Run A/B tests on your store listing

Using a global experiment, you can experiment with graphics in your app's default store listing language. You can include variants of your app's icon, feature graphic, screenshots, and promo video.

• If your app's store listing is only available in one language: Global experiments will be shown to all users.
• If you've added any localized graphic assets in a specific language: Users viewing your app in that language are excluded from your app's global experiments. For example, if your app's default language is English and it has a localized feature graphic in French, users viewing your app in French will be excluded from the experiment (even if you're testing your icon).

Using a localized experiment, you can experiment with your app's icon, feature graphic, screenshots, promo video, and/or your app's descriptions in up to five languages. Experiment variants will only be shown to users viewing your app's store listing in the languages you choose.

If your app's store listing is only available in one language, localized experiments will only be shown to users viewing your app in its default language.

1. Sign in to your Play Console.
2. Select an app.
3. On the left menu, click Store presence > Store listing experiments.
4. Under "Global," click Create.
5. Proceed to the instructions under "Step 2: Set up your experiment."

1. Sign in to your Play Console.
2. Select an app.
3. On the left menu, click Store presence > Store listing experiments.
4. Under "Localized," choose a language.
5. Click Create.
6. Proceed to the instructions under "Step 2: Set up your experiment."

Once you've made a localized experiment live in one language, you can add up to four other languages. To add more experiments:

1. Go to back to your Store listing experiments page.
2. Select New experiment.
   • If you can't select New experiment, make sure you don't have an experiment saved in draft. Any draft experiments need to be live before you add new languages.

1. Sign in to your Play Console.
2. Select an app.
3. On the left menu, click Store presence > Store listing experiments.
4. Select the experiment you want to review.
5. Next to “Metric,” select a metric.
6. View your results.
   • To apply a variant that outperformed your app's current version, select Apply winner. You can review the changes to your store listing before the changes go live.
   • To keep your current version, select Keep. This will update your store listing to use your current version and end the experiment.
   • If your experiment results in a tie, select Stop experiment.
   • Note: Depending on the metric you select, the performance results of individual variants may differ. For best results, review all available metrics before deciding on which variant to use.

1. Open the Play Console app .
2. Select an app.
3. Scroll down to the "Experiments" card. For more information on your app's experiments, tap View details. From the detailed view, tap on a variant to see the audience, current, and scaled installs for that experiment.
   • To apply a variant that outperformed your app's current version, select Apply winner. You can review the changes to your store listing before the changes go live.
   • To keep your current version, select Keep current. This will update your store listing to use your current version and end the experiment.
   • Note: Performance results are based on first time installers. To view results based on additional metrics, visit the Play Console website.

After you select an experiment, you can view user and install metrics that summarize how each variant performed.

User metrics

Results

You can view metrics that show the results of your experiment in two different ways:

• Current: Number of unique users
• Scaled: Number of unique users divided by audience share

If you want to review absolute data on installers, use current data. If you want to review data that’s been scaled to account for different audience shares (example: If 90% of your audience saw one version and 10% of your audience saw another), use scaled data.

Install metrics (deprecated)

The following metrics were used for experiments started prior to January 24, 2019. Experiments that started prior to this date still include these statistics, but new experiments only use first-time installers and retained installers (1-day) user metrics.