App Tracking 2.0
Google Firebase Analytics
Michaela Linhart
MeasureCamp #9: 10th September 2016
Seite 2
Google Firebase
New and integraded Mobile Development Suite with 15
tools for Android, iOS and Web Apps
Features: ...
Seite 3
Google Firebase Analytics
Heart of the suite - free and unlimited analytics tool
Features: firebase.google.com/fea...
Seite 4
NEW Tool
Seite 5
GTM for mobile v2
NEW GTM
Seite 6
NEW SDK
Seite 7
Analysis Interface - Dashboard
Seite 8
Analysis Interface - Events
Seite 9
Analysis Interface - Audiences
Seite 10
Analysis Interface - Attribution
Seite 11
Analysis Interface - Funnels
Seite 12
Analysis Interface - Cohorts
Seite 13
Analysis Interface - User Properties
Seite 14
Advantages of Firebase
● Free to use
○ except database, data storage, hosting, …
● Open Source (GitHub)
● Full in...
Seite 15
Advantages of Firebase Analytics
● App-oriented instead of web-oriented
● No quota limits
● No sampling
● GTM for...
Seite 16
Happy analysing!
Michaela Linhart
Consultant Digital Analytics
Vienna, Austria
linhart@e-dialog.at
+43-1-309 09 0...
Seite 17
FAQ
IsFirebase Analytics replacing the tracking in Google Analytics?
● Yes!
○ Firebase provides more information ...
Seite 18
FAQ
Can I track Firebase events in GA?
● Yes!
● Via GTM for mobile V2
○ Universal Analytics Tags
○ Setup remains ...
Seite 19
Firebase Tracking Code
Firebase Analytics Google Analytics
Google Tag Manager
for mobile V2
event1 = a event2 = a...
Seite 20
FAQ
What happens with the previous version of the GTM and the
existing legacy SDK?
● Google still support them
● ...
Seite 21
GTM for mobile V2 - Implementation
● is based on native Firebase Tracking Code
● easier to integrate to your App
...
Seite 22
GTM for mobile V2 - Usage
● Firebase actions
○ Modify
○ Add
○ Block
● Track to
○ GA (AdWords, Floodlight)
○ adjus...
Seite 23
Automatically collected Events
● first_open app_update app_exception
● in_app_purchase app_remove notifications
●...
Seite 24
Automatically collected User Properties
● App version
● Device model
● Gender
● Age
● Interests
● OS version
● Ne...
Seite 25
Recommended Events for all Apps
● select_content share join_group
● spend_virtual_currency sign_up tutorial_begin...
Seite 26
Recommended Events for
● Retail/Ecommerce
● Jobs, Education, Local Deals, Real Estate
● Travel
● Games
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20160910 MeasureCamp Presentation - App Tracking 2.0 - Google Firebase Analytics

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

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20160910 MeasureCamp Presentation - App Tracking 2.0 - Google Firebase Analytics

  1. 1. App Tracking 2.0 Google Firebase Analytics Michaela Linhart MeasureCamp #9: 10th September 2016
  2. 2. Seite 2 Google Firebase New and integraded Mobile Development Suite with 15 tools for Android, iOS and Web Apps Features: firebase.google.com/features
  3. 3. Seite 3 Google Firebase Analytics Heart of the suite - free and unlimited analytics tool Features: firebase.google.com/features
  4. 4. Seite 4 NEW Tool
  5. 5. Seite 5 GTM for mobile v2 NEW GTM
  6. 6. Seite 6 NEW SDK
  7. 7. Seite 7 Analysis Interface - Dashboard
  8. 8. Seite 8 Analysis Interface - Events
  9. 9. Seite 9 Analysis Interface - Audiences
  10. 10. Seite 10 Analysis Interface - Attribution
  11. 11. Seite 11 Analysis Interface - Funnels
  12. 12. Seite 12 Analysis Interface - Cohorts
  13. 13. Seite 13 Analysis Interface - User Properties
  14. 14. Seite 14 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
  15. 15. Seite 15 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
  16. 16. Seite 16 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/
  17. 17. Seite 17 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
  18. 18. Seite 18 FAQ Can I track Firebase events in GA? ● Yes! ● Via GTM for mobile V2 ○ Universal Analytics Tags ○ Setup remains the same as before
  19. 19. Seite 19 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
  20. 20. Seite 20 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
  21. 21. Seite 21 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
  22. 22. Seite 22 GTM for mobile V2 - Usage ● Firebase actions ○ Modify ○ Add ○ Block ● Track to ○ GA (AdWords, Floodlight) ○ adjust ○ AppsFlyer ○ Apsalar ○ Tune Mobile ○ Kochava
  23. 23. Seite 23 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
  24. 24. Seite 24 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
  25. 25. Seite 25 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
  26. 26. Seite 26 Recommended Events for ● Retail/Ecommerce ● Jobs, Education, Local Deals, Real Estate ● Travel ● Games

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