Difference Between Firebase Cloud Messaging & In-APP Messaging

S. No Particulars  Cloud Messaging In-APP Messaging
1 Marketing Push Marketing Behavioural Marketing / Realtime marketing 
2 User Engagement Re-enage User Engage with In APP Active User
3 Communication Template Text Only Text & Image
4 Touch Points Less touch Points  To Conversion More CTA Touch Points to Conversion
5 Targetting APP, Audience, User Property, Lanugage, Topic, Single Device APP, Audience, User Property, Language,Topic & Singe Device targetting is not possible
6 Decision metrics Returned User & Conversion Avg. Session Duraton & Conversion

Firebase In-APP Messaging Launched – Features – Report – Benefits

Few days back firebase launched Firebase In-APP Messaging. What is in it 

What is Firebase In-APP Messaging?
Engage with targeted In-APP Users at right time to complete Key InApp Actions

What are Firebase In APP Features?

* Communicate – Communicate with Users when the Users are inside your App
* Customize – Customized Message for In APP Users
* Creative – Change Creative & check the Performance (3 Message Layout Available – Modal,Image only, Top Banner)
* Target  
    Target Messages to Specific Audience 
    Trigger Messages based on User Behavior
* Schedule Campaign 
    One time or Recurring Campaign Scheduling
    Trigger this in-app message While Foreground or App Launch 
    Set Per Device Campaign Delivering Frequency 
* Define Conversion Events 
* Compatable with Xira

What Data Points the In-APP Messaging Report Delivers?

* Daily messaging impressions
* Notification Clicks
* Conversion Events Count 

Image Courtesy: http://info.localytics.com


Google’s Aug. 1 core algorithm update Insight

The Vertical that has been Impacted by Core alogritham Udpate

Google gives less Weightage to the pages that collects critical Information from Users

* Pages that solicit personal information, such as personal identification numbers, bank account numbers, drivers license numbers, etc., which could be used for identity theft.

* Pages used for monetary transactions, on which users might give their credit account or bank account information; for example, any page that allows you to buy something.
* Pages that offer medical or health information that could impact your physical well-being.
* Pages offering advice on major life decisions, such as pages on parenting, purchasing a home, a veicyle and so on.
* Pages offering advice on major life issues that could impact your future happiness and finances, such as pages giving legal or financial advice.

Courtesy: searchengineland.com

What we understand from this update

  • All the Single Page microsite that collects Personal information, their authority will be dropped in search engine. Becuase, these sites more of transcational motive than added any informative value to the Users
  • If we see the chart, the Majority hit verticals in search engine results  is health followed by ecommerce, business & finance. Thus means the page should be more informative than transcational 

Indian Financial Journal Brand Portal Traffic Ad – Very Funny

One of the very famous Financial Journal Brand Portal claims that there "Avg. Minutes Per Visitor is 104 Minutes" and there near by competitor Avg. Minutes Per Visitor is 62 Minutes and 3.8 Minutes.This means there Visitor is spending around 1 Hour & 24 Minutes in the Portal. Is this believable? Even for Facebook, the average time the User Spend is 40 Minutes. 

Is there any rationality behind this ad. If the Ad conveys, how many articles read per user & avg. time spend on each article would make senses.   

Image Courtesy: http://www.imagefully.com

Search Engine Optimization (SEO) Evolution – Past, Present & Future

Fuchsia Open Source OS By Google – One OS for all Devices

What is Fuchsia?
"Fuchisa" is a "Device Independent OS" – One Operating System that run across all devices (Desktop, Mobile, Tablet, embedded Systems). It is a Open Source OS. Google is creating a New Product segment. 

Why Fuchsia?
One OS for all devices & it is open source. To kill the competitor OS. Like Microsoft in Desktop & IOS in Smartphone. 

What Value Fuchsia delivers to Customers?
The Business don't need to buy seperate OS for each platform. One OS for all the platform. This will cut Infrastructure & Software/ product development cost for business

Fuchsia Product advantage from analytics Perspective?
Attribution modelling becomes very easy. Because of Unified OS, it is easy to track & attribute credit to devices (Device Credit Disconnect won't happen)

Image Courtesy: Wikipedia

Google Analytics Rolling Out New Feature Called Google Signals for Cross Device Tracking

What is Google Signals?

  • Google Signals Feature help us to understand the journey your customers are taking across their devices as they interact with your website
  • No need to updated your website code to activate this Features

What Report it provides?

Acquisition Device report 

  • This is a Cross Device reporting in Analytics takes into account how users visit your website multiple times from different devices
  • Cross Device reports only display aggregated and anonymized data from people who have opted in to personalized advertising (as always users can opt out at any time)
  • Instead of seeing metrics in Analytics that show two separate sessions (e.g., one on desktop and the other on mobile), you’ll be able to see when users visited your website from two different devices

What we infer from this report?

  • From this report, we can understand how prospects engage with your sites through different devices
  • What device attributed (Desktop, Mobile, Tablet) to different touchpoints

How to activate the feature?

Google Anaytics > Go TO > Admin > Property column > Tracking info > Data Collection
* Select the properties for which you want to activate Google signals (all properties of the account, this property only, or a specific subset of properties in the account).
* Click ACTIVATE if you want to activate Google signals immediately.

