Google Play and the App Store have their unique traffic sources that developers and marketers need to tap into for optimum visibility and downloads in UK.
When it comes to driving traffic to your mobile app, understanding the diverse sources of traffic is crucial for a successful app marketing strategy. Google Play and the App Store, being the two major app marketplaces, have their unique traffic sources that developers and marketers need to tap into.
Additionally, App Store Optimization (ASO) plays a vital role in increasing app search traffic, making it essential to leverage these strategies effectively.
Both Google Play and the App Store acquire their traffic from 3 main sources:
Google Play, as one of the largest app marketplaces, categorizes its traffic sources into 3 main categories: Search, Explore, and Referral. Let's delve into each of these sources to gain a better understanding.
Google Play Search traffic represents users who visited your app's product page after conducting a search directly on the platform and subsequently installed your app. Before November 2022, Search traffic also included traffic from ads displayed in the store's search results.
However, Google made a significant improvement by clarifying that paid traffic sources would no longer be considered in the store listing acquisition reports. This distinction has made the attribution of search and paid traffic much clearer.
※Changes in Traffic Attribution on the Play Store
To provide more accurate traffic attribution, Google introduced changes to how they categorize certain types of searches. Starting from February 20, 2023, they began attributing "categorical searches" to Explore traffic instead of Search traffic. Categorical searches refer to specific keywords related to app categories or specific types of games, like "racing games."
On the other hand, navigational searches, such as brand-specific terms or app name variations, continue to fall under Search traffic.
As a result of these changes, some apps may experience a decrease in Search traffic and an increase in Explore traffic around February 18, 2023, as observed in the Play Console data.
*Related reading: Decoding Google Play Store Algorithm 2024 - Comprehensive ASO Guides for Elevating App Rankings
Google defines Explore traffic as the number of unique users who discover your app or game on Google Play without utilizing the search results. This category includes downloads from users who:
It's important to note that Explore traffic now includes the attribution of "categorical searches." This means specific keywords referring to app categories or game types. However, navigational searches continue to be classified under Search traffic.
※Analyzing Search Terms
If you wish to know which search terms are attributed to Google Play Search traffic, you can access the Play Console and navigate to "Store analysis" under "Store performance."
In the "Search terms" table, click on "Explore" to view the list of all search terms. Additionally, you can use the "Conversion analysis" under "Store performance" and apply the filter "Traffic source: Google Play search" to find the relevant data.
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Third-party referrals encompass users who visit your store listing through "non-organic traffic" from sources outside of the Play Store. This traffic can come from external websites, ads placed on Google Play, and other sources. It may also include some organic traffic, such as SEO-driven visits from outside the store.
The App Store employs various traffic sources, and while some may share similar names with Google Play, their characteristics differ significantly.
Let's delve into the different categories through which the App Store divides its traffic:
App Store Search traffic encompasses all the visits generated by users searching for apps using the search bar within the store. It's important to note that users can directly download an app from the search results without visiting the app's product page. Additionally, this category includes traffic from paid Apple search ad campaigns, as ads are displayed in the search results.
*Related reading: Mastering iOS App Store Algorithm 2024 - In-Depth ASO Strategies to Boost Your App's Visibility
App Store Browse traffic includes users who explore the Today, Games, or Apps sections and eventually download your app from its product page. This type of traffic can be considered as organic browse, but it also includes traffic attributed to in-app events or Apple Ads displayed in the Today tab, Search tab, and app product page.
*Related reading: Major Update to the iOS App Store Search Tab - What App Developers & Marketers Need to Know
App Referrer accounts for traffic that originates from users tapping on a link in another app and landing on the App Store product page of your app. This traffic also encompasses visits to your product page through the StoreKit API. Additionally, traffic from links displayed on websites within a non-Safari web browser is included in this category.
Web Referrer, in contrast, refers to traffic resulting from a link on a website in the Safari web browser leading to the product page of an app. This category also includes web search traffic via Safari.
※Secondary Traffic Sources
Apart from the main traffic sources, there are several secondary ones worth mentioning:
App Store Optimization (ASO) is essential for improving the search traffic of your app in the app store. It involves optimizing various elements of your app's listing to increase its visibility and ranking in search results.
Here are some effective ASO strategies to improve your app's search traffic:
Perform thorough keyword research to identify the relevant keywords and phrases that users are likely to use when searching for apps like yours. Use Free ASO tools and analyze your competitors to find high-traffic, low-competition keywords. Incorporate these keywords strategically in your app's title, subtitle, and keyword field.
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1. App Title:
Include the most important and relevant keywords in your app's title to increase its chances of ranking higher in search results. However, ensure that the title remains catchy, clear, and easy to remember for users.
2. App Description:
Write a compelling and informative app description that highlights the key features, benefits, and unique selling points of your app. Use relevant keywords naturally in the description to improve search visibility. Make sure to provide a clear call-to-action to encourage downloads.
*Related reading: How to Maximize the Effectiveness of App Description?
3. App Subtitle (iOS):
For iOS apps, utilize the app subtitle to include additional relevant keywords. The subtitle appears below the app's title and can help boost your app's visibility in search results.
4. App Icon and Screenshots:
Design an eye-catching and visually appealing app icon to attract users' attention in search results. Use high-quality screenshots showcasing the app's main features to entice users to explore further.
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Remember that ASO is an ongoing process, and it may take time to see significant results. Stay patient, adapt your ASO strategy as needed, and keep improving your app to ensure sustainable growth in search traffic and overall app performance.
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