App Tracking 2.0Google Firebase Analytics

Michaela Linhart

MeasureCamp #9: 10th September 2016

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Google FirebaseNew 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 AnalyticsHeart 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

Is Firebase 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

Seite 19Firebase 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