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Change the way you work with Analytics

Steve Ganem
Product Manager at Google
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2018 Google I/O
May 9, 2018, Mountain View, USA
2018 Google I/O
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Change the way you work with Analytics
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About speakers

Steve Ganem
Product Manager at Google
Russ Ketchum
Product Manager at Google
Mai Lowe
Product Manager at Google

Steve is a product manager of Google Analytics for Firebase, overseeing developer features and integrations with other Google and Firebase features. Prior to joining Google, Steve spent 19 years in the video game industry, starting with Electronic Arts and Activision, where he was the lead tools and online engineer for Tony Hawk's Pro Skater. He went on to found SuperVillain Studios - an independent game studio in Southern California - where he served as CTO and CEO for 11 years.

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Russ Ketchum is a group product manager and the Co-Product Lead for Google Analytics including Google Analytics for Firebase. He’s also the product lead for Google Tag Manager. Russ has been at Google for over nine years where he’s worked as a product manager across a variety of ads and measurement-related products. Russ comes from an entrepreneurial background and has led multiple product and engineering teams across numerous startups.

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Mai is a product manager focusing on app analytics. She has worked on features ranging from install attribution to remarketing, to integrating our app analytics solution with other products at Google. Prior to her current work, she was immersed in business analytics, having driven growth strategy at places like Teach For America. Mai earned her BA from Cornell University and an MPP with an emphasis in Statistics and Quantitative Analysis from UCLA.

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About the talk

See how new updates to Google Analytics for Firebase will give you more flexibility and control when it comes to understanding and optimizing your app business. You’ll be able to dive deeper into reporting, discover actionable insights, and take action, faster.

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Hello and welcome. I'm rust catch him. I'm the product lead for Google analytics for Firebase and it's so great to be back with all of you here at I owe. It was two years ago on a stage not too far from here that we launched Google analytics for Firebase and in the time since it's been awesome to partner with so many of you across so many apps to harness the power of app first analytics that's tightly integrated into a mobile developer platform. You've used Firebase

and Google analytics for Firebase specifically to create so many magical intuitive fun useful creative. I can't imagine my life before I had them apps the range that you've created. I was truly incredible. It's all so incredible to have had so many conversations with you all about the range of business goals that you have and lifecycle challenges that you faced some of you or just starting out others are established players. Some of you are focused on growth others are view are expanding your focus to include re-engagement for some

monetization is a goal of the hopefully not too distant future and yet others you're onto your second or even your third simultaneous monetization strategy. Well, you have a lot of Diversity 2 the challenges and goals you have there's also a lot of things that you have in common and one of the big ones remains let's face it building a successful app is still really hard but it's no surprise when you ask the Google analytics team. We think that having good data is often the key to making the process achievable and repeatable. But of course having good data isn't

always easy in the first place. So mobile apps generate an incredibly large amount of data even small apps do and that's why when we were building Google analytics for Firebase we built it to scale and that's how we're able to offer free and unlimited event reporting even for the largest of apps, but then went to collect all that data that creates another set of challenges. You shouldn't have to be a forensic scientist sifting through your data to try to glean some sort of understanding and that's why Google analytics for Firebase surfaces Keith. And insights and brings them right

to the Forefront. But you can have all the understanding in the world. But if you can't take action on it, then really what's the point and that's why Google analytics is immediately actionable inside of Firebase and across our other app Focus products at Google know we believe that these three pieces are a good starting point for getting your data story. Right? But really they're just that they're starting point. So today we're really excited to share with you how some of our latest features we think will truly change the way that you work with Analytics. And so the first is truly

a foundational change. So up until this point if you had two apps in a Firebase project regardless, if they were the same platform or mix of iOS or Android you had to analyze them individually. So we've heard from you all loud and clear that is forced isolation doesn't really matter to how you think about understanding in app activity you think about what goes on in your project more holistically. So today, I'm really excited to announce project level reporting in Google analytics for Firebase. So with it the event a. For all of your apps in a given project or collected together

to give you a single and comprehensive view of what's happening and we're really excited about the possibility. This is going to unlock. And these possibilities are not limited to One Moment In Time being able to take this holistic perspective hasn't siding implications across your journey as an app developer across Firebase in Google analytics for Firebase. We've delivered a slew of capabilities to help you build and grow your apps. Now with project-level analytics all of those features become even more powerful, but also now that we have a core Foundation that's inherently multi-platform.

