Google has quietly rolled out several updates to its Store Listing Experiments tool in the Google Play Console. While the core testing capabilities remain largely unchanged, Google has updated the workflow, experiment configuration, and performance metrics.
Store Listing Experiments Have Moved
The biggest workflow change is that Store Listing Experiments are no longer a standalone section. Instead, they’re now managed directly under Store Listings.
To create a new experiment, developers must now open the store listing they want to test or select “Set up” from the Store Listings overview. This change integrates experimentation more closely with store listing management, streamlining the process of launching new tests.
Google has also simplified how Store Listing Experiments are configured. Experiments are now limited to a maximum of two variants, with Google recommending 1v1 A/B testing.
New Success Metrics: Installs or Opens
Google has also introduced two optimization objectives for Store Listing Experiments: unique user install clicks and unique user open clicks. Install clicks will likely remain the primary success metric, as screenshots, videos, and store listing copy are designed to encourage new downloads.
The addition of open clicks could also provide another way to evaluate app icon performance. Since the icon is often the first visual element users encounter, this metric may offer additional insight alongside traditional install-based testing.
Optimizing Store Listing Experiments
This latest update simplify how Store Listing Experiments are created, but successful testing still depends on a well-defined optimization strategy. Whether evaluating icons, screenshots, or store listing copy, experiments should focus on a single meaningful change to produce clear, actionable results. As Google continues to refine its native testing tools, a structured approach to experimentation remains essential for maximizing store listing performance.
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