GooglePlay Benchmarks
For United States Startups

Marginalia

Google moved all app-install ads under the umbrella of launched Universal App Campaigns (UAC) at the end of 2017.

UAC ads are automatically distributed across multiple Google channels (Google Search, GDN, YouTube, AdMob, Google Play, and many more publishers who host app ads) and use a CPA model. UAC radically simplifies ad creation and optimization with automation and machine learning.

How did I get those numbers? As I’ve been doing marketing since 2000 I’ve had a chance to accumulate big and small data from corporations, small ventures, own startups, open Google crawlers and API’s, white- and gray-hat marketing communities, helpful insights from colleagues. The final actual numbers for the metrics you see are the results of qualitative research. That means, first, I have an average (mean quantitative) values, and then manually match it with expert numbers (median qualitative). If both data fit - we’re good. If expert numbers go out - I adopt Bayes' law and Daniel Kahneman’s methods to balance the data.

Bear in mind, all those marketing benchmarks and startup metrics below relate to the United States market only. Though they can be applied to other T1 countries (US, UK, CA, AU, NZ), these metrics don’t represent traction benchmarks for startups and companies in T2 and T3 regional markets.