Use Firebase Analytics to Build Extraordinary Apps – Google I/O 2016

Use Firebase Analytics to Build Extraordinary Apps – Google I/O 2016

RUSS KETCHUM: All right,
so I am Russ Ketchum. I lead product management for
Google Analytics for apps, and now for Firebase Analytics. So I’m going to be joined
on stage in a few minutes by some of my team,
by Steve and Fontaine. And before we get to that,
I want to take a minute and just kind of
have everybody think about experiences that they have
with apps on an everyday basis. So we’ve all had those magical
experiences where you download an app, and almost from the
minute you do, you open it up and you’re in love. It immediately starts
adding value to your life. The user experience
is beautiful. You may even go on to make it a
permanent fixture on your home screen. And before long, you can’t
imagine your life without it. So for me, Uber is
an app like that. So I’m based in
Southern California. Here I am in the Bay Area. I don’t have a car, a rental
car, worrying about cabs. I have Uber. When I’m at home, Waze is
an app like that for me. But there’s another experience
that we’ve all had with apps. And those are the apps
that when you install them, you almost immediately
regret doing it. The user experience sucks. That is, if you can ever
see the user experience, because the app
just keeps crashing. Then it starts spamming
you with notifications that you never asked for
that serves no purpose. And without fail,
right when you’re more frustrated than
you could possibly be, it has the audacity to
prompt you for a review. So as developers, none of us
want that app to be our app, especially when we know how
extraordinary apps can be. But of course, you all know
this better than anyone else. Because typically, your
app is your business, and every interaction
with your users matters. Now, as developers,
there’s something else that you know about apps. And that’s that building an
app is really, really hard. I mean, think about it. There’s so much going on, so
much you have to get right. And you’ve built
the app, but how are you going to
make it successful? How do you even measure success? How do you even
understand the things that make an app successful and not? And so a big challenge
there is that apps are generating just a
mind-boggling amount of data. So people take their
phones out of their pockets and check them more
than 150 times a day. I’m standing on stage
at I/O, and I’ve already pulled my phone out twice. And that level of
interaction just generates a mind-boggling
amount of data. And very few tools are
even capable of capturing that amount of data,
especially if you’re not one of the big developers. But let’s just
assume for a minute that you could
collect all that data. How would you go about detecting
the underlying factors that are driving your
success and failure? What causes your revenue
to increase one day and fall another day? What users are most
valuable to you? And where are they coming from? What are the
experiences in the app that they’re
thoroughly enjoying? You need a set of
powerful analysis tools that work fast and
are easy to use. And you also need to be
able to very quickly put that data to work for you. It’s not good enough to
simply look at your reporting. You need to put that data into
action, and without having to deal with all the
complications of bundling in multiple SDKs that
make your app bloated and result in this
Frankenstein monster with all these pieces
that were never designed to work together. Now fortunately,
this is something that Google can help with. So let’s talk about
the new Firebase. So we just heard a
lot about it if you were in the session
before this, or if you heard pieces of the keynote. But we want to look at Firebase
kind of from the perspective of analytics. What we used Firebase
for internally at Google was as a unifying force to
bring all of our app developer efforts together. And the result is
now this single suite of tightly integrated
products all designed to help users– or help
developers rather– build their apps, grow their
engagement or their user base, and ultimately, to
earn more money. And while we talk about
the use as stages or steps like kind of in a journey,
I think a better way to look at them is like this. So you can imagine this
as a virtuous cycle where each step is constantly feeding
back on itself, reinforcing the learnings from one stage
that benefit the other, all to build a better app. And so that’s exactly what
we’re doing with Firebase is we’re making it
easy for you to tap in to that virtuous cycle
and succeed with your app. So we heard Francis and
James a few minutes ago talk about how Firebase is
this tightly integrated set of tools. We have other sessions
that go into really all of the different
features throughout the week, and of course, over at
the Firebase sandbox. But at the core of Firebase
is Firebase Analytics. And now this is an entirely new
offering focused specifically on the needs of mobile apps. But it benefits from our
decade-long experience running Google Analytics, which is
the most popular analytics service in the world. So we think, given
these learnings, that Firebase Analytics
is going to be really exciting for
developers, and here’s why. So first, Firebase
