Google Play Console: What Changed in July 2026

This section is no longer standalone. Right now it only contains three links to other parts of the console: Grow (also called Grow Users), Store Listings, and Statistics.

Here, metrics are organized as cards. You can open each card to set up filters.

A new impressions metric has been introduced. Under Reach, the console now tracks three related metrics: Total impressions, User impressions, and Device impressions. These cover three surfaces: the app icon, the app details page, and promotional content. This looks genuinely useful, since impressions were a long-standing gap for Android teams that previously had no direct way to measure top-of-funnel reach. However, there are still limits: there is no filter for new users, and traffic source filters are incomplete.

This appears to be the same install count as before, just under a new name. Filters are still limited: you can only filter results by two traffic sources, Explore and Ads, and there is no filter for new users.

The old conversion section is gone. Page conversion moved into Store Listings, and in its current form it is clunky to work with. It uses the same card and chart layout as Grow Users, but currently lacks filters for traffic source or user status.

You can now check conversion in two places.

Conversion Rate, shown separately for the main listing and each custom listing, is available from July 10.

CTR (Click-through rate), the percentage of store listing visitors who tapped Install, Open, or Pre-register, is also available for the same window from July 10.

Overall, it looks like Google shifted its focus from install conversion to click conversion as one of the main metrics. An install can fail for reasons outside a developer’s control, while a click is a cleaner signal. How exactly clicks are counted remains an open question. A user might tap Install and then tap Open. Whether that counts as one click or two is unclear.

Search term data is available under Store Listings, in the Google Play Performance report, for both impressions and installs, but only from July 10, 2026 onward. Historical data is not available.

The metrics ASO specialists care about most are visitors and installs segmented by traffic source, geography, and language. You can find them in the Statistics section. In the report settings, choose “Store listing performance” and proceed from there. Not every report type offers the full set of filters you might expect.

Statistics also provide an impressions metric, but this section does not show period totals, only daily numbers.

You can also view a conversion rate for new users, aggregated across all listing pages, with a country filter only. There is no traffic source filter here either. Like the rest of this section, data is shown by day, not by period.

Store Listing Experiments (A/B tests) are now located inside the main or custom listing, and you create and run them from there. To set up an A/B/C test, you need to access advanced settings. A/B/C/D tests are no longer available. Localized experiments should still work for the main listing, but right now you can only create one test at a time.

The success metrics have also changed. The old metrics, First-time Installers and Retained First-time Installers, were replaced with Unique user install clicks and Unique user open clicks. Experiments also gained new filters for test status and performance.

On a more practical note, there is now a checkbox to flag whether a test variant’s visual assets were created using AI. This is likely a response to new EU regulations.

When creating custom listings, there is currently no way to target inactive users. This was previously available.

On top of the changes, we are seeing a fair number of bugs: filters reset when you switch between report tabs, you can only create one test for the main listing without localized versions, navigating between sections sometimes bounces you back to the home page, report filters fail, and more.

What to do right now

The usual ASO data views and reports are not available as they used to be. Here is what you can do in the meantime:

• Do not compare new data to historical data without adjusting for the changed methodology.
• If you use an MMP, rely on its data as the more reliable source during this transition.
• Copy the metrics you care about into your own spreadsheet while the console’s filters are still unstable.
• Keep an eye out for official announcements from Google. This looks like an in-between state, not the final version.

If you do not have time to figure out the new console yourself, get in touch with ASO Helper for a consultation. We can help you set up reporting that aligns with the new logic.