The team theorized that they could increase revenue by replacing their "one-size-fits-all" approach to ads with a customized experience for different stages of the user journey. To test this, Qtonz used Google Analytics to segment their users into cohorts such as first-time users, repeat users, and power users. Then they used Firebase Remote Config to dynamically control and adjust the frequency and placement of ads for different user cohorts, while using Firebase A/B Testing to see the impact of these changes on user engagement and retention.

For example, they reduced the number of ads that a user would see on their first day using the app and changed the placement so that ads would only appear after users completed a key in-app action, making them less intrusive. For users with longer session lengths, Qtonz increased the number of ads shown from 2 to 3-4 per day. To encourage more users to explore the app, the team also used Firebase Remote Config to add mastheads within the app to promote new features, without needing to republish their app. Meanwhile, the team monitored key product metrics like daily engagement time, DAU/MAU, and daily and weekly retention for each cohort to make sure their changes were not adversely impacting user experience.

By experimenting with different ad formats and frequency combinations, Qtonz was able to increase their average revenue per daily active user (ARPDAU) by 190%. Leveraging the power of Firebase coupled with monetization insights from AdMob, the team was able to quickly and easily personalize their ads experience to drive both user engagement and bottom-line results.