Build > Measure > Learn > Grow
Having an app is step one, step two is to promote and measure. App analytics are the key to getting the necessary insights to learn about your app performance, your app users, and their behavior in order to make changes and grow.
As explained in our Getting Started with Firebase, Firebase is Google’s Analytics and Messaging platform for mobile apps, allowing you to track real-time metrics and boost User Engagement via Push- and In-App Messaging.
Firebase Analytics is a powerful analytics solution that provides deep insights into user behavior and app performance. Integrating Firebase Analytics with Google Analytics 4 (GA4) provides even more possibilities and benefits for businesses looking to leverage their data effectively.
In this article, we will explore how Firebase Analytics with GA4 properties works and provide an easy-to-understand overview of its key features and benefits.
- Integrate Google Analytics 4
- Overview of Firebase Analytics key features
- The basics
- Firebase-related articles
To understand the requirements to get Firebase implemented in your App, scope and instructions, read the following article Getting started with Firebase.
1. Integrate Google Analytics 4
In the latest Firebase configuration, supported by JMango360, you can integrate Firebase Analytics into Google Analytics 4. This integration offers a seamless flow of data between the two platforms, enabling a single and comprehensive view of your app and website analytics.
One of the key benefits of this integration is to track user interactions across web, mobile apps, and other digital platforms consistently. This cross-platform tracking enables a deeper understanding of user behavior and aids in crafting personalized experiences.
Not on GA4?
You can still use Firebase if you’re not (yet) on Google Analytics 4, but without the integration. If you’re in the midst of upgrading to GA4 please contact our customer success team to schedule the required updates in your Firebase configuration.
2. The basics of Firebase Analytics with GA4
2.1 Analytics Dashboard
2.1.1 Dashboard cards
The Analytics section of Firebase provides a Dashboard that shows a summative graph of critical metrics for your app. By default, the Dashboard shows the last 28 days of data. You can change this date range by using the date picker control.
On the dashboard, you can get essential information and data in regards to users, app activity and app stability.
- Users: The Firebase dashboard offers a panoramic view of user metrics that illuminate your app performance, including total active users, users by app version, users by country and users retention.
- App activity: You can track how users interact with your app by delving into events, conversion, page and screen and revenue. These insights reveal user behavior patterns, how users move through your app's conversion funnel, and revenue generation.
- App stability: Crashlytics, a tool that provides real-time insights into app crashes. Performance tracking ensures that your app maintains a high level of responsiveness.
For more information on the dashboard cards and their key metrics, take a look at the Analytics dashboard
2.1.2 Comparison views
The comparison between your app performance and your website performance on both desktop and mobile is critical for your business to predict customer needs and provide great experiences. In the Realtime Analytics and Analytics Dashboard of the Firebase console, one feature that enables you to compare these channels in one place is the Comparisons tool. This feature replaces what was previously ‘Filters’.
Similar to the Filters tool, with Comparisons, you can create comparison groups based on any custom or pre-defined Analytics dimensions or audiences. For further information on how to apply a comparison to a report, please read Apply comparisons to reports.
When your app and website analytics are combined into one reporting view, it is much easier for you to view data, perform in-depth analyses, draw meaningful conclusions, and take informed actions to enhance your digital strategies. For example, let’s see how you can infer from the following data related to user activity and Revenue, Average Order Value (AOV), and Conversion.
- User activity
- Revenue, AOV and Conversion
- User distribution: 33% app, 40% mobile website and 26% desktop website
- Revenue distribution: 34% app, 21% mobile website and 44% desktop website
- In addition, the number of users on the app are increasing versus the mobile website.
- Conversion (Users > Purchase) 1,7% mobile app, 1,0% mobile website and 1,7% Desktop website
- AOV: App € 97, mobile website € 92 and the desktop website € 111
- On mobile the app is the best converting channel, but there's (still) a significant part of traffic on the mobile website (40%).
- The mobile website, however, is only generating 21% of the revenue. This is caused by a significantly lower conversion rate and average order value compared to the app and desktop.
- Promote app downloads to push mobile users to the app to have a 70% higher conversion per user.
- Boost app conversion by using in-app and push messaging and increase sessions and purchases, for example, by an automated Abandoned cart message.
2.2 Events and Conversions
An event is an important occurrence in your app or website that you want to measure. Events can range from simple actions like clicking a button or viewing a page to more complex interactions like signing up for an account or making a purchase.
Conversions are the most important events that contribute to the success of your business. When you label an event as a conversion event, it will be uploaded immediately by the SDK to make it actionable more quickly. Things like making a purchase, signing up for an account, sharing a product, and so on are all excellent events that should be labeled as conversions.
While many events are captured automatically as long as you use the Firebase SDK, up to 500 custom event types can be logged to provide more insight into what is happening in your app and your website.
- Automatically collected events
Automatically collected events are events that are collected by default when you set up Google Analytics on your website or app.
- Recommended and custom events
You must implement the recommended and custom events in order to see them in Analytics.
- Recommended events are events that you implement, but that have predefined names and parameters. These events unlock existing and future reporting capabilities.
- A custom event is an event whose name and parameters you define. A custom event lets you collect data that Analytics doesn't otherwise collect automatically or recommend.
The two primary forms of Firebase messaging are cloud messaging and in-app messaging. Each serves distinct purposes in the user engagement journey.
2.3.1 Cloud messaging
Firebase cloud messaging (FCM) is a cross-platform messaging solution that allows you to send notification messages. FCM involves short and concise notifications that appear on a user's device when the app is in the background or not opened. These notifications are often referred to as push notifications. The appearance and delivery of push notifications depend on the user's device settings and operating system.
2.3.2 In-app messaging
In-app messages, also known as in-app notifications, are delivered to users while they are actively using the app. They can be displayed as banners, pop-ups, or interstitials, providing information or requesting user action. In-app messages are designed to seamlessly integrate with the app's user interface, fostering an immersive user experience.
For more information on the benefits, user cases and key features of Firebase In-app messaging, please read Firebase In-app messaging.
Audiences let you segment your users based on their event data and user properties. For example, you can create an audience of users who view products multiple times but don't make a purchase. Users will be automatically included in the audience once they meet your criteria, and when they no longer do, they will be automatically excluded.
You can use audiences to filter reports to analyze how different user segments engage with your app.
2.4.1 Audiences configured by JMango360
Here is the list of audiences configured by JMango360:
- 7-day inactive purchasers
- 7-day inactive users
- 7-day unnotified users
- Cart abandoners
- Checkout starters
- Item searchers
- Item viewers
- Registered users
- Wishlist users
- Customer Success Suggested:
- Specific Category Purchased
- Specific Product Purchased
- Additional periods (2 weeks, month) for inactive purchasers/users
2.4.2 Create custom audiences
3. Firebase-related articles
Here is a shortlist of Firebase-related articles focusing on Firebase integration, Firebase Analytics, Cloud Messaging, and Audience.
Firebase integration: In this article, you can learn about how to integrate Firebase and Google Analytics 4
- Firebase Analytics Overview
- Log events
- Set user properties
- Best practices
- Firebase Cloud messages Overview
- Creating visual notifications
- Targeting Audiences
- Best practices
Audience: In this series, you can learn about:
- What is Firebase Audience and how to set up
- Suggested audience from Firebase
- Firebase events (to understand connection with audience)
- Predictive audience