This is going to unlock entirely new types of capabilities that were really excited to begin to explore. We're going to look at a lot more of these today specifically we're going to show you what this new holistic perspective looks like in Google analytics for Firebase and then we're going to Pivot and show you how you can use it to build stable well-functioning apps how to monetize more effectively and how to grow and retain your high-value users. So without further delay, I'd like to invite Steven my up on stage to show you what this looks like an action.

everyone on Steve ganim Okay. So today we're going to start with what right has already mentioned getting a holistic view of your app. So, let's Dive In How many of you you're far away is Project represents your product and your business and I'll just see analytics for each of your apps independently can be useful and inspiring meaningful actions. You really want to know how your product is being used and how your business is performing as a whole and up until this point the only solution that been to integrate with big Clary and then to do some kind of data manipulation elsewhere possibly need

a studio or in a tool that's internal to your company. Yet over 90% of the top 100 app on Google Play also available in the App Store. And what this means is just one of many statistic that highlights. How it's important to study and understand your app data across platforms because many of you in fact have it across platforms. So I'm excited to announce it within the next few weeks. You can view all of the analytics for you at the project level instead of seeing your data separated by platform. You cannot

see your event activity combined you will see things like purse open purchases Revenue across your Android and iOS app and project as a concept also applies to the other places in analytics that you've become used to such as audiences funnels and retention cohorts. Of course, you will still need to be able to focus in on one app in your project to make sure there no issues with key metric or efforts that you have that are specific to a platform and you can still do that.

by applying a stream filter So I stream it's just a source of analytics data and it Maps 121 with an app in Firebase. And it's not an all-or-nothing situation so you can filter on other dimensions in addition to a stream. So maybe sometimes you want to only see production versions of your app and not the noise of the temperature. Are you flexible filters control allowed you to do just that and you cases just go from there, right? You can see the concept apply to age or use a properties OS versions Etc. Another place where you find it

particularly powerful to have project-level insides is real time. So here are the changes in the way you work with analytics are twofold one is around what we've been talking about, which is Project level data and 2 is around where you're seeing the data. And some of you may remember last year, we launched streamview which helps you understand what your users are doing inside. Your product right now is a big and exciting launch for analytics the time lose its own dedicated section in rui and it lifts separately which made it hard to incorporate the insights from that section within the

rest of the context of your app. 3 times what you know that now as of today throughout the whole product you see real time cards to give you that missing connection to your users. So, you know what they're doing right at this moment in time. This gives you an idea of your product. I'll tell your business is performing right now within the context of all the other updater that may not be real time in nature. And of course if you want to dive deeper into real-time data, you can still do that you click through and you'll arrive in our street view of section okay time to look at some of the

stuff live. Do you say to do just that? Alright. So today we're going to take a look at it flooded flooded as a simple fun addictive puzzle game that's available on Google Play and on the Apple App Store and it leverages a number of different Firebase features. It's also the public Firebase demo project, but it's a place you can go to check out all the latest Firebase features see what Firebase has to offer his console and look for the prompt that says explore a demo project and click on it. And you'll be able to take a look at all the features the end Let its features

that were talking about here today, which will be rolling out to your projects in the coming weeks. Now, for those of you who are attending I owe if you're interested in getting Priority Access to these features just head over to the Firebase and box at any time look for somebody wearing that bright yellow Firebase shirt and let them know that you're interested in that they can get you signed up for it. So without further Ado, let's switch to the demo, please. The demo starts here on the project overview for flooded. This is also being revamped and will be

