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Analyze your audience and benchmark metrics to grow on Google Play

Dario Freni
Staff Software Engineer at Google
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2018 Google I/O
May 8, 2018, Mountain View, USA
2018 Google I/O
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Analyze your audience and benchmark metrics to grow on Google Play
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About speakers

Dario Freni
Staff Software Engineer at Google
Tom Grinsted
Product Manager at Google
Tamzin Taylor
Head of Business Development, Apps and Games, Western Europe, Google Play at Google

Dario Freni leads one of the teams that work on Play Console. He focuses on providing clear analytics metrics and app health tools to app developers. Previously, Dario was a tech lead of one of the Ads Site Reliability Engineering teams specializing on fast and reliable large-scale data processing pipelines. Prior to joining Google in 2011, Dario completed his Ph.D. in computer science at Università degli Studi di Milano (Italy).

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Tom is a product manager on the Google Play Console. He specialises in metrics and business reporting projects. These make exclusive Google Play data and capabilities available and useful for developers, helping them optimize their businesses, and build successful apps on Android. Before joining Google, he was Head of Product for Web & Apps at The Guardian.

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About the talk

Learn about the largest change to insights reporting ever made to the Google Play Console. Analyze and grow your audience with new data and win back features. Improve your acquisition with new insights for organic discovery, revenue, and benchmarks. Convert more visits to installs with improvements to store listing experiments. And hear fresh case studies and best practices from Google Play’s ecosystem to help you better understand and reach billions of Android users around the world.

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My name is Tom. I'm product manager on the Google Play console on stage by microphone Thompson. She is head of Business Development for Western Europe. And also who is the lead engineer on the console is well. Now the three of us represent teams who really have only one job and that job is to build products to help people just like you feels better apps special games and ultimately best businesses on Android. I'm with Google Play. That's what we ended things. Think about literally every day.

Elizabeth Cotten saying about water actually looks like 4 seconds what it looks like. It's choking people. I take it back to the teams and then pausing over three billion event today, but the generator by Google by in to metrics insights and tools that you can use to make better decisions of the world of you do on a day-to-day basis make love to you later to tations about your business. If I go acquisition about you what development at about your product roadmaps and it's our job to get you the information. You need to make

those decisions. Well because a good decision it's founded on good insights and good day, sir. This is a pretty big job. I mean a Sweeping in schedule good idea about that. But that would loads and loads of different ways. You can go about it. I love you two ways. You can think about that as well not true. Love you and your company's think about the kind of challenge every day. You'll have your unique ways to do it. Now the way the Thames and diarrhea and I think about it is around mental model of a user life cycle is pretty quite familiar to a few key. Another using life cycle starts

with Discovery and acquisition the first phase of building a business in Destiny user on to Apple game. It's getting away with you in the first place. Covenant Creations all about getting France Visa persuading them that you've already interesting game or app that you are very interesting products. They want to use eventually persuaded them to uninstall again. Off to be installed Caterpie Carnival is where the fun begins right off the install you get engagement and monetization. This is why I love in all the work that

you and your teams have done and hopefully that will hang you as well fuel monetizing. It would be great. If it's for the end of the story again, and that was it but unfortunately no because very often or some point in his life cycle that Society uninstall the point where someone for whatever reason to size to remove you from the final tablet, and then they become a lost user Everybody's fine if this is the end of the story as well, but increasingly to use a life cycle ends like this with this waiting people to come back

again so I can give you a second or third. She hadn't known about the 120 features you have that they want to try again. This Is Us catch is how often do teens think about the challenge in front of us, how do we get you the information you need to build up to my teacher about the best what saying did I also quite negative thoughts with as well? So for every person who discovers you that somebody who doesn't come across to you he doesn't find you and that's another reason choose not to install I

need to know if that person becomes engaged that's another who in stool teeth and doesn't usually time does eventually. McManus eyes. And then lastly everybody should you lose but choose to comes back? That's another one who is not convinced give you a second chance. Another way to win at this game the way to really optimize your business is to minimize all of the bad parts of the life cycle a maximized order to give her a note to Austin all teams. Do you rebuild tooth and insights to help you make decisions to maximize take

apart a minimize the bypass and it supposed to be here today and talk to all of you is because Mortals more inside a mometrix to help you feel more successful businesses on play. I don't Android and not to talk to you about the day that we met this week coming up that help you optimize your he's alive Cycles. So without further what they were going to start at the beginning if he's alive Sacco what kind of dog was discovering acquisition and for that? I'm really happy to welcome time is it? Thanks to him. Hi everyone. My name is Tamsin Taylor and I

