Android app handlers are getting a few new abilities that will help them motivate users to take key in-app actions. They'll also get better metrics to see how it works.

In-app messaging via Firebase

Firebase, the mobile and web application development platform acquired by Google in 2014, is making it easier to compose and trigger meaningful in-app messages.

The new capabilities can be managed from directly within the Firebase console. That means marketing teams can totally tailor the look, text, images and behaviour of their messages without needing engineers or developers.

In an announcement video, Firebase claims that the new messaging will ‘deepen engagement, … increase session time, spur conversions and ultimately grow your revenue.’

Bonus Analytics

For better measurement, the new in-app messaging functions will feed into both Firebase Predictions and Google Analytics. There’s also some new connections between Firebase and the metric visualisations of Data Studio.

Other app stats are also becoming easier to refine or process with a bit of machine-learning driven algorithmic magic.

The Google Play blog has announced enhancements for the ‘subscriptions’ dashboard as well as updates to the ‘subscription retention and cancellation’ reports.

The new ‘cohort selector’ may also make it easier to execute well-informed, demographic-specific targeting and tweaks. Sweet!

Which operating system gives you more actionable intel for your app management these days: iOS or Android?

Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.