rolling out soon among other changes. There's a focus on a lot more analytic state of being shown here at a glance. You can get you can check the pulse of your project. Previously, there's one day worth of analytics day to hear now. It's been expanded to show two weeks worth and it focuses on daily active users attention and revenue. This is across your project but also broken down by a pin your project also has my mentioned before we're spreading real X it out throughout the product showing it in context another place is so you can see even here in the

project overview. We're showing accounts of users playing flooded right now actually participating in My Demo 79 of them. Turn it into being a good pulse check on your app to project overview act as a good springboard into analytics if that's your destination, so you can click on any of these cards to jump right into the End lyrics Dashboard. So glad to hear on the dashboard. I'm going to take just a time out from the demo to point something out. So some of you who are familiar with the dashboard might have

already noticed. There's a small change in our unit user interface and it's worth calling out. The APT selector is gone. So they used to be a drop down next to the dashboard next door Dash where that would require you to select the app that you want to analyze it by removing that what we're doing is actually showing together all the data from all of apps in the project together. This is project-level reporting now may seem like a small change in you I but actually has a fundamental shift and how analytics is going to work going forward from now on the events being logged from any of the

apps in your product or actually being collected in a single analytics property in a way that you can figure as well. Did used to be that you configure each app independently. So for flooded I registered a whole set of audiences user properties conversions and funnels for the iOS version. Then I had to go and do the exact same setup for the Android version and any changes at the project level 3 project and it applies to all apps in the project going forward

and we've always done also is combine the configuration that you have at the at the app level into a single configuration and promoted that to the project level and our Engineers have worked extremely hard and I have to give him a shout out really really hard that your historical migrating seamlessly into this new world to make sure that you don't miss a Beat. The results is an analytics product which is simpler to set up easier to maintain and more powerful and its reporting capabilities. It makes it easier to answer important questions. Like how much

money is my app business making or how much time are user spending in my apps across platforms in this dashboard? If you haven't seen the dashboard in a little while, it's actually gone through a huge overhaul complete facelift. We sent her the reporting around questions that people in your organization need to ask and answer on a daily basis to do their jobs questions related to conversions engagement Revenue stability your latest release acquisition and so forth. And we have real time cards everywhere is my

mentioned showing us but now it's up to 86 users playing flooded since I started so not fair in the project that recognize this is a developers conference and found to be some of you in the audience going this project level stuff sounds great for someone but I work on just the iOS version of the app you telling me that I have to look at all the data together and I can't just isolate the iOS version and of course, that's not what we're saying. We just changed the way that you're going to look at one specific app. Going for it. You're going to apply a

stream filter if that's what you want to do. Extreme is just a source of analytics data. And if I were based at Maps 121 with a nap in your project, so if I want to look at data just for the iOS version of flooded. I could click that or just the Android version or unfiltered looking at the product the whole project set up pretty simply but I've seen a lot of projects set up with many more apps. For example of some projects have one app for every stage for Alpha Beta and 4 release for the production version of you're at if your setup like that actually just filter in the release version of

you're at or just beta or just Alphas you have more flexibility than you had before actually haven't lost any. So let's take a look at how this works. We put it together to answer some real questions as a product manager on flooded. I want to know how much time are people playing flooded each day. So I'll go to the user engagement card that shows me that the daily user engagement is 11 minutes and 45 seconds. That's how much time it on average before playing Let it for flooded each day. If I'm curious if that changes for iOS I can apply that as a filter.

