Amazon Cognito vs Firebase

• Amazon Cognito allows you to build multi-factor authentication with a few clicks.
• Cognito supports sign-in with social identity providers like Facebook and Google.
• It is easy to manage Cognito users through the Console.
• It is easy to customize sign-up and sign-in workflows by integrating with AWS Lambda.

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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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• As such I do not find any major things as cons. However they can improve the documentation.
• Sometimes additional customisation increases complexity. Most of those advanced features are not used frequently.

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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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• Amazon Cognito has had a positive impact on our business by allowing us to develop services that require user sign-up and sign-in more rapidly. Not only do we not need to build or maintain these features, but Cognito's implementation is also better than what we would be justified in building ourselves.
• Amazon Cognito makes user management easy. This reduces the time we have to spend supporting users. Non-technical product managers can even use the AWS Console to manage users without requiring support from developers.
• Amazon Cognito is likely more secure than what would be built in-house; a portion of our attack surface is now managed by Amazon.

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• Makes building real-time interfaces easy to do at scale with no backend involvement.
• Very low pricing for small companies and green-fields projects.
• Lack of support for more complicated queries needs to be managed by users and often forces strange architecture choices for data to enable it to be easily accessed.

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