Technical Deep Dive - Inside Firebase

IIH NORDIC :: GA APP + WEB
GA App + Web
property overview

31st July
Google Analytics App + Web
26th Sep
Firebase Summit

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

2014
Google launch rollup view for website and mobile app
data
● session-based
Back in the days...

The challenge

2014
Google launch rollup view for website and mobile app
data
● session-based
2019
App + Web tracking
● one data model: GA4F
● cross-platform user identification
● Firebase functionalities ♥
This time for real

What is GA App + Web
In a nutshell,
● new single data model
● new way of working with the data
● new setup required

Play on words...
≈
App + Web
≈website web app

In Firebase documentation
App + Web

What's significant about GA App + Web

Disclaimer
GA App + Web

BigQuery integration
Out of the box for web!
● fast queries of large data sets
● data modelling, etc.

BigQuery integration
Out of the box for web!
● fast queries of large data sets
● data modelling, etc.
GA 360
Hey...

(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/

Data model
just this one:
● events (single variable)
+ parameters
+ user properties
types of hits:
● pageviews/screenviews
● events
● ecommerce
● social
● timing
App + Web

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

● tracking of users across platforms
and device types
Cross-platform user identification

Sampling
none!
GA 360
Hey...

Marketing: attribution in standard reports
● Some (albeit limited)
choice of attribution
models in standard
reports
● (Not surprisingly…)
focus on Google Ads

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

Analysis: Exploration
Ad-hoc segmentation
and filtering
GA 360
Hey...

Analysis: Funnels
Retroactive funnel
configuration
GA 360
Hey...

Analysis: Pathing
Path Analysis for
understanding of
sequential behaviour

Setup: built-in events
Some events are collected by default

Setup: some additional tag-free tracking
Some of the basic interactions can
tracked by default using the
Enhanced Measurement feature.

But that's not all...

Firebase SDKs
Agile marketing, app-style...

Cloud Messaging
Send in-browser messages to users using Firebase interface!

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.

Dynamic Links
● campaign links that also deep-link to your app
dynamic.link/campaign1
campaign
landing page
app
landing screen
mobile website
landing page

To sum it up...

Setup

(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

GTM
Tag templates in web
containers (GA4F)

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

Considerations & Roadmap

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...

In the pipeline
● ecommerce tracking
● BigQuery integration (not working for Web right now)
● Machine Learning anomaly detection
● offline data integration
● premium tier

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.

Recommendation
● dual implementation: test & learn
Start collecting data in GA4F format early and add functionalities as they are
rolled out

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