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App Store Optimization - Google Play Console A/B Testing: Should I Optimize for Active Devices or Users

Conversion Rate Optimization

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imjonny123 last edited by

Can't seem to find any ASO type of communities to ask this question to and since the Moz community has been so helpful, I thought I'd try this out.

I've been doing A/B Testing for featured graphics on the Google Play Store. There are segments of active devices and users and I've been keeping track daily for ~1.5 months. The data that I have written down displays that active devices shows a positive, however users show a negative. Google Play Console choose to display the scaled installs for active devices.

When we do A/B Tests on Google Play Console, should we choose the winner based on the active devices or users?
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