work in the business development team for Western Europe. Now, I'm sorry guys. I think I should luckiest person here because I get paid to work with developers just like yourselves every day. I get to help them understand that businesses better help them identify opportunities and improve their business. Anyway is a former manager. I'm living vicariously through their success, but one thing which is a symptom question, how can I improve my discoverability? How can I get in front of mold fuses? How do I stand out from the crowd? In a

nutshell, how can I get more installed this sound like something you're interested in excellent lot of nodding their heads because the next 15 minutes. I'm going to cover some of the things that we doing to make maximize your opportunities to be found and I'm going to help you understand how the different user acquisition channels I make a contribution to a bottom line. What's the keynote you would have had talked about how Android has billions of years has what you might not know is in the last 12 months.

The number of Android users who downloaded a game more than doubled. The question is what are those uses? So we've been working really hard to make discoverable and accessible. Everything about installs, you might think about loading what happened to the Play Store once it's in production and hoping for the best what if uses downloader app while you were still building it? What if uses could tell you that they really wanted to download your Apple game that didn't currently exist in the Play Store on a couple of tools to answer these questions. This is

early access to any access is a collection in the Play Store of brand new Android Hot Wheels running open beta. Interviews as I spoke about earlier second old download apps and games from this collection and the great news is it's a private and actionable feedback to the developer before you go live. So you can really eat we can optimize your app to really maximize your chance of success when you do go live. The second is pre-registration stration. You can put your app or game into the Play Store. But instead of the install button,

it has a pre-registration button. Yeah, this is fantastic. Cuz that means users can opt-in to have you tell them when you ask your game is ready and goes into production. Who's pre-registration on helping support your efforts to stop marketing before you even go live and it's been instrumental. Publishes like rovr who's being really excited about an upcoming release. Not even if you were here last year you might recall. We launched instant apps. Instant apps help get your ass in front of people in more places more

quickly and with less friction. In which at the game developers conference? We launch Google Play instant is whether it's the try now on the Play Store through browsing searching oil. Text Candy Crush Saga. Play with Google Play instant in the top and try again without having to install the entire package. So what you're looking to storm accounts will be Clash Royale or become a Master with Words With Friends 2 is just a really great white health uses trial apple game without the full commitment of downloading it. That's why

we try to help with your accessibility and your discoverability lift in the number of Acquisitions lunching with Google Play instant. so you can see we're really trying hard to make it easier for users to try before they buy improve your discover ability and your accessibility, but are you in the right room and we might need it fast, but we think you can only manage what you measure. Which is why to support the launch of Google Play instants and to help you understand the contribution

that this marketing channel is having to a bottom line. We're really proud to announce brand new stats in the play called to help you measure the success of your instant app. Feedback from developers have been fantastic, but we did get to messages that you wanted the stats to be more easily discoverable. So we put them front and center in the play console launches and conversions that your instant app has had what's the conversion conversion of the number of times a user who launched the instant app then goes on to download it.

And because the stats are in the play console, if you love playing with Daddy you love this image. You can slice and dice this information with your other key metrics like installed and revenue, so it's pretty exciting. So you can easily track the success of your instant app on your overall growth. And today I'm really excited to announce capabilities in this reporting. You can now track which products across browsers search and play store Niceville internet success. Sorry, you

got in synapse and then you've got the Fantastic reporting go ahead and use it. Now there is so much more you can do to increase your discoverability on Android, but I'm going to stop there and say if you want to learn more does an AdWords session on the stage right up to do. So I think you all agree that not all the quad uses of the same. It's really important to a client the right user field business. The one that's going to stick around for a long time. The one who's going to spend a lot of time in the app and maybe the one who's going to share you

laugh with lots of friends and spend money. It's really important to caption the right uses fuel business. But how do you know you're attracting the right uses? How do you know whether you're spending your time money and resources in the right places to attract those uses? I want to go to uses. How do you know if you're actually doing a good job. How do you know you're delivering in value? And when can you improve? How do you spell expression sound familiar because the great news is we have some updates the acquisition report

that will help answer these questions that help you understand and optimize your user acquisition strategies to help your bottom line. So that take a look. Let me think about this update the acquisition report. We really tackled The Three core questions. That was myself. Tom and I are here from developers everyday. I know some of you ask me these questions quite a lot on the Play Store. How valuable are the uses for different marketing channels? And how am I doing? Can I improve the first one? How do people find my apple game in the Play Store?

now I know I've got some pie and one of the questions I get about this user acquisition report is hey Tenzin. Yeah that blonde that says organic traffic. What is that? Give me these uses where they coming from. Any traffic people who come to your store listing page not 3D please but they might be frost in the Play Store checking out selections seeing you games and apps do they might be looking for specific use case like Tom he might be looking for apps with Museum guards.

