Firebase Performance Monitoring Report – Part 1

Firebase provides performance report for  Apps & Web Apps Platform. Let's foucs in the performance report related to Apps

The Firebase Peformance Report contains 3 Tabs

1. Dashboard
2. On Device Performance Report
3. Network Performance Report 


The dashboard Contains below performace related report

  • Issues this month by importance – Recent performance issues are given more importance related to app_inforeground, slow response
  • Slow rendering by screen
  • Network success rate – The percentage of HTTP/S requests made by the app that return with a 2xx or 3xx response code. You can find more information under the Network Requests tab.
  • Network response latency
  • Network response MIME types 
  • App start trace: Median duration

2. On Device Performance Report

Traces – A trace is a report of performance data captured between two points in time in your app. 

There are two type of traces report

1. Automated Traces report
2. Custom Traces report

Automated Traces report – The Automated report has below traces

  • App in Foreground –    measure the time when the app is running in the foreground and available to the user
  • App in Background –    measure the time when the app is running in the background
  • app start –    measures the time between when the user opens the app and when the app is responsive
  • Metrics – Seconds (Median)

Custom Traces

  • A custom trace is a report of performance data associated with some of the code in your app. You define the beginning and end of a custom trace using the APIs provided by the SDK

Mix Panel for App Analytics & User engagement

Mix Panel is one of the best App analytics tool for small & middle level enterprise. The Best app analytics tool to track the App User Engagement.

We can push custom attributes to event to capture key metrics!

In Mix Panel, the event can send below attributes to come-up with the actionable insights

  • Engagement attribute – Product call to action, venues, etc
  • Referral source attribute – Referral source / notification sources
  • Member attribute – Matri-id, Member Type, Gender, Registration date, Login date

Super Property – We can define Super Property to the event to tag attributes across all events
User Profiles or People Property – In addition to events, you can store user profiles in Mixpanel's People Analytics product. Profiles are persistent sets of properties that describe a user – things like name, email address, and signup date.

Mixpanel Limitations

  • Geo City level data is not provided
  • For Acquisition report, we need to like for other tools like Appsflyer

Firebase Analytics Bigquery Subscription – How much it Cost to the Company – Part I

No Business Lunch is Free. Google is one of the major technology company that gives most of the products for free is started moving there product & service into subscription model.

Hope most of the digital marketers & data analyst will aware the Google is shutting down Google Analytics for APP and ask everybody to migrate to Firebase analytics for APP.

Firebase analytics for App is not Free. To get control over data, we need to subscribe to bigquery to extract granular data. 

Let look into Firebase analytics Bigquery subscription 

Google Charge for the below per Month on Three Components 

  • Active Storage in Bigquery Per Month
  • Streaming Data Inserts per Month
  • Querying the dataset Via Bigquery Per Month (Output)

Google Charge for the below each month

Active Storage Per Month

  • Each Month first 10GB data storage Free for each project 
  • After 10 GB Google is charging 0.020 Cent (USD) Per GB for each project
  • If we are not appending the table for 90 Days, the Pricing Falls by 50%  that is 0.010 Cent USD 

Google Charge for the below each month Streaming Data Inserts per Month (Input)For 1 GB Streaming of data to bigquery Table they charge (1024 [1GB]/200MBX0.01) – 0.05 Cents USD 

Querying the dataset Via Bigquery

  • 1TB free for each Month  for each project
  • After 1 TB, for each extra 1 TB queried, Google will charge 5 USD Per   per Project  

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Firebase Cloud Notification – Engage with App Audience

Firebase is an awesome cloud notification tool that helps to send notification to specific audience. 

Build specific audience & send notification. 

The report you have

  • Notification sent to No. of Users
  • Users opened the notification
  • User Converted

The Key Aspect of Firebase Notification is how we segment the User to target them based on the business perspective.

Till, this firebase product can be improved 

If we can able to target Users who downloaded the app but not installed
If the firebase can able to tell the notification delivered data it would be great

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Google Ads Exact Match – Exact Match Keyword Intent Considered Through AI

Google Ads Exact Match Targetting, What it includes

  • Exact Match Keyword
  • Exact Match Keyword Plurals
  • Mispell or typo keywords
  • Intent of the query match the keyword (This is identified through AI)

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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.   

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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 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 

Firebase Predictions – Start Prediction your App User Behavior & Engage with them

Firebase Build new feature called Firebase Predications that tracks user behavior & generate User group. We can communicate these users group to engage & retain them 

Below User Groups are populated to target & engagement with them 

  • Churn Group –  churn group contains users who have been active during the last 7 days but are predicted to become inactive within the next 7 days
  • Not Churn Group – The not_churn group contains users who have been active during the last 7 days and are predicted to continue to be active over the next 7 days

Pls. Note: Note that churn is different from uninstalling your app. Users may churn long before they uninstall an app.  in fact, many users will never uninstall an app short of replacing their device

  • Spend – The spend group contains users who are predicted to make in-app purchases or ecommerce purchases
  • Not_spend – The not_spend group contains users who are predicted not to spend in the next 7 days. 

Engage with Target Users

  • Notification – we can communicate with User Groups to increase engagement & decrease churn rate. New tool to minimize the churn rate.   
  • Remote Config – It is possible to do A/B Testing ffor user Group