Have you already tried Google Analytics dynamic audiences for Firebase?

Allocating the marketing budget in the most optimal and profitable way is a critical decision for any type of business. For this reason, it is ideal that you understand the behavior of the users who visit your web pages and applications.

Since your pages are the contact points and the place where your users may have their first interaction with your brand, it is essential that you pay attention and capture as much information from your audience.

It is in this sense that Firebase, from Google Analytics, will help you identify and organize the most relevant audiences around events, devices or other dimensions, more easily and with greater precision. That is why I present here some of the most relevant improvements that Firebase has for you:

1. Dynamic Audience Assessment:

This audience assessment is dynamic by default, which means that Analytics will automatically include users to this new group, the moment you determine your targeting criteria. Likewise, the platform will automatically discard from the segmentation group those users who do not comply with the parameters you establish. In the same way, it will allow you to configure and save your audiences, without the need to reevaluate them each time you generate a criterion, which will save you time when carrying out future campaigns.

1. Hearing Exclusion: This step can best be defined as criteria exclusion. For example, in the case of an ecommerce, you can create a list of users who added an item to their shopping cart and from these exclude those who have already made a purchase.
2. Membership Duration: In this option you can now include in your audience a time frame in which, for example, users who made purchases in the last 30 days are detected. This action will allow your communications and messages to be in accordance with the particular audience you want to communicate to, under this criterion.

The correct use of these tools will give you more powerful and flexible audiences than before, so you can be sure that your Insights will reflect relevant user activity in your applications.

The step to action when you have determined your audiences.

Once you have improved the understanding of your users, you can provide them with better user experiences and personalize your communications based on what is relevant to your audience. This can be achieved, for example, by sending notifications, remote configuration in Firebase or customizing ads in Google Ads.

To see an example, let's say you have an e-commerce application / platform and you use the tools mentioned above to build an audience. In the segmentation, you will apply criteria to enter users who: In the last 30 days they visited the app for the first time, added an item to their cart and did not make a purchase.

Based on the experience of your users with the application, you can reach the audience you are looking for with relevant and tailor-made messages. In this way you can motivate them to make the purchase through direct promotions of the app, email notifications or personalized ads.

Once these users return to the platform, make a purchase or pass the 30-day range from their last visit, they will not be part of this criterion for this audience and in this way they will not be exposed to ads that are not relevant to them.

In conclusion, by creating dynamic audiences you will be able to better understand your users and with greater precision, managing not to stun them with irrelevant or repetitive communications. In the same way, a better vision of your audience will allow you to optimize your marketing efforts, improve the sales funnel and therefore improve your results.