AppsFlyer vs. Firebase

Appsflyer is excellent for running numerous campaigns across many clients and keeping track of real-time performance. Attribution is top-notch and the platform is up to date with the innovations in the area while keeping its effective & trustworthy information. Exporting reports could be a bit more friendly but all in all, a truly great MMP.

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Firebase should be your first choice if your platform is mobile first. Firebase's mobile platform support for client-side applications is second to none, and I cannot think of a comparable cross-platform toolkit. Firebase also integrates well with your server-side solution, meaning that you can plug Firebase into your existing app architecture with minimal effort.

Firebase lags behind on the desktop, however. Although macOS support is rapidly catching up, full Windows support is a glaring omission for most Firebase features. This means that if your platform targets Windows, you will need to implement the client functionality manually using Firebase's web APIs and wrappers, or look for another solution.

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• Appsflyer does deep linking well. It was reliable and works better than any past partner we've used. We no longer invest time and resources in fielding internal flags about broken links.
• Appsflyer does particularly well at telling the story on industry landscape, identifying areas of opportunity for our brand to grow based on the depth and breadth of their experience in mobile.
• The Appsflyer team offers best in class customer service. The account managers are knowledgeable, responsive, bright, invested and a pleasure to work with.

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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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• Supports download of only 200K rows of raw data for in-app events
• Supports download of raw data of in-app events for only 30 days duration max and for the last 90 days
• Custom reports are limited.
• Need to download raw data for deeper analysis
• Cannot look into parameter level events without raw reports

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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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AppsFlyer works well with our use cases already, and is working on addressing the gaps (of trackers UI)

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The UI can be used by anyone with a little understanding of the business. However, may features are somehow hidden and the UI is a bit confusing for beginners. It's not so easy to know where each feature is. It is also not easy to figure out how certain values are calculated.

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I don't use the Firebase UI much, but rather connect it to GA4. GA4 has a great event model but the GA4 UI and analysis capabilities are limited. It's harder to measure product usage type of engagement but if you have the time and resources to leverage the GA4 to BiqQuery export you'll have all the raw event data you'll need for deep analysis, segmentation, and audience activation.

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Overall support is good, fast to respond and helps us with both tool related queries as well as publisher related escalations when it comes to fraud or attribution, as they step in and help justify on our behalf. They have a very small team though in India, it's time for them to scale up the team probably and assign exclusive support folks to large clients.

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Our analytics folks handled the majority of the communication when it came to customer service, but as far as I was aware, the support we got was pretty good. When we had an issue, we were able to reach out and get support in a timely fashion. Firebase was easy to reach and reasonably available to assist when needed.

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Appsflyer is generally a more comprehensive and robust platform offering advanced analytics, detailed attribution, and strong fraud prevention features compared to its competition in the market. Also, Appsflyer is a pretty old and well-known name in the market.

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Before using Firebase, we exclusively used self hosted database services. Using Firebase has allowed us to reduce reliance on single points of failure and systems that are difficult to scale. Additionally, Firebase is much easier to set up and use than any sort of self hosted database. This simplicity has allowed us to try features that we might not have based on the amount of work they required in the past.

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• Allows us to make sure that we're meeting our advertiser's performance and optimize accordingly. Which keeps our business on going.
• Allows us to stop spend on inventory that's not performing well to save money on those placements.
• Allows us to identify fraudulent inventory and get our money back from our traffic sources.

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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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