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Dec 24, 2015

The Ultimate Chrome Webstore and Google Apps Marketplace Metrics Cheat Sheet

How to measure your listings performance like a Pro

Google offers a variety of ways to drive traffic to your website. Chrome Web Store, Google Apps Marketplace, Google Drive Apps, Google Docs Add-ons: can all bring you customers.
You’ve listed your app. However, do you know how many visitors or installs you have? Where do these installs come from?  What works best? Answers to these questions can help you improve your performance and gain more users.
In this post we will show you how to measure your listings performance including installs' sources, conversion rates and more.

Configure the App listings.

Make sure you added your Google Analytics ID into your app listings. Navigate to your developer dashboard>>click Edit>>type in your GA ID into the Analytics field at the bottom of the page. This will send visits data to your GA account.

Configure metrics.

Below you’ll find the list of metrics you may track and how to configure/find them in Google Analytics data. I’ve used Slemma’s Google Analytics data connector, however you may use Custom Reports in Google Analytics or Google Analytics Query Explorer and your favorite visualization tool.
  1. Visits - unique users who visited your app page whether it is Chrome Web Store listing or Google Drive Apps or Google Apps Marketplace. You should track visits to /webstore/page.
  2. Installations - anybody who installed your app (Add to Chrome, Connect or Install App button).You should track visits to /track_install/ page.

    In addition, you can look at the second level of /track_install/ page path. This is how you can learn where the app has been installed from.
    • Detail – The visitor installs your app straight from your app page by clicking  'Add to Chrome',  'Connect' or the 'Install App' button in the top right corner. You can optimize your listing based on this goal.
    • Wall – This includes installations from the app wall (Large banner, small banner and no banner). By monitoring this you will be able to estimate the performance of your banners and short description. You also will get a clue if your app appears somewhere on the wall. 
    • Marquee (for Google Apps Marketplace and Chrome Web Store only) – The largest of the three banners on the top of the wall. It is great if you have installations from the marquee, because this means that Google featured your app.
    • Search – a visitor searches for something and installs the app right from the search results. Keeping an eye on the search metric can help you to improve the app description and make more users find your app.
    • Related Tab (for Chrome Store listing only) – this includes “Related” section. This is how you can learn if you can acquire users from your competitors. 
    • Related Shoveler - Installations from 'Users of this app have also installed' section. See the bottom of your app detailed page.
  3. Visit to install conversion rate
    Build sequences segments in GA to estimate the conversion rate and to plot visits and installations within a single chart.

    I've used the Slemma's funnel chart to visualize the conversion rate.
  4. Visits and installations sources
    If you’ve employed all options Google offers (chrome, google drive, google apps), you are probably interested in finding out what source is driving more traffic and what source is converting better. Use source/medium dimension to explore the sources.

    There are a lot of places where the user can access your app. Below is the list of sources as they appear in Google Analytics and how the user may find your app.
    • (direct) / (none) - straight from Chrome Store page. The user opens directly the Chrome Web Store page.
    • - You can open files stored in Google Drive with different third party apps, or you can create new files straight from your Google Drive.
    • - The user was looking for Docs or Sheets add-ons.
    • - The user accessed Google Apps Marketplace from the Universal Navigation
    • - The user navigated directly to Google Apps Marketplace and found your app
    • chrome-ntp-icon - The user clicked Web Store icon from chrome://apps page (new tab) and found your app
    • chrome-ntp-launcher - The user navigated to the Web Store from the small launch icon at the bottom right of the chrome://apps page and found your app
    • chrome-app-launcher - The user navigates to Web Store from the desktop Launcher app
    • chrome-app-launcher-search - the user navigates to your Web Store app listing by searching for something in desktop Launcher.
    So, now you can slice each metric listed above by source and find the channel that drives more traffic and installations.
  5. Launch (visits to your website/app) - app installation means that the user has just added your app to his or her browser or Google Drive account or installed the app for the users in the domain. This doesn’t mean that the user will navigate to your website and sign up. You can acquire the user only if she launches the app and visits your website or app.

    To be able to track launches in Google Analytics properly, you have to configure the launch URLs by adding utm parameters. For example, our launch URL for the Chrome Web Store app is the following
    This is helpful to mark different launch URLs with different source parameter to be able to distinguish the traffic.
    For Chrome Web Store app, modify the ‘Launch’ URL in the manifest. For Google Drive app and  for Google Apps Marketplace app navigate to your API console and add parameters to your launching URLs.
    To get the number of Launches you have to select users filtered by the corresponding source/medium values.
  6. Signups- you can track signups by sending a Signup event to GA. This is how you can estimate the number of signups from you Google listings and the conversion rate. Just add an Event Action filter to previous chart to select those who launched the app and signed up. It is also useful to create a segment in GA as well.
  7. Launch to signup conversion rate
    Similar to visit to install conversion rate, you can use a Funnel chart to visualize the Launch to signup conversion rate.

In Summary

Google listings options is a great way to acquire new users, but all decisions have to be data-driven. The basic dashboard with metrics listed above will help you to monitor your progress and estimate the channels.

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