For app teams without an MMP
Firebase vs MMP: which one does your app need?
What a mobile measurement partner adds to Google Analytics for Firebase, how AdShift fits next to it, and a short, sourced summary of what Firebase covers.
12,000 attributed installs free in your first year. No card.
Attribution
One set of rules for your ad networks
Android and iOS
Revenue
Cost and revenue per source
ROAS for every campaign
Deep links
Links that open the right screen
Direct, deferred and QR codes
What a mobile measurement partner adds
A mobile measurement partner, or MMP, is a tool built around one question: which campaign brought this install and what did it earn. In general terms, an MMP gives you the following.
Independent attribution across ad networks
The MMP sits between your app and the ad networks, matches each install to clicks and impressions from all of them by one set of rules, and sends every network the postbacks it needs.
One view of cost and revenue per source
Cost from the networks next to revenue from purchases, subscriptions and ads, so ROAS is calculated the same way for every source and campaign.
Deep links
Links that open the right screen in the app, also when the app has to be installed from the store first (deferred deep links).
SKAN conversion value management
A conversion value schema, collection of SKAdNetwork postbacks from the networks you buy on, and reports that put them next to the rest of your iOS data.
Fraud checks
Checks that flag installs showing signs of fraud, so you can see them before you credit an ad network.
How AdShift fits
AdShift is a mobile measurement partner for Android and iOS apps. It runs next to Firebase and answers the attribution questions above.
Runs alongside Firebase
The AdShift SDK is a separate SDK and can be added to an app that already uses Firebase. Keep Firebase for product analytics, crash reporting and messaging, and use AdShift for attribution, cost and revenue by source. On iOS, let only one of the two set SKAdNetwork conversion values.
You pay only for attributed installs
12,000 attributed installs free in your first year, then $0.03 per attributed install. Organic installs, in-app events and purchases are not billed.
What it measures today
Attribution for Android and iOS, SKAN (Conversion Studio, postbacks, AdAttributionKit), direct and deferred deep links with QR codes, cost import and ROAS, cohorts, retention and LTV, ad revenue by install source, subscription revenue through RevenueCat, and basic fraud protection that flags suspicious traffic.
Ad networks
Google Ads, Meta (on iOS through SKAN), TikTok, Apple Search Ads and RTB House.
What it is not
AdShift does not do product analytics, crash reporting or push messaging. Keep Firebase for those.
Built and hosted in the EU
AdShift is developed and hosted in the European Union. Support answers in Polish and English.
What Firebase gives you, in short
Google Analytics for Firebase is Google's app analytics. Each point repeats Google's own documentation; the table below has the detail. Numbers in brackets lead to the sources at the bottom of this page.
App analytics at no charge
Google describes Google Analytics for Firebase as an app measurement solution, available at no charge, with unlimited reporting on up to 500 distinct events. [1]
Google Ads measurement and bidding
With the Google Analytics for Firebase SDK you can link Google Ads, create Google Ads conversions from key events and bid on them in App campaigns. [5]
Advertising reports for linked ad products
The Advertising section requires a link to a Google advertising product: Google Ads, Campaign Manager 360, Display & Video 360 or Search Ads 360. Linking a Meta Ads account imports cost, clicks and impressions for paid Meta traffic tagged with UTM parameters. [2] [10]
Deep links
Firebase Dynamic Links was shut down on 25 August 2025. For links into an installed app Google recommends App Links and Universal Links; for full feature parity it points to other deep-linking providers. [9]
Comparison
AdShift and Firebase at a glance
| Topic | AdShift | Firebase |
|---|---|---|
| What it is | AdShiftA mobile measurement partner: install attribution, cost and revenue by install source. | FirebaseAn app measurement solution that provides insight on app usage and user engagement. [1] |
| Price | AdShift12,000 attributed installs free in your first year, then $0.03 per attributed install. | FirebaseAvailable at no charge. [1] |
| Ad networks | AdShiftGoogle Ads, Meta (on iOS through SKAN), TikTok, Apple Search Ads and RTB House. | FirebaseAdvertising reports require a link to a Google advertising product: Google Ads, Campaign Manager 360, Display & Video 360 or Search Ads 360. A Meta Ads link imports cost, clicks and impressions for UTM-tagged Meta traffic. [2] [10] |
| Attribution | AdShiftInstalls are matched to a click or an impression from your campaigns. Multi-touch attribution is coming soon. | FirebaseData-driven, paid and organic last click, and Google paid channels last click. Lookback window: 30 or 7 days for first_open and first_visit; 90, 60 or 30 days for other key events. [3] [4] |
