Posted by Tom Grinsted, Product Manager, Google Play
Today we introduced a number of new metrics * and unique comparison benchmarks to the Google Play Console. You can use this to evaluate the engagement and monetization trends of your app or games against up to 250 different peer sets, so you can make better, more informed decisions about your product roadmaps and opportunities.
Whether you’re looking to prioritize new features to drive engagement, experiment with pricing, or increase customer loyalty, we hear from all developers that they need great data and insights to make the best investments.
While some larger developers can compare data from different portfolios, this is not always possible – for example, when entering new territory, if you don’t publish directly comparable apps, or if you only publish a game or two in the first place. In such cases, how do you know if your app or game is performing well? Well and where can you be better
With this launch, we want to help all developers better contextualize and understand their performance. The following is new:
New metrics for engagement and monetization
Working with mobile app and game growth experts, we’ve introduced a number of new engagement and monetization metrics based on best practices for evaluating app and game performance. These include:
- DAU / MAU
The ratio of users who open your app each day to each month (28-day rolling period). This is a key measure of “stickiness”. Here you can find out whether you drive regularly and habitually.
- 28 days returning users
The percentage of your daily users who also used your app in the last 28 days. This can help you assess whether you are building a loyal audience.
- DAU and MAU Birth rates
How quickly you increase the number of users who open your app every day and at least once every 28 days. These are your basic audience growth measurements.
Average revenue per daily active user. This is your daily sales divided by your DAU, which measures your success in increasing your users’ sales.
- Average purchase value
How much do you earn on average with each transaction? This is useful for making price optimization decisions.
- Purchases per buyer and User-buyer relationships
The frequency with which buyers do business with you and the percentage of your DAUs and MAUs that become buyers. Especially useful when you want to find out if there is any growth potential, how many people are shopping and how often.
We are introducing a total of 15 new normalized metrics with benchmarks and making the absolute numerators and denominators available for queries. You can find them all on the new “Compare with Colleagues” tab on the statistics page *. For the sake of simplicity, we’ve included other important normalized metrics here as well, such as:
Track your performance with a peer set comparison
All of these new normalized metrics are started with peer-set comparison performance by default to aid your decision-making and help you discover areas of opportunity. You can track your metrics over time and compare up to 250 different types of apps and games, such as: B. “Match 3 Games”, “Audiobooks” or “Comics”.
Compare your performance against the statistics page in the Google Play Console.
You can use country filters to tailor these insights to suit your business needs. For example, you can see if similar games are driving increased revenue from users in Japan, or if your team’s recent loss of function is causing you to outperform other similar apps in terms of loyalty in India.
During our development process, we tested this range of new findings with selected partners. Your feedback was not only useful in shaping our approach, but also positive:
“These new metrics and comparisons help us make decisions. Not just what to do with our games now, but also strategic decisions about upcoming games. For us, this is already one of the most valuable features of the game console.”
Guy Ulmer, Plarium Global Ltd.
To help you get the most out of these new metrics and insights, we’ve launched a new course on the Play Academy to keep you up to date. You can also check out our master class webinars dedicated to fueling your growth.
Strong data protection for users and developers
The data for these new metrics comes from users who have agreed to share their app activity with Google and is modeled to better represent the entire population. The data simply records whether an app is open in the foreground. Users have control over their data and can deactivate the sharing or deletion of individual events in myactivity.google.com.
In addition, these new developer metrics are the first to use differential data protection regulations – an advanced technique that provides increased data protection for all data sets. You can find more information on this approach on our technical blog.
Just like with previous benchmark launches, all peer comparison metrics offer protection for developer privacy. The data is generated from a large number of apps and games, and the peer groups controlled by the Play Store’s advanced tagging system do not share the performance of individual apps. While you will find high quality, reliable, and useful peer set comparisons, we have tried to obscure the performance of a single competitor’s app against the peer sets shown, and the performance of your apps in peer sets as well.
There’s more to come
This is the first start of a multi-year project to bring more helpful insights and active recommendations to the Google Play Console. The largest mobile app developers often use growth consultants to make their long-term strategic product decisions. We aim to bring this type of help and expertise everything Play developer through the console. So watch out for more product launches in the next year!
* Please note that you need a Google Play Console account to access these links.
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