Just discovered (not sure when was this made available) a new feature in Play Store Dashboard today, called User Acquisition. It now presents an extremely useful data point which was earlier a blind spot for many App publishers running their UA campaigns across various channels without using UTM tags.
So the above report now clearly gives you overall conversion from a visitor to to installs to an In-App Purchase including repeat buyers. This kind of report was not available with any of the earlier methods.
How is it different from Google Play Referral Flow available in Google Analytics?: Prior to this report, one could see the referral flow in GA under Acquisition > Google Play Referral Flow after you link your play store with GA. That report had a fundamental issue — it never captured an organic visitor (one which came without any UTM tags) plus it could not show visitors coming in from 3rd party referral (Facebook, Ad-networks using 3rd party attribution tags).
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So the newly available acquisition report is quite comprehensive & a much needed insight into yet another key metrics ie. “Visitors to users to customers” through various channels.
More details & benefits of this report is available at https://support.google.com/googleplay/android-developer/answer/6263332?hl=en&ref_topic=3450942
So what is your App’s conversion rate? Do tag me with your answer at twitter.com/deepakabbot
Also, you may find this story useful in this context:
