customer.app owners.

Contents.1. Google’s announcement to sunset Google

Analytics for Mobile Apps2. About Maxlead3. What is the successor Analytics For Firebase?4. Migration timeline & process overview5. How to kickstart the migration to the new

analytics platform6. More information?

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Is this all bad news??

Important Announcement by Google:Google Analytics for Mobile Apps will end.

Google announced to sunset Google Analytics for Mobile Apps.First, from Oct. 31st of this year free Google Analytics accounts will no longer receive new data from the apps. Google Analytics for Mobile Apps property owners are therefore encouraged to migrate to the successor analytics product, Google Analytics for Firebase.

At a later time also paid Analytics 360 accounts will be affected by Google’s new policy.

In this presentation you will find a practical migration timeline, get answers on how to deal with this situation, ideas how to take advantage of the new platform and ways to prepare your organisation.

Continue reading...

AboutMaxlead.Maxlead is a strategic online marketing partner. We help you generate leads and sales, both in the Netherlands and abroad.

Maxlead has experienced strong growth in recent years and has become one of the largest online marketing agencies in the Netherlands. We invest in partnerships with clients and celebrate successes together.

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What is Google Analytics for Firebase.

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Firebase was acquired by Google in 2014. Since that

time Google enriched/extended/enhanced the initial

product by leveraging on its knowledge, experience and

technology.

Firebase has become a symphony of many services.

To help you understand positioning the various

Firebase components, we outlined the services that

comprises the Firebase platform and added some

context.

On the right, you see that Analytics for Firebase is one

of components within the suite. But for marketeers and

analysts there are more tools of interest within

Firebase.

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Paradigm shiftIt is important to realise that Analytics for Firebase is not just a horizontal continuation of

Google Analytics for Mobile Apps like we used to know. Analytics for Firebase requires a

new implementation of tracking events for a new SDK library.

Also, for data analysis and marketing there is paradigm shift to undergo. Some dimensions

and metrics are similar while others are new. E.g. Google Analytics Enhanced E-commerce

for the Apps & Web offers a deep level of structure from the user’s first product

impression, to shopping behavior, checkout behavior and finally a purchase. And in all

steps the possibility in legacy Analytics, the benefit of having product scoped dimensions.

Now with Analytics for Firebase, there is a E-commerce framework. However it is somehow

limited compared to Google Analytics (for Apps and Web). You can compensate that

shortcoming by implementing more custom event tracking code within the standard

framework. But we expect that Google will introduce enhancements over time (as it is

requested by the community quite frequently).

As Analytics for Firebase data is stored in a different structured database than Google

Analytics (web and app), user sessions from Google Analytics SDK cannot be stitched

together with Analytics for Firebase user sessions. As a result of this, all of your current

custom reports, dashboards will stop to receive new data and will have to be adjusted...

What is Google Analytics for Firebase.

To get a feel of it, you can here register your Google account for access to a

live Firebase demo environment.

Comparison tableGoogle Analytics for Mobile Apps vs Analytics for Firebase.In this table you’ll find a brief overview of some major differences between the two app analytics products. Contact us for more info.

Analytics for Mobile Apps: Analytics for Firebase:

Price for analytics: Standard version (bound to data sampling limits): €0 Analytics 360 (much less sampled data): <€ varies on your usage>

App analytics service (no data sampling): €0

Additional free app services: - A/B Testing, Analytics, App Indexing, Authentication (except Phone Auth), Cloud Messaging (FCM), Crashlytics, Dynamic Links, Invites, Performance Monitoring, Predictions, and Remote Config.

Additional paid app services: - Realtime Database, Cloud Firestore, Storage, Cloud Functions, Phone Auth, Hosting, Test Lab, Machine Learning Kit, Google Cloud PlatformNote: There is a entry level quota for these services that you get for free. Higher quota are billed.

Context: Sessions, Screen views, Events, Enhanced E-commerce interactions, custom dimensions and custom metrics.

Users, Events (every interaction is an event), User properties

Support for Google Tag Manager for apps: Yes Yes

E-commerce tracking framework provided: From standard to enhanced e-commerce tracking Standard e-commerce tracking

Links with partners and ad networks: Only with Google services (AdMob, Google Ads, Google Play, BigQuery) AdMob, Google Ads, BigQeury, Display & Video 360, Google Play, Slack, Jira, PagerDuty (more to come)

SLA: Yes, for Analytics 360 Not yet

Optional reporting inside the product: Custom reports and dashboards No custom reports available. Export to BigQuery or Datastudio is required for custom reporting.

Roll up reporting web and app user data: Yes No

Measurement protocol: Yes No

Google Analytics for Firebase migration.

Oct 31th 2018: Sunset announcement

App owners who use the Google Analytics for Apps SDK* and are on

the free version of Google Analytics, need to start working on migration

to Analytics for Firebase.

* Directly or through Google Tag Manager for Mobile.

