Pre-reg to install conversion cost: media + CRM + store ops
Illustrative worksheet for cost per eventual install from Google Play pre-registration, using Play’s documented 90-day window and conversion metric.
Google Play pre-registration campaigns last 90 days per country from first enablement, after which you must launch to production. Play Statistics defines Conversions as pre-registered users who installed within 14 days of the app becoming available to them (including early access and other pre-launch testing). Vanity pre-reg counts hide cost per eventual install.
Define the calculation (illustrative)
Inputs (you can replace these; values below are illustrative numbers, not industry averages):
media_spend— paid traffic to the pre-reg listingcrm_spend— email/push/community nurture before and at launchstore_ops_spend— listing localisation, CSL, badge creative, reward SKU setupprereg_signupsinstalls_within_14d— align to Play’s conversion definition when using Play stats
Outputs:
cost_per_prereg = (media + crm + store_ops) / prereg_signupsprereg_to_install_rate = installs_within_14d / prereg_signupscost_per_install = (media + crm + store_ops) / installs_within_14d
Worked synthetic example
| Input | Value |
|---|---|
| media_spend | 40000 |
| crm_spend | 8000 |
| store_ops_spend | 2000 |
| prereg_signups | 100000 |
| installs_within_14d | 35000 |
Cost per pre-reg = 0.50. Pre-reg→install rate = 0.35. Cost per eventual install = 1.43.
Evidence and limits
Play documents the 90-day limit, a maximum of two apps in pre-registration at a time, optional one-time-product rewards, and auto-install constraints (device/OS/Play version, size tiers, under-13 and managed enterprise accounts ineligible). This sheet does not invent CRM unit costs; enter your own. Apple pre-order economics are out of scope here.
