If you are a developer who has already released a number of apps or games on Google Play, then these new tools unveiled recently for the Google Play Developer Console should be of great help.
As previewed at Google I/O back in May, Universal App Campaigns and User Acquisition performance reporting are designed to aid developers, who want to launch ads to promote their app and where their ‘best’ users are coming from, easily accessible from your developer console.
The first feature, Universal App Campaigns, has made it simpler to launch AdWords campaigns for your apps. The tool pulls in images, video and descriptions from app listings on Google Play automatically, to generate ads suitable for any Google-based platform, including YouTube, Google Search and the Google Display Network.
The second tool, User Acquisition, will show you how many people are visiting and installing your apps. And, perhaps more importantly, where your “most valuable” users are coming from, that is, how many of your app’s users are actually buying in-app purchases repeatedly. You can then run tests to figure out how to ensure that visitors to your app listings will then install your apps, which can lead to purchases.
Google has created a short video to help developers set up their first campaigns and view the new data on offer.