Analytics is completely free and completely unlimited. [APPLAUSE] Right? Completely free and
completely unlimited. Exactly. So this is true even
for the largest of apps. So now, all developers can
understand all of their data and without compromise. It’s free. There aren’t hit limits. There’s not sampling. There’s no quotas. There’s no nothing. It’s free and unlimited. Next, it works automatically
right out of the box. So what this means is when
a developer gets started with Firebase and they
add it to their app, for any reason, even the
most basic implementation, they’re already set up
with Firebase Analytics. And it’s already measuring
things for them automatically. Now, the automated
measurement features are just the starting point. And Steve’s going to come
up here in just a minute and show us how easy it
is to take that further. Firebase Analytics
is also seamlessly integrated within Firebase
and across many other Google products. And this is going to
provide you as a developer with a single source of
truth as you take action across all of Google. And Fontaine is
going to come up here in a minute to show us
what that looks like. And a thing I really,
really want to stress is that Firebase Analytics
is cross-platform. It works just as
well and is just as easy to use on iOS
as it is on Android. And so with that, let’s go
ahead and get our hands dirty and write some code. Actually, I’m not going
to get my hands dirty. Steve is going to
get his hands dirty. And I will hand it over. And he’s going to
show you how easy it is to use Firebase Analytics
as your building ground. Steve. [APPLAUSE] STEVE GANEM: All
right, thank you. Thank you very much. I’m Steve Ganem. And I’m a product manager
on Firebase Analytics. And in just a minute,
I’m going to walk you through a real example of how
you can use Firebase Analytics as you develop your app. And there will be a little bit
of live coding there as well. But just before
we do that, let’s take a step back and
see how you get started with Firebase in your app. We’ve made getting started
Firebase very easy. It’s as easy as one, two, three. You take your app,
you add the SDK to it, and you add a
configuration file, and you’re up and running. More specifically,
you register your app on the Firebase
console, you download the SDK for your
target platform, and then you download a
configuration file that has your unique app ID
in it, and you drop those into your project and build. All that remains
at that point is to initialize the SDK,
which is codeless on Android and two lines of code on
iOS as Francis showed us. And this is a one-time
setup you would need to do for any and
all Firebase features. And so the beauty is, regardless
of what feature actually attracted you to Firebase
in the first place, if you’ve come this
far, you’re already live with Analytics in your app. Now, what does it mean to
be live with Analytics? Well, Firebase Analytics
works out of the box. And so just by
initializing the SDK, over a dozen events are
captured automatically for you. These are events that are
critical related to things such as in-app purchases,
user engagement, your push notification
campaigns, and more. This is all done for you. Now, of course, you
still need the ability to log custom events. And there’s an API
for you to do that. But what if you aren’t sure
what you should be logging? Maybe you’re new to
analytics or just want to make sure you’re using
best practices with Firebase Analytics. Well, that’s where our API
documentation and our Help Center can help you get started. There in our Help Center,
you’ll find documentation on a list of suggested events
for various types of apps so that you can map your
experience and your features to these events and log them. There’s examples
and suggested events for things like retail
apps, travel apps, and, of course, games. So what’s it like to
log one of the events? And how much work is that? That’s what I’m going to
show you in just a minute. And we’ll do so in the
context of a real app. Transworld Endless
Skater is an app that’s live right now in the
App Store and on Google Play. It’s a skateboarding take
on the endless runner genre, where the player’s goal
is to land as many tricks and combos as possible
to keep their run going as long as possible. And the developers goal
is to keep the lights on as long as possible. And they do that by monetizing
with in-app purchases, which are driven by a virtual
economy, which is a very common pattern in video games. And so thinking back to the
list of suggested events I showed you on
a previous slide, the spend virtual currency
event is going to be important. Because we really
want to measure the trends and the popularity
of our various virtual goods. So let’s take a look at what
it’s like to actually log that event. Switch to the demo, please. All right, so here
we are in Xcode. This is a function that’s
called when an item is purchased from the shop. So first thing I’m going to do
is get the Firebase Analytics instance. And I’m going to call
log event with name API. And I’m going to log this
spend virtual currency event. So just having done that,
I’m flagging every time that a user actually
purchases something. But that’s good, and that
has some value to it. But we want to add context
to it with parameters that help us understand
