Posted by Kazushi Nagayama, Ninja Spamologist and Bryan Woodward, Policy
Specialist
Ensuring Google Play remains trusted and secure is one of our top priorities.
We've recently announced improvements in fighting . In order to underscore these announcements and provide
more clarity, we have now updated our .
Incentivized installs as user acquisition
We've observed instances where incentivized installs are utilized solely to
manipulate the placement of apps in Google Play; these instances are a policy
violation. However, we also recognize that incentivized installs can be a
legitimate user acquisition channel for some developers. In order to recognize
these two distinct use cases, we are taking the following approach:
- Whilst we won't automatically remove apps from the store just because they
utilize incentivized installs as one of their user acquisition channels, we will
monitor for, and take action against behaviour that compromises the integrity of
the store.
- To address those whose intent we perceive is to manipulate the placements of
their apps, we will monitor and filter incentivized installs in our systems,
including removal from the top charts. If warranted, identified apps also may be
removed from the Store.
Through this approach, we hope to further ensure that the top charts and other
discovery mechanisms on Google Play reflect the reality of the popularity of an
app.
As a general rule, we advise against utilizing incentivized actions.
Incentivized users are a very different user base than users found through other
acquisition channels. In an internal analysis, the Google Research team found
that incentivized users generally have lower retention rates and make fewer
in-app purchases than users found through paid or organic acquisition channels.
For more information on the Google Play policies, please visit the .
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