Adding events in Firebase Analytics will help us solve key questions for our business; How are users using our app? Is our funnel fulfilled? Why are the app uninstalled? Is the main menu useful? Is it ordered correctly? …
Firebase is a very powerful tool that already in its free version offers a fundamental service for developers, analysts and mobile marketing experts. Taking advantage of all these tools allows us to improve business growth, communication with the user and predict behaviors.
If you are already an expert in analytics apps, I do not recommend this agency owner email list, but you can always start with the introduction to Firebase Analytics.
What are Firebase Analytics events
Firebase events help us understand what is happening in our app through the measurement of actions and errors. The concept is the same as in Google Analytics with the measurement of web events.
With the implementation of the Firebase SDK we already have some events that we will measure automatically. Some of them are:
We can add up to 500 types of events and there is no implementation limit within an app.
The conversion events will be the most important actions for the business. I recommend selecting a maximum of 3, later they will be used to guide marketing actions in Google Ads, etc.
What does an event measure?
The events measure actions within the flow of use of an app and its objective is to help us understand the behavior of our users:
Automatic events record actions such as session initiation (session_start), display of a screen (screen_view), notification received (notification_receive), first opening (first_open), etc.
Custom events are chosen by the analytics team and they help us measure specific behaviors within the app. They must be included in the project measurement plan together with the user properties.
For example, with a custom event we can measure the behavior of the search engine of an app. What terms are sought? What results does the user select?
To measure this we need to create an event with text parameters (to get the searched term and the final selection).
Add parameters to an event
The parameters of an event provide us with additional information about the user’s action. To implement them, you have to add it in code next to the event (developer’s task).
Text: Register characters. In the example seen above, we would save the search terms of the search engine and also the selection of the menu. There is a limit of 10 per account.
Numerical: Registers numerical values. The limit is 40 per account.
Even if we use the same parameter in another event, it will count as a new one facing the limit. Most things can be registered with independent events.
Metrics of events
The metrics help us get more information about the events. Most data is general for all events, others will depend on the additional parameters that we have configured in the event.
Count of events, users and value: Include basic information about the event (number of times it is launched, unique users that activate it, etc.)
Geographic location: It offers the geolocation of the events in percentage.
Demographics: It gives us the percentage of events launched for each sex and age range.
Events per session: It is a quotient (events launched / sessions) to know the impact of the event at the session level.
Parameters if any: They can be text or numeric. In the example is a text parameter that is responsible for registering the keywords searched in the search engine of the app.
Implement events in an app
To implement events we need the help of a developer who works with Xcode or Android Studio. Our job as analysts is to specify in a document what we want to measure and how.
Here you will find Google information on how to register events.
With the option of DebugView we can test the events one by one on a beta installed on a smartphone or tablet. In this way we will know when the events are launched and if they work correctly.