Test phase and release

The new beta app version, new marketing campaigns

and app analytics reporting are tested & released

Start migration process

This means work for your product management team,

development, marketing and analytics team.

Google Analytics for Firebase or other system

has become common practice in app analytics

Reports in sunset Google Analytics for Mobile Apps

properties can only be used for historical analysis.

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Sunset timeline Google Analytics for Mobile Apps free edition.

Oct 31th 2019: No new app data is accepted

Sunset: As of this date, no data coming from the Google

Analytics for Apps SDK is stored.

Historical data prior tothis date is kept for a limited period of time

Google Analytics 360 (paid) accounts: The is currently no sunset planning known for Google Analytics 360 accounts. However, we do recommend to start including a migration in the app lifecycle roadmap.

Nov’18 to Mar’19Impact assessment

Work in a team with your developer, product management, Marketing and Analytics specialist

on an impact assessment & action plan.

Jan 31th 2020: No access to reports

Sunset is complete:

As of this date, no more access to data in sunsetGoogle Analytics

for Mobile only dataproperties.

How to start an assessment?

● Assemble the migration team:

○ Product management

○ Marketing (incl. e-commerce)

○ Development team

○ Analytics data team

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● Conduct impact assessment on

○ App code changes

○ Reporting en dashboard changes

○ Marketing campaign changes

● Requirements for a successful

implementation process:

○ Budget

○ Project management

○ Development resources

○ Dashboarding and reporting

development resources

○ Test resources

○ Campaign resources

○ Training new Analytics system

Kickstartthe analytics

migration assessment.

Strategic thinking app development.

Migration path for your app tracking.

Analytics reporting and dashboarding

migration path.

Migration path for e-comm data.

Dialog with the dev team.

Analytics SDK migration path.

GetAssistance.Combine resources, brain power and expertise within your organisation.And if you feel the project could use help from an experience partner, do contact us to boost your project.

App testing.

Analytics for Firebaseconfiguration.

Analytics for Firebasetraining.

Analytics for Firebase measurement plan.

Maxlead developed for clients with apps aGoogle Analytics for Firebase Migration Quick Scan.

Maxlead Analytics Services

Product management & marketing

Development

In house analytics team (if applicable)

Preparation of the scan

Data collection for

the scan

Conducting the scan

Writing scan report & summary

Presentation of the scan

Q&A Hand over scan

document

Internal evaluation

If any further assistance is

required

The table below shows the steps involved in the Quick Scan, from start to finish. The work is carried out by Maxlead. In the data collection stage we will contact the client (and development) for specific pieces of information that are important input for the scan. When the scan documents are ready, we pick a date on which we present the results. At the end of presentation there will be a Q&A where we answer questions that anyone may have. At the end of the session we hand over the documents for internal evaluation. The Maxlead analytics team is ready to help if any assistance with the actual migration to Firebase project is needed.

Scan report & reference Google Analytics for Firebase Migration Quick Scan.

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Management Summary

Google Analytics for Firebase Migration Impact Scan.

Migration scandeliverables.● Over 80 checkpoints in the migration process from software

development kit to reporting, app promotion and

advertisement.

● Full scan report:

○ Checklist with results

○ Overview of the actions to take

○ Online resources for development, marketing and

analytics team (if applicable)

○ A very useful reference and guidance during the migration

project.

● Summary for management

● Presentation with Q&A

Meet OurDigital Analytics Team.

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Camiele Wenninger.Head of Data & Measurement

Eline Grooten.Head of Analytics

Frank Dalhuisen.Sr. Digital Analytics

Consultant

Daan Groen.Digital Analytics

Consultant

Meet OurDigital Analytics Team.

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Diana Jekina.Digital Analytics

Consultant

Jermain Rambhadjan.Digital Analytics

Consultant

Myron Zimmerman.Digital Analytics

Consultant

Laure van Ravensberg.Digital Analytics

Consultant

Meet OurDigital Analytics Team.

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Mayo Raček.Digital Analytics

Consultant(Bratislava office)

Marianna Trteková.Digital Analytics

Consultant(Bratislava office)

Peter Šutarík.Digital Analytics

Consultant(Bratislava office)

Jeroen Bijl.Digital Analytics

Consultant

Meet OurDigital Analytics Team.

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André Koot.Sr. Digital Analytics

Consultant

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● Ga je zelf schrijven of besteed je het liever uit?

● Denk na over de kennis: wie in de organisatie heeft die in

huis?

● Hoe ga je de kennis uit de organisatie halen?

● Wie zet je in? Een productspecialist? Een journalist? Een

influencer of expert? Of ga je een eigen redactie

opzetten?

● Denk na over je tone of voice, stijl en verhaal

● The devil is in the details, je strategie valt of staat met de

uitvoering

For more information, please contact your account strategist, account executive or André Koot ( : andre@maxlead.com, : 06-15872524)