The document outlines a workshop agenda focused on user acquisition strategies for mobile applications, highlighting the balance between mobile web and app engagement. It emphasizes the need for a holistic approach that integrates both platforms while using tools like Firebase Analytics for better user insights and growth. The session discusses challenges in app growth, including finding the right users and optimizing metrics, while illustrating successful growth strategies through user acquisition campaigns and notifications.

1. Let’s Grow
Your User Base
Launchpad Build Day

2. Proprietary + Confidential
Ido Green
@greenido

3. Proprietary + Confidential
Agenda For The Day
10 - 11am - Optimizing product
11- 12pm - Re-engagement
12 - 1pm - Grow and Earn
1 - 3pm - Office Hours
1 - 4pm - Code Labs

4. Mobile First Web Strategy?!
The
Macro
View

5. Source: xkcd.com a webcomic of romance, sarcasm, math, and language

6. What about all the time spent in apps?
Mobile web vs. apps
vs.
Source: comScore Mobile Metrix, U.S., Age 18+, June 2015
13% 87%
Mobile web Apps

7. In reality, time spent is concentrated in a few
Mobile web vs. apps
vs.
Source: comScore Media Metrix MP and Mobile Metrix, U.S., Total Audience, June 2015
13%
35%
Other apps
Entertainment
(Games, radio, multimedia)
Social and messaging
32%
20%Mobile web

8. Source: comScore Mobile Metrix, U.S., Age 18+, June 2015
The web offers broader reach, but engagement is low
Top 1000 mobile apps vs. top 1000 mobile web properties
10.9
Monthly unique visitors (MM)
3.3
Average minutes per visitor
Mobile webApps
8.9
201.8

9. Opportunity to capitalize on broad mobile web reach
Mobile Web Lots of users, but hard to re-engage
High engagement, but a small piece of overall
user traffic
Modern web features enable better engagement
Opportunity to
engage users
Apps
“...your mobile website is the top of the funnel for your user acquisition on mobile. It is where people land
when coming from search, email, social media, text links, etc, etc. The mobile web scales much better.
You can build a large audience on mobile web much more easily than via mobile apps.” -- Fred Wilson

10. A holistic strategy for Mobile
Start thinking Site and App - not Site or App;
Provide the best experience in both.
Site App

11. For Apps:
Firebase Analytics
Paid user acquisition
Organic growth

13. per day
At bus stop, listen
to new music playlist
8:30am
Browse summer
styles on YouTube
7:15pm
On bus, check email
for sales this weekend
5:29pm
At lunch, play Scrabble
while waiting in line
1:33pm
Use flashlight app to
find dropped earring
11:09pm
Use maps to get directions
to Creole food truck
1:13pm
Find the fastest
route home
11:36am
Wake up and
read news online
6:50am
150x
Buy newest game
to play
11:15am
Search for the nearest
coffee shop
8:42am

14. Some challenges to growing apps
Too many
tools
Finding the
right users
Mobile technology
is hard

15. Firebase Analytics

16. Firebase: app success made simple

17. Getting started with Firebase

18. Three ways that Firebase Analytics can help
Free and
unlimited
Automatic event
reporting
Seamlessly
integrated

19. We built Firebase Analytics to be cross platform

20. One source of truth as you Develop, Grow, and Earn

21. Transworld Endless Skater

22. Transworld Endless Skater & Mike

23. Mike wants to drive more installs of his app
Installs
100K 200K 300K0 400K
Goal:
300,000
Current:
10K

28. Paid user acquisition

29. Mike decides to run paid marketing
Installs
100K 200K 300K0 400K
Goal:
300,000
Current:
10K

30. Firebase and AdWords make growth simple

31. Universal App Campaigns make paid growth easy
Searching
on Google.com
Watching
on YouTube
Engaging
with Apps
Surfing
the Web
Discovering
on Play

32. Universal App Campaigns make it easy

33. Evaluating performance across channels
AdVise

34. Finding growth opportunities with Events

35. Create meaningful segments with Audiences

36. Moving the needle

37. Mike sets an ARPU goal
ARPU
$1.00 $2.00 $3.00$0.00 $4.00
Goal:
$3.00
Current:
$2.20

38. Audience
Installs
100K 200K 300K0 400K
Goal:
300,000
Current:
80K

39. Not a lot of users who install actually purchase

40. Analyzing performance across channels

41. Australian users

42. Optimize for the metrics you care about

43. End of Mike’s story
Installs
100K 200K 300K0 400K
ARPU
$1.00 $2.00 $3.00$0.00 $4.00
Goal:
300,000 EXCEEDED!
Current:
300K
Goal:
$3.00 EXCEEDED!
Current:
$3.30

44. Organic growth

45. Use Firebase Notifications to send relevant messages
!
!
Both to: Android & iOS

46. Build an audience
with Firebase
Analytics
Create and send the
message with
Firebase Notifications
Use Firebase Notifications to send relevant messages
Tailored
messages for
each group

47. Invite more, valuable users to your app
Identify in
Firebase Analytics
via Audiences
Target group
with invites
campaign
Group shares
email / sms
with contacts

48. Firebase App Indexing gets your app into Google Search
● App is already installed when users search
for related content, they will launch your app
directly from the search results.
● If users don’t have your app yet, an install
card shows up in search results.
● Adding App Indexing promotes both types
of app results within Google Search and
also provides query autocompletions.

50. A growth engine for your business
Understand
how users
behave in
your app
Understand
marketing
campaign
performance
Turn user
insights into
actions

51. youtube.com/firebase
twitter.com/firebase
Firebase Analytics
firebase.google.com/docs/analytics
The rest of Firebase
firebase.google.com
Get help and join the conversation
firebase.google.com/support
Resources

52. Confidential & Proprietary
Codelab Time

53. Confidential & Proprietary
One-to-One Reviews

54. Confidential & Proprietary
The End

55. Thank You!