11 minutes 39 seconds remarkably consistent feature parity among the apps, but I can go further than that. Allow me to also apply. Filters Beyond just the stream and if I'm curious how this metric holds up with people on new devices. Maybe I want to filter for iPhone 8 and the iPhone 10 as well. I can fly this all filters all the same time the next see that engagement actually goes up by a little bit. Maybe this is in a small sample size or maybe there is some correlation between people on these latest phones and flood it or maybe the experience is just better. It's hard to tell without

diving deeper when you can do that with these calls to action at the bottom of the card letting you go deeper along those same lines of Investigation. So I could go into more and more examples, but now that you know how to access the demo project yourself. I encourage you to check out these features for yourself and get a sense of how these new features and analytics will open up new ways for you to analyze your own app business in the coming weeks. We switch to this lights, please. All right. So why we work really hard

to meet your needs with our reports and that's what they were building. We know sometimes you just got to take the data and manipulate it yourself. Maybe it's an additional analysis or joining the data with outside sources up until this point. The only way to do that is to integrate with big Prairie and we love big Prairie, but it may be more than what you need. Forward into rui and now you can download almost any report you see with the click of a button in the Overflow menu. But if we export is Aggregates only so some of you may be

interested in the Raw underlying data, and of course, none of you all already integrated with big Prairie and I'll loving using it and collaboration with Davis to see you wondering what does project-level mean for me. Well, I want to assure you. We got you covered and particle data is also available in big Prairie and data Studio serial to see and visualize project-level data without any tallying of any kind can just focus on customizing your dashboard. So let's take a look at these lies. Please switch to the demo. Sore back here and fight and we'll pick up where

we left off and we'll take a look at how you get access to the underlying analytics data starting with access to your reporting data you download CSV. The first thing to keep in mind with CSV download is what-you-see-is-what-you-get the cfp that you download will reflect the report that you're looking at including the date range and the filters that you have applied to it. So in this case if I want to download a the metrics for my dashboard for project level analytics, I'll remove the filters that I had applied for the earlier part of the demo. All right now I just choose download CSV.

I finished downloading and take a look at the data and it looks like yes, so we have the day that you see on the dashboard a section for each of the cards in the metrics for every day. You can copy since into a spreadsheet to continue your analysis. I've done that ahead of time cuz I'm crappy like that and you can see that my daily weekly and monthly active users are shown per day here in the sheet where I can do a one-off analysis. I'll do one for example here today. Sometimes people want to compute dalmau which is daily active users ratio to

monthly active users. This is a common proxy for stickiness in and out. What defines El Mal? Say that it's equal to daily / monthly. Apply that down and then graph it. And that quickly I've done a one-off analysis r i can give an answer to someone who was asking for it or check the post on symmetric that I care about. This is your reporting it as my said it's aggregate. There's some tasks that you need to do, which will require raw data. For example, if you

want to combine your analytics user data with select Independence, like from a CRM database you're going to need access to Raw data. We make that possible to our integration with big query. The way that you act as dequarius first, you have to link your Firebase project to bigquery. You do that starting with this gear to go to your project settings and in the integration section, you'll find big query and you can link to link to that product there. Once you do that and I'll head over to big for you to show you the results. This is the big query user interface for those of you

unfamiliar with it. And be quiet for those you want to know what the product is Google so for running super fast queries over massive datasets. And when I link my Firebase project to bigquery. Previously what that would do is actually create a data set for each app. So I have highlighted the date is set for my IOS app and the date is set for my Android app going forward in keeping with the theme of project-level analytics Firebase will export its analytics data to a single project level data set and all the data for those for all of your apps will be exported into that single day to

set this make it much simpler to run. Where is a cross or a sin to join data from your project with external data to show you a simple example of how it works. This is a count of events broken down by event name and platform. And I run the query and it's usually just takes a second. There you go to calendar events for Android if I scroll through you'll see the iOS events as well. That's something you may not be looking for a technical interface. You'd rather have something more visual to work with but you still want to access your raw data. And that's why

