals, Real Estate
● Travel
● Games