| Google Ads | AdShiftAttribution, postbacks and cost import for Google Ads. | FirebaseKey events can be turned into Google Ads conversions and used for bidding in App campaigns. [5] |
| SKAN | AdShiftSKAN Conversion Studio, postbacks, AdAttributionKit, and iOS installs counted once. | FirebaseA conversion value schema that the Firebase SDK can set. SKAdNetwork postbacks are sent in through the Measurement Protocol; Google Analytics cannot currently be configured as a postback endpoint. [6] [7] [11] |
| Deep linking | AdShiftDirect deep links and QR codes on every plan. Deferred deep links on Growth; branded link domains are an add-on. | FirebaseFirebase Dynamic Links was shut down on 25 August 2025, according to Google's deprecation FAQ. [9] |
| Raw data export | AdShiftScheduled export of raw data and aggregated reports to BigQuery, Snowflake, Amazon S3, Google Cloud Storage and Azure Blob Storage, hourly or daily. An add-on, included for your first 3 months. | FirebaseRaw events to BigQuery, daily or as a stream. Daily export limit of 1 million events on standard properties. [8] |
| Product analytics and crash reporting | AdShiftNot a product-analytics tool. No crash reporting and no messaging. | FirebaseReports on app usage and engagement; integrates with Crashlytics, FCM and Remote Config. [1] |
The Firebase column repeats what Google publishes about Google Analytics for Firebase in its own documentation. Numbers in brackets lead to the sources at the bottom of this page.
Frequently asked questions
Google describes Google Analytics for Firebase as an app measurement solution that provides insight on app usage and user engagement. A mobile measurement partner is built around install attribution: it matches installs to ad clicks and impressions across ad networks and reports cost and revenue per source. They answer different questions and can run in the same app.
Google's documentation describes linking Google Ads to Google Analytics, creating conversions from key events and bidding on them in App campaigns. Firebase alone suits apps that advertise only on Google Ads. When you add Meta, TikTok, Apple Search Ads or RTB House, an MMP counts installs from all of them by the same rules.
Yes. The AdShift SDK is separate from the Firebase SDK and can be added to an app that already uses Firebase. On iOS, let only one of the two set SKAdNetwork conversion values, so they do not overwrite each other.
No. AdShift is not a product-analytics tool and has no crash reporting or messaging. It measures which campaigns installs and revenue come from.
Firebase Dynamic Links was shut down on 25 August 2025, according to Google's deprecation FAQ. Google recommends App Links and Universal Links for links into an installed app, and other deep-linking providers when you need full feature parity. AdShift provides direct and deferred deep links, QR codes and, as an add-on, branded link domains.
12,000 attributed installs free in your first year, then $0.03 per attributed install. Organic installs, in-app events and purchases are not billed.
Check AdShift on your own traffic
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Sources
Everything this page says about Firebase, Google Analytics and Google Ads comes from Google's own public documentation listed below. Checked on 12 November 2026. Products change, so check Google's pages for the current state.
- [1] Firebase documentation: Google Analytics for Firebase: https://firebase.google.com/docs/analytics
- [2] Analytics Help: Get started with advertising: https://support.google.com/analytics/answer/10607798?hl=en
- [3] Analytics Help: Get started with attribution: https://support.google.com/analytics/answer/10596866?hl=en
- [4] Analytics Help: Select attribution settings: https://support.google.com/analytics/answer/10597962?hl=en
- [5] Google Ads Help: Measure and optimize your App campaign performance using Google Analytics data: https://support.google.com/google-ads/answer/13823256?hl=en
- [6] Analytics Help: Introduction to SKAdNetwork for iOS App campaign measurement: https://support.google.com/analytics/answer/13168376?hl=en
- [7] Analytics Help: Send SKAdNetwork postbacks to Google Analytics: https://support.google.com/analytics/answer/13167628?hl=en
- [8] Analytics Help: BigQuery Export: https://support.google.com/analytics/answer/9358801?hl=en
- [9] Firebase: Dynamic Links Deprecation FAQ: https://firebase.google.com/support/dynamic-links-faq
- [10] Analytics Help: Connect Meta to Google Analytics: https://support.google.com/analytics/answer/16536051?hl=en
- [11] Analytics Help: Set up your SKAdNetwork conversion value schema: https://support.google.com/analytics/answer/13165271?hl=en
Firebase, Google Analytics, Google Ads and BigQuery are trademarks of their owner; AdShift is not affiliated with Google. Other product names mentioned on this page belong to their owners.