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Measure your app's user acquisition

Once you've published an app on Google Play, you can review data on how users find your app's store listing.

If your app offers in-app products and/or subscriptions, you can also review how your acquisition channels and country offerings perform when converting users to buyers and repeat buyers.

Note: User acquisition data is based on Pacific Time (PT) and refreshed on a daily basis.

Review performance by channel or country

On your app's Acquisition reports page, you can review how users find your app's Play Store listing and how they're using your app once it's installed.

Overview

Select & track a user cohort
  1. Sign in to your Play Console.
  2. Select an app.
  3. On the left menu, click User Acquisition > Acquisition reports. To switch between acquisition channel and country views, use the "Measure by" drop-down.
  4. Use the "Visitors from" and "Track visitors over" drop-downs to choose a time-based user cohort and the amount of time you want to track your cohort.
    • For your report to include users who installed your app without visiting your store listing or had the app pre-installed, check the box next to "Include installs without store listing visit."

Note: You can only select a tracking period if your app offers in-app products or subscriptions. Otherwise, you'll see a 6-month tracking period by default.

See an example
If you updated your app with a new icon and in-app products on July 6, 2015, you can see how this affected your app's user acquisition performance for a week by selecting:

 

  • Visitors from: July 6, 2015 - July 12, 2015

    Includes users that didn't already have your app installed on any of their devices and visited your app's store listing on the Play Store app during this period.

  • Range: Week

    Tracks users who installed your app or bought an in-app item or subscription on your app within a week of visiting your app's store listing on the Play Store app.

Ways to use your user acquisition data

  • See how many of your app's store listing visitors took action within 7 days of visiting your app's store listing on the Play Store app.
  • Compare buyer data between acquisition channels or countries to find out which channels or locations attract the highest value users.
  • Compare date ranges to see how your app's user acquisition metrics have changed over time.

Acquisition report installs compared to install statistics

Your app's Acquisition reports page tracks user activity that can happen after the end of your date range. This means your install statistics can be higher on your app's Acquisition reports page compared to its Statistics page for the same date range.

See an example

If you select a date range of July 6, 2015 - July 12, 2015 and track visitors for a week:

  • A user that visits your app's store listing on the Play Store app on July 11 and installs it on July 15 would still be included in your Acquisition reports page's install data. This user would still be included because they visited your app's store listing within the specified date range and their activity was tracked for a week afterwards.
Types of user metrics

When viewing user acquisition data by channel or country, you'll see the following categories. Keep in mind you'll only see buyer metrics if you have permission to "View financial reports" and your app offers in-app products or subscriptions.

  • Store Listing Visitors: Unique users who visited your app's store listing on the Play Store app but haven't installed your app.
  • Installers: Unique users who installed your app "X" days after visiting your app's store listing on the Play Store app.
  • Buyers: Unique users who bought at least one in-app product or had one or more subscription occurrence(s) "X" days after visiting your app's store listing on the Play Store app.
  • Repeat Buyers: Unique users who bought at least two in-app products or had two or more subscription occurrences "X" days after visiting your app's store listing on the Play Store app.

Note: Installs completed over-the-air or from the web on play.google.com are included in the "Play Store (Organic)" acquisition channel.

 

View data by acquisition channel or country

Types of acquisition channels

When viewing user acquisition data by channel, you'll see the following categories:

  • Overall: Total number of unique users who visited your app's store listing on the Play Store app.
  • Play Store (Organic): Unique users who visited your app's store listing by browsing or searching on the Play Store app.
  • Installs without store listing visit: Unique users who installed your app without visiting your store listing or had the app pre-installed. Includes installs directly from search results, Play Store on the web, and installs available outside of your store listing. Excludes sideloads. Tracking period and user cohorts are defined by the installation event instead of the visit.
  • Tracked channels (UTM): Unique users who visited your app's store listing on the Play Store app from a UTM-tagged link.
  • Google Search (Organic): Unique users who visited your app's store listing on the Play Store app from a Google Search.
  • AdWords: Unique users who visited your app's store listing on the Play Store app from an AdWords ad. Data between AdWords and your Play Console can differ. For more information, go to using different data sources below.
  • Third-party referrers: Unique users who visited your app's store listing on the Play Store app from an untagged deep link to the Play Store.

Note: Over-the-air and web (play.google.com) impressions aren't tracked on your app's Acquisition reports page.

Detailed data

To see a detailed view of an acquisition channel, click the channel's name (if available).

Measure performance across countries

To view user acquisition data by country:

  1. Sign in to your Play Console.
  2. Select an app.
  3. On the left menu, click User Acquisition > Acquisition reports.
  4. Using the "Measure by" drop-down, select Countries or Countries (Play Store Organic).
    • Countries: Total number of unique users who visited your app's store listing on the Play Store app per country.
    • Countries (Play Store Organic): Unique users who visited your app's store listing by browsing or searching on the Play Store app per country.

Note: User acquisition data by country is available after February 1, 2016.

View charts & compare data

To view an acquisition channel's data as a chart, select a checkbox next to a channel. On the chart, the displayed percentages represent the conversion rate of users from one segment to the next segment.

Conversion rate benchmarks for Play Store traffic

When viewing your Acquisition or Countries Play Store (Organic) data, you may also see data showing how your app's store listing conversion rate performs in its category.

When conversion rate benchmarks are available, you'll see a red or green bar and percentage listed under your "Installers" data. The percentage indicates your app's conversion rate compared to the median. Expand the row to see the following details:

  • Category: Your app will be measured against others in the same Play Store category.
  • Monetization: Your app will be measured against others with the same monetization model—either free, paid, or apps that include in-app purchases or subscriptions.
  • Conversion rate: To see your app's conversion rate, look for the "Your app" arrow.
  • Percentile of apps: Percentiles show the breakdown of conversion rates for apps in the same category and using the same monetization model. In the example below, the 75th percentile shows that the top 25% of apps have a conversion rate above 60%.
  • Opportunity: In some cases, you'll see a card with recommendations for how to improve your app's conversion rate.

Note: Benchmarks will be available when there are enough apps with the same Play Store category and monetization model.

See an example

In the following example:

  • Your app's conversion rate in Brazil equals 22%
  • The median conversion rate for apps in the same category and monetization model equals 18%
  • Your app's conversion rate is 4% above the median
Benchmark

Using different data sources

Due to different measurement methods, user acquisition data can vary across sources (including AdWords, Google Analytics, and third-party tracking sources).

For example:

  • Play Console "Store listing visitors" data will differ from AdWords clicks, since ad clicks won't always result in a Play Store visit; this may happen if a user clicks an ad but taps the back button before the Play Store loads. Ad clicks from the same user are only counted once on your Play Console.
  • Play Console "Installers" data may differ from AdWords conversion data. Your "Installers" data only includes unique users who installed your app for the first time. AdWords conversions include all install events, including reinstalls and installs on multiple devices.

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