Google Analytics for Firebase (GA4F) is a free app measurement solution that provides insight into app usage and user engagement. Thanks to recent updates, GA4F can “unlock”  additional opportunities for app advertisers to improve retention rate, simplify audience management and acquire new customers.
 

What is Google Analytics for Firebase (GA4F)?

 
According to Google:

At the heart of Firebase is Google Analytics for Firebase, a free and unlimited analytics solution. Analytics integrates across Firebase features and provides you with unlimited reporting for up to 500 distinct events that you can define using the Firebase SDK. Analytics reports help you understand clearly how your users behave, which enables you to make informed decisions regarding app marketing and performance optimizations.

 

 

By powering your App campaigns with Google Analytics for Firebase, advertisers can unlock exciting new features that will help to:

  • Acquire more valuable customers
  • Improve retention of existing users
  • Simplify audience management

 

You can think of Firebase implementation as an “added layer of data & insights”. Although this is not considered “mandatory” by Google, implementing Firebase SDK will provide advertisers with access to more Google App Campaign features and product launches – something you don’t want to miss out on!

“Although there might be some heavy lifting up front for advertisers to get Firebase implemented, in the long run it can make things a lot more seamless and automatic. Since it’s a free solution, it’s a great way for advertisers to be able to track more events that they can use to their disposal for more advanced Google App Campaign tactics,” Kaitlyn Shimazaki, Paid Search Strategist at Tinuiti said.
 

 

4 Benefits of Google Analytics for Firebase:

 
According to Google, there are 4 primary benefits of implementing GA4F including:
 

1. Better Performance

 
By getting full funnel events in a standardized format, GA4F can help campaigns scale faster, perform better over time and find more valuable users.

New features will include:

  • Automated Similar Audiences – You can leverage similar audiences to target users who are similar in behavior to core users. Lists are updated manually by GA for Firebase so limited resources will be required.

 

2. Maximize your in-app actions

 
Advertisers can also maximize in-app actions at a target ROAS and steer App campaign targeting to better align with campaign objectives.

New features will include:

  • Negative Targeting – This feature provides more control over where your ads are showing (i.e. block ads from showing to users who un-installed).

 

3. Simplify audience management

 
Simplify your audience management with the addition of dynamic audience evaluation and more precise rules on exclusion and membership duration.

New features will include:

GA4F audience for App campaigns for engagement – Import and manage audiences from Google Analytics without manually creating these audiences in Google Ads.
 

4. A holistic view of your business

 
Gain a holistic view of the business across app and web by improving transition and measurement from the web to apps.

New features will include:

  • App Deep Linking & Deferred Deep Linking – These features will allow advertisers to drop new users to a specific place within the app after installing to align with ad creative.
  • Unified Web + App Analytics – Google Analytics will also help track engagements form users who are deeplinked into the app from mWeb. They can track these touch points with Firebase, which can help advertisers evaluate the user funnel more completely.

 
Pro-Tip: There will be no change in current attribution and advertisers may continue using preferred MMPs. Firebase also doesn’t solve iOS Search inventory lack of tracking. 

For more information on Google Analytics for Firebase, email tara.johnson@tinuiti.com.
 

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