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Technical Deep Dive - Inside Firebase

Florian Pertynski, Senior Technical Web Analyst, IIH Nordic
Firebase: The New Google Analytics

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Technical Deep Dive - Inside Firebase

  1. 1. IIH NORDIC :: GA APP + WEB GA App + Web property overview
  2. 2. IIH NORDIC :: GA APP + WEB 31st July Google Analytics App + Web 26th Sep Firebase Summit
  3. 3. IIH NORDIC :: GA APP + WEB 3 Back in the days... 2014 Google launch rollup view for website and mobile app data ● Google Analytics SDK ● website dimensions and metrics ● session-based
  4. 4. IIH NORDIC :: GA APP + WEB 4 2014 Google launch rollup view for website and mobile app data ● Google Analytics SDK ● website dimensions and metrics ● session-based Back in the days...
  5. 5. IIH NORDIC :: GA APP + WEB 5 The challenge
  6. 6. IIH NORDIC :: GA APP + WEB 6 2014 Google launch rollup view for website and mobile app data ● Google Analytics SDK ● website dimensions and metrics ● session-based 2019 App + Web tracking ● one data model: GA4F ● cross-platform user identification ● Firebase functionalities ♥ This time for real
  7. 7. IIH NORDIC :: GA APP + WEB 7 What is GA App + Web In a nutshell, ● new single data model ● new way of working with the data ● new setup required
  8. 8. IIH NORDIC :: GA APP + WEB 8 Play on words... ≈ App + Web ≈website web app
  9. 9. IIH NORDIC :: GA APP + WEB 9 In Firebase documentation App + Web
  10. 10. IIH NORDIC :: GA APP + WEB What's significant about GA App + Web
  11. 11. IIH NORDIC :: GA APP + WEB 11 Disclaimer GA App + Web
  12. 12. IIH NORDIC :: GA APP + WEB 12 BigQuery integration Out of the box for web! ● fast queries of large data sets ● data modelling, etc.
  13. 13. IIH NORDIC :: GA APP + WEB 13 BigQuery integration Out of the box for web! ● fast queries of large data sets ● data modelling, etc. GA 360 Hey...
  14. 14. IIH NORDIC :: GA APP + WEB 14 (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/
  15. 15. IIH NORDIC :: GA APP + WEB 15 Data model just this one: ● events (single variable) + parameters + user properties types of hits: ● pageviews/screenviews ● events ● ecommerce ● social ● timing App + Web
  16. 16. IIH NORDIC :: GA APP + WEB 16 Data model - example 1. event: page_view 2. event: form ○ (param) form_name: <event name> ○ (param) form_action: click ○ (param) form_type: simple ○ (param) form_cta: sign up here! 3. event: form ○ (param) form_name: <event name> ○ (param) form_action: success App + Web 1. pageview 2. event ○ category: form submit ○ action: <event name> ○ label: click to submit 3. event ○ category: form submit ○ action: <event name> ○ label: success
  17. 17. IIH NORDIC :: GA APP + WEB 17 ● tracking of users across platforms and device types Cross-platform user identification
  18. 18. IIH NORDIC :: GA APP + WEB 18 Sampling none! GA 360 Hey...
  19. 19. IIH NORDIC :: GA APP + WEB 19 Marketing: attribution in standard reports ● Some (albeit limited) choice of attribution models in standard reports ● (Not surprisingly…) focus on Google Ads
  20. 20. IIH NORDIC :: GA APP + WEB 20 Audiences ● Custom Segments Audiences ● exclusion settings: You can now decide when users should be excluded from an Audience. ● exclusion permanent or temporary ● event-scoped conditions ● time-based sequences ...across platforms & device types
  21. 21. IIH NORDIC :: GA APP + WEB 21 Analysis: Exploration Ad-hoc segmentation and filtering GA 360 Hey...
  22. 22. IIH NORDIC :: GA APP + WEB 22 Analysis: Funnels Retroactive funnel configuration GA 360 Hey...
