Understand where your valuable users come from so you can optimize your marketing

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  • Marketing
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The User Acquisition tab in the Play Console provides detailed information on how users find and acquire your app. It also reports on how users go on to buy your in-app products—all without you having to set up and create complex reporting.

Why it works

Whether you pay to acquire users or not, you want to know their origin. The snapshot provided by the User Acquisition report enables you to see the sources of your most valuable users—across organic (such as those who come to your store listing while exploring the Play Store), paid traffic (including AdWords and third-party), and from Google Search—to better understand where to focus your marketing and acquisition efforts. The organic acquisition insights now available in the Play Console also enable you to understand what users do in the Play Store to discover your app or game, including the search terms they use, so you can tailor your listings and marketing material.

Best practices

  • Compare and watch cohorts. In the Performance report, a cohort is a group of users who've visited your app's store listing during a selected date range. Use these cohorts to watch how changes in advertising, availability, and competition affects the number of users joining your base, and tailor your strategy accordingly.
  • Make more informed decisions about your store listing experiments by using insights from the User Acquisition report to help you track how those changes improved downstream metrics (like buyers or 30-day retained installers), once you've applied it to all traffic. You can use Store listing experiments to A/B test changes to your store listing, for example, when you update your app's icon on Google Play to see how it affects installs and in-app purchases. Then also use the User Acquisition report, by selecting cohorts before and after your app update, to measure how your change impacted conversion rates.
  • Examine and monitor acquisition channels. For your defined cohort, you can explore how user behavior and value differ between acquisition channels, such as organic Google Play traffic, Google Ads campaigns, tracked channels, and searches. You'll find that some channels produce more installs, while others bring better buyers. Drill down into specific channels to explore user behavior in detail and use the understanding gained to determine where to focus your acquisition campaigns.
  • Understand how people are discovering your app on the Play Store. See how people arrive at your store listing by searching or exploring (which are actions like browsing the homepage, visiting a category list, or viewing related apps). From the search row, click-through to see the number of people using different search terms, and which of those lead to the most installs. The organic data also includes when people saw previews of your listings, not just when they visited your full page.
  • Utilize insights for App Store Optimization (ASO) and onboarding experience. The organic acquisition insights can help you decide how to optimize assets, for instance by ensuring that your screenshots are impactful, optimize your in-app onboarding experience to highlight features that reflected the search terms driving installs, or optimizing your app description to include search terms to better meet user expectations.
  • See users. Get stats for all store listing visitors (users who visited your app's store listing) and installers. Use these stats to understand how prospects are converting into users.
  • See buyers and ARPU (average revenue per user). If you sell in-app products, the funnel report can tell you about new and repeat buyers. See average revenue per paying user and benchmarks, to compare your app's performance to similar apps, at every stage of the acquisition funnel. Use this report to understand how quickly your in-app products and subscriptions are gaining traction with users.
  • Explore how countries behave differently. Users in different countries rarely behave the same. Filter user acquisition data by country to measure, for example, the effectiveness of campaigns targeted at specific countries.
  • Compare conversion rates. See how you're doing compared to others with user acquisition benchmarks. These benchmarks compare your app's conversion rates to similar apps on the Play Store.
  • Utilize UTM tags. Third-party advertising can be broken out in the funnel by using appropriate UTM tagging. Take advantage of this feature to understand the effectiveness of these partners.
  • Understand your peers and opportunities. Benchmarks in the Play Console provide a "how am I doing?" check, so you can compare your app's performance to similar apps, at every stage of the acquisition funnel. Use these benchmarks to reveal the greatest opportunities for growth in your product.