I will mostly auth by passwordless mobile. Option email/password or facebook later on.
I can create my own no problem with jwt tokens on my backend. Taking care of the sms and managing users is a little more dev work, but evens out having total control and the auth would be slightly faster being on a closer/same server.
Some pros I see are with android the phone verification avoids a click or 2.
We already use the analytics and would like to use more features of the Grow, like Admob or Preditions... Would it help that our users with be in the firebase system for auth vs using our own auth for analytics/grow, currently we just send the id....or are those features more independent if we use auth or not.