Post on 14-Feb-2017
Firebase
Timur Akhmetgareev
Android Lead
App in the Air Inc.
Moscow
Dynamic Links Key Capabilities
Dynamic Links Key Capabilities
Dynamic Links Manual building • https://domain/?link=your_deep_link&apn=
package_name[&amv=minimum_version][
&ad=1][&al=android_link][&afl=fallback_lin
k]
• &d=1 – use for debug
Analytics auto events:
• dynamic_link_first_open
• dynamic_link_app_open
• dynamic_link_app_update
Dynamic Links Key Capabilities
Dynamic
Links Branchmetrics
FA|GA integration + -
Passing data to app Deeplinks
only Payloads
Play Store advances onboarding (continue button,
update if needed) + -
Show user app content before install - +
Influencers - +
URL shortener available programmatically (from app) In process -
App Invites • Limited to email or SMS
• Share implementation with
Dynamic links
Pros:
• Easy to implement
Cons:
• No referrer efficiency tracking
App Indexing • User personal content indexing
is coming!
• App only indexing is in deep
beta
• User’s personal content
indexing is coming!
FIREBASE ANALYTICS
Analytics Key Capabilities Custom collecting
• Up to 500 unique events with 25
attributes (former label)
• 25 user properties (former
dimensions)
Unique features
• Audiences
• Integration with FRC, FCR, FN, Big
query, Google Tag manager
• Completely free
Analytics Key Capabilities • Audiences (Segments)
• Funnels
• Attribution
• Cohorts
• Dashboard to Rule them all
• Events out of the box
• Export to BigQuery
Analytics Key Capabilities • first_open • in_app_purchase • session_start • app_update • app_remove • os_update • app_clear_data • app_exception • notification_foreground • notification_receive • notification_open • notification_dismiss • dynamic_link_first_open
• dynamic_link_app_open • dynamic_link_app_update
• user_engagement
Analytics Events
Analytics Audiences
Analytics Dashboard • Activity graph (users/days)
• APRU, APPRU
• Interests
• App version
• Demographics
• Location (by sessions)
• In-apps revenue
• Devices, app version
• User engagement
Analytics Dashboard
Analytics Funnels
Analytics Funnels We start to analyze different audience effectiveness, trying various age groups, OS
versions and
• 1. Start filtering by user properties, looking through the parameters we can use for
advertising.
• 2. Compare them to the main funnel. Achieved results:
a. 18-24 years old have 2.1 times better conversion rate to adding flights &
1.51 times better purchase conversion
b. OS version 6.0.1 has 1.96 times bigger add flight conversion & 1.37 times
better purchase conversion
Analytics Funnels: OS 6.0.1
Analytics Funnels: OS 5.1.1
BigQuery
• Predictions API
• Machine learning
• Data Studio
Usage example:
Analyze behavior of users that’ve
removed the app to predict users
that most probably would delete
app in the nearest future.
DataStudio Samples
• GA Dashboard
• Data Studio
• Youtube Channel
• AdWords
• Custom reports
DataStudio Data Sources
• Google Attribution 360
• Google Analytics
• BigQuery (Including Firebase)
• CloudSQL
• Google Sheets
• MySQL
• Youtube Analytics
FIREBASE NOTIFICATIONS
App in the Air
Personal travel assistant app. Presented as an Android, iOS & WP apps with:
1. Flight-based travel tools (via widgets)
2. Platform: SDK for third-party developers
3. Person’s travel profile
“Vital” metrics monitored on a daily basis:
1. Retention
2. Purchase conversion rate
3. Users’ rating
FIREBASE NOTIFICATIONS
FIREBASE NOTIFICATIONS
FIREBASE NOTIFICATIONS
FIREBASE NOTIFICATIONS
Firebase Notifications Key Capabilities
• Context-awareness user-engagement tool
• Automatic evaluation of results
• Easy to use
• And much more in the future slides
Every target group addition, every new parameter to meter costs lots of dev time. Google Tag Manager is slow, less flexible and too buggy.
Remote Config
FRC Key Capabilities
• Quickly roll out changes to your
app's userbase
• Customize your app for
segments of your user base
• Run A/B tests to improve your
app
Remote Config
Rule Type Operation(s) Value(s)
User in random percentile <=, > 0-100
OS type == iOS, Android
Device in region/country == Select one or more regions or countries
App ID == Select from a list of App IDs for apps associated with your Firebase project.
App version exactly matches, contains, does not contain, regular expression
Enter a value to specify a specific version of your app.
Device language == Select one or more languages.
User in audience == Select from a list of Firebase Analytics audiences that you have set up for your project.
Remote Config
1. Audience: iOS+specific country Action: set different price tiers for different countries on iOS 2. Audience: app_exception Action: small gifts|promo for those, who experienced troubles with the app. Some special achievement|status etc. 3. Audience: may vary Action: changing buyscreen appearance dynamically without app update 4. Audience: spending targeting (e.g. spent 75$ on lifetime subscription) Action: show more expensive hotels for lifetime subscribers Control Access for features (enable|disable remotely)
Known problems:
1. Historical Audiences
2. Unfilterable cohorts
3. No audience comparison by any means
4. No audience subtraction
5. issues
Target audience:
1. Newbies
2. Prototypes/pet projects
3. Startups (early stage)
4. BigQuery experienced users
Summary:
1. Improve target user audience understanding
2. Improve user experience
3. Simplify function iteration process:
• A/B tests & result estimation
• Estimate efficiency of new functions
4. Extend abilities to analyze user behavior with automated tools (ML or
Predictions API)
Summary from dev perspective:
1. Fantastic support team
2. Frequent updates
3. Cross-platform easy to use tool
4. Analytics for mobile
5. Extended abilities in analyzing users’
behavior with automated tools (ML or
Predictions API)
6. Bright future & lot’s of opportunities
today
7. Documentation!
Why do they do it:
1. Development for everyone
2. Analytics introduction: from default config to advanced skills
3. Young blood
4. Getting into iOS market
5. ML concepts popularization