Firebase. Предмет и область применения — Тимур Ахметгареев

  • View
    53

  • Download
    1

Embed Size (px)

Transcript

  • 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

    Users 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 thatve

    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. Persons 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

  • Summary

    mailto:tim.akhmetgareev@gmail.com

  • 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 & lots 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

  • THANK YOU! tim@appintheair.mobi

    tim.akhmetgareev@gmail.com

    mailto:tim.akhmetgareev@gmail.com