Google Play新用户vs Firebase first_open/新用户比较 [英] Google Play New Users vs Firebase first_open / New Users Comparison

问题描述

应用安装属性始终是一个棘手的话题！我的问题是:

App install-attribution will always be a tricky topic! My Questions are:

1. 我一直在徘徊，如何快速将您的Google Play控制台数据与Firebase进行比较?以及
2. 是否有涵盖iOS/iTunes Connect的方法?

到目前为止，我发现 first_open 可能是在Firebase和Google Play控制台之间进行此比较的一个很好的起点，但这并不是那么简单...

So far I found out that first_open could be a great starting place to do this comparison between Firebase and Google Play Console, but it is not that straight forward...

到目前为止的学习成果

• FA不了解应用程序中的GA，因此无法告诉FA升级后是 first_open 还是安装后 first_open (来源)
• 现有用户迁移到包含Firebase的应用程序的新版本时，他们将记录 first_open 事件.因此，即使他们不是新用户，他们也会记录 first_open .换句话说，只有在以前的版本以前没有Firebase时，它才会在更新时触发(源)
• 现有用户迁移到包含Firebase的应用程序的新版本时，他们将记录 first_open 事件.因此，即使他们不是新用户，他们也会记录 first_open (来源)

• FA is not aware of GA in the app and there is no way to tell FA if this is first_open after upgrade vs first_open after app install (Source)
• This event is not triggered when a user downloads the app onto a device, but instead when he/she first launches an app after installing or re-installing it. (Source)
• When existing users migrate to the new version of your app which includes Firebase, they will log a first_open-event. And so, even though they are not new users, they log a first_open. In other words, it gets triggered on an update, only if the previous version did not previously have Firebase (Source)
• The first_open-event counts will differ from Google Play or App Store installs, because if a user installs > opens > uninstalls > opens the app again, that will count as one install in Play and two first_open-events in Firebase (Source)
• When existing users migrate to the new version of your app which includes Firebase, they will log a first_open-event. And so, even though they are not new users, they log a first_open (Source)
• In the near future, we will change this behavior so that such events are filtered out of your first_open-event report. However, those events will still be exported to BigQuery and will carry a flag that denotes that the first_open was due to a new Firebase integration (Source)

可能的解决方案:

1. 利用用户属性，然后稍后进行过滤以更轻松地访问此见解.这种方法也不是那么简单.这是一个很好的解释:设置用户属性将不起作用，因为 first_open 会在应用程序生命周期的早期以及在您可以访问FA单例之前记录下来.在记录 first_open -event之前，您将没有机会设置用户属性.设置用户属性与应用程序连接正交.设置该属性之前记录的所有事件都不会拥有该属性，设置该属性之后记录的所有事件都将具有该属性.仅当可以上传数据时，连接性才会受影响，而不会影响数据的内容.如果您的应用程序在离线设备上运行，则当设备建立连接时，将上传数据.数据本身几乎是相同的(源)
2. 将BQ/Firebase/GA4与Data Studio连接起来，然后进行过滤.如果您通过BigQuery和DataStudio深入研究原始的Firebase分析事件数据集，则将看到一个名为"app_info.install_source"的字段.在每个 first_open 事件(源)

1. Utilize user properties and then filter down later for easier access to this insights. This approach was also not that straight-forward. Here is a great explanation: Setting user property will not work as first_open is recorded early in the app life cycle and before you can get access to FA singleton. You will not have a chance to set the user property before first_open-event is recorded. Setting user property is orthogonal to the app connectivity. All events logged before the property was set will not have it, all event logged after the property is set will have the property set. Connectivity only impacts when the data can be uploaded, not the content of the data. If your app is running on device that is offline the data will be uploaded when the device gains connectivity. The data itself is almost identical (Source)
2. Connect BQ/Firebase/GA4 with Data Studio and then filter down. If you dig into the raw firebase analytics events dataset through BigQuery and DataStudio, you'll be able to see a field named "app_info.install_source" in each first_open-event (Source)
3. Create an audience by campaign-source and then filter by audience later. Possible, but not the best way to scale your efforts.
4. Other approach according to the new GA4 Schema (Source)

我将尝试解决这个问题，但是我想如果有人有其他想法/反馈，我会在这里发布问题:)

I will try to solve this one, but I thought I would post the question here if someone have any other ideas/feedback :)

推荐答案

在仔细研究了这个问题之后，我发现了一种可行的方法.

After looking into this problem a bit, I found an approach which might work.

Firebase控制台:

您还可以将 first_open 启用为firebase控制台中的转换事件，并在转换报告中深入到 source = google-play 中(至少在您可以在撰写本文时).

You could also enable first_open as conversion-event inside the firebase-console, and inside the conversion report drill-down into source=google-play (at least at the time of this writing you can).

BigQuery:

查看GA4-模式，我们可以利用 firebase_campaign 事件(源2 ).BigQuery代码如下所示:

Looking at the GA4-schema, we can see that we can utilize the firebase_campaign-event (Source-1 and Source-2). The BigQuery-code will look something like this:

SELECT
    platform as platform,
    param.value.string_value AS firstopeners,
    COUNT(param.value.string_value) AS count
FROM `<gcp-project>.analytics_<id>.events_20*`, UNNEST(event_params) AS param
WHERE
    # platform = "ANDROID"
    _TABLE_SUFFIX >= FORMAT_DATE('%y%m%d', DATE_ADD(CURRENT_DATE(), INTERVAL - 3 DAY))
    AND _TABLE_SUFFIX < FORMAT_DATE('%y%m%d', DATE_ADD(CURRENT_DATE(), INTERVAL - 2 DAY))
    AND event_name = "firebase_campaign"
    AND param.key = "source"
GROUP BY 1,2
ORDER BY 2 DESC

注释:

• first_open 的归因窗口为30天.任何网络转化或后续应用内转化的归因窗口均为90天.您无法调整这些归因窗口(来源)
• 它目前仅适用于 platform = ANDROID ，因为它仅支持Google Play控制台集成.但是，我修改了代码，以便将来能够在iOS上获得支持.

• The attribution window for first_open is 30 days. The attribution window for any web or subsequent in-app conversions is 90 days. You cannot adjust these attribution windows (Source)
• It is only working for platform=ANDROID at the moment, as it is only supporting Google Play Console integration. I however adapted the code so that one could see somewhere in the future if iOS would get supported.

这篇关于Google Play新用户vs Firebase first_open/新用户比较的文章就介绍到这了，希望我们推荐的答案对大家有所帮助，也希望大家多多支持IT屋！