what’s being purchased and what the price was. So not only does Firebase
suggest events for you to log, but it also prescribes certain
parameters for those events to help you get the most
out of your reporting. And so for this spend
virtual currency event, we see that item name, virtual
currency name, and value are prescribed. So we’re going to add
those as well to the event. And there it is. With one line of code, we’re now
tracking our virtual currency spend in the app. And now, you can actually
log up to 500 distinct events in your app in unlimited
volume as Russ mentioned. And even though I only
logged three parameters, you can actually supply up
to 25 different parameters. So you get a sense of
the breadth and the depth to which you can actually
measure your application. But what if you didn’t
have time to do that? What if you only had 10 minutes
and you asked your developer to check out this
Firebase Analytics thing? How much value
would you actually get from just logging one event? Well, let’s follow
this through a bit. So we made this
change to the code. We make a new build. You archive it and send
it over to test flight. You distribute that
to your testers. They tell you that
everything’s looking good. You submit it to Apple. You breeze through because
you know what you’re doing. And then you release it
to the general public that’s waiting for your app now
live with Firebase and Firebase Analytics in it. Now, let’s head
over to the Firebase console to see what that
reporting would look like. So here I am in the
Transworld Endless Skater projects in Firebase. The changes we made
are the iOS version. So I select that here. And this takes me to
the Analytics dashboard. This is a beautiful list
of charts and graphs that have all sorts of value. And as was mentioned
before, everything on here is actually captured for you
just by initializing the SDK. So this whole
dashboard lights up when the SDK is inserted
into the app and initialized. So let’s go through
each one of these cards so you can understand
what’s here in depth. First of all, I’m looking
at the last 30 days here. So all of the data
that I’m seeing is daily from the last 30 days. And it’s compared against
the previous 30-day period. So the dotted lines represent
the previous 30 days as well as the percentage changes here. This first card is the
active users report. It breaks down monthly,
weekly, and daily active users compared to the previous period. The one to the right
is average revenue. So it breaks it down on the
average revenue per user and per paying user. Revenue in Firebase Analytics is
the sum of your in-app purchase revenue, which is
captured automatically, and your e-commerce revenue. Next, we see first
open attribution. This is a report on
the influx of new users from various campaigns
that you’re running. So you get a sense
of which campaigns are effective in driving
users to your app, but also looking at the
lifetime value column here, which ones are
most effective at driving valuable users to your app so
you can double down on those. Over here on the left is
the retention cohorts chart. This helps you understand that
for a given set of users that started using your app
around the same time, what was their pattern and regularity
of coming back to your app? How well did you retain them? This one here, user
engagement, is particularly important for mobile apps. User engagement is
the amount of time that your app spends in focus
on the foreground of the device. So that’s what we really
care about as developers. How much mind share do I have? How many eyeballs do I own? And so this chart
that you see here is that value plotted over
time over those 30 days. As you’re running campaigns
to acquire more users, or you’re improving,
making optimizations on your retention, you
should see this moving up and to the right. The next metric here is
daily engagement per user. So take that daily
engagement metric divided by the
number of users so that you can measure
the impact of your engagement optimizations. So if you’re trying to make
your app more engaging, have users spend
more time in it, you come here to verify that
the changes you’re making have the impact you expected. Or if you have a
utility app that’s meant to get users in
and out very quickly and accomplish some
task, you’re going to want to see your daily
user engagement go down. To the right, we see the
in-app purchases card, which is pretty
self-explanatory and shows you which IAP are popular. And then you have the app
version card right here. This is particularly important,
because in our scenario, we just launched a new
version of the app. So we want to measure
how quickly that’s being adopted by our users. It could be that it rolled
out and has 100% adoption. And that’s great. But typically,
there are some users that are more stubborn
for one reason or another. And they stick around
in the old version. That’s really important to know. Because you’ve just made
some optimizations or changes to your app or your
game player experience. And if a lot of users aren’t
adopting the new version, the data won’t reflect that. Next, we have the device
model and OS version, which are pretty self-explanatory. But there are some
insights there. If you’ve optimized
for phone and you see you have a lot of
tablet users or vice versa, you can verify