We understand that. This is a really important channel for you. And for the majority of you it makes up the Lion's Share of visitors to your store listing page understand it at store optimizations really important. But it's amazing today. It's nice to see that coming from you cannot really optimized for it until now. Sorry in response to all your requests. I'm super excited to announce the launch of organic breakdowns in the user acquisition report in the flight console.

So now you can see for you this evening at the fool which ones are coming from browsing the store. And which ones is searching. Not just imagine how your gross or marketing teams can leverage this data to better for your app or game. If I go to sleep sound the breakdown Jason ebillity to focus on the acquisition areas that message. So what does this mean example? Let's say you will open your laptop's not now I'm speaking and you guys please requisition report and click on this break down. And you say oh my

God. Traffic is coming from Route. What should I be doing? Well, you can probably imagine that some of these people coming from browsing might not be familiar with your brand new value proposition or what makes you different from your competition. So there's a great opportunity there once you notice to optimize your store listing. I'll talk more about that in a second. The other great news for this data is it we've extended it so you can track that uses across the whole tunnel across subscriptions size and retained installers City sweetie gives you more insight into how those two

channels are driving traffic and what kind of uses they are. It gets even better. And if you're mounting person to bring I think you'll be super excited about this. You can click through and see which such times are driving the most visitors to a store listing convert Fest. That is super exciting. It's if you went to the place to which we never being able to shed before and it's something he's asked us. That I've been working on this team. Sorry, thank you to the guys who feel too and I really hope you find it useful because it certainly

are other part of Partners have one thing we try and do with this information. We share with you is make it actionable and give you insights that help you make better decisions as mentioned earlier. So we were really happy to get feedback from fun games for free about the relevance of the long tail searches. I would love to hear from Evernote is how they sounded really actionable again. We want to give you guys to that's going to help you make better decisions to grow your business on play. So developers said that they loved Disney fascia, and because

I thought that you were here today and made the effort to come along. I'd share with you some of the things they going to use this information for my ID is in your own head. A lot of them said I would use it to optimize the store listing so changing their descriptions the screenshots and some even said they would redesign their onboarding flow. So that the speeches benefits and whatever else people is searching for a reflected in that first time user experience. To make it even more relevant to that person when they install the app. So we're really places that develop is

found this useful as your question. How do people find my app or game in the Play Store? Now the market is in the room might have found that to be super exciting. But the next top model favorite music are about paying people on time. If you care about running a business if your CFO or a product manager, you probably care about acquiring value, which is why we tackle the next question how valuable are the uses that I'm going through different marketing channels. I love these

requisition report of the story. I'm sure you'll agree. they told me that retention purchases and subscriptions a leading critical indicators of that one metric you will care about Revenue launching a brand new item in the bar acquisition report average revenue per user Now you can see exactly how much average revenue per user missing from different marketing channels Google search answered potty traffic. So if you are responsible for setting the use requisitions strategies in your business, or you're responsible for making sure you have a profitable company. This information

will help you make the right decisions in a classical CPM model cost to install model. We really think this information will help you evaluate your existing strategies. I might set of decisions moving forward. Now lastly on Expedition, how am I against my competition? How can I do better how can I improve benchmarks? I really important and we totally understand the really valuable to help you identify where the room for opportunity is it to knock it out of the park and doing a great job because I can help you

with your Investments on the awesomest which will give you the best return. Play for all these reasons. We were really happy about to go to lunch. The retained installers benchmarks in at these requisition funnel. So now you can see the journey from install conversion all the way through to City divert attention have really paid off. Exodus without including into improvements there or in the case of not finding out that actually all the efforts that they put in have really paid off. Multi-dimensional array that I love about this is

