I've been developing a Cordova app using Azure's Mobile App Service product. It offers external sign-in through Facebook, but it doesn't offer a ready-made solution for storing the user into a SQL database where I can also add custom profile columns.
If I was making this app 5+ years ago, I would have used ASP.NET Identity to authenticate the web api, allow account creation with username/passwords as well as offering Facebook sign-in, and I'd be able to create custom profile items, all in a searchable database.
It's 2020 and I'm confused about what is the recommended modern method to achieve the same result. I've read a lot about Azure AD B2C and it seems to tick all the boxes, but I'm worried it might not be as searchable as a SQL user store, and possibly appear to the user as a tacked-on product which isn't as native as the existing app.
I'd appreciate any advice or recommendations about which method I should use for creating my authenticated user store.