Store listing performance reports help you understand and optimize your app's user base throughout its lifecycle. By providing insights into where your users are coming from and how they engage with your listing, they can also help you evaluate the effectiveness of your store listing assets and experiments.
How we measure your performance
The store listing reports measure user interactions with your listing, focusing on the moment a user expresses intent to install, open, or pre-register for your app.
Opportunities to acquire users
From June 2026, the primary metrics for store listing performance are based on unique clicks. We count unique users who click the Install, Open, or Pre-register buttons on your listing. This approach focuses on the segment of the journey where your store listing has the most direct impact.
Data for completed actions—such as successful acquisitions —are available for you to view on the Grow users overview page, which also reports the full view across the Store, as well as in Statistics, and downloadable reports.
New and returning users
By default, the report includes interactions from both new users, who have never installed your app, as well as returning users, who have previously installed your app but have since removed it from all of their devices. Viewing your overall interactions across both new and returning users gives the most comprehensive perspective on your store listing performance.
Different ways to view your app's acquisition
You can use the different report pages, metrics and dimensions to analyse your app’s acquisition in different ways.
Review overall acquisition performance on the Grow users page overview with store analysis
The Grow users overview provides a high-level overview of your acquisition performance alongside other top-line metrics to show key trends at a glance and identify any areas that warrant further exploration.
The Acquisition chart can display either User acquisitions - which shows you how many users who didn’t have your app on any of their devices that you have acquired - or Device acquisitions - which shows how many devices your app was installed on. This includes counting secondary devices such as a watch or a PC set up with Google Play Games for Windows where the user has already installed your app on their phone.
Acquisitions on the Grow users page overview includes acquisitions from store listings, promotional content, and other content-first experiences on Google Play.
By default, acquisitions and other top-line metrics on the Grow users page overview show a breakdown by traffic source - whether users who installed your app came to install it via Google Play explore, Paid and direct, Pre-installs - if your app was pre-installed on their device, and if we don’t have enough information to tell which of these traffic sources led to the install we label it as "Not attributed."
Explore specific dimensions with conversion analysis
The Listing conversion analysis page (Grow users > Store performance > Conversion analysis) shows the visitors, clicks, and CTR for your store listing over a selected time period. You can filter data based on traffic source, store listing, country, language, UTM source and campaign, or acquisition state to get a deeper understanding of how well a subset of your visitors convert.
Store listing clicks only
Store listing reports focus on your store listings only, and include clicks from:
- your store listing page
- the inline install overlay (sometimes shown when attempting to install from an ad)
- a mini-detail page we may show for queries closely associated with your app.
The Store listing reports do not include visitors or acquisitions from other surfaces on Google Play (such as Promotional Content). It also does not include acquisitions recorded by Google Play that happen through other mechanisms, such as backup and restore.
Click-through rate benchmarks
You can use click-through rate benchmarks to compare your performance to your peers' performance, allowing you to determine where you have the biggest opportunity to improve. For example, if your click-through rate for a particular language is lower than your peers', investigate whether your listing is correctly translated in that language.
The store listing click-through rate chart allows you to compare your daily conversion performance to your peers' median, 25th and 75th percentile. The breakdown table allows you to compare your total click-through rate for the period with your peers' median for the last 28 days in the selected period.
Metrics and dimensions
The following metrics are used to measure your store listing performance, while the dimensions are used to further segment the metrics:
Metrics| Metric | Definition |
| Unique user Install Clicks | The number of unique users who clicked the Install button from your store listing. |
| Unique user open clicks | The number of unique users who clicked the Open button from your store listing. |
| Unique user Pre-registration clicks | The number of unique users who clicked the Pre-register button from your store listing. |
| Click-through Rate (CTR) | The percentage of store listing visitors who clicked on a button (Install, Open, or Pre-register). This replaces the legacy "Conversion Rate" metric. |
| Store listing |
This serves as your app or game's public-facing presence on the Google Play Store. It encompasses all the details and visuals that potential users encounter, including the app's name, descriptions, icon, feature graphic, screenshots, preview video, category, tags and contact information. This listing is crucial for informing users about your app's capabilities, attracting downloads and building trust. It offers flexibility through main and custom listings. Custom store listings enable targeted marketing by tailoring content to specific user segments, such as those from different countries or arriving via specific campaigns. This level of customization allows developers to optimize their app's appeal to diverse audiences within the Play Store. |
| Store listing acquisitions |
The number of users who visited your Store Listing and installed your app, who didn't have it installed on any other devices at the time. This metric is now available in Statistics and via Exports. Note: Your store listing acquisitions will be lower than your installs as a user that installs your app on multiple devices is only counted once. |
| Store listing opens | This tracks the number of times users who have the app installed opened it from your store listing. |
