What is Google Play Explore
Google Play Explore is an organic traffic source that includes all visitors arriving at an app listing while exploring and navigating (what the App Store equivalent refers to as browsing.) Android users can also find apps through the personalized ‘For You’ tab which highlight apps curated by Google Play editors that they think a user might like and therefore brings those to the surface for easy finding. This is an explorative, not a searching traffic source, which encourages users to navigate through the Google Play store.
Explore traffic is very different to search traffic which sees users landing on a product page having actively searched for a brand or keyword that they’re specifically looking for.
Why Google Play Explore is Important
Explorative traffic is not an app’s target audience, which makes this traffic source an important channel that sits untouched by user acquisition (UA) teams who are always looking to bring new users to an app listing.
Having an app seen by users from the explore traffic source gives great exposure to a broad audience that wouldn’t have been exposed to it usually, such as via a targeted paid campaign (a frequently used marketing tool that brings high-quality visitors to a product page.) This makes Explore traffic users truly organic and therefore crucial, as in order to increase impression numbers and drive growth, app developers / marketers want to get as many eyes on an app as possible.