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Technical Deep Dive - Inside Firebase
1. IIH NORDIC :: GA APP + WEB
GA App + Web
property overview
2. IIH NORDIC :: GA APP + WEB
31st July
Google Analytics App + Web
26th Sep
Firebase Summit
3. IIH NORDIC :: GA APP + WEB 3
Back in the days...
2014
Google launch rollup view for website and mobile app data
â Google Analytics SDK
â website dimensions and metrics
â session-based
4. IIH NORDIC :: GA APP + WEB 4
2014
Google launch rollup view for website and mobile app
data
â Google Analytics SDK
â website dimensions and metrics
â session-based
Back in the days...
6. IIH NORDIC :: GA APP + WEB 6
2014
Google launch rollup view for website and mobile app
data
â Google Analytics SDK
â website dimensions and metrics
â session-based
2019
App + Web tracking
â one data model: GA4F
â cross-platform user identification
â Firebase functionalities âĽ
This time for real
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What is GA App + Web
In a nutshell,
â new single data model
â new way of working with the data
â new setup required
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Play on words...
â
App + Web
âwebsite web app
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In Firebase documentation
App + Web
10. IIH NORDIC :: GA APP + WEB
What's significant about GA App + Web
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Disclaimer
GA App + Web
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BigQuery integration
Out of the box for web!
â fast queries of large data sets
â data modelling, etc.
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BigQuery integration
Out of the box for web!
â fast queries of large data sets
â data modelling, etc.
GA 360
Hey...
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(side note) The cloud in 2019
1. Global cloud market growth +17.5%
2. Google in #3, but gaining pace
https://www.gartner.com/en/newsroom/press-releases/2019-04-02-gartner-
forecasts-worldwide-public-cloud-revenue-to-g
https://www.zdnet.com/article/top-cloud-providers-2019-aws-microsoft-azure-
google-cloud-ibm-makes-hybrid-move-salesforce-dominates-saas/
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Data model
just this one:
â events (single variable)
+ parameters
+ user properties
types of hits:
â pageviews/screenviews
â events
â ecommerce
â social
â timing
App + Web
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Data model - example
1. event: page_view
2. event: form
â (param) form_name: <event
name>
â (param) form_action: click
â (param) form_type: simple
â (param) form_cta: sign up here!
3. event: form
â (param) form_name: <event
name>
â (param) form_action: success
App + Web
1. pageview
2. event
â category: form submit
â action: <event name>
â label: click to submit
3. event
â category: form submit
â action: <event name>
â label: success
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â tracking of users across platforms
and device types
Cross-platform user identification
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Sampling
none!
GA 360
Hey...
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Marketing: attribution in standard reports
â Some (albeit limited)
choice of attribution
models in standard
reports
â (Not surprisinglyâŚ)
focus on Google Ads
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Audiences
â Custom Segments Audiences
â exclusion settings:
You can now decide when users
should be excluded from an
Audience.
â exclusion permanent or temporary
â event-scoped conditions
â time-based sequences
...across platforms & device types
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Analysis: Exploration
Ad-hoc segmentation
and filtering
GA 360
Hey...
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Analysis: Funnels
Retroactive funnel
configuration
GA 360
Hey...
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Analysis: Pathing
Path Analysis for
understanding of
sequential behaviour
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Setup: built-in events
Some events are collected by default
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Setup: some additional tag-free tracking
Some of the basic interactions can
tracked by default using the
Enhanced Measurement feature.
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Firebase SDKs
Agile marketing, app-style...
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Cloud Messaging
Send in-browser messages to users using Firebase interface!
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Remote Config
Instant changes to your
website based on conditions:
â behavioural (analytics)
â technical (browser, OS,
etc.)
â demo/geo (language,
etc.)
The example on the right shows a
banner displayed to randomly selected
50% of users.
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Dynamic Links
â campaign links that also deep-link to your app
dynamic.link/campaign1
campaign
landing page
app
landing screen
mobile website
landing page
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(Almost) easy as pie
â Analytics setup ⥠GTM template tags
no additional coding
(reuse the data layer)
â Firebase project ⥠linked with GA and BigQuery,
with app added
if app exists, then
most likely already in place
â Google Cloud project ⥠billing
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GTM
Tag templates in web
containers (GA4F)
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Measurement Protocol 2.0
Updated method of sending data to Google
(Measurement Protocol 2.0):
â technically possible to send multiple events in a
single hit
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Caveats
â It's still in beta
â Max number of parameters per property is 100, including:
â only 10 text parameters 50 text parameters (think: GA Custom Dimensions)
â 40 numerical 50 numerical parameters (think: GA Custom Metrics)
â + 25 user Properties
â Non-standard numeric parameters (i.e. other than event_count and value )
can only be seen/analysed in BigQuery.
â Few 'standard' reports in the reporting UI - it has all gone custom nowâŚ
â No integrated Ecommerce tracking (product-scoped dimensions)
â No DoubleClick integration
â No view Filters...
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In the pipeline
â ecommerce tracking
â BigQuery integration (not working for Web right now)
â Machine Learning anomaly detection
â offline data integration
â premium tier
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Roadmap
Now
â Flexible event-based data model
â De-duplicated insights with
customer-provided User ID
â Ad Hoc analysis capabilities
(funnels, pathing...)
â Enhanced Measurement
(automatic event tracking)
â FIR SDKs: Cloud Messaging,
Remote Config, Dynamic Links
â BigQuery integration
Next (2019 - 2020)
â Improved integration with Google
Ads
â eCommerce Capabilities
â Cross-device via âGoogle
Signalsâ
â Intelligence / Machine Learning
capabilities
â Session reporting and analysis
Later (2020 - 2021)
â Enhanced attribution reports
â GMP integrations (DV360,
SA360)
â Offline data import capabilities
â 360 tier of app + web property
including SLAs, etc.
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Recommendation
â dual implementation: test & learn
Start collecting data in GA4F format early and add functionalities as they are
rolled out
Hinweis der Redaktion
2014 half-hearted:
2 different platforms requiring 2 different approaches to setup
no cross-platform
Also, GA user ID available only on web (not apps)
2014 half-hearted:
2 different platforms requiring 2 different approaches to setup
no cross-platform
Also, GA user ID available only on web (not apps)
GA App + Web is in beta stage now.
Most likely we will see more features - perhaps covering more of current Google Analytics functionalities.