immigration was Data Studio really shines its additive on top of Mystic Quarry export and product Managers from data studio and Google analytics for Firebase have created this set of two reports templates that you can apply to your own Rob big query data to give you a really quick Head Start in analyzing your all day today in a visual way. Nothing technical required here in our help center. I can walk you through just a series of clicks to get up and running and CDs visualisations for yourself. This is what are public demo projects reporting looks like And there's three

pages full of curated reports that give you insights into your users location broken down by City language Etc filterable by platform app Etc. And it goes much deeper than this and what you can do as you can just make it your own you took the edit button and you can start editing the graphics. Give it your own branding remove metrics. Add your own you can take on any control change the dimension or change the metric when you have it looking just the way you want it you click share and you can share the report with any party that's interested in seeing it and it keeps up today

has mutated pipes into big query. So now he's talked about how project-level analytics will change the reporting and we've talked about how it also changes the way you get access to the underlying data and talk about some features which will change the way developers work with analytics. We switch back to the slides, please. Alright, so we all know it's critical to have insights into your user face your Revenue growth and so on Sunday Chenal, of course have an app that's stable and actually works if you intended to

And we all know you guys love crashlytics, and that's why we're excited that crashlytics. It's not part of Firebase and the Crash reporter for Firebase. But if you like crashlytics before just wait gets even better with Google analytics for Firebase. We also know many of you guys love our bread crumbs feature. So that's why you've integrated with crashlytics who now, you can access are breadcrumbs in the plastic section of the Firebase console. Do you want to make sure you have all the data you need at your fingertips when you need to troubleshoot and Steve's going to show

you what that looks like in just a second. Beyond understanding your crashes. You also want to know how you releases are landing with your users. So you want to know the answers to questions. Like how is my latest release affecting the user experience or how am I trending release relief and that's why we didn't have any information for you. Some happy to show you that we have a latex release report which is inspired by the fabric report of the same name. And here we show you how your latest bills are performing and to make things easier for you. We have any issues around stability in your

latest relief. We deep link you into crashlytics or credit reporting depending on what you're using so that you can be in the right place to troubleshoot right away. I feel coming up. We have a case study to bring these features to life and Center Stage is actually an app that Steve felt. So let's take a look. Before coming to Google. I was a lifelong game developer and one of the last games that released was Transworld Endless Skater. Skate every card is a skateboarding take on the endless Runners genre for Firebase to track my kpi and crashlytics to track my stability

and I want to reiterate that we are so stoked to have crashlytics as part of Firebase. Now. There's not a better to on the market to help monitor the stability of your app crash reporting tools at least give you a list of issues and number of users. It's affecting and also will give you a call stack related to each issue. But as we all know Cossacks aren't always enough to understand where it crashes occurring or how to reproduce it. For example, take a look at this crash report this issue shown in Crash lyrics for my own app skate. The issue that I'm looking at is identified as an opengl

rendering crash in the crash of Coricidin opengl driver makes me some triangles no more cause the crash good luck trying to find and fix that if my own QA department has reported this March over there and I'd say you've got to give me more info than this tell me what state are you using what level you are on with screens the user view before the crash occurred and and then maybe you can get started and that's why I'm so excited about the bread crumbs Integrations because that's exactly the sort of day that you'll get Baxter context you get from having logged analytics events already so we

can see in this example after the session start this user identified the skater and then a level start event at the start of the level which identifies They were not Using a Gamepad or logged in basically. Give me all this context about the answers to the questions. I might otherwise asked and answered this this changes have developers think about analytics they want to log events because it helps them do their job better on a daily basis when they occur

and that's really exciting to me. Just think that it will change the way developers work with analytics app, but late this release report that we launched approaches the problem from another Direction. It's this is a screenshot of the latest release report for skate. And it compares the stability and the engagement of your latest release compared to previous versions to make sure that everything's looking good. It might be that your app is just as stable. The people are spending a lot less time

