docs/html/distribute/users/user-acquisition.jd

page.title=Understand Where Your Users Come From
page.metaDescription=Use the Developer Console to identify the channels that bring the greatest volume of high-value users.
page.image=images/cards/distribute/users/user-acquisition.jpg
page.tags="user acquisition, reports, cohorts"
Xnonavpage=true

@jd:body

<!--
<div id="qv-wrapper">
  <div id="qv">
    <h2>In this document</h2>
    <ol>
      <li>TOC item</li>
    </ol>
  </div>
</div>
-->

<p>
  Whether you pay to acquire users or not, you want to focus your acquisition
  efforts on the channels that bring you the greatest volume of high-value
  users. It’s now easy to identify those channels from the User Acquisition
  page in the Developer Console.
</p>

<img src="{@docRoot}images/distribute/googleplay/dev-console_conversion-funnel.png"
  srcset="{@docRoot}images/distribute/googleplay/dev-console_conversion-funnel.png 1x,
      {@docRoot}images/distribute/googleplay/dev-console_conversion-funnel_2x.png 2x"
 width="500">

<p>
  From the performance report you can follow users — whether originating as
  organic or paid traffic — from discovery to installation then onto their
  purchase of your in-app products, with convenient predefined reporting
  criteria. With the improved understanding of where your most valuable users
  come from, you can better focus your efforts.
</p>

<p>
  Learn more about how to <a href=
  "https://support.google.com/googleplay/android-developer/answer/6263332"
  class="external-link">measure your app’s user acquisition channels.</a>
</p>

<h2 id="how-to">How to use the User Acquisition performance report</h2>

<ul>
  <li>
    <strong>Compare cohorts:</strong> In this report, a <em>cohort</em> is a
    group of users who’ve visited your app’s store listing during a selected
    date range. For example, if you update your app’s icon on the Play Store,
    you’ll want to see how the change affects installs and in-app purchases.
    You can do this by selecting cohorts before and after your app update, and
    measure how your change impacted conversion rates.
  </li>

  <li>
    <strong>Examine acquisition channels:</strong> For your defined cohort, you
    can explore how user behaviour and value differ between acquisition
    channels, such as organic Play Store traffic, AdWords campaigns, tracked
    channels, and searches. Drill down into specific channels to explore user
    behaviour in detail.
  </li>

  <li>
    <strong>See users:</strong> Get stats for all the <strong>store listing
    visitors</strong> (users who visited your app’s store listing) and
    <strong>installers</strong>. This helps you understand how prospects are
    converting into users.
  </li>

  <li>
    <strong>See buyers:</strong> If you sell in-app products, the funnel report
    can also tell you about <strong>new buyers</strong> and <strong>repeat
    buyers</strong>. This helps you understand how quickly your in-app products
    and subscriptions are gaining traction with users.
  </li>
</ul>

<p class="aside">
  <strong>Tip:</strong> If you’re directing your users to your mobile app from
  your website, you can track conversions by adding a UTM campaign source and a
  campaign name tag to the <a href=
  "https://developers.google.com/analytics/devguides/collection/android/v4/campaigns#google-play-url-builder"
  class="external-link">Google Play store URL.</a>
</p>

<p style="clear:both">
</p>

<div class="dynamic-grid">
<div class="headerLine">
<h2 id="related-resources">Related Resources</h2>
</div>

<div class="resource-widget resource-flow-layout col-13"
  data-query="collection:distribute/googleplay/useracquisition/related"
  data-sortOrder="-timestamp"
  data-cardSizes="9x3"
  data-maxResults="6"></div>
  </div>