my last post I covered the five components under Pirate Metrics -
Acquisition, Activation, Retention, Referral and Revenue - and their importance
to the success of a product. In this post, I will focus on the first metric, i.e
Acquisition, and demonstrate how one can use the Firebase suite to not only
track, but also improve it.
At Google, our key offering over the years for acquisition has been Adwords.
Through an Adwords campaign, you can already reach out to users on not only
search results, but also places like YouTube and Google Play. With the new
Firebase integration for Adwords, you can turbo charge your acquisition workflow
Firstly, you can automatically ensure if your campaign are getting the right
users by tracking the app open events being fired by them.
Say you have created a game, and have multiple campaigns running. Through this
integration, you not only know which campaigns are bringing you more users at
better rates, but also which ones are providing more engaged users.
You can also attribute acquisitions from more than 30 other
networks, and track the campaign performances in Firebase Analytics
directly. And, as you’d expect, you can segment users acquired from these
different sources into dedicated Audiences.
Additionally, you can also specify which of your in-app events are important,
and Adwords would automatically target those users likely to perform them.
Continuing with the example of the game from before, let's assume your game has
both single and multiplayer modes. Simply by letting Adwords know of the event
for starting a multiplayer game, you could increase the likelihood of acquiring
users who want to play multiplayer.
And, lastly, you can target the audiences you have created in Firebase
Analytics. This can be tremendously powerful for retargeting, such as bringing
back users who might quit after struggling at a certain level with a deal for a
special power up.
The Firebase integration with Adwords helps you get the best bang for your buck.
Do check out the official
documentation for complete details.
Besides Adwords, another nifty tool that we provide as part of Firebase is
Dynamic Links. Dynamic Links allows you to create a single URL to share with
potential users, who would be redirected to the appropriate stores to download
them on either Android or iOS. You can also add some custom data to a link,
which will survive the app installation process. You could use this to
considerably improve your acquisition from channels such as social media.
For example, say you want to highlight a product that is available for sale on
your E-commerce application. Simply create a Dynamic Link, add some information
such as an ID that your app can then consume and deeplink straight to the
product. Users who have the app would be taken to the product page. Those who
don’t would first be taken to either the Play Store or App Store, and can then
be taken straight to the product when they open your application for the first
We’ll be covering more about Dynamic Links again in a future post, but do go
ahead and check out
the documentation for yourself as well.
In our next post, we will be covering Activation.