Hey this is the daily overpass, my name is Eric and I make apps.
Now today let's have a look at the Google Play user acquisition report.
Okay so today I want to talk about my favourite report on google play, which is
the user acquisition report. So, last year I did a video, maybe last year or
the year before, called 'the three reasons why no one is
downloading your app' and I talked about the three biggest
problems we have as app developers with our applications not being downloaded, is
that A - nobody knows about it, B - they don't see the point in it or they don't see
why they should download it, or C - everybody hates it. And when we get
advice from people they always refer to the C problem, they suggest to us to
add more features and all those kind of stuff. But most of the time our problem
is a that nobody knows about it. Sometimes it's B - they just don't see
the point in it, but most the time, 90% of the time, it's A. So the
user acquisition report, the reason I really like this is because it really
lays it out. So I'm gonna show you what my stats are this is gonna be kind of
like a 'do as I say, don't do as I do' kind of thing, because some of the things I need
to improve upon, and every time I look at this I think "all right yeah, we need to
get back under the hood on this thing and do some changes", but have a look at
my screen right here. Here's my user acquisition report for ear agent which
is my biggest app, and I'll show you one of my apps that aren't so big here in a
minute so we can compare them. So all you have to do is go into your Google Play
console, go down to user acquisitions and acquisition reports, and you'll have the
acquisition report up here. And over here we see right off the bat we can
see the important bits of information, and it covers those three areas I was
talking about. So here you can see store listing visitors versus installers
versus buyers versus repeat buyers. So store listing visitors, they looked at
your an App Store page, and they decided whether or not they're going to download
it. So this is the big thing that you want to get to first. If that
number is low, then the thing you need to be focusing on is how do you get people
in there? So this column right here, store listing visitors, that's keywords and
that's icon. So it's whether or not it comes up in search, and the title
looks good and the keywords are in search, everything like that, and the
icon looks good, so they're actually
walking into your shop. They're actually interested. The installers is
whether or not they see the point in it. Whether or not your app page is
any good. So like advertising as well is really just this first column. All
that money you pay for advertising, it's here, because if they get to your App Store
page and they just don't see the point in it, then you need to optimise
that. So here I can see I have a 20 percent conversion rate, so of all the
people who've looked at the store page on a global basis, 27 percent
of people download it, which means I've got room for improvement, but for me that
seems actually pretty good considering what it's been in the past. And then of
course when you get people to actually install it, whether or not they're gonna
purchase anything, and then of those people who buy something,
how many repeats. So here you can see over this
one-week period, 55,000, nearly 56,000 people, viewed it on
the store page, so that my keywords are working, they're searching. One thing I
would really like, and I've asked people at Google about this too and they always
say that it's a possible, but nobody has been able to show me
how to do it, if you know how to do this let me know, is I want to see what
keywords people are using to find this. I make assumptions based on things,
but I haven't seen it in Google Analytics, in firebase analytics or here.
So, if if any of you guys out there know how to do that, let me know because even
I've had people that at Google and we kind of say "can you we find out what
keywords" and they're like "oh yeah yeah you can find out", and when I ask them to
show me, they sort of click around and they can't find it, so I don't know if
that's possible or not. So, store listing visitors - 27% are actually
installing it and then only 35.2% actually bought it. So,
it's low, it's low. That's all on me. So this is the bit
where we have to focus a lot on, when we talk about keywords and
everything, that's what we talk about. So one of the cool things about this is we can
do it measured by acquisition channel. Most of mine comes from Playstore
organic. I got a few AdWords Universal campaigns out, but I mean like
really low numbers, really low daily budgets and third
party referrals. I don't even know what's coming in from that. But one of
the cool things here is I can do a group by country, because you can see here - I
talked before about how India is a big part of the user base now, so here you
can see in the US we get, so of these 55,000 if it's broken down by country,
in the US we get 8,000, so we only have like a 30 percent conversion rate,
in the US. But in India we have a 60 percent conversion rate, so I don't know
what I'm doing right on that store page in India, but it is really working. And
then other countries have various levels of success there, and it's kind of
interesting just to go through it and then compare those. So whenever
I do optimization, when I'm playing around with keywords, I always do it in
English, and if it works in English, then I'll get it all translated and
everything like that. This is something I don't look at as much as I
should. Another part of this report which is really cool is we have the retained
installers, and you don't really get this on the most recent, so
let's just go back to last month. Take a random one here, so in order to get the
full 30-day so you have to go at least a month back, so here we talked about this
over the last few days, what is user retention like, and for
me I guess it is poor. I don't have really great user retention but here you
can see how many people keep it for a day up to 30 days, you can see here
we've got 29% who actually go through and download it. Of those 29% 55, only 55
percent, will keep it for a day and that 36 percent, so you can see that it
dwindles over time, but that's been working for me. I don't consider -
everyone keeps going on about user retention - I don't consider that a
failure, because it seems to be across all of Android that we have these kind
of stats. I could be wrong. And you see different levels
in different countries, so over here we've got - that seems to be pretty
consistent across. So anyway it's a really useful report, when we talk about
where we focus on our ASO efforts, that's what we look at. For most of us it's
this, it's the store listing visitors. And we get a lot of store listing
visitors but nobody's downloading, then we
have to really work on the store pages. So let me show you an app that
doesn't do so well. This one here is Chinese Mandarin Alpha Team.
Now this one, hand on heart, I thought this was going to be huge. I thought
we'll release this. Wannabe Mandarin learners everywhere, Chinese learners
everywhere - this can be like an awesome game and it's
gonna be so much better than flashcards. Yeeeah...it doesn't do
that well. So, here you can see that week we had 102 visitors,
12.7% downloaded, which means I need a look at screenshots, I need to look at
description - it's just not compelling. it's not compelling for them
to download, and we don't really have any buyers and this is just a
random one here. Let me go back - this might be the pro version actually
then broken down by country, we can see Thailand or whatever.
So you it really is not that interesting actually unless you've got a lot of
downloads and have a look at it. So for those of you guys who are,
whenever somebody asked me about Android marketing, I think the first thing you
need to do is look at that user acquisition report, because if you're not
getting the store listing visitors, then you need to focus on your keyword and
you need to focus on your icon. So if it's ranking well for certain
keywords, and again I would love to be able to see what keywords people are
using to find it, if it's ranking well for keywords and it's coming up in the
search rankings but nobody's actually going into the store listing page, then
you know that your icon sucks and the title sucks, or there's something that's
much better there so you need to look at all of them there. I try to
guess what people are gonna be searching on, and if you're getting
high store visitors and nobody's downloading and you
need to look at the screenshots in the description and all
that kind of stuff. And also the reviews, the reviews are a huge part of it. I mean,
if I see a bunch of bad reviews, I'll hesitate. Anyway I just wanted to
go through that today, that's it for today, I'll talk to you guys tomorrow.