| Store listing pre-registration | The number of users who have pre-registered for your app from your store listing. |
| Store-listing visitors |
The number of users that visited your Store Listing who didn’t already have your app installed on any of their devices. Note: A user that visits your store listing multiple times is only counted once per day and per dimension—for example, a user that visits your listing once via search and then again via a direct link on the same day is counted twice. A user that visits your listing twice from the same link is counted once. |
| Dimension | Definition |
|---|---|
| Traffic source |
How the user reached your store listing, for example, by browsing on Google Play. See the Traffic source values section below for a breakdown of traffic source values. |
| Country/Region | The country or region where the user’s Google account is registered. |
| Language | The language setting on the user’s device. |
| Search term | The term that the user searched for before navigating to your Store Listing. |
| UTM source |
The value of the |
| UTM campaign | The value of the utm_campaign URL parameter in deep links to your store listing. |
| App install state | Whether the user is installing your app for the first time (new user), or has previously uninstalled it (returning user). |
| Store listing | The store listing that the user visited. Either your default store listing or a custom store listing. |
Grow overview
| Status | Description |
|---|---|
| Google Play explore | Users who discovered and installed your app from browsing Google Play without searching for it by name. This includes users who discovered your app on home pages, suggestions and top charts, or by searching for a category of apps, for example, "racing game." |
| Paid and direct | Users who installed your app from an ad, referral, or search on Google Play containing your app's name or closely associated brand. |
| Not attributed |
Acquisitions where we don’t have enough information to attribute them to the correct traffic source category. This includes reactivations and installs from Play backup and restore, where the traffic source for the original acquisition is not known, and instances where the traffic source was not recorded. It also includes users who installed your app prior to traffic source being recorded. |
Store listings reporting
| Status | Description |
|---|---|
| All traffic sources | The total number of users who visited your store listing or a mini-detail page, then clicked to install/open or pre-register for your app. This doesn't include acquisitions from surfaces, such as banners on app category pages. |
| Google Play search | Users who visited your store listing by performing a search on Google Play for your app’s name or closely associated brand, then visited your store listing or a mini-detail page before attempting to install/open your app, and who didn’t have it installed on any other devices at the time. This does not include visits from ads shown on Google Play search results. |
| Google Play explore | Users who browsed Google Play, then visited your store listing before attempting to install your app, who didn't have it installed on any other devices at the time. This includes users who clicked on search autocomplete suggestions and users who searched for a category of apps, for example, 'racing game.' This does not include visits from ads shown on Google Play. |
| Ads and referrals | Users who visited your store listing from an ad or referral and who didn’t have the app installed on any other devices at the time. This includes users who installed your app from an ad using the inline install overlay sometimes shown outside of Play Store. |
Viewing your reports
Store listing content pages
These pages focus on intent-based metrics (clicks and click-through rate). Use these reports to understand how your listing assets (images, videos, and descriptions) drive user interest.
Grow overview
Grow overview page - The Grow overview page is specifically tailored to showing you your app’s growth on Google Play. This includes acquisitions and many more growth-related metrics.
Statistics page and exports
Statistics page - An app’s Statistics page can be used to view a number of metrics, such as both legacy (acquisitions) and new (clicks) metrics.
Note: Legacy CSV downloadable reports in Cloud Storage will continue to support the original (acquisitions) metrics only.
Reporting API
The reporting API can be used to get the new (clicks) metrics only.
Frequently asked questions
How are ads acquisitions reported?All visits from Google Ads are attributed to the ads and referrals traffic source.
The Play Console does not provide reporting for Google Ads impressions or conversions. To track the performance of your Google Ads campaigns, sign in to your Google Ads account.
Use the Export report button on Store listing pages to download the data currently displayed in the chart and table. Both legacy (acquisitions) and new (clicks) metrics are available in the Statistics page and via CSV exports in Cloud Storage.
Benchmark data is only shown if there is sufficient data from your selected peer set for your current report configuration. If you don’t see benchmark information, try selecting a different peer set, removing filters or selecting a different breakdown to display.
Note: Benchmarks are only available when viewing performance by country, language, install state or traffic source. Filters for these dimensions are also supported for up to one selection per dimension.
The "Other" breakdown is shown when there are search terms, UTM sources, or UTM campaigns that did not have enough visitors or acquisitions over time to be reported individually.
Why are some countries/regions listed as "Unknown Region"?
Here are some common ways that you can use the acquisition reports to analyze your Store Listing performance::
- Evaluate how changes to your Store Listing have affected the click-through rate.
- Review Google Play search terms driving the most visits to see what users are most interested in.
- Monitor the performance of your UTM tracked campaigns.
- Identify countries and search terms with high visitors which may be good candidates for Custom Store Listings.
- Identify languages with low conversion rates to determine where you need to improve translations.
- Evaluate whether offline marketing is driving high-quality visitors to your store listings.