and it cuz you messed up and this is a case study of when that recently happened to me. So take a look at the adoption chart. You might see an area there that lets a little bit fishy. There's like a 7-Day. We're Annapolis Road out and subsequently rolled back in a new one was pushed out that time. Actually corresponds to a vacation that I went on right after releasing a new version of my app and I forgot to bring my work laptop so I couldn't fix it until I got back from vacation. And it really stunk to do this to my users and you wanted nothing more than to fix it. But at least I became

aware of the problem right away and I discovered actually using our own tool latest release. No joke. How did I discover it while the previous version of my app users spend an average of 9 and 1/2 minutes playing the game each day and the new version of my app that went down to 27 seconds or interested in the Gory details. I had forgotten to associate my expansion file with my 80k and it has all my game today in it. So basically uses erupted into a new version my app that had at which point they would leave and often uninstall. I fix it and I can see that the user

engagement went up to an almost 14 minutes a day. So I'm happy to report that skate is stable again and ready to make money. Yeah, thank you. So I like with mini games skate monetizes advertisements next size wraps as well. Right. So now you have an idea of how to get was broader and deeper insights into your app, you know how to build something at Steve and functions. So let's talk about the next step in some of y'all's Journey, which is how to make some Revenue with your app. Are Ativan aggression with a breakthrough way to get a much richer Revenue figure in our

reporting when we launched be included as revenue and revenue card as well as lifetime value and campaign reporting an Acquisitions card on the dashboard. But at the time mediated Revenue was missing and we know how helpful it is for you all to have it included. Maybe somebody already hurt sissy Intruder announcements yesterday the launch of open bidding. But unless I'm excited to let you know that as of today you can see mediated revenue for participating ad networks as part of both revenue and lifetime value. And of course like everything else also at the project level

and monetizing your app. You can really lean on your data to help you build the best possible as experience for users. What does that mean? But we've all been there and an app that has ads that are relevant and annoying and they distract you from what you've come to do. It's really not good for anybody. But we want to help you build the best possible experience for users cuz we want your users to discovering you great content that the lights them everyone that Discovery to be seamless to be natural and organic and to make sense. Barbie's a b testing launch late last

year and within the app contacts. This is really the data-driven way for you to make decisions around what kind of experience is best for your users you simply optimized on admob revenue and total revenue which is in-app purchase and admob revenue and the beauty of it is but it's a win-win situation. Your users have a better experience. They discover content that the lights them and you make more Revenue in the process. But a b testing isn't the only way you can maximize your earning potential so far. These predictions is currently in beta and it's one of the ways

that Google applies machine learning to the wealth of your appdata to bring you meaningful insights and actual called that you can grow your business. Yakov in theaters analyzed to discover a statistically significant correlations between something like spend and other characteristics of users and your app and the Machine learning is a plot and far be in Target an audience that's deemed most likely to spend either with remote config or a push notification to take note that machine learning is most powerful when you have a high volume at a high variety of events that are important to your

app. So the more meaningful and I'm contextualized your instrument your app the better or machine learning country in the models and the more helpful. The results are going to be for you and in this case maximizing Revenue. Alright, let's look at a real life keeps I need to visualize what all this means as you're trying to build the best possible as experience and effectively monetize your app. Let's take a look. Raphael of heard of already and in this game you mine for metals and gems using robots with a variety of skills and

abilities strategy game that has a deep skill tree and a robust in-game economy which includes both items that you can purchase with real money and items that you can earn overtime. Optimizer app for Revenue like we all do and this is the study of what they did and how it all worked out. For some background rock bands at Rock bites are crystals shown at the top here, which you can buy with real money and their chest what you can purchase with crystals previously the team at Rock bite was doing experiments based on in a house here is sticks for how to organize this shop for

each user. But all of their experiments were inconclusive Using a combination of Firebase predictions and remote config. However, they were able to dynamically adjust the layout of yours will work for them. If a user was predicted to not spend by Firebase predictions predicted to not spend they would show Crystals at the top of their shop which again you can buy with real money. The result was an increase of 24% and revenue among non spended non spending users. Conversely if