assumptions and make sure that you are putting in all
the effort necessary to deliver the best experience
to your users. The last three are locations,
demographic, and interests. These are– I mentioned
before that all of this is populated automatically
by initializing the SDK. And all of these
three cards, they tell you more about who is
using your app, not so much about what’s going
on in the app. But it’s incredibly insightful. And what’s more, this
is Google’s data being injected into your reporting. This is Google adding
value to your reporting. I find the interest one to
be particularly interesting because it tells you more about
what other things your users are into. And these insights are great. Because you’re producing
more content in your app or running campaigns to try to
attract more users like that, now you have an insight into
what else they’re in to. So I’ve covered a lot here. And there’s a lot of detail. You don’t really need
to memorize it all. If you memorize
one thing, remember that there’s this question
mark up here in the upper right corner that if
you click on that, on any report throughout
Firebase Analytics, brings up in-product help. So here on the
dashboard, there are two videos that can
give you background on Firebase Analytics. And there’s also information
about the reports and the controls including
links to our Help Center, which is rich with
information about the product. So the dashboard, as insightful
as it is, as automatic as it is, it doesn’t
tell you much about how users are actually
using specific features within your app, which is what
we’re out to measure here. To do that, you
need to log events. So let’s head over
to the Events tab. The Events tab lists every event
that was logged by the SDK. That includes both the
automatic ones and the ones you logged manually. For every one of
them, a report will be generated so that you
can dig into it more deeply. In-app purchase is one
that’s logged automatically. So this is what you can
expect from automatic events. You’ll see a report
over the last 30 days of the event count. So that’s the frequency
the event occurred. The number of
users who purchased in-app purchases, an account
per user, as well as the value. Now, value in the context
of in-app purchase is pretty obvious. That’s revenue. But I just want to
spend a minute on this because it’s one of the most
valuable, but subtle features of Analytics. Value– it’s a context
sensitive parameter. So as I mentioned in the
context of in-app purchases, it’s revenue. But if you had a travel app
and you logged a flight event, it could be that your
value is distance so that the cumulative value
is the total distance traveled by your users. Or perhaps you have a
music streaming app. And you have an event
that’s listen to track. Then value could
be listening time so that the cumulative value
is the total amount of time listened to in your app. So whatever makes
sense for your events, I really encourage
you to use that value to track those things. We also show event
location, demographics, and event procession
for every event report as well so you get a sense of
who’s logging those events. Finally, we’ll get
around to looking at our spend virtual
currency report. This is the one that we
log with one line of code. So now you’re kind of getting
a sense of all the value you could get just by initializing
the SDK and logging this. In addition to the
standard metrics we saw around event
and user count, you’ll see up here
report on virtual goods. This is what we we’re after. And just by logging
that one event, we get this table rich
with data about what items are the most popular,
what prices they’re going for, how many times they
were purchased. And what’s more, that’s actually
broken down by currency type. Transworld Endless
Skater uses two types of currency– cred,
which are earned, and bucks, which are purchased. And so it’s important
to understand not just what’s being
purchased, but what’s being purchased with
each type of currency in order to fully
understand our economy. So you can apply either bucks or
cred as a filter to your report to get a sense of what
they’re purchasing with each one of those. And now we’re really
getting somewhere. Because now that we see what
content is actually popular, that gives us a
sense as we continue to develop and to iterate
what new content we should be making. Maybe we should be exposing or
promoting some of the content that’s less popular that we
expected to be more popular and so forth. But also, in actuality,
it’s not one size fits all. Some users gravitate toward
certain types of content, and others towards
other types of content. So it’s really important
that you drill deeper to get business insights here. And that’s what the filter
up here allows you to do. This global filter control
is on all reports in Firebase Analytics and allows you
to drill into your reports and to filter them by different
user properties and audiences. We saw earlier the example
of the Canadian purchasers. But user properties are
actually captured for you automatically such as age,
gender, device model, app version, and more,
in addition to ones that you can log yourself. So if I want to see
what 18 to 24-year-olds are buying in my app, I can
