By now, most growth practitioners do not talk about App installs. The key metric have changed from Installs to Visitors to Active.
First step to get an active user is to ensure your App is still on the device. I have addressed this in detail in my previous post:
Mobile App’s Survival Funnel: How to stop uninstalls [Infographic]
If you are not among the top 0.5% of the Apps which have defied the “Law of Attrition”, then you must be grappling with…
(For Android developers only) The above post was written exactly 2 years ago and it wasn’t easy to find out actual retained installs of your App unless you rely on your GCM notifier which wasn’t the most reliable way anyways.
Today, this important information is available right inside Google Play Dashboard for Android Apps. This report was introduced last year allowing developers to see retained installs over 1 Day | 7 Days | 15 Days | 30 Days.
You can access it from Dashboard > User Acquisition > Acquisition Reports
Another useful report allowed developers to see Visitor to Install conversion ratio. In addition the conversion ratio, one could also see the global benchmark thus comparing performance with other apps in the same category:
And Now Play Store Introduces Retained Installs Benchmarks:
Google has recently introduced Benchmarks for Retained Installs, now compare your App’s retained install %age with other Apps in the same category (globally or in your country):
It’s a self explanatory chart and if your app is in the green zone then you have lot less to worry.
You can also see it country wise benchmarks by switching from “Acquisition Channel” to “Country” from the Measure By drop down on this page.
ASO Boost: Play Store now allows you to see keyword wise Installs [BETA]
It wasn’t easy to directly calculate ASO ROI because the impact would be slower and one would not be able to attribute it directly to the changes made in description or app title etc. This is set to change.
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Now you can see which keyword got you how many installs (It’s in Beta so not everyone would be able to see it yet). This will be available under Acquisition Reports in User Acquisition section.
More details at https://asostack.com/aso-earthquake-google-play-update-reveals-keyword-installs-to-developers-f5cf2e384eb3
These two new additions to Play Store Dashboard will give you even better insights on your acquisition performance. It will allow you to focus more on channels & keywords which brings better conversion.
I had mentioned about some of these requirements in this 2.5 year old article highlighting how Play Store can help developers get lot more useful insights:
Why Google is hiding some useful data on its Play Store Dashboard
Here are the top 10 data points, App developers would love to see on the dashboard
Wishlist now includes Uninstall Analysis (with cohorts), Rank trends, Reinstall analysis to be added to Play Store dashboard
I will be happy to hear your feedback on this. Feel free to comment here or tag me on twitter @deepakabbot or mail me at dabbot@gmail.com
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p.s.: Why users uninstall https://www.slideshare.net/dabbot/growth-hacks-practical-tips-for-your-mobile-apps/52?src=clipshare
