Test your store listing and make versions for each audience before paying for ads. Check the fee rules for your market; they changed in 2026.
Basics
How many people use Google Play?
More than 3 billion people a month, in more than 190 markets, by Google's count.[1]
How do you get found on Google Play?
Test your listing, then make versions for each audience.
| Tool | What it does |
|---|---|
| Store listing experiments | Test up to 2 versions of your icon, feature graphic and screenshots (and descriptions, per language) against your current listing |
| Custom store listings | Up to 50 versions, aimed by country, by a unique link or at people arriving from Google ads |
| Pre-registration listing | A different listing where your app isn't out yet |
Advanced
Can you advertise on Google Play?
Yes, with Google Ads App campaigns, which run on Search, Google Play, YouTube, Discover and across the web.
| Fact | Detail |
|---|---|
| What you provide | Text, a starting bid, a budget, languages and locations |
| What Google does | Tests combinations of your text, images, videos and store listing assets |
| Campaign types | Installs, engagement, and pre-registration |
Sources [4]
How much does Google keep?
It depends on your market. In most markets, if you enroll, it's 15% of your first $1 million each year, 30% above that, and 15% on subscriptions. In the US, UK and EEA from 30 June 2026, and in Australia and Japan from 30 September 2026, rates depend on whether a user's install is new or existing.[5]
Which paid options on Google Play are worth it?
Use the free listing tools first; pay for ads once your listing converts. The order is our view.
| Option | Cost | What it buys |
|---|---|---|
| Listing experiments and custom listings | Free | Better conversion from the visitors you already get |
| Pre-registration | Free | A list of people waiting for your launch |
| App campaigns | Your budget | Installs from Search, Play, YouTube and more |
Where else should you claim your Google Play name?
Wherever customers look for you next. Check it on Google Play, the App Store and the .com at once.