So you follow our blog posts on App Store Optimization, but are still not sure you want to commit all this time and energy executing our tips and tricks, because you have no proof it actually works for your specific app.
This is a fair concern that Google itself has addressed through its Google Play Developer Console platform, by providing pretty charts and hopefully high numbers for important app install metrics. Now you will be able to have a better idea if the ASO methods actually work for your specific app.
In part one of this series we are going to guide you through the basics of the ‘Statistics’ option that the Google Play Developer Console (GPDC) offers its apps.
Google Play Developer Console: Statistics
To begin, find the ‘Statistics’ tab on the left sidebar of the GPDC page.
You will be presented with a tremendous amount of information and options. There are drop down menus and toolbar options that are all connected.
On the top left you’ll find a drop down tab that presents you with 15 app metrics you can choose from for Google to measure. Below we highlight the important ones.
Each metric can be measured by 5 different time slots, all of which are important to analyze.
1) Current Installs by Device.
The number of active devices on which the application is currently installed.
Installs are very important for your app, even if your app only makes money from in-app purchases. The more installs your app has, the higher it will rank in the app store. In addition, installs are important for statistically significant in-app a/b testing.
ASO Tip: Notice the lollipops (coincidence) on the line graph? They represent a new published version of your app. This is very important for ASO, as an extreme dip or rise after a new published version should be noted and analyzed, since it might have to do with the new version.
You may have noticed that this app has had many recent updated app versions. Unlike the Apple App Store, one can update keywords, descriptions, and anything purely ASO related on the Google Play Store without updating the actual app product. Without this limitation, ASO managers should continuously optimize their app page on the Google Play Store.
2) Daily Installs by Device
The number of devices which installed the app for the first time in the past day.
It is much easier to see trends when looking at the ‘daily installs by device’ option.
ASO Tip: Many times you will spot consistent downward trends on specific days. For example, it is quite common for business apps to not have as many active users on the weekends. Therefore, to avoid skewed data results, we suggest to update your app only during the middle of the week and not right before the weekend.
3) Daily Uninstalls by Device
The number of unique devices which uninstalled the app in the past day. Learn more
It is very important to keep a low churn rate. A high churn rate negatively affects the Google Play Store algorithms, therefore lowering your app’s visibility.
ASO Tip: If there are many uninstalls right after an update, you should make sure that your new description, keywords, or screenshot are not misleading.
4) Daily Upgrades by Device
The number of devices upgraded from an older version to the latest version of the app in the past day.
The number of devices upgraded from an older version to the latest version of the app in the past day
This chart shows the software updates. Generally speaking, we do not believe it is extremely relevant for your ASO.
5) Current Installs by User
The number of users which currently have the application installed on at least one active device.
This chart will most likely be very close to the numbers you see for the ‘current installs by device’ metric. If a user has installed your app on more than one device (‘current installs by device’ – ‘current installs by user’) you know that he or she really loves your app.
ASO Tip: It is important to also optimize for tablets and watches.
6) Daily Average Rating
The average star rating this app received across all ratings submitted in the past day.
One of the main factors people take into consideration before downloading an app is how high of a rating it has.
ASO Tip: One of the main reasons apps are rated poorly have to do with technical problems or poor timing in asking for in-app reviews. If you see a sudden dip in your ratings, your app may indeed have a bug.
7) Cumulative Average Rating
The average star rating this app received across all ratings submitted up to and including the past day. For each user submitting a rating, we only count their most recent rating of the app.
The latest numbers you see here correspond with the numbers potential users see on the Google Play Store.
8) Active Users
The total number of users who opened the app at least once in the past day.
Engagement is just as important, if not more important, than installs.
ASO Tip: Divide the number of ‘active users’ by ‘Current install’ to calculate the percentage of installs that represent active users. Investors love these numbers.
The total number of users who opened the app for the first time in the past day.
Usually after users install an app they open it. If you notice that they are not, you need to address your user acquisition strategy. For example, users may be installing your app only to receive an award in a game and not because they are actually expecting to use your app.
10)Screens per Session
The average number of screen views per session within past day.
As mentioned above, user engagement is very important. There is often a high correlation between the quality of s product and the number of screens per session.
As your see above, trends are quite apparent. These trends should correlate with the ‘daily installs by device’ metric.
That’s a lot of data
The Google Play Developer Console is a great tool because it provides you digestible data. Now take some time before you move on to part 2 to implement the advanced techniques you learned in this post to improve your app’s ASO.
Metrics on Steroids
In our last post, we discussed in depth the app metrics you can measure in the Google Play Developer Console (GPDC) under the ‘statistics’ tab. If you have not gone through that post we suggest that you do so before moving on.
Believe it or not, there is much more data to go through in the ‘statistics’ tab.
Below the line chart you’ll find a tool bar with 7 options.
Each specific option here builds on one of the metrics we took a look at in our first post.
In the screenshot below, the first option ‘Android Version’ is chosen (the charts and numbers change based on the chosen options).
Android Version and Device
This is a great page to help you understand your users and therefore cater your app description to the right crowd. We took the liberty to compile the launch dates for each version update to help you see how updated (or far behind) users are. Warning: you may be craving something sweet by the time you’re done reading it.
This option is a very important to analyze for ASO, as it tells you how many users are using tablets and lets you know if it’s time to optimize your app-page.
Country & Language
It is important to know which languages users speak and where the so you can localize your app page appropriately. The app below, for example, is popular in the UK, and among Spanish speakers
We hope part one and part two of this guide will steer you in the right direction so you can fully take advantage of statistics data. Of course there is much more data out there which you should also use. But before exploring all of those other tools check out part 3 of our GPDC series to learn more about the user acquisition tab.
On August 26th 2015 Google announced a new feature to the Google Play Developer Console.
“Developers will now get new performance data on how all their user acquisition channels are performing on the User Acquisition tab in the Developer Console. You’ll see how people are finding your Play Store listing, how many install your app, and how many go on to make purchase.”
This announcement is quite exciting for app marketers, and we were excited to start investigating the new data Google provides us with.
Once you enter the Google Play Developer Console, go to the left sidebar and choose the ‘User Acquisition’ option.
As you can see from the screenshot below, there is a lot less data than the ‘statistics’ tab we featured in part 1 of our series. The bar graph illustrates the data in a beautiful fashion. It is important to note that the app we are highlighting does not have in-app purchases.
The data is important for two reasons:
1) It tells you how many users are downloading your app after they view it in the app store.
2) It lets you know how users got to your app page in the first place.
There are many reasons why the app page conversion rate is critical for ASO. Firstly, a bad conversion rate affects the Google Play Store algorithms negatively. In addition, a bad conversion rate hints to problems with your ASO. Luckily, you have the power to fix it! Are your screenshots interesting? Is your description descriptive or just filled with keywords? Remember: the average user makes his decision within 5 seconds from reaching the app page. Make each one count.
As you should know by now, there are many methods of user discoverability. The GPDC tool allows you to determine which method works best. You may be able to recognize that you are not acquiring enough users through the ‘third-party referrer’ channel. If so, it may be time to focus more resources on organic search and ASO, for example. If your app page just had an ASO makeover, make sure to monitor the results to determine how well it worked and what else may need some tweaking.
You have worked tirelessly on the development of your app and even put effort getting in discovered on the Google Play Store. Now is the time to maximize creative and copy on your app page in order to boost your app page conversion rate.