Pls Note: Google Says "The option to activate Google signals will be rolling out to all users in the coming weeks. If you don't see it now, you will soon"

Image Courtesy: http://www.blackberrypartnersfund.com


Google Rebrand its Advertising Platforms

Google Rebrand its adversting products and come-up with 3 Advertising / Publishing Products






1. Google Ads (Formerly Known As Google Adwords)
2. Google Marketing Platform 360
3. Google Ad Manager

Google Adwords <To> Google Ads

  • Google Ads helps their customers to reach their Target audience via Google Product Venues (Google Search, Display Ads, Youtube, Apps Ads in Playstore, location listing.   
  • Smart Campaign is introduced by Google for small advertisers to quickly create ads and to drive traffic to their platforms. Smart campaign driven by Machine learning

Google Marketing Platform 360

  • Google Marketing Platform helps their customers to recch their target audience Via Double click network (Search Ads 360, Display & Video Ads 360) and optimize the performance of the campaign through Analytics 360, Data Studio, Optimize 360, Survey 360 & Tag Manager 360
  • Google Marketing Platform provides wider reach

Google Ad Manager

  • Google Ad Manager is a product to help publishers manage ad inventory on their sites available for advertising
  • Smaller web sites will continue to use AdSense, which lets advertisers place small ads on their sites, and Admob for mobile app developers 

Choose the right technology to drive Digital Platform

If we want good digital presence, you should choose right technology to run the digital platform. Determine your user device behavior, then build the right digital platform.


  • If the target audience use more of desktop go for asp, php, jsp
  • If the target audience use more of Desktop / mobile go for responsive design environment. Use asp, Php with responsive design & progessive web apps
  • If the target audience use is more of mobile then build "Hydrid app" or "Native APP" or "Instant App". It is better to go for native app that gives better control than "Hybrid App"

    Image Courtesy: nevistechnology.com

What Google Analytics Data Retention Settings Means? FAQ

  • Before going to Google Analytics Data Retention Settings, First we need to understand Why Google Analytics brought this settings now?Google Analytics Data Retention Settings
    Google brought this Google Analytics Data Retention Settings to adhere General Data Protection Regulation (GDPR)

  • What is General Data Protection Regulation (GDPR)?
    •    The General Data Protection Regulation (GDPR) (EU) is a regulation in EU law on data protection and privacy for all individuals within the European Union
    •    It addresses the export of personal data outside the EU
    •    All the Data Processor / Analytics tool in the world should adhere this regulation 
    •    This Regulation come into effect on 25th May’18 

  • What is Google Analytics Data Retention Setting? 
    •    Google Analytics Data Retention Setting gives control on how long you need to retain the User / Event Level Data in Google Analytics
    •    The retention period applies to user-level and event-level data associated with cookies, user-identifiers (e.g., User-ID) and advertising identifiers (e.g., DoubleClick cookies, Android’s Advertising ID, Apple’s Identifier for Advertisers)
    •    Increasing Data Retention Time Window will result in Data Retention & bigger re-targeting / remarketing User base

  • User & Event Data Retention Time Window Explained 

    •    14 months – If we set 14 Months Data Retention Period, Data (User & Event Level Data) Older than 14 Months will be deleted from GA
    •    26 months – If we set 26 Months Data Retention Period, Data (User & Event Level Data) Older than 26 Months will be deleted from GA
    •    38 months – If we set 38 Months Data Retention Period, Data (User & Event Level Data) Older than 38 Months will be deleted from GA 
    •    50 months – If we set 50 Months Data Retention Period, Data (User & Event Level Data) Older than 50 Months will be deleted from GA
    •    Do Not Automatically Expire –  if you choose "do not automatically expire" will remain, as "Do not Automatically Expire" means that when you choose this option in data retention the data will remain till the time the account is not trashed/purge

  • Reset New Activity

    •    Reset New Activity ON – if the Reset New Activity is “ON”, the specified retention period will be reset everytime the User Intimates the new session. For Example: If a user hit our site on 5th Apr’2018 & again revisit on 10th April then the Data Retention Time Interval will be reset to New Session Data Stamp
    •    Reset New Activity OFF – if the Reset New Activity is “OFF”, the specified retention period will be not reset everytime the User Intimates the new session. For Example: If a user hit our site on 5th Apr’2018 & again revisit on 10th April then the Data Retention Time Interval will not be reset to New Session Data Stamp, it will retain the First Data Stamp of 5th Apr’18 

  • Default Data Retention Period

    • GA Free Version  default data retention period is 2 Years
      GA Premium Version default data retention period is 3 years

  • Before Applying the Data Retention Setting, ask below question

    • Did you track User Level Data in Google Analytics Using User ID / Client ID? (Yes or No?)

    • Did you track Personal Identifiable Information (PII) data in Google Analytics? (Yes or No?)

    • If Yes, determaine how long your business need to retain user level & associated event level data 

    • If No, set “Do Not Automatically Expire” with Reset New Activity “ON”  to retain  User & event level data till you delete the property

Image Courtesy: usan.com