Marketing campaigns in Firebase Analytics
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Marketing campaigns in Firebase Analytics

Firebase Analytics is a powerful
solution for app marketers looking to drive user acquisition and higher app engagement with reporting and third-party integrations all made possible by the
Firebase SDK. As a developer it’s important to know which marketing
efforts get your app the most new users and which marketing efforts keep them
coming back. It’s also important to understand that not all users provide
the same amount of value. Firebase Analytics can help you better understand
your marketing efforts by tracking the originating sources of your apps users.
Here’s how it works. Many ad networks can send click
information to Google each time a user clicks on an ad. If a user clicks on an ad
and the network has the user’s advertising ID and end user resettable
ID on both iOS and Android they pass it on to Google. This allows Firebase
Analytics to tell if the users that click go on to install and open the app. When this
happens it’s called a first-open event. A first-open event is when they
actually use the app for the first time. Note that a first-open event is
different from a download. A download occurs when a user downloads the app
onto his or her device. To see raw download numbers look in the Google Play
console or in iTunes Connect. Firebase Analytics keeps track of your Google sources automatically. To track other networks it’s easy to create tracking URLs in
Firebase. Once you have your URL for a given network you’ll notice the network
name has been automatically set as the source parameter. To get the most out of
your attribution reporting you’ll want to enter meaningful labels for the optional
Medium and Campaign fields as well. For example, to tag a URL for an Aarki
campaign you could enter the name of the specific medium and campaign you want to
capture. You could enter spring promo as your campaign and your medium would be
interstitial. When setting up your network URLs it
often makes sense to enable postbacks as well. Once enabled, postbacks allow you
to share your conversion data with your selected ad networks. Most networks use
your conversion data to optimize your campaigns, but typically require a
network specific SDK to do it. With postbacks, the Firebase SDK is the only SDK
you need. Since Firebase put you in control over how your analytics data is
used you can decide which networks to post back to if any. You can even elect
to send a given network all conversions or just the ones Firebase attributed to
them. With your campaigns live and your network specific URLs in use you’ll start to see data in your
conversion attribution reports. With these reports it’s easy to see which
sources, mediums and campaigns are creating the most conversions. Going even
further, if your app monetizes with either real-world or in-app purchases,
you’ll be able to see which marketing efforts create users with the greatest
lifetime value or LTV. To learn more about attribution features, visit the Help
Center and developer documentation.

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