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How to Increase Ecommerce App and Website Engagement with Google Analytics & Firebase

Currently, many businesses measure iOS and Android mobile app engagement with Google Analytics for Firebase and then website engagement with Google Analytics.

While each of these products can offer some powerful insights, getting a unified picture of what’s happening across both your app and website can be a manual (and mentally painful) process.

Unify mobile app and website measurement in Google Analytics

In late 2019, Google officially rolled out a new property type, App + Web, which allows you to combine both mobile app and website measurement for unified reporting and analysis. You still need to have both Firebase and website GA installed, but the reports can merge.

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Google introduced a new property type, App + Web, that allows you to combine app and web data for unified reporting and analysis.

To make sure that you can get a consistent view across everything, Google have rather cleverly used a single set of consistent metrics and dimensions. This is what makes it possible to see integrated reporting across mobile app and web in a sensible, meaningful way. These reports let you answer questions such as:

  • Which marketing channel is responsible for acquiring the most new users across our different platforms?
  • How many total unique users do we have across our platforms?
  • How many conversions have occurred on our app and website in the last week?
  • Which platform is driving the most of these conversions?

Of course, you can then deep-dive into a variety of additional reporting with the more flexible event-based model for collecting the unique interactions that users have with your content, allowing you to measure any custom event that you set up.

This event-based model also allows you to automate the manual work of tagging some of the events on your site with no additional coding required.

In addition to page views, enhanced measurement allows you to measure many common web events like scrolls, downloads, video views and more with the flip of a toggle in the admin settings for your property.

You can also perform in-depth cross platform analysis so you can see the connected journeys people are taking. This can be ad-hoc by drag-and-dropping multiple variables on to the canvas, or through Funnels, or Path Analysis.

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The new cross-platform Path Analysis

Analysts have long been crying out for a way to easily combine all of their data into a single view, so this is a powerful step forward from Google.

If you use Google Tag Manager or the global site tag for Google Analytics today, there’s no re-tagging required for your website. To include your app data, you’ll need the Firebase SDK implemented in your app.

Improve Mobile App Engagement with Google Analytics for Firebase Dynamic Audiences

Google Analytics for Firebase, their in-app analytics tool, has traditionally been able to organise your audiences around events, device type, and other dimensions. However, these criteria don’t allow for the fact that user behaviour always changes over time.

Since 2019, all audiences will be dynamic by default, meaning Google Analytics for Firebase will automatically include users as soon as they meet your criteria, and automatically exclude users when they no longer do. This allows you to “set and forget” your audiences while they populate. You can now also exclude users from your audiences and give them a membership duration.

Why is all that useful? Because you can now make your audiences more powerful, flexible and actionable than before, so you can be confident that your insights reflect relevant users and activity on your apps.

Let’s walk through an ecommerce app scenario. Using these advanced audience capabilities, you can build an audience of users that visited your app for the first time and added an item to their cart, but didn’t make a purchase — and only include those who did so in the last 30 days.

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You can now reach out to that audience through push notifications or Remote Config in Firebase, or customised ads with a tailored message and encourage them to make the purchase through an in-app promotion or an email notification.

Once these users have returned to the app and made a purchase, or exceeded the 30 day window they will no longer meet the criteria for that audience and they will be automatically removed – meaning you will not adversely affect their experience with marketing that is no longer relevant to them.

We are always preaching that one of the keys to good CRO is understanding your audiences as well as you possibly can – only then can you understand their requirements to deliver the perfect ‘sales conversation’.

Dynamic audiences lets you do just that for your app customers so you can invest in your marketing activities with confidence and see better results – keeping users happy, and your ecommerce app growing.

What next?

To learn more about improving your ecommerce app and website engagement to ensure your website is easy to buy from, read our ebook below:

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