You can use reports in Play Console to evaluate how your promotional content has performed with different types of users on Google Play. This data can help you to report on the impact of your events, learn what works well with your audience, and inform your future plans.
Learn more about promoting in-app and in-game events, offers, and sales with promotional content.
Note: Promotional content is only available to a limited set of developers. If you are interested in participating, please contact your Google Play Business development manager.
Navigate to promotional content
Visit the Promotional content page, or navigate to your chosen app, and in the left menu select Grow > Store performance > Promotional content reports.
Evaluate your data
Overview performance
The first four charts show an overview of your Promotional contents’ performance over the last 28 days.
- Total unique viewers: The number of Google Play users who saw a promotional content card for your event.
- Total unique converters: The number of users who convert by clicking Open, Update, or Install on your card.
- Conversion rate: The percentage of viewers who click your cards. It is calculated by dividing the number of converters by the number of viewers.
- Active days vs. baseline: The number of days that users who saw your promotional content were active in your app. This is calculated by comparing the average number of active days from the experiment group who see your promotional content cards to the control group who didn't see your promotional content cards. This is shown as a percentage change.
Event performance
For each event, the number of viewers, converters, conversion rate, and active days compared to the baseline are also shown. This is divided into events that are scheduled to go live or are currently live, and previous events that have finished or been canceled.
Featuring across Play
If you run high or very high priority promotional content elements, your title will be eligible for additional featuring across Play. If your title is selected for additional featuring, you will see in-page messages and chart annotations to inform you when your events are eligible to be featured to more users across Play. Clicking View impact will take you to reporting pages to see the results of this featuring.
For example: "Great news - because Valentines Super Sale was high-quality, high-priority promotional content, your app was eligible to be shown to more users while it was running." Learn more.
Navigate to promotional content reports
Visit the Promotional content reports page, or navigate to your chosen app, and in the left menu select Grow > Store performance > Promotional content reports.
Set up your report
Click + Event to select which promotional content you want to generate data for. To make it easy to find a specific event, you can filter this list to types of events, search for a name, and order alphabetically or by start date.
After selecting an event, click View to select which metric to plot:
- Daily: This shows you the data generated by users on each day your event was running
- Cumulative (all time): This shows you the daily cumulative totals from the start date of your event. It shows the total number of people who interacted with your event. This metric is available for all events that run for 28 days or fewer.
- Cumulative (28-day rolling): This shows the cumulative totals for the preceding 28 days from each date. This metric is available for all events and offers that run for longer than 28 days, including ones that you run indefinitely.
Click + Country to filter your report to specific countries or regions that you’re interested in. If you select any countries or regions where your event wasn’t available, you’ll see a warning.
Comparing multiple events
Select multiple events to compare or view their aggregated performance. You can select up to 10 events to compare.
Evaluate your data
Here are some important things to note when evaluating your data:
- Data in this report is available from September 8, 2021. Any events that ended before this date are not available to view. Events that started before this date will have incomplete data.
- This report covers users, not impressions. So if a user sees one of your promotional content cards three times on a single day, they’ll be registered as one viewer for that day. Similarly, when plotting cumulative metrics, if they used a promotional content to open your app multiple times over the period of the event, they’ll only be registered as a single converter. This allows you to easily understand how many unique users your event influenced
- There are two main types of promotional content units shown on Google Play: those with a clear call-to-action to open, install, or update your app; and those that have no button, or say "Learn more" and link to your event details page. To report on a useful conversion rate that you can optimize for, and to focus on the outcomes for your app, these reports only contain data for units where the call to action is present, including your event's details page.
Overviews
The first charts in the report give you an overview of your event’s performance. They cover:
- Viewers: The number of users on Google Play who saw a card or details page for your event.
- Converters: The number of users who convert by clicking Open, Update, or Install on your event.
- Conversion rate: The proportion of viewers who convert (Converters / Viewers).
Events performance
The button that users see on your event cards and detail page changes depending on whether they have your app installed:
- A user who doesn’t have your app installed sees Install.
- A user with an old version of your app sees Update.
- A user who has the latest version of your app on their device sees Open or Play.
The event's performance table shows how well your event performed with each of these three types of user and allows you to understand how it drives your user acquisition and engagement. You can click through to a detailed per-day and per-country breakdown for each of these types of user from the table.
Countries/regions
Evaluate how your event performed in different countries and regions by comparing converters and conversion rates per-country. This information is available for each user type by clicking through from the event performance table.
Uplift
This tab shows the uplift in performance of the promotional content events you have selected. This data can help you evaluate and compare the direct impact your promotional content has on users who see it on Google Play, and the effectiveness in driving engagement of the in-app content, offer, or event that promotional content was referring to. However, it may not include all other beneficial effects of running content, such as your app’s visibility being boosted while running a high-priority piece of content and your app and content quality is high.
Promotional content uplift metrics are based on a "holdback' where each promotional content card is held back from a very small portion of users. We then measure the uplift in engagement over the following 28 days for the group who saw the promotional content card versus the group of users in the "holdback" who did not see the promotional content card. Comparing these two groups provides the uplift in engagement. The metric we provide is:
- The number of days that users who saw your promotional content were active in your app. This is calculated by comparing the average number of active days from the experiment group who saw your promotional content cards to the control group who didn't see your promotional content cards. This is shown as a percentage change.
Here are some important things to note when evaluating your uplift data:
- Conclusive outcome: The data shows that your promotional content had a statistically significant impact on this metric. This is based on a 95% confidence level, meaning that there is a 5% or less chance that the real impact is out of bounds of the stated one.
- Inconclusive outcome: We can’t confidently say your promotional content had an impact on the metric, based on a 95% confidence level.
- Insufficient data: Your event did not generate enough data to show conclusive results based on a 95% confidence interval. This may be because it did not perform well, or was seen by too few people..
- Comparison: When comparing multiple events, uplift data is only available for the comparison view, not the aggregated view. This means that you can only see the uplift for each event individually, not for the group of events as a whole. This is because uplift is calculated by comparing the control group and the treatment group of a specific promotional content element or event, and it can be difficult to calculate this difference accurately when there are multiple events involved.
- Comparison: When comparing multiple events, the primary event to display can be updated. This will alter the scorecard number and the upper and lower bounds that are plotted on the chart.