Patron always you to ejaculation report. Is it to tell you where you're going wrong that he had to give you a reference point and give you confidence in your decision-making which is why I was really happy to see the quote from Plato to told us that they love the extra validation and confidence they get on their own decision making Sokanu tools that we've launched help me get discovered instant apps and pre-registration get your ass in front of you this like never before. Play the most important thing about this is we've launched new reporting to help

you optimize for it. Please requisition report give you the Tyson that you've never had before to make much better informed decisions around your app store optimization your acquisition Investment Drive in akwa more valuable uses. right So now you have the right uses. How do you get to keep them engaged and how you going to monetize them? Well, that's it exciting part of the talk. Let me hand over to my steam color to diarrhea. Great to be here. So if you don't help you get discovered. And deposition in science help you find an apartment and more valuable

uses. I want about helping you in the next stage of the user lifecycle Journey like engagement and monetization. How can we help you engage your user more and then more money from them to say that we have some new tools to help with that. Top it off earlier this year. We launched the events timeline timeline. Get do contact information close to Charlton the statistics page in the Android vitals. Berg in the prescription. Berg and other health services on the play console show me key events that may

affect Europe such as for example the rolling out of a new release. This way you can quickly sport correlations between changes in my pics and Sasuke event. For example, you can understand whether our changing average rating correlates with are allowed to the new release or whether a price change is affecting and how is affecting the other today going to be a user but if you using some top if I need some top Refrigeration change such as mobile homes back is affecting your sessions positively or negatively. Early adopters of these pictures loved it. When did I told

us that they were able to quickly understand why a certain metric fight in a certain country the events timeline help you solving this mystery is like with like without having to dig into other dashboard. Once you have a quad you use her you might want to check how users are engaging with your app offers great to for Pacific in particular for 5 days can be unable just by linking the analytics of Decay 2 Europe and signing up to the service, of course and

out-of-the-box. It will give you an ID meaningful metrics about engagement and retention of the user's what's up stranger thing is that you can instrument Europe instrument. You're called to track the features that matter the most to Europe. Another really cool feature that the five best in launched earlier. This year is 5ms predictions Pirates prediction uses data coming from analytics and machine learning knowledge and tools to give you a prediction about how to use a few users are going to behave in Europe and like Google analytics just by enabling out-of-the-box.

You will get predictions about a user span and user and you can take some action Sunday predictions. You can also instant apps to get more personalized prediction that you care about. If you want to know more about Google I need to eat for 5 days. You can check out the session later today in stage Dick's so our friend Steve my and Ross iPhone 5S team represent the latest feature of Google analytics for 5 days. So encourage you to check it out if an interesting in particular for 5 is prediction the words to session yesterday that in case you missed that

already available in YouTube. Right. So the events timeline gives you a key events and let you go to lay down with your metrics gives you inside and Marshall and intriguing predictions about behavior of your user guide more. Now in today monetization, please switch after all is well probably most beautiful face because it's where you and the money and your business actually static sitting right recently, especially on the subscription. So I'm going to present the latest think that we launched that La Sia audio we launch

date subscription. Berg Lowe's of developer to use the subscription on a regular basis earning subscription businesses actually use this that work on a regular basis to so this is why yesterday we launch additional features in the retention and in the consolation report. Let's take a quick look. so in the new detention report We have redesigned it to make it super easy to compare Court Everett key features like free trials and important to you like renewals. The new color

selector allows you to pick groups of user collecting them by SK use date and our country so you can really concentrate on a group of subscriber analyze their performance. For example, you can pick SKU with a dryer and compare it with an SKU with an introductory try and see which one of the two and you more revenue of the time or you can also focused on last year Big Marketing push and compare it with these years and see which one perform better for you. a bunco comparison to explore all of this kind of intricate is that

we looked at the key data that we know you're interested in to make it easier than ever to drop the conversation because conversion that's actually what matters to you. So freestyle success rate and other information about performance are available right there on the anticipation. And because that you know, the subscription business is late on repeated payment. We also tell you for each called you selected which building. They reach. I'll today cancellation report. We also made major updates there to help you reduce

your subscription shed. So you guys can cancel for any reason and we extracted the key technical ones out. But as well as yesterday, we know show the user survey when they cancel so that they can explain why their consulate and results of the survey are available on the subscription dashboard. So you have more qualitative inside directly from the use of about why they are canceling a subscription with your service. Lockley reporting on wingback feature features like account hold and Grace. Which way you should check out if you haven't already because we heard

from developers that really helped them and increase the retention of their subscribers. So these might replace happy with subscription businesses, like hopefully some of you here in the audience to better understand and optimize monetization such a key part of the use of life cycle. There was a session yesterday, but I was told by our friends Larry Angela and negro about this new Advanced feature about you just match advanced Google Play features for subscription specifically, so if you're interested you might want to check that as well on