a user was predicted to spend they would move chests with you can't buy with real money to the top of the shop and put crystals which you can buy with real money underneath the increased Revenue among this group by 25% Now first glance this may not seem intuitive to you if he uses predicted to spend you might think that you're going to put the I can purchase at the top of the shop, but they tried and tested in this is ultimately what works. It just goes to show you how important is that you have the ability to experiment and measure Because intuition is great, but

data is King. The CEO from Rock Bight was impressed saying that Firebase predictions remote config. Give him the power to Target users based on the predicted behavior and rapidly test different purchase flows in their Beta app without Firebase. We would not have become profitable in today's competitive Mobile gaming industry. That's powerful stuff there. That sounds like a really good shape now. They're in position. Where are your engagement retention and conversion metrics are looking good. And now I can focus on acquiring the best users. Alright, so let's move on

to the last part of the journey. We're going to cover today which is to grow users with high-value users and to make sure they keep coming back on your app. Let's tackle the problem of finding your high-value users. So we all know this is really difficult to do many businesses have multiple efforts going on on this front and they often increase in volume as your business matures generally speaking. When you try to find your High Valley users you start by identifying an event or an action that's important to you and you mark that as a conversion this unlock attribution reporting

and that shows you what drove that user to perform the action you've deemed a tie value. FAA retribution reporting and analytics for Firebase has only included at clicks as an input and yet it's kind of hard to justify that only a click is going to credit an ad Network or campaign with a conversion especially in our age of rich media where there's plenty of mediums that may not neatly fall into a click only model. funny Predator now instead of in the next few weeks are view-through attribution features going to be made publicly available and what this means is

that we're not only going to look at click data to credit a conversion to Source medium and campaign, but also impression data so you can have multiple lenses to judge your success by Building holistic unbiased and accurate attribution model is one of the cornerstones of analytics product. We understand your need that you want all of your advertising efforts evaluated for Effectiveness by one engine and seeing the results. I buy 5 to wear integrated with many different ad networks that we think you would

tap into as you continue to build on and expand your gross effort. We've been integrated with Edward since I wanted I owe 2 years ago and a couple of months ago. We went to public to the public with our integration with double click. And in addition to that were also integrated with all of the major third-party ad networks that you all use Alright, so the last step once you found these high-value users is figuring out how to get them to continually come back in your house. So, how do you do that? SM of you who already have land Firebase in Edwards together. No Barbies

audiences are pushed to Edwards upon linking so that you can create remarketing campaign the target Barbies audiences and Lead last year. We expanded on this integration. We wanted to leverage the rich audience Builder functionality that you've come to love and our AdWords front end. Sunnyside is let you know that we publicly launch Dynamic remarketing late last year and raw conversion and parameter data to add words. You can customize and configure your audiences in the Edwards front end for a marketing campaign purposes

showcases the flexibility of our data and for us to have the ability to meet you wherever you happen to be All right, that's it for Steven Russell. Can I come back and close this out? Thanks. My thanks Steve. You guys covered a ton of ground today. We announced a fundamental change to Google analytics for Firebase that's going to let all of you take a more holistic approach to analytics and exchange is going to reverberate across everything we do we saw it across our data

export capabilities bigquery data Studio Integrations crashlytics. Now enhance with breadcrumbs how you can leverage a b testing prediction all in service of monetization and across growth and retention. And with that I want to thank you all for staying late for coming out or for tuning into the livestream. We definitely want to keep the conversation going to do that. We would love for you all to stop by the fire by sandbox. Just look for anyone in the yellow shirt. We also have a bunch of related sessions for you to check out both alive one

tomorrow and others on YouTube now, and we'd of course love to hear your feedback. So it's thanks again for coming and enjoy the rest of IO.

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September 28, 2018
Moscow
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app store, apps, development, google play, mobile, soft

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