The Reports Dashboard is your command center for measuring the performance of all your experiments and understanding their impact on your app's conversion rates and installs. This comprehensive analytics interface provides a centralized view of all testing activity, enabling you to track experiment results, identify winning variants, and make data-driven decisions about your app store optimization strategy.
Navigate to the Reports section from your app's main navigation menu. The dashboard loads with your most recent experiments displayed by default, showing active tests at the top for immediate visibility into current performance.
The Reports Dashboard is organized to provide both high-level overview and granular detail:
Summary Cards - Key metrics displayed at the top showing total experiments, active tests, and overall performance indicators
Experiment List - Scrollable table of all experiments with sortable columns and quick-view metrics
Visual Charts - Interactive graphs showing performance trends over time
Filter Panel - Powerful filtering tools to narrow down results by various criteria
Export Options - Tools to download data for external analysis
The interface is designed for efficiency, allowing you to quickly scan experiment performance and drill into details:
Top Navigation Bar contains date range selectors and quick filter buttons. Use the date picker to view experiments from specific time periods, or select preset ranges like Last 7 Days, Last 30 Days, or Custom Range.
Experiment Table displays each experiment as a row with columns for:
Experiment Name - Descriptive title with asset type indicator (IC, FG, SD)
Status - Current state (Running, Completed, Paused, Draft)
Start/End Date - Test duration timeline
Locale - Geographic markets where the test is running
Conversion Rate - Install rate for control vs. treatment
Install Uplift - Percentage improvement over control
Statistical Significance - Confidence level indicator
Impressions - Total views received by variants
Click any experiment row to expand detailed metrics and view the full experiment report, including variant comparisons and statistical analysis.
The Reports Dashboard features rich visual charts powered by Recharts to help you understand performance trends at a glance. These interactive visualizations transform raw data into actionable insights.
The main timeline chart displays conversion rate trends over the experiment duration. This line graph shows both control and treatment variants, making it easy to spot performance divergence and trend consistency:
Blue Line - Control variant (baseline performance)
Green Line - Treatment variant (test asset)
Shaded Area - Confidence intervals showing statistical reliability
Hover Tooltips - Precise daily metrics when you mouse over data points
Watch for consistent separation between lines, which indicates sustained performance differences. Overlapping lines suggest minimal impact from the variant being tested.
Bar charts show comparative uplift across multiple experiments, allowing you to quickly identify your highest-performing tests. Experiments are ranked by impact magnitude, with positive uplifts in green and negative results in red. This visualization is particularly useful when reviewing multiple completed experiments to prioritize which variants to adopt.
For experiments running across multiple locales, heat map visualizations show performance variation by geography. Darker colors indicate stronger positive results, helping you identify markets where specific variants perform exceptionally well or poorly. This geographic insight enables locale-specific optimization strategies.
Aggregate charts compare performance across different asset types (Icons, Feature Graphics, Short Descriptions), showing which elements of your store listing have the greatest impact on conversion. Pie charts display the distribution of completed experiments by asset type, while grouped bar charts show average uplift by category.
All charts include interactive elements for deeper exploration:
Legend Toggling - Click legend items to show/hide specific data series
Zoom Controls - Focus on specific time periods within longer experiments
Export Options - Download charts as images for presentations
Responsive Design - Charts adapt to screen size for mobile and tablet viewing
Understanding the metrics displayed in the Reports Dashboard is essential for interpreting experiment results correctly:
The percentage of users who install your app after viewing your store listing. This is calculated as (Installs ÷ Impressions) × 100. Both control and treatment variants show their respective conversion rates for direct comparison.
The relative improvement of the treatment variant compared to the control, expressed as a percentage. A +5% uplift means the treatment variant generates 5% more installs per impression than the control. Negative values indicate the treatment underperformed.
A confidence indicator showing whether observed differences are likely real effects or random variation. Results are considered statistically significant when confidence exceeds 95%, indicated by a green checkmark icon. Non-significant results show a yellow warning icon.
Total number of times users viewed your store listing during the experiment period. Higher impression counts increase statistical confidence in results. PressPlay automatically balances traffic between control and treatment to ensure fair comparison.
Absolute number of installs generated by each variant. While uplift percentage is the primary success metric, absolute install counts help you understand the practical impact of experiments, especially when forecasting total gains.
Each experiment displays a status badge indicating its current state:
Running - Actively collecting data, appears at top of list
Completed - Finished experiment with final results available
Paused - Temporarily stopped, can be resumed
Draft - Created but not yet launched
Scheduled - Approved and queued for launch
Analyzing - Data collection complete, final analysis in progress
Tailor the Reports Dashboard to your workflow preferences:
Use the column selector to show or hide specific data fields. This is particularly useful when focusing on specific metrics or working with limited screen space. Your column preferences are saved automatically for future sessions.
Click any column header to sort experiments by that metric. Click again to reverse sort direction. Default sorting shows running experiments first, followed by recently completed tests. Sorting by install uplift quickly surfaces your best-performing experiments.
Toggle between comfortable, compact, and spacious row heights to fit more experiments on screen or improve readability. Compact view allows scanning of more tests simultaneously, while spacious view provides better visual separation.
Create custom report views by combining filters, sort orders, and column selections. Save these as named views for quick access to frequently used configurations. Examples include Active Tests Only, High-Impact Winners, or Locale-Specific Performance.
The Reports Dashboard refreshes data automatically at regular intervals to show the latest experiment results. For running experiments, metrics update every hour as Google Play reports new data. A small indicator shows the last refresh time, and you can manually refresh using the update button.
If you manage multiple apps, the Reports Dashboard can aggregate data across your entire portfolio. Use the app selector to view individual app performance or select All Apps for a consolidated view. This portfolio-level reporting helps identify successful patterns that can be replicated across different apps.
A dedicated insights section highlights notable findings:
Top Performers - Experiments with highest uplift
Surprising Results - Tests that significantly outperformed or underperformed expectations
Trend Analysis - Changes in overall conversion rate over time
Recommendations - AI-suggested next experiments based on results patterns
Maximize the value of your Reports Dashboard with these approaches:
Regular Reviews - Check running experiments daily to catch issues early
Pattern Recognition - Look for common elements in successful experiments
Comparative Analysis - Compare similar tests across different locales or time periods
Documentation - Use export features to save milestone reports for historical reference
Team Sharing - Leverage visual charts in presentations to communicate results
The Reports Dashboard transforms complex experiment data into clear, actionable insights. By combining detailed metrics, interactive visualizations, and powerful filtering capabilities, it provides everything you need to measure, understand, and act on your A/B testing results. Whether you're tracking a single experiment or managing a comprehensive optimization program, the dashboard gives you complete visibility into how your store listing changes impact app performance.