YouTube. Solar flare storm introduced at the beginning of the last two phases of the utilize tacos are uninstalled and win back. Play console provides you with for example. De La Soul Matrix Matrix, or they everything is sold at least you can check how long users keep your app installed before uninstalling. But we heard you want more and understand why because it is such a critical phase especially as your business grow. And also we don't have enough

information for you in at the moment for wingback some happy to say that we are working hard on this aspect and we will introduce later this year some more medicine this I specifically for these steps of the user lifecycle Journey. You will be able to analyze how many unique users are on installing Europe over a certain selected them. They don't know how many users are installing Europe again after having an install it at some point in the past. So stay tuned for more updates. So this computer over views of how play console and 5s can help you analyzing your user

lifecycle Johnny. Thank you for your attention and now back to town. Hello. Sorry, it seems to be working very hard to build Motors more inside a mometrix to help you run better business has filled while I have happier a lot number of games. All of this work, I think it's fair to say we're extremely proud of like the beef out of the TV to delivered it. Also in some ways to the problem. Because we also understand that one of you already busy. You got so many tools first provided by us and others are loads of different places. You can do you can go I love foods and loads of kools on your

time. We understand that you're busy and we understand that you need it to be easy to see what the council has to offer you at what's important and walk because I've been we understand this problem very happy to say that yesterday. We launched the news to the new apps dashboard in the Google Play console. Let's take a quick look at what it's like. The access code is the landing page you sign into console Elaine's hair if he's like that it gives you an overview of all of your key data enough days. Have we heard that from one of you and it wasn't ready? Well

organized and we've changed all of that. To start with we introduced really really easy to see trending information. So if you want to know if you're in stools are moving in the right direction, it's now it's super easy to see that if you want to take a quick look sick of technical performance is going well and you're crashes Arijit Singh, you can see that pretty easily as well. So friends first thing radiated glanced at Secondly, we understand that we have for me that I lost the title belongs together and Susan install should be displayed together. You might want to

take a look at your revenue. And you're at the same time. Don't stop challenge. We sexualize the dashboard. We got to load more information, but we also put into contact. So if any of the questions on the left hand side of the screens feel familiar these two questions the dashboard specifically hours and specifically ounces. Now, I'm sure that many of you reading these and thinking you know what that one's really important to me. I don't know I make you a and I really really want to understand what people think of my apps reviews and how much at conformance with cool bikes is going slightly

less about how your registration campaign is going it sometimes overwhelming and sometimes frankly know all this is relevant to all of you. That's why the new dashboard is also customizable because every section you say on the dashboard can be expanded or collapsed. So if you're specifically interested in your Revenue, you can have that section open and it will give you more useful information and if you are interested in pre-registration, you can have that section collapsed. We meant fuel preferences. So it stays exactly as you

leave it it's really lightweight way of making the dashboard work for each and everyone of you personally. We can cut through this as we test everything. I lost of the developers who will be happy with the changes. If I'm honest as a p.m. I'm not sure quite how to type this quotes but the lead engineer from Blue Apron was really very happy that that was a simple place to tie racks that fit manager. Sorry that you could see the questions that they always ask really easy on stood by the dashboard and stimulate DocuSign very busy people were very

happy with the customization that we gave customization. That doesn't completely remove things. That's no fair was missing out but just mean the dashboard is focused for what you need right now. Doctor radio show overview of all the changes you make the app Dosh when you look inside and you see the new board you'll be able to see all of that and how it helps you in life and how it helps. You see the metrics and inside the console has to offer to Rady help you. So just two rounds off right where we are. Diatoms in myself and our teams think about the easy life

cycle and we think about all the different tools that we can build to help you optimize every stage from instant apps in freeway insurance cover an acquisition 3 to bring you some scription reports and Hans acquisition votes the new event timeline and even the other stuff that I'm more information coming saying about went back. We see the oldest taken together will really help drive your success and ultimately your success is what we work towards that's what we're here to help and all of this and other things with the app dashboard as well.

So we're almost at the end of our time together and I just a couple of more things to say first off. We really want your feedback. So if you like the session and even if you didn't that Logan and tell us what you think cuz it helps us make decisions better year of the year of the year. I lost Lee. Thank you so much for listening sometimes and diarrhea the teams of myself. It's great Caesar my nephew here and thank you very much.

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Dario Freni
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