Google to Expand Universal App Campaigns, Firebase Analytics

Though much of Google I/O 2016 focused on new tech, two announcements for app developers that slipped under the radar on Wednesday concerned Google’s Firebase Analytics suite, and Google Universal App Campaigns for AdWords advertisers.

Universal App Campaigns

For mobile app developers, Google’s Universal App Campaigns are a cost-effective means of running ads across Google properties to encourage installs. The major issue with this ad type has historically been the lack of support for iOS apps.

iOS developers, you’re in luck: Universal App Campaigns are now offering support for iOS apps in beta, with full release for all developers “in the near future“.

Google is also adding some new placements into the mix for Universal App Campaigns, including additional users on YouTube, and in the Promotions tab in Gmail.

Firebase Analytics

While Firebase was acquired by Google back in October of 2014, the service was formerly relegated to backend “heavy-lifting”. Now, Google is expanding the platform, and adding new tools, to become an all-in-one analytics suite for app developers.

Firebase is designed to track in-app metrics and engagements, while also giving developers the ability to integrate their first-party user data with AdWords to create remarketing and look-alike segments. Developers using Firebase Analytics also have an easier integration with Google’s AdMob to monetize their app, and Firebase Indexing, which is replacing Google App Indexing for organic search reach.

Firebase Analytics screenshot

While Firebase does offer a free version, there are limitations. However, the platform is also giving developers a $25/month plan or a pay-as-you-go option to cover apps of all sizes.

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