Measure and analyze your app's acquisition

This article is for new Play Console beta users. If you're looking for information about classic Play Console, go to the classic Play Console Help menu.

To learn more about the new Play Console beta, read our launch blog post.

Acquisition reports help you evaluate the performance of your store listing on Google Play by providing overall acquisition trends, insight into where your acquisitions are coming from, and the impact of your store listing changes. They also help you to determine if your marketing campaigns are driving quality visitors that convert, and identify where you are underperforming against your competitors so you can prioritize where to invest your efforts.

How we measure your performance

Opportunities to acquire users

The acquisitions reports measure how well your store listing acquires users, rather than installs, meaning conversion performance is calculated based on users that do not currently have your app installed on any of their devices. This focuses the report on the segment of store listing visits where your listing has the most impact, as users that already have your app installed on another device are generally more likely to install, regardless of your store listing assets.

New and returning users

By default, the report includes acquisitions from new users, who have never installed your app in the past, as well as returning users, who have previously installed your app but have since removed it from all of their devices. Viewing your overall acquisitions across both new and returning users gives the most comprehensive perspective on your store listing performance.

Store listing acquisitions only

The acquisition report focuses on your store listing conversion, and does not include visitors or acquisitions from other surfaces on Google Play (such as editorial content) or acquisitions recorded by Google Play that happen through other mechanisms (such as back-up and restore).

Note: To see installs driven from across Google Play and the Google network that do not come from the store listing, for example, Backup, Google Search, or peer-to-peer (P2P), go to the Statistics page.

Different ways to view your app's acquisition

You can use the different report pages, metrics, and dimensions to analyze your app’s acquisition in different ways.

Review overall acquisition performance with acquisition analysis

The Acquisition analysis page (Grow > Acquisition analysis) provides a high level overview of your acquisition performance to give key trends at a glance, and identify any areas that warrant further exploration.

The acquisition sources table provides a breakdown of store listing acquisitions based on whether they came from Google Play search, Google Play explore, or from third-party referrals. The store listing acquisition section below summarizes your store listing performance statistics, including overall store visitors, acquisitions, and conversion rate. You can configure this data by country, language, app install state, or time period using the filters at the top of the page.

The breakdown tables for country, language, store listing, install state, search term, and UTM source and campaign provide a summary of the top performing values for each breakdown dimension. You can select Explore to jump into more detail for the specific dimension, or click the right arrow next to a specific value to view that value plotted over time on the Store listing conversion analysis page (Grow > Store Presence > Conversion analysis).

Explore specific dimensions with store listing conversion analysis

  • The Store listing conversion analysis page (Grow > Store presence > Conversion analysis) shows the visitors, acquisitions, and conversion rate for your store listing over a selected time period.
  • You can filter data based on acquisition source, store listing, country, language, UTM source and campaign, or acquisition state, to get a deeper understanding of how well a subset of your visitors convert.

Metrics and dimensions

Acquisition data is based on Pacific Time (PT). History is available from February 25, 2020.

Metrics
Metric Definition
Store listing visitors

The number of users that visited your store listing who didn’t already have your app installed on any of their devices.

Note: A user that visits your store listing multiple times is only counted once per day and per dimension. For example, a user that visits your listing once via search and then again via a direct link on the same day is counted twice. A user that visits your listing twice from the same link is counted once.
Store listing acquisitions

The number of users who visited your store listing and installed your app, who didn’t have it installed on any other devices at the time.

Note: Your store listing acquisitions will be lower than your installs, as a user that installs your app on multiple devices is only counted once.

Store listing conversion rate

The percentage of store listing visitors that resulted in acquisitions.

Dimensions
Dimension Definition
Acquisition source

How the user got to your store listing. For example, by searching on Google Play.

Go to the Acquisition source values section below for a breakdown of acquisition source values.
Country / Region The country or region where the user’s Google account is registered.
Language The language setting on the user’s device.
Search term

The term the user searched for before navigating to your store listing. Only available for Google Play search.

Note: This dimension is only available when acquisition source is filtered by Google Play search.

