Google Play Updates App Rankings with New User Engagement Metrics

The Google Play Store has overhauled its app ranking system by introducing two key metrics to its Android Vitals toolkit: DAU/MAU Ratio and User Attrition Rate.

Effective immediately, these metrics will influence app visibility and store rankings, complementing existing stability indicators such as crash rates. Developers must now prioritise sustained user engagement to remain competitively positioned.

How the New Metrics Operate

DAU/MAU Ratio: Measuring Daily Engagement

The Daily Active Users (DAU) to Monthly Active Users (MAU) ratio assesses how frequently users return to an app over a 28-day period.

Key thresholds include:

• DAU: Users opening the app at least once per day
• MAU: Users interacting with the app at least once per month

Apps falling below Google’s undisclosed ratio threshold will:

1. Receive warnings in their Android Vitals dashboard
2. Display alerts on public store listings
3. Experience reduced visibility in curated Play Store sections

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User Attrition Rate: Tracking Retention Challenges

This metric compares uninstalls with active installations, where:

• Active users retain the app on at least one device (used within 30 days)
• Churned users uninstall the app completely across all devices

Non-compliance triggers the same penalties as the DAU/MAU Ratio, including diminished prioritisation in search results and recommendations.

👉For App Developers: How To Reduce App Churn Rate & Improve User Retention

Monitoring and Optimisation Requirements

Google now requires weekly reviews of these metrics via Android Vitals.

Developers must balance:

• Feature updates to boost daily engagement
• Bug fixes to minimise uninstalls
• UX improvements to meet the Play Store’s “quality experience” standards

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Editor’s Comments

The shift towards engagement-based rankings reflects Google’s broader strategy of prioritising apps that deliver consistent value. While stability metrics (e.g., crash rates) remain vital, this update pressures developers to reconsider retention strategies.

Historically, similar initiatives by Apple’s App Store correlated with increased adoption of subscription models. Expect third-party analytics tools to incorporate DAU/MAU optimisation features within 6–12 months.