apply that filter compared to the 25 to 34-year-olds. So it’s really quick. It updates really fast so
you can go deep and drill and have hypotheses
and try to discover new things about your usage. So let’s switch back
to the slides now. Now as valuable as all this
reporting is, some of you might have custom needs
that just can’t be served by standardized reporting. And the good news for you
is that every Firebase app can be linked to BigQuery,
which is Google’s analytics data warehouse in the cloud. So you can perform
custom analysis on it or join it with external
data or export it to some external
endpoint of yours to do what you need with it. So that flexibility and power
is there for you as well. So I feel like we’ve barely
scratched the surface. We only looked at two
of the seven tabs. But Fontaine is here
to tell you more about how you can grow your app
using Firebase Analytics. So thank you. [APPLAUSE] FONTAINE FOXWORTH:
Thanks, Steve. So while it’s critical to
iterate on your core app experience as a developer, once
you’ve got a strong foundation, it’s worth thinking about
actually investing and driving engagement with your users. And that’s why we built Firebase
Analytics to be a growth engine for your app, whether
you consider yourself a developer or a marketer. So we’re creating
opportunities for you to boost engagement and
grow usage with your apps. Let’s pick up with
Transworld Endless Skater where Steve left off. And for the purpose
of this presentation, you can go ahead and think of
Steve as the developer and me as the marketer. And while it’s perfectly
reasonable for Steve as a developer to focus
on growth for his app, Firebase Analytics
also works well for organizations where there’s
a little bit more delineation between roles. So Steve talked to us about how
developers can measure events. But there’s one type of an
event that he conveniently didn’t mention. And those are conversion
events, or just conversions. Think of conversions as
the key business drivers that you’re really trying to
optimize your business around, optimize your app around. So first opens, you can
think of these like installs. Or in-app purchases, these
are obviously conversions, so we’ll automatically
enable those for you. But different businesses have
different types of conversions. And so you can come
into Firebase Analytics and mark any of
your custom events to be conversions in our UI. You can do this without writing
any new code just by coming over into the Events tab. And on the far right
column, there’s a section that says
Enable Conversion. And you can toggle it on
for any of your events. Now, marking an event
as a conversion– this unlocks a couple of features
for that particular event, for example, Attribution. So you can start to understand
which of your channels are driving the most of those
events for your conversions. So Steve instrumented
spend virtual currency a couple minutes ago. I know that’s a business driver. So I’m going to go ahead
and mark it as a conversion here in the UI. And when I mark it
as a conversion, it gets added to the Attribution
section of Firebase Analytics. This is another tab that
Steven didn’t get to cover. Attribution is really
what I consider to be the home base for the
marketers that are going to be using Firebase Analytics. Now on Friday, we’re
going to be diving a lot deeper into
the Attribution tab to really understand how you can
do cross channel attribution. So I’m not going to
go too deep on it now. But the one thing I
do want to highlight is our lifetime value reporting. So our lifetime value
reporting, or LTV reporting, this is exactly
the type of thing that we’re trying to optimize
for with conversions. So I really want
to highlight this. It’s available on our dashboard. And it’s available here on
the Attribution section. So let’s talk about how we can
actually drive conversions. Rather than focus on how we
can do that with Google’s ad products, which of
course we can do, I want to talk about how we can
actually re-engage our existing users by pairing Firebase
Analytics with Notifications. So Firebase Analytics
and Notifications. Notifications are a
really powerful way of bringing your users
back into the app to drive a particular
type of engagement. This is certainly true with
Transworld Endless Skater. Firebase makes it
incredibly easy to send notifications
on both Android and iOS. And like Firebase
Analytics, it’s completely free and unlimited. And while Steve didn’t
show this earlier, it only took him a
couple of lines of code and a couple of minutes to
actually instrument Firebase Notifications in his app. And just like that, we’re
ready to send notifications. But let’s pause for a minute and
think about what that actually means in this context. With Firebase, we
make it really easy for you to engage
in a conversation directly with your users. That’s really powerful. But insert obligatory
comic book reference here, with great power, comes
great responsibility. So we all know examples
of apps who have really just gone off the rails when
it comes to push notifications. Maybe they’re sending
them way too frequently and it starts to
just feel spammy. Or I can think of
countless apps that just send a one size fits
all notification that really doesn’t apply to me personally. So when you’re a developer,
and you’re using Notifications, it’s important that you