UTM source

The value of the utm_source URL parameter in deep links to your store listing. 

Note: This dimension is only available when acquisition source is filtered by third-party referrals.
UTM campaign

The value of the utm_campaign URL parameter in deep links to your store listing. 

Note: This dimension is only available when acquisition source is filtered by third-party referrals.
App install state

Whether the user is installing your app for the first time (new user), or has previously uninstalled it (returning user).

Note: When you see references to ‘reacquisitions,’ we are referring to returning users.
Store listing The store listing that the user visited. Either your main store listing, or a custom store listing.
Acquisition source values
Status Description
All acquisition sources The total number of users who installed your app from your store listing, who didn’t have it installed on any other devices at the time.
Google Play search The number of users who visited your store listing after performing a search on Google Play and then installed your app, who didn’t have it installed on any other devices at the time.
Google Play explore The number of users who visited your store listing from Google Play, but not from search results, and then installed your app, who didn’t have it installed on any other devices at the time.
Third-party referrals The number of users who visited your store listing from outside Google Play and then installed your app, who didn’t have it installed on any other devices at the time.

Changes compared to acquisition reports in classic Play Console

Visitors, acquisitions, and conversion rate

The new acquisition report now includes visitors and acquisitions from users who had previously had your app installed, as well as those who have never tried it. This means the majority of apps will see increases in both visitors and acquisitions.

The new report is better focused on helping you understand when and how you acquire users, so it filters out those who currently have your app installed on any of their devices. This ensures that it only reports on visitors that have the potential to convert. As such, most apps will see an increase in conversion rate. This improved filtering may also result in a decrease in visitors and acquisitions for some apps.

Finally, the new report only counts acquisitions that happened shortly after visiting the store listing. This shorter attribution window may result in a decrease in acquisitions for some apps.

Acquisition sources

Acquisitions are now reported as either Google Play search, Google Play explore, or Third-party referral, based on which surface drove the user to your store listing. For example, users who clicked on a search result, or a Google Play search advert, are attributed to Google Play search. Similarly, all users who come directly to your listing are attributed to Third-party referral. Users who come from other Google Play pages, no matter how they started their session, are attributed to Google Play explore.

We have also expanded the definition of the Google Play search source to include when search automatically shows your app as the best search result prior to the user visiting the search results page. Users following these search auto-completes will now be attributed to Google Play search, as opposed to Google Play explore. This better reflects the user experience.

Frequently asked questions

Do you count acquisitions from all sources?

No, only acquisitions from the Google Play store listing are included. See How we measure your store listing performance for more information on what sources are included.

How are ads acquisitions reported?

The new acquisition report tracks acquisition sources based on where the user was immediately before they arrived at your store listing, regardless of whether this was from an ad or organically.

If a user visits your store listing from an ad on Google Play search results and then installs your app, that acquisition is attributed to Google Play search. If a user visits your store listing from an ad elsewhere on Google Play, it’s attributed to Google Play explore. And if a user visits your store listing from an ad outside of Google Play, it’s attributed to Third-party referral.

To track the performance of your Google Ads campaigns, sign in to your Google Ads account.

How do I download acquisition data?

It’s not currently possible to download the data from the acquisition report, but we plan to provide this option in the future.

How can I view conversion rate benchmarks?

It’s not currently possible to view conversion rate benchmarks in the acquisition report, but we plan to provide this option in the future.

What’s happening to the old acquisition report?

The old acquisition report and related data exports will be removed in the future. At the moment, we do not have a timeline for this change.

Suggested analysis

Here are some common ways you can use the acquisition reports to analyze your store listing performance:

  • Evaluate how changes to your store listing have affected conversion rates.
  • Review Google Play search terms driving the most visits to see what users are most interested in.
  • Monitor the performance of your UTM tracked campaigns.
  • Identify countries with high visitors which may be good candidates for custom store listings.
  • Identify languages with low conversion rates to determine where you need to improve translation.
  • Evaluate whether offline marketing is driving high quality visitors to your listing.

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