In today’s digital age, customers have the upper hand because of the abundance of options at their fingertips. Even though this makes competition intense between businesses, the best way to get ahead is to listen to what your customers have to say. So where does data fit in? Simply put, data is the voice of your customers. By collecting and tracking data properly, that “voice” can speak louder than words.
For example, if you need to figure out where to invest your marketing budget or who your target audience is, your business must first solve the puzzle of understanding user behavior for your website/app. Keep in mind that even if the initial touchpoint between a brand and a user is the website, if there’s an app available, that’s where users will spend most of their time. This means you’ll need audience insights from both your website and app, which can help steer your business in the right direction.

Uncovering Insights with Google Analytics for Firebase

Google Analytics for Firebase, Google’s app analytics solution, has historically provided analysts the ability to uncover insights by organizing their audiences around events, device type, and other dimensions.
However, there was a drawback. These criteria were not exhaustive or dynamic, which was important, considering how user behavior changes over time.
With the latest update, Google announced enhancements to the audience builder, with three major updates to help analysts identify relevant app audiences more easily and with greater precision.

  • Dynamic audience evaluation: Audiences are now dynamic by default. This means that Analytics will automatically include users as soon as they meet your criteria, and automatically exclude users when they no longer do. This will allow marketers and analysts to “set and forget” their audiences while they populate, without the hassle of constantly re-evaluating them.


  • Audience exclusion: Audiences can be more precisely defined by adding exclusion criteria. For example, you can create a list of users that added an item to a shopping cart and of those users, excluding those who have also made a purchase.


  • Membership duration: Audiences can now include a membership time frame, such as “users that have converted in the last 30 days,” so your audiences and messaging remain fresh and timely.  


What These Updates Mean for the Analytics Industry

New tools for analysts typically favor the customer by making them more powerful, flexible, and actionable than ever before.  
These updates reassure analysts and provide extra confidence that their insights will reflect relevant users and activity on the apps. Google also commits to a new promise for this year. That they will continue to enhance the Google Analytics for Firebase audience builder, offering even more ways to precisely create audiences.
Once you’ve enhanced your understanding of users, you’ll also be able to leverage personalized experiences, such as push notifications or Remote Config in Firebase, according to your needs.
In the official update announcement, Google provides an example to showcase the major updates:
Let’s say you have an e-commerce app. By using these advanced audience capabilities, you can build an audience of users that visit your app for the first time and add an item to cart but don’t complete the purchase. This group will only include users who did so in a 30-day window.

Build a dynamic audience for first time users that have abandoned their cart.
With the new features, you can reach that audience with specific messaging that is relevant to their experience with the app, and encourage them to make the purchase through an in-app promotion, email notification, or personalized ad.
More important, once these users have returned to the app, made a purchase, and/or exceeded the 30-day window, they will no longer fit into the criteria for that specific audience. That way,  you will be spared from any interaction that might prove detrimental to a long-standing relationship with your customers, since the marketing list they were initially part of is no longer relevant to them.
With the ability to create dynamic audiences, you are able to understand your customers with better precision. A better view into your audiences provides more insight into the customer journey, so you can confidently invest in your marketing activities and boost your results — keeping and making users happy, and growing your app.

About the author

Sebastian Stan

Sebastian is a journalist and digital strategist with years of experience in the news industry, social media, content creation and management, and digital analytics.

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