Google Play developer console now features app marketing campaigns and analytics

MUMBAI, INDIA: Google Play Games' built-in developer analytics has become marketing friendly.

What this means to developers?

The Google Play console now offers app developers the ability to launch universal campaigns and provides analytics data on user acquisition.

The ad campaigns:

The campaigns are called Universal because they can be deployed across Google’s ad platforms.

This means that a developer’s ad can feature on YouTube which has more than a billion viewers, inside any of the 650,000 apps reached by the AdMob platform and also on more than 2 million websites via the Google Display Network.

Google said that the ads might also show up alongside its Search results or Google Play when the terms used are related to the app content.

How can developers leverage the platform?

Developers can use the console to create multi-platform ads. The console pulls in images, video, and descriptions from the developer’s Google Play store listings for the creative content.

The platform then automatically does A/B testing on various content mixes to see which ads work best with specific audiences, Google said. The developer can state the per-install price it wants to spend, and Google’s platform will work to bring in as many installs as possible on that budget.

Availability:

Although Google debut the features at Google I/O, they were made generally available only yesterday.