Firebase Cloud Messaging(FCM) is a powerful tool that enables app developers to tackle one of their biggest challenges, user retention. Once an app is built, acquiring users is only half the battle, but the real challenge is keeping them engaged. This talk explores how Firebase Cloud Messaging can improve user retention in Android apps by covering integration, crafting effective messages and leveraging Firebase's ecosystem to deliver the right message to the right user at the right time. Attendees will also gain insights on using analytics to segment the user audience, trigger context-aware messages and also measure campaign impact.