Amazon Cognito vs Firebase

• Strong integration with React.js and client-side applications
• Easy to bridge Cognito identities with the rest of the AWS ecosystem
• Easy to store user profile data directly in Cognito rather than having to build additional services/endpoints
• Easy integration with AWS Lambda to extend and add sophistication to the service

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• Analytics wise, retention is extremely important to our app, therefore we take advantage of the cohort analysis to see the impact of our middle funnel (retargeting, push, email) efforts affect the percent of users that come back into the app. Firebase allows us to easily segment these this data and look at a running average based on certain dates.
• When it comes to any mobile app, a deep linking strategy is essential to any apps success. With Firebase's Dynamic Links, we are able to share dynamic links (recognize user device) that are able to redirect to in-app content. These deep links allow users to share other deep-linked content with friends, that also have link preview assets.
• Firebase allows users to effectively track events, funnels, and MAUs. With this simple event tracking feature, users can put organize these events into funnels of their main user flows (e.g., checkout flows, onboarding flows, etc.), and subsequently be able to understand where the drop-off is in the funnel and then prioritize areas of the funnel to fix. Also, MAU is important to be able to tell if you are bringing in new users and what's the active volume for each platform (Android, iOS).

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• Amazon Cognito has a bit of a learning curve. You need to learn its concepts and terminology. The documentation does not describe some topics comprehensively.
• Some Console screens would benefit from improved search and filtering options.
• When another AWS product (e.g., SageMaker) configures Cognito on your behalf, it is not clear what you're getting. For example, the expiration of a temporary password was configured but never communicated.

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• Attribution and specifically multi-touch attribution could be more robust such as Branch or Appsflyer but understand this isn't Firebases bread and butter.
• More parameters. Firebase allows you to track tons of events (believe it's up to 50 or so) but the parameters of the events it only allows you to track 5 which is so messily and unbelievable. So you're able to get good high-level data but if you want to get granular with the events and actions are taken on your app to get real data insight you either have to go with a paid data analytics platform or bring on someone that's an expert in SQL to go through Big Query.
• City-specific data instead of just country-specific data would have been a huge plus as well.

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• ROI is great for Amazon Cognito Overall.
• It is included in the AWS Free Tier so you can use it for a good amount without paying, so the software can be tested beforehand.
• The paid pricing is also affordable, so a positive impact on ROI.

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• Firebase has meant that we can go to market more quickly due to its automation of repetitive boiler plate tasks, such as authentication provider support
• Firebase's free tier is ideal for low to moderate use apps, and if your app grows to high use, the paid tier is very affordable
• Firebase's excellent cross platform support has reduced development expense when porting apps to other platforms

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