NPR gains valuable insights into user behavior with Google Analytics for Firebase
Introduction
National Public Radio built the NPR One app to draw new audiences
and deliver a great listener experience. The app also gave them
user-behavior insights, which are crucial to helping the product
team understand their audience and build awesome content.
Challenge
NPR One needed to answer unique questions, such as how users
listen—via headphones, speakerphone, bluetooth—and what they
listen to from these different devices. To do this, NPR One needed
to cross event data from an Analytics tool with listening data
from their own servers. This helped them understand how listeners
navigate in the app, and gather critical engagement metrics such
as total listen time.
The product team also needed this complete picture of the user
journey to see what features, content, and pathways worked best,
so they could understand user context and prioritize the product
features that would benefit users most.
Solution
NPR chose Google Analytics for Firebase because it integrated
with the rest of the Firebase tools, offered unlimited event
tracking, and had export free of charge to Google BigQuery, which NPR
could use to run custom analysis. With BigQuery, they combined
the data in one place and created a universal ID for each app
user. This let them match front-end behavioral data from
Google Analytics for Firebase to their backend listener data
to improve understanding of vital engagement and retention
metrics.
NPR also uses Firebase Remote Config to run A/B testing to
determine what features and functionality work best. They now
better understand listening context, and know that most
listeners use their devices on speakerphone. Knowing how
listeners navigate to stories affects how they construct the
NPR One app. With super-fast implementation, they quickly
connected Firebase to Google AdWords to run Universal App
Campaigns (UAC) to attract new listeners and drive app
installations. Within days, NPR found that Firebase is most
powerful as part of the overall toolset. And their developers
need just one library for user integration, which means less
overhead.
Results
Increased user engagement by showing content that better mapped to
listener interests and behaviours.
"Firebase has so much functionality...in one powerful toolset. It's easy code to integrate, and we're confident it's being continually updated across iOS and Android. That's a huge win."
- Tejas Mistry, product manager, NPR
[[["Easy to understand","easyToUnderstand","thumb-up"],["Solved my problem","solvedMyProblem","thumb-up"],["Other","otherUp","thumb-up"]],[["Missing the information I need","missingTheInformationINeed","thumb-down"],["Too complicated / too many steps","tooComplicatedTooManySteps","thumb-down"],["Out of date","outOfDate","thumb-down"],["Samples / code issue","samplesCodeIssue","thumb-down"],["Other","otherDown","thumb-down"]],[],[],[],null,["# NPR Case Study\n\n[*arrow_back*\nExplore other case studies](/case-studies) \n[View more solutions](/solutions) \n\n##### NPR gains valuable insights into user behavior with Google Analytics for Firebase\n\n*** ** * ** ***\n\n##### Introduction\n\nNational Public Radio built the NPR One app to draw new audiences\nand deliver a great listener experience. The app also gave them\nuser-behavior insights, which are crucial to helping the product\nteam understand their audience and build awesome content.\n\n*** ** * ** ***\n\n##### Challenge\n\nNPR One needed to answer unique questions, such as how users\nlisten---via headphones, speakerphone, bluetooth---and what they\nlisten to from these different devices. To do this, NPR One needed\nto cross event data from an Analytics tool with listening data\nfrom their own servers. This helped them understand how listeners\nnavigate in the app, and gather critical engagement metrics such\nas total listen time.\n\nThe product team also needed this complete picture of the user\njourney to see what features, content, and pathways worked best,\nso they could understand user context and prioritize the product\nfeatures that would benefit users most. \n\n*** ** * ** ***\n\n##### Solution\n\nNPR chose Google Analytics for Firebase because it integrated\nwith the rest of the Firebase tools, offered unlimited event\ntracking, and had export free of charge to Google BigQuery, which NPR\ncould use to run custom analysis. With BigQuery, they combined\nthe data in one place and created a universal ID for each app\nuser. This let them match front-end behavioral data from\nGoogle Analytics for Firebase to their backend listener data\nto improve understanding of vital engagement and retention\nmetrics. \nNPR also uses Firebase Remote Config to run A/B testing to\ndetermine what features and functionality work best. They now\nbetter understand listening context, and know that most\nlisteners use their devices on speakerphone. Knowing how\nlisteners navigate to stories affects how they construct the\nNPR One app. With super-fast implementation, they quickly\nconnected Firebase to Google AdWords to run Universal App\nCampaigns (UAC) to attract new listeners and drive app\ninstallations. Within days, NPR found that Firebase is most\npowerful as part of the overall toolset. And their developers\nneed just one library for user integration, which means less\noverhead.\n\n*** ** * ** ***\n\nResults\n\nIncreased user engagement by showing content that better mapped to\nlistener interests and behaviours. \n\n\"Firebase has so much functionality...in one powerful toolset. It's easy code to integrate, and we're confident it's being continually updated across iOS and Android. That's a huge win.\"\n\n\n- Tejas Mistry, product manager, NPR \nTry Firebase today\n\n\nIntegrating it into your app is easy.\n[Get started](https://console.firebase.google.com/) \n\n#### All Firebase products\n\n##### Build\n\n- [App Check](/products/app-check)\n- [App Hosting](/products/app-hosting)\n- [Authentication](/products/auth)\n- [Cloud Functions](/products/functions)\n- [Cloud Storage](/products/storage)\n- [Data Connect](/products/data-connect)\n- [Extensions](/products/extensions)\n- [Firestore](/products/firestore)\n- [Firebase ML](/products/ml)\n- [Genkit](https://genkit.dev/)\n- [Hosting](/products/hosting)\n- [Realtime Database](/products/realtime-database)\n- [Firebase AI Logic client SDKs](/products/firebase-ai-logic)\n\n[Generative AI](/products/generative-ai) \n\n##### Run\n\n- [A/B Testing](/products/ab-testing)\n- [App Distribution](/products/app-distribution)\n- [Cloud Messaging](/products/cloud-messaging)\n- [Crashlytics](/products/crashlytics)\n- [Google Analytics](/products/analytics)\n- [In-App Messaging](/products/in-app-messaging)\n- [Performance Monitoring](/products/performance)\n- [Remote Config](/products/remote-config)\n- [Test Lab](/products/test-lab)"]]