This article is about Universal Analytics. If you are using the next generation of Google Analytics, refer to the Google Analytics 4 properties section of this help center.

Mobile App Acquisition

Find out how often your mobile apps are installed and opened.
The reporting features described in this article are based on the Analytics SDKs. For the most up-to-date reporting, use the Firebase SDK instead. To learn more, read Get started with app analytics.

The Acquisition reports give you data about how users find your app, including the total number of new users and the most popular devices and operating systems. Use these reports to find out how often your app is downloaded and installed, and how successful certain marketing campaigns are in attracting users.

Use the New Users report to identify characteristics of the user groups adopting your app. The Sources report can help you discover which channels you can optimize to attract more downloads and launches. The Google Play Referral Flow report displays the app downloads and installs from the Google Play Store in an intuitive and interactive visualization.

In this article:

New Users

This report gives you an overview of the first launches, or the number of sessions 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 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 users and sessions 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 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 Analytics. In those cases, the Source / Medium dimension will not display data.


With the Sources report, you can get data about how well your apps perform in different marketplaces, including the iTunes Store for iOS apps and the Google Play for Android apps. Use this report to find out how users discover your app, including what drives them to your page in the marketplace, and what contributes to app downloads.

Learn more about the Mobile App Sources report.

Google Play Referral Flow

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.

Learn more about the Google Play Referral Flow

Google Ads reports

The Google Ads reports give you post-click performance metrics for users who clicked on your 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 Google Ads reports, you must link your Google Ads and Analytics accounts and enable auto-tagging.

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