strike the right balance between relevance and frequency. And this is exactly what you
can do with Firebase Analytics and Notifications together. So let’s look at
how we can actually do that in the context of
Transworld Endless Skater. So first, we’re going to want to
use those audiences that Steve highlighted to actually
craft a group of our users. So we can define
certain criteria. We’ll actually be
walking through this in a demo in a minute. The second is then going
over to Notifications where we can craft the
content of the message, figure out who we’re targeting,
what the copy’s going to be, how often we’re going to
be sending the message. And then together, this allows
you to tailor your messages towards each of those groups. So back to Transworld
Endless Skater, Steve had instrumented that
spend virtual currency event earlier. And the great thing about
it is that we’re not just capturing the fact that
the event happened, we’re capturing extra metadata
about that event as well. So I can see what the
users are actually spending their virtual currency on. Now, this is important. Because I want to be sending
a push notification to users who would actually be
inclined or interested in the content of this message. And specifically, I’m interested
in adding a new level. And one of the things that you
can spend your virtual currency on in the game
Transworld Endless Skater is to unlock new levels. So when I’m sending
my push notification, I really want to make sure it’s
targeted at the right group. My new level is going to
be called the Rooftops. And I’ll be sending
a notification to a very specific set of
users to actually cover this. So I’m going to go ahead
and dive in at this point. All right, so here we are
on the Events section, which is certainly one
way to do analysis. But now I’m going to move
over to the Audiences section. Let me first get
this filter off. Great. All right, so now here I am
on the Audiences section. You can think of Audiences
like a way to slice and dice your users to get certain
segments of users you want to focus on or analyze. There’s a couple of different
ways you can use Audiences. One is to do reporting. So I can see here a list
of all of the audiences that I’ve been creating
over the last few weeks. And if I wanted to actually
do reporting and understand how they’re behaving, I can just
click on them to see a report. So here, I’m going to
click on Males 25 to 34. And I can immediately
see a report on them– how many users are in
that report, what’s their ARPU, demographics. Here I can even
see their interests like Steve highlighted earlier. So this particular
segment of users is interested in online
video and online games, which is reasonable considering this
particular filter that I added. Another way to use audiences
is to actually just apply it as a filter. Steve highlighted
this earlier, but it can be used across the
Firebase Analytics product. And then the final
way that I want to highlight that
you can use Audiences for is for highly contextual
targeting information. And you can target users
across other Firebase products. But you can also target users
across other Google products. So we’re really trying to bring
all these products together with a single language
in Firebase Audiences. So coming back to
Transworld Endless Skater, I said that I wanted
to add a new level, and I want to send
a push notification to the relevant users
to actually encourage them to spend their virtual
currency to unlock this level. So I need to be thoughtful about
who my audience is actually going to be. So if I think back, what’s
a reasonable behavior that might indicate
that users could be interested in unlocking
levels in the future? This actually isn’t
a trick question. It’s pretty obvious
right under our nose. If users have spent to
unlock levels in the past, it’s probably pretty
reasonable that they’d be willing to do that again. So that’s going to be my
target audience that I’m going to create right now. So if I come over
into New Audience, it pops up this Audience Builder
where I can actually construct the conditions of my audience. Now my audience name,
I’m going to say Users Who Purchase Level. And then my audience
descriptions, I’ll say “spent virtual
currency on a level.” Now, I’m actually
going to select the specific criteria for this. Coming into this selector,
I can select either an event or a user property. You’ve seen a bunch of
user properties earlier. And for my event,
we just agreed upon that I’m going to select
spend virtual currency. Then I don’t want to
just target anybody who’s ever spent virtual currency. I really want to hone it down
on that specific set of users that spent virtual
currency to unlock a level. And this is, again, where those
parameters come in, right? Steve had added those
three extra calls, those three extra parameters
in the actual event logging. And when I add a
parameter, you can see here are those three
parameter names that we saw Steve instrument earlier. So I’m going to
select Item Name. And my operator I’m going
to leave as Contains. And I’ll go ahead and say Level. So I’m narrowing
it down to anyone who has spent on an item
name that contains level. So at this point,
I can hit Create. I actually created
this audience earlier. So I’m going to go ahead
