Setting User Campaigns in Firebase

One of the most popular uses for LTV reporting is measuring the performance of user acquisition campaigns. In order to track individual campaigns, you must enable the Campaign attribute to be set on the user’s device. You can do this 2 ways: Via a campaign referral link or by a post-back from your MMP of choice.

Note: Firebase will automatically track campaigns from a variety of acquisition sources, as listed here.

For iOS v. 14.5+ Firebase will require a user's permissions through ATT to track them or access IDFA. Details.

If you’re interested in adding a custom campaign source, you’ll need to execute 3 steps:

1. Tag all referral links with UTM parameters

To store custom traffic, you’ll need to have your incoming campaign traffic set with the proper UTMs. To set these you can use Google Play URL Builder.

2. Fetch UTMs from the deep link in your app

Essentially, this process will capture the campaign referral link in your app.

3. Set Parameters as Firebase User Property

Below is an example on Android from a deep link:

Image courtesy of Tatvic

More information on this strategy available here.

With iOS 14.5+ Apple requires permissions to track users for the purpose of advertising (documentation). Google lists attribution for links as unvailable for conversion events.

Setting Campaigns Via an MMP

Quite simply you’ll accept the campaign ID & other parameters via the MMP via a post-back, or referral ID sent to the device. Once these are set to the user’s user property (iOS and Android)– most often the “Source”– you’ll have access to the campaign ID in Firebase.

Below is an Android example of passing an AppsFlyer install event to the Firebase Campaign attribute.

The user property is sent with each event, so AdLibertas Audience Reporting will be able to report on campaigns once they’ve been set at the Firebase User Property, even if the user-property is set later in the app’s lifecycle.

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