Process Flow
Animated overview of the full workflow
TL;DR
Firebase is Google's app analytics and development platform that integrates directly with Google Ads for conversion tracking. Link your Firebase project to Google Ads, define which in-app events count as conversions (first_open, purchase, sign_up, level_complete, etc.), and import them into Google Ads. This data powers App campaign optimisation, allowing Google to find users likely to take valuable in-app actions, not just install.
Step-by-Step Guide
Follow these 4 steps to complete this guide
- 1
Why Firebase for App Tracking
Firebase provides the analytics infrastructure for your app similar to how GA4 works for websites. It tracks user behaviour, custom events, user properties, and revenue. When linked to Google Ads, it enables conversion-based optimisation for App campaigns.
- 2
Setup Steps
Add the Firebase SDK to your app (Android and/or iOS). Define custom events for valuable user actions. Link your Firebase project to your Google Ads account. In Google Ads, go to Tools & Settings > Conversions > select Firebase app events. Choose which events to import as conversions.
- 3
Key Events to Track
**first_open:** When a new user opens your app for the first time after installing. **sign_up:** When a user creates an account. **purchase / in_app_purchase:** When a user makes a purchase. **Custom events:** Any app-specific actions valuable to your business.
- 4
Optimising App Campaigns with Firebase Data
Once Firebase events flow into Google Ads, you can create App campaigns that optimise for in-app actions rather than just installs. A campaign optimising for 'purchase' will find users likely to buy, not just users likely to install. This significantly improves the quality of users acquired.
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