Aliyah is the marketer for Arctic Sales Company. She's the project lead for a new smartphone app that will help customers order products more easily. Thanks to Google's advice, their dev team has incorporated many features to boost conversion numbers. Before going live, the team would like to see just how effective the personalization features are. Which Google service allows them to test the app's UI and features?

Firebase A/B Testing allows Aliyah's team to test different versions of the app's UI and features with real users to see which performs better. This is ideal for evaluating the effectiveness of personalization features before a full launch. SplitMetrics is a platform primarily for ASO (App Store Optimization) and app marketing analytics, not in-app A/B testing. Optimize 360 is Google's enterprise-level A/B testing and personalization tool, but it's primarily for websites, not native mobile apps. Web Vitals are metrics related to website performance and user experience, not a testing platform for app features.