Understanding 'Not Attributed' Conversions in Google Play Store Console

Google Play Store Console provides a wealth of data for app developers to track and analyze their app's performance. The term “not attributed” in the conversion analysis often puzzles many app developers. This article aims to demystify the term and explore the types of conversions that it indicates.

Introduction to 'Not Attributed' Conversions

When analyzing conversion data in the Google Play Store Console, you might encounter the term “not attributed.” This indicates that a conversion (such as an app install) occurred but could not be directly linked to a specific marketing campaign or source. Understanding these 'not attributed' conversions is crucial for app developers as it provides insights into the organic and indirect paths through which users discover and install your app.

Types of Conversions Indicated by 'Not Attributed'

Organic Installs

“Organic installs” refer to users who discover and install your app through organic search results in the Play Store, without any specific ad or marketing campaign. These users may have found your app while browsing or searching for related content, and the app made its way to the top of their search results. Organic installs are a strong indicator that your app's content, keywords, and SEO strategy are working well. Regularly check and optimize your app's meta tags, keywords, and descriptions to improve organic visibility.

Direct Traffic

"Direct traffic" means that users came to your app's URL directly or found it through word-of-mouth without being part of a tracked campaign. These users might have bookmarked the app link, used a referral from a friend, or discovered it through a review posted on social media. Direct installs can also indicate that your app has a strong user base and brand loyalty. Encourage satisfied users to leave reviews and share the app with their network to boost direct installs.

Untracked Campaigns

“Untracked campaigns” refer to installs that occurred when users clicked on ads or links without the proper tracking parameters set up. These installs are categorized as “not attributed” because the exact campaign or source is unknown. If some of your ads or marketing efforts do not have proper tracking, consider setting up proper UTM parameters to track these campaigns accurately. Proper tracking will help you understand the effectiveness of different marketing channels and optimize your budget allocation.

Privacy Changes

Rising privacy measures and stringent policies, such as those implemented by Apple and Google, can lead to an increase in "not attributed" installs. Users might opt not to follow or engage with ads due to privacy concerns. As developers, focusing on building trust and transparency with your app’s privacy policy can mitigate this issue. Ensure your privacy policy is clear, easy to understand, and regularly updated to comply with regulatory requirements.

In-App Referrals

"In-app referrals" refer to installs that occur when users are referred to your app through other apps or platforms without proper tracking. For example, if your app integrates with another app where users can recommend your app, but the recommendation does not carry the necessary tracking data, these installs would fall under the “not attributed” category. Consider implementing deep linking and proper tracking technologies to capture these referral conversions accurately. Improving your referral process can boost organic installs and user retention.

Implications and Strategies for Developers

The understanding of "not attributed" installs is essential for app developers to refine their strategies. If most conversions are "not attributed," it suggests that your app is successfully discovered and installed organically. However, if this number is low, it may indicate the need for more targeted marketing and advertising efforts. Regularly monitor the sources of your "not attributed" installs and use this data to optimize your marketing efforts.

To boost "not attributed" conversions, consider the following strategies:

Optimize organic search visibility: Regularly review and update your app's meta tags, keywords, and descriptions to ensure it ranks well in search results. Encourage direct traffic: Foster brand loyalty and encourage users to share your app with others through social media and other platforms. Implement proper tracking: Ensure all ads and marketing campaigns have proper UTM parameters set up to track their effectiveness accurately. Improve privacy policies: Make your privacy policy clear and transparent to build trust and mitigate the impact of privacy concerns. Enhance referral processes: Integrate deep linking and other tracking technologies to capture in-app referral conversions accurately.

By understanding and leveraging the insights from "not attributed" conversions, app developers can improve their app's visibility, engagement, and download rates. This data is a valuable tool for informing marketing and advertising strategies, optimizing user acquisition, and enhancing the overall app performance.