In order to help those businesses who want to understand the user behavior on app property.
They need to capture audience insights from their app analytics, Google Analytics for Firebase, app analytics is one such solution.
Using this tool marketers can organize audiences around events, device type, and other dimensions, then they can take action on both within and outside of their apps.
However, as the user behavior changed over time, a more dynamic approach to build audience experience arises.
Towards this end, Google has made some major updates to the Analytics for Firebase tool, so marketers can discover relevant app audiences quickly with better accuracy.
Google notes the new tools turns audiences into more powerful, flexible and actionable than before, while also ensuring the insights reflect relevant users and activity on the apps.
Using the advanced insight business can deliver more personalized experiences based on varying user needs.
For example, “through push notifications or Remote Config in Firebase, or customized ads in Google Ads.”
Here are the highlights of the new tools launching today:
Dynamic Audience Evaluation
Dynamic by default, audiences are now automatically included into Analytics when they meet the criteria, and excluded when they no longer meet.
With dynamic audiences, it’s no more a hassle to constantly re-evaluate them, instead it’s now a “set and forget” audiences while they populate.
Exclusion criteria help in defining audiences more precisely, for example, a list of users who have added an item to a shopping cart can have excluded those users who have made a purchase.
Membership Time Frame
Membership duration aims to help in keeping audiences and messaging fresh and timely, as marketers can now define a time frame like “users that have converted in the last 30 days.”
Google explains the process of taking action on these insights:
for example, an e-commerce app after identifying relevant audiences can build a list of users who have visited the app first time and add an item to the cart, but did not make a purchase — only include those who do so in a 30-day window.
Now, reach this audience with tailored messages to encourage them to make a purchase either via in-app promotion, email notification, or personalized ad.
Next up, those who either make a purchase and/or exceeded 30 days window, are no more eligible for that audience as they no longer meet the 30-day criteria.
So, they no more need to be adversely affected by marketing that is no longer relevant to them.
Here is an example screenshot of how to build a dynamic audience for first time users that have abandoned their cart:
Lastly, Google says more enhancements to the Google Analytics for Firebase audience builder will follow in 2019 with offering even more ways to precisely create audiences.