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The challenge

The challenge

Background - in need to characterize measurement for different apps, a new need emerged - tracking every user interaction within an App.

Goal - track every possible user interaction while attaching the data to unique user ID.

concerns - 

  • Need to be future minded(apps are being updated frequently)
  • Take every measurement need into consideration (remarketing, visualization, BI Etc.)
  • Aim for efficiency since App dev resources are expensive
 
and from the measurement point of view,  there are 3 measurement platforms required to cover all your needs:
  1. Firebase SDK - 
    • Remarketing in google ads based on user actions
    • Utilize firebase's tag manager abilities (extra benefit: measurement implementations will not require updating app versions)
    • Potential app and web data consolidation
  2. Facebook SDK - 
    • Remarketing in facebook ads based on user actions
    • Utilize facebook's funnel visualization capabilities
  3. Appsflyer SDK - 
    • Tracking capabilities in the app marketplaces
    • Utilizing AF's advertiser id to track browser cookies
    • Receiving conversion indications in the media platforms for installs and first time users.
Solution

Solution

track every user interaction by dynamically and automatically tagging them.

by using macro functions like tap events which include dimensions(attributes) such as:

  • button text
  • component headline
  • screen name
  • screen title

we can  gain access to information that updates along with the content progression and user selections

ofcourse, each app need's it's own customization, but this solution can serve as an easy, methodical infrastructure

The end result:

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