and use the audience I created earlier this week. So Purchased Level 2– I’m
highlighting it right now– this is going to be the
audience that I’m targeting. So creating my audience,
that was the first stage. The next stage is actually going
in to create the notification. So coming in to Notifications,
you create a new message. And let’s see, “Get
ready for some fun. Unlock level 3 now.” Message label– I’ll
call it rooftops Upsell since Rooftops is the
name of this level. And then in terms
of a delivery date, I’m actually launching this
level tomorrow evening. So I’m going to send this
push notification Friday. So I’m scheduling it. I can go ahead and
select Friday the 20th. Noon seems like a
reasonable time. It might be their lunch hour,
would be willing to play games. And I definitely want to leave
it on recipient time zone since I don’t want
to hit somebody with a push notification
in the middle of the night. Now I get to the targeting. For app, I want this
to be on my iOS app. And then I’ll add
one more criteria. And here, I’m
selecting audience. And I can actually see
this list of audiences that we just saw
over in Analytics because they’re the same. So of all these audiences–
let’s see– Purchased Level 2 at the bottom here. And I can see this
particular audience has between 1 and 10,000 users. That seems right. And I can go ahead
and add that target. Great. A couple of other things–
let’s see– conversion events. All right, we talked
about this earlier. This particular
widget is allowing me to construct a funnel
of these different stages in the notifications process. So the first part
of the funnel is going to be whether or not the
notifications were sent, then how many were opened,
and then I get to define what that
final action is that the conversion should be. So we’ve already been
talking about this. But of course, it’s going
to be spend virtual currency since that’s the specific
action I’m trying to drive. Let’s see– and then I don’t
have any advanced options. So I’m going to save
this as a draft. And let’s see–
all right, I’m just going to go ahead and
schedule a message. So I can see here it’s
going to get sent on Friday. And it’s targeting that
user segment, so scheduling. Great, so the message goes out. How do I know if anyone
actually got the message? Well, Analytics naturally
can help here as well. So if I come back into my Events
section, seeing all my events, I can see here a couple
of events– Notification Foreground and
Notification Open– those are among the
automatic events that Steve highlighted earlier. I’m going to click
into Notification Open. So this is where I can see
exactly how many users actually opened my notifications. You can see I sent a
notification last week. So you can actually see
the spike here, as well as some of the residual opens
that happened after that. So now I’m really looking
at this particular event. But what’s interesting
is over here, I can see the relative campaigns
side by side one another. So if I wanted to click on
this Rooftops Upsell, which is the message that I
sent, it immediately applies this chip at the top. Now all of my dashboard is being
narrowed in and filtered down to this specific group of users. So it’s cool to be
able to say, all right, let me see for this
particular event, for this particular
notification, how effective was it at actually
driving engagement in my app? So, so far I’ve been talking
a lot about Notification and Analytics and how
they can be used together. There’s a lot of cool places
you could go with that. This is really
just the beginning. But I’m going to step
back for a minute and talk about a couple
other ways that you can use some of the
other Firebase growth tools for your app. So let’s move back to the deck. Skyscanner, a leading global
travel search business with over 50 million
monthly users, put Firebase in their app. And within their app, you can
do things like book travel, compare prices for things like
flights or hotels or even car rentals. And they decided to use Firebase
Invites to augment their growth strategy. They did this, again, in a
couple of different steps. The first was, naturally,
identifying their most valuable users with Firebase Audiences. And for them, that was the users
who had actually made a booking through the app before. The second step was realizing
that those users were their target group to
actually target the Firebase Invites with. And then finally, they
used Firebase Invites to allow those users to share
the app with their frequently contacted folks
using SMS or e-mail. So they did this in a
couple of different ways. First of all, they asked
their users to rate the app. And if the user
rated it highly, they gave them the
opportunity to share the app via Firebase Invites. The recipients of these
invites didn’t just receive a link to the app. But when they actually went
on to download it and then later open it, they arrived at
a specific screen in the app. They deep linked
in after install. So it was really able
to close the loop with the full
invitation experience. And so users could
seamlessly share the app with their friends and their
most frequently contacted peers. And within just two
weeks, Skyscanner saw hundreds of
personalized invites. And we already see
them getting results. They’re seeing strong
