If you've created a Google Play Points promotion, you can use Play Console to analyze its effectiveness and understand the value that Play Points is adding to your app.
This article provides an overview of the Play Points performance page in Play Console, definitions of all the metrics on the page, and contains some metric-specific and general guidance to help you get value when analyzing your Play Points promotions.
Play Points performance analysis overview
The Play Points performance page visualizes key statistics in charts, scorecards, and tables, that can help you to analyze performance and optimize your promotions.
The page is divided into three sections:
- Promotion performance: Shows the performance of your Play Points promotions.
- Special earn rate campaign performance: Shows how Google is further rewarding your users with increased points earn rate campaigns.
- Play Points potential: Shows the scope of your Play Points market so you can make the most of the program.
Each section helps you to gain deeper insights into Play Points promotion performance. In the short-term, this information can help you to quickly identify areas for improvement and optimization. In the long-term, you can track key metrics related to orders, enrollments, and points earned and make data-driven decisions to strategically enhance Play Points promotions engagement and effectiveness.
Promotion performance
This section helps you to monitor the performance of your Play Points promotions. The graph shows your best performing promotions based on how often they were exchanged by users and the revenue they generated. The table below the graph also shows your best performing promotions along with information based on additional metrics, which are described below.
Click on a section below to expand or collapse it.
Metric definitionsThis section provides detailed explanations of each metric available in the "Promotion performance" section of the Play Points performance page.
|
Metric |
Definition |
| Number of orders | Total orders resulting from Play Points promotions. |
| Total revenue | The complete revenue of the Play Points promotion, summing revenue from points exchanged with additional revenue. |
| Revenue from points exchanged | Revenue generated by users exchanging their Play Points to use the promotion. |
| Additional revenue | Any additional spend the user pays at no discount, during transactions which redeem this promotion. This will only apply for coupons, since a coupon does not cover the whole cost of the transaction. |
| Discount |
The revenue forgone through the promotional discount. For example, you list a “Pixel Sword” for 400 points ($4.00 value). With a 25% discount, the user gets the Pixel Sword for 300 points ($3.00 value). Therefore, the discount is $1.00, and you receive $3.00 in revenue for the 300 points from Google. |
| Discount (%) | The effective discount rate, as the percentage of the discount compared to the full transaction value. Only coupon transactions will see a different value from the discount rate you configured for the promotion, since they include additional revenue. |
To optimize user engagement, consider providing content for users in all of the 35 markets we support.
When promotions are underutilized, several factors may contribute, including:
- The values you selected are too high for many users to exchange. Remember, in order to use 100 points for an item they must have spent around $100 in your game. In this case, adding a lower value item may help increase performance
- Your content is not engaging. You could try a different item, or try a combination of coupons and in-app products.
- Users are especially highly engaged with exclusive, limited content. You might consider trying out a time-limited redemption promotion to spark interest. Likewise if all your items, or especially your highest value items, are heavily engaged with, consider adding a higher value item ideally and exclusive in-app-product to further captivate your highest value users.
The ideal item portfolio should have offers that consider the different purchasing power among your users including new purchasers, mid-core, and hard-core purchasers, and could look like this:
| Objective | Price range | Recommended # of items | |
|---|---|---|---|
| Entry items |
Attract new paying users in games by:
|
50-250 points | 2-3 |
| Volume items |
Volume zone for engaged spenders:
|
350-700 points | 1-2 |
| High-paying use items |
Provide meaningful content for high-paying/loyal users :
|
800-2000 points | 1 |
We recommend taking the following pricing recommendations into consideration for evergreen items:
- In-app items: The discount rates of your exchange items should exceed your in-app product's volume discount. Apply more discounts on items, at least for the highest value item. We generally recommend offering 40-50% off if users purchase items using points.
- Coupon: Coupon value/discount should be set according to ARPPU (average revenue per paying user) and aligned with the SKU share. We generally recommend offering users coupons worth 50-80% off their next in-app purchase.
