Mobile App Acquisition

Find out how often your mobile apps are installed and opened.

The Acquisition reports give you data about how your app is acquiring users, including the total number of new users and the most popular devices and operating systems. You can use the New Users report to identify characteristics of the user groups adopting your app. Use the Google Play Sources report to see which channels should be optimized to attract more downloads and launches of your app.

New Users

This report gives you an overview of the first launches, or the number of visits in which the app is opened for the first time on a device, including the total number of New Users, their Operating System, App Version, and the Country/Territory. Note that Active Users includes all users, both new users and the returning users that have opened your app at least once during the selected time period.

You can find more in-depth data on all your users and how they interact with your app with the Audience and Behavior reports.

App Marketplace

Discover which marketplaces users visit to download your app. Native operating system platforms, like Google Play, and third-party platforms both appear in this report.

With the App Marketplace report, you can see where users download your app most frequently, so you can assess your performance each marketplace. For example, you might find that the number of time your app is downloaded is consistent across multiple marketplaces, and your campaign investment in each is a successful strategy. Conversely, you might find that you perform really well in one marketplace and not in another, so you might want to reconsider your strategy and divest from all but one or two marketplace campaigns.

Not all marketplaces support the App Installer ID, the data Google Analytics needs to recognize a marketplace. This accounts for data that appears in this report as (not set). Additionally, some marketplaces don’t send campaign data to Google Analytics. In those cases, the Source / Medium dimension will not display data.

Google Play reports

With the Google Play reports, you can get data about how well your apps perform in the marketplace. Discover how users find your app, including what drives traffic to your page in the marketplace, and what contributes to downloads and installs.

The Google Play Sources report shows you where traffic coming to your app via the Google Play Store originates. The Google Play Referral Flow visualizes how users move through each stage of the acquisition process - from finding to launching your app - in an intuitive way. You must link Google Analytics to your Google Play Developer Console to use the Google Play Referral Flow.

AdWords reports

The AdWords reports give you post-click performance metrics for users who clicked on your AdWords ad and then installed and started using your mobile app. These reports show exactly how your search and display campaigns are performing and offer rich insights into the kind of users they’re driving to Google Play.

To use the AdWords reports, you must link your AdWords and Google Analytics accounts and enable auto-tagging.