  23. 23. IIH NORDIC :: GA APP + WEB 23 Analysis: Pathing Path Analysis for understanding of sequential behaviour
  24. 24. IIH NORDIC :: GA APP + WEB 24 Setup: built-in events Some events are collected by default
  25. 25. IIH NORDIC :: GA APP + WEB 25 Setup: some additional tag-free tracking Some of the basic interactions can tracked by default using the Enhanced Measurement feature.
  26. 26. IIH NORDIC :: GA APP + WEB But that's not all...
  27. 27. IIH NORDIC :: GA APP + WEB 27 Firebase SDKs Agile marketing, app-style...
  28. 28. IIH NORDIC :: GA APP + WEB 28 Cloud Messaging Send in-browser messages to users using Firebase interface!
  29. 29. IIH NORDIC :: GA APP + WEB 29 Remote Config Instant changes to your website based on conditions: ● behavioural (analytics) ● technical (browser, OS, etc.) ● demo/geo (language, etc.) The example on the right shows a banner displayed to randomly selected 50% of users.
  30. 30. IIH NORDIC :: GA APP + WEB 30 Dynamic Links ● campaign links that also deep-link to your app dynamic.link/campaign1 campaign landing page app landing screen mobile website landing page
  31. 31. IIH NORDIC :: GA APP + WEB 31 To sum it up...
  32. 32. IIH NORDIC :: GA APP + WEB Setup
  33. 33. IIH NORDIC :: GA APP + WEB
  34. 34. IIH NORDIC :: GA APP + WEB 34 (Almost) easy as pie ● Analytics setup ➡ GTM template tags no additional coding (reuse the data layer) ● Firebase project ➡ linked with GA and BigQuery, with app added if app exists, then most likely already in place ● Google Cloud project ➡ billing
  35. 35. IIH NORDIC :: GA APP + WEB 35 GTM Tag templates in web containers (GA4F)
  36. 36. IIH NORDIC :: GA APP + WEB 36 Measurement Protocol 2.0 Updated method of sending data to Google (Measurement Protocol 2.0): ● technically possible to send multiple events in a single hit
  37. 37. IIH NORDIC :: GA APP + WEB Considerations & Roadmap
  38. 38. IIH NORDIC :: GA APP + WEB 38 Caveats ● It's still in beta ● Max number of parameters per property is 100, including: ○ only 10 text parameters 50 text parameters (think: GA Custom Dimensions) ○ 40 numerical 50 numerical parameters (think: GA Custom Metrics) ○ + 25 user Properties ● Non-standard numeric parameters (i.e. other than event_count and value ) can only be seen/analysed in BigQuery. ● Few 'standard' reports in the reporting UI - it has all gone custom now… ● No integrated Ecommerce tracking (product-scoped dimensions) ● No DoubleClick integration ● No view Filters...
  39. 39. IIH NORDIC :: GA APP + WEB 39 In the pipeline ● ecommerce tracking ● BigQuery integration (not working for Web right now) ● Machine Learning anomaly detection ● offline data integration ● premium tier
  40. 40. IIH NORDIC :: GA APP + WEB 40 Roadmap Now ● Flexible event-based data model ● De-duplicated insights with customer-provided User ID ● Ad Hoc analysis capabilities (funnels, pathing...) ● Enhanced Measurement (automatic event tracking) ● FIR SDKs: Cloud Messaging, Remote Config, Dynamic Links ● BigQuery integration Next (2019 - 2020) ● Improved integration with Google Ads ● eCommerce Capabilities ● Cross-device via “Google Signals” ● Intelligence / Machine Learning capabilities ● Session reporting and analysis Later (2020 - 2021) ● Enhanced attribution reports ● GMP integrations (DV360, SA360) ● Offline data import capabilities ● 360 tier of app + web property including SLAs, etc.
  41. 41. IIH NORDIC :: GA APP + WEB 41 Recommendation ● dual implementation: test & learn Start collecting data in GA4F format early and add functionalities as they are rolled out

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