adoption of the app from the users who are coming
from this channel specifically. So enough about growth, I’m
going to hand it back to Russ to talk about how
you can actually make money with Firebase. [APPLAUSE] RUSS KETCHUM: Thanks, Fontaine. And thanks, Steve
for showing us so much of what you can do
with Firebase and Firebase Analytics. So I know I speak
for the three of us when I say that one of the
things that was the most fun about building Firebase
was with collaborating with so many expert
teams across Google all focused on the
needs of app developers. But when it comes to making
money with apps at Google, the team that you
talk to is AdMob. So AdMob is synonymous
with in-app advertising, and for good reason. Because in-app ads are the
number one monetization mechanism for apps. AdMob has over a million apps
monetizing with AdMob today. It’s pretty impressive. But if you spend time
with the AdMob team, and if you talk to experienced
publishers, what you learn is that one size fits
all monetization is a thing of the past. Different types of users
monetize differently, which means the more you
understand about users and users’ behavior,
the smarter you can be about making
money with your app. And by linking your
Firebase app to AdMob, you’re paving the way to
using both products together to maximize your
earning potential. So we’re going to return to
Skate for just one more minute. And what we’ve seen is
that Steve showed us that Skate monetizes
using in-app purchases. But there’s a lot
of industry data that says that only
between 1% and 5% of users actually ever make
an in-app purchase. That means that 95% of these
users are going un-monetized. Now, if this holds
true for Skate, that could mean there’s
a massive monetization opportunity just
waiting for them. Now fortunately, since Skate
uses Firebase Analytics, we don’t have to rely
on a rule of thumb. We can just look at the data. And so here I’m back on the
Firebase Analytics dashboard. And I’ve highlighted the
monthly active users. And what I can do is
basically apply a filter here. So Steve showed
that in-app purchase is one of those events
that’s logged automatically on both iOS and Android. Fontaine showed how
easy it is to use Events to build an audience. But since purchasers are
so important to so many developers, Firebase
goes ahead and creates a purchaser’s audience for you. And so when I apply
that as a filter, sure enough, the
number of purchasers actually goes way down. And that means there’s a
massive opportunity to monetize. So Firebase can
help us introduce a targeted
monetization experience using Remote Config and to
tap that opportunity space, particularly when you bring
Firebase Analytics and Firebase Remote Config together. Just a quick example–
so we saw that Skate uses in-app purchase. Now we can go ahead and use
a remote config to control and set aside users to make sure
that purchasers never see ads. Next, Steve was called
the developer earlier. I’ll stick with it. Steve could add
AdMob to the app. He’d do that by using the
Google Mobile Ads SDK, which is part of the Firebase SDK. And he’d build an ad
placement, say a banner. If he wanted to, he could log
another custom event, maybe in this case ad clicks. And then he’d wire up that ads
experience to be controlled with a remote config. So coming back, he’s
already set it up so his purchasers, his spenders,
are never going to see ads. Now Steve just needs to wire
up the other configuration, target the group of users
that aren’t his purchasers. And now they’re
experiencing ads. And if that feels a
little aggressive, maybe you don’t want to
turn ads on all at once, you can control that too
by adding a percentage. And just like that, we have
multiple targeted monetization experiences happening at
the same time in Skate. We hope you’re excited. So Firebase Analytics is a
really, really exciting thing for us. We think it’s going to be
very powerful for developers. I know we’ve covered a ton of
ground and we’re just about out of time. So I just want to leave you
with a couple points in summary. Firebase Analytics is completely
free and completely unlimited, even for the largest of
apps on iOS on Android. It works out of the box
with automatic measurement that’s easy to extend. It’s seamlessly
integrated within Firebase and across Google all to help
you develop, grow, and earn. So a couple housekeeping
items– we’ve got the sandbox, we have office hours, we have
another Firebase Analytics session that Fontaine mentioned
on growth scheduled for Friday. If you’re looking for
specific next steps, we would love for you to sign
up for Firebase right now and start using
Firebase Analytics. There’s a lot of great
Help Center content. And of course, we’re ready to
help you over in the sandbox. So on behalf of
Steve and Fontaine, I just want to thank
everybody for coming out. And enjoy the rest of I/O. [MUSIC PLAYING]

5 thoughts on “Use Firebase Analytics to Build Extraordinary Apps – Google I/O 2016

  1. I am having couple of question regarding firebase analytic
    what is difference between google analytic and firebase analytic? As any new feature is there in firebase analytic?
    Firebase analytic has real time monitoring ?

Leave a Reply

Your email address will not be published. Required fields are marked *