- Exclusive package: We recommend offering 40% to 60% off if users purchase exclusive packages using points
Special earn rate promotion performance
This section contains scorecards that help you to monitor how google is further rewarding your users with increased points earn rate campaigns.
The scorecards show full additional rewarded numbers. There are four scorecards:
- Rewarded revenue: The Revenue that was rewarded with special earn rates. For example, where a buyer earns 5 points per $1 they spent, rather than 1 point.
- Rewarded Play Points buyers: Number of buyers who earned a special earn rate by engaging with an earn rate promotion.
- Special earn rate vs base rate: Number of installs from users who don’t have your app installed on any device. These users were rewarded with Play Points for installing.
- Rewarded installs: Number of installs from users who don’t have your app installed on any device. These users were rewarded with Play Points for installing.
This section provides detailed explanations of each metric available in the "Special earn rate promotion performance" section of the Play Points performance page.
|
Metric |
Definition |
| Revenue receiving special earn rate | The revenue that was generated through purchases using a special earn rate promotion, which provides Play Points at a high earn rate. For example, promotions offering 5 instead of 1 point per $1 they spend. |
| Buyers receiving special earn rate |
The number of buyers who made a purchase using a special earn rate promotion, which provides Play Points at a high earn rate. |
| Special earn rate vs. base rate | Number of points rewarded to buyers on a special earn rate, compared to those on the base earn rate. |
| Installs receiving special earn rate | Number of installs from users through special earn rate install promotions, who never installed your app before. |
These campaigns are scheduled and maintained by Google. In order to optimize user engagement during campaigns, make sure to communicate upcoming campaigns to your user base in-game or via social media.
For additional support and campaign strategy:
- If you have a business development partner or Google Play Points representative, consult with them to align Google Play Points campaigns with your game's biggest moments.
- All developers can leverage wider Google Play campaigns to further increase engagement and visibility across the Play Store. Watch for announcements about these campaigns and consider how they could benefit your app.
Play Points potential
This section helps you to understand the scope of your Play Points market so you can make the most of the program. The graph shows your addressable market across all Google Play Points markets and the percentage enrolled buyers make up on your:
- Revenue
- Buyers
This section provides detailed explanations of each metric available in the "Play Points potential" section of the Play Points performance page. Click on a metric to expand or collapse it.
|
Metric |
Definition |
| Revenue from enrolled buyers vs total revenue | Your revenue from buyers who are enrolled on Play Points in comparison to your total revenue. |
| Revenue from enrolled buyers (%) | The percentage of your total revenue generated by buyers who are enrolled in Play Points. |
| Enrolled buyers vs total buyers | The number of your buyers who are enrolled on Play Points, compared to all buyers. |
| Enrolled buyers (%) | The ratio of buyers who are enrolled onto Play Points, compared to all buyers. |
| ARPPU from enrolled buyers vs non | The average revenue per paying user from Play Points enrolled buyers, compared to buyers who aren’t enrolled on Play Points. |
Consider your Google Play Points impact on revenue and buyer percentage in each market when identifying new market opportunities or when deciding which countries to prioritize for testing or item optimization.
Note that, since Play Points users tend to be more profitable to non-enrolled buyers, the revenue percentage tends to be higher than the buyer percentage.
Frequently asked questions
Why are some of my graphs and tables empty?If some of your graphs or tables are empty, it's possible we haven't featured your title within the selected time range. This is especially likely in the "Special Earn Rate Campaigns" section. Try expanding the date range using the picker in the top right corner of the page.
Revenue figures on this page are estimates. Calculations factor in local regulations, fees, and taxes, which vary by region. For example, the unique tax structure in the United States (with different rates across states) means revenue data from the US excludes tax information but still includes fees.
- Outside the US: Revenue = Developer Earnings + Fees + Tax
- US: Revenue = Developer Earnings + Fees
There is a slight delay in data freshness to be expected. All dates are calculated in PST8PDT to enable comparison with peer apps.
If you have further questions or are experiencing issues accessing your report, please contact us at [email protected].
Other resources
- Retain users with Google Play Points.
- Learn more about Play Points on the Android developers site.