Google Play Referral Flow report in Google Analytics

Google Play Referral Flow report in Google Analytics - See how users move from finding to launching your app.

The Google Play Referral Flow report helps you gauge interest in your app by showing you the volume of traffic through each stage of the acquisition process.

The acquisition process is organized into three distinct stages within the Google Play Referral Flow report:

• Play Store Views: The number of times the app description page is viewed in the Google Play app.
• Installs: The number of times your app is installed successfully to a device. Multiple installations to a single device are counted individually.
• New Users: The number of times your app is launched for the first time on any device. If an app is installed multiple times on a single device, the first launch of each instance of the app is considered a New User.

Use this report to analyze your app performance in each stage to answer questions like:

• Are my app title and description in Google Play compelling enough to attract users?
• Does my app receive more traffic from a specific source?
• Is there a high abandonment rate at a particular step?
• Which of my advertising campaigns are the most effective? Should I promote the app with a more targeted campaign?
• What does the acquisition process look like over time - is there waning, consistent, or growing interest in the app?

Although all three acquisition stages must be completed sequentially before an app can be used on any device, it's not necessary that each stage be completed immediately after another. Users can complete all three stages with a few seconds, take a long time between completing each stage, or abandon the process at any point without finishing the first launch.

How to set up the Referral Flow report

Data can only appear in the Google Play Referral Flow report after you set up campaign tracking for your apps and link your Google Play Developer Console to a Google Analytics property.

For new Google Analytics accounts or properties, follow the process to set up new properties for Mobile App Analytics, including linking Google Play to Analytics. For existing properties, follow the separate process to link Google Play and Google Analytics.

How to use the Referral Flow report

The Google Play Referral Flow report represents the acquisition stages as a flow visualization, an interactive graphic that shows traffic as it moves from one stage to the next. With this report, you can easily see the amount of traffic that successfully completes or abandons each individual stage.

This report belongs to the family of flow visualization reports. For details on how to use this type of report, read about flow visualizations and using flow visualization reports.

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