Google Play Premium growth tools

Google Play offers a range of tools and features to help you expand your audience and maximize revenue. Additional premium growth tools are available to apps that meet our eligibility criteria.

To see if your app is eligible, go to the promotional content page in Google Play Console. For games, see Google Play Games | Level Up page for benefits and guidelines.

Eligibility criteria

To qualify for access to premium growth tools, you must be a developer in good standing on Google Play. In addition, your app must meet the following thresholds, and be in a supported category.

Thresholds

The required thresholds vary depending on your app's category.

Apps in the Dating category	All of the following must be met: At least 120,000 MAU daily over the previous 3 months. At least $350,000 USD/month in consumer spend in each of the previous 3 calendar months. Not targeted to a limited audience, for example religion, ethnicity, age or sexual preference.
Apps and games in all other supported categories	One of the following must be met: At least 1.6 million MAU daily over the previous 3 months, AND a minimum of 1.6 million active installs. At least 2 million MAU daily over the previous month, AND a minimum of 2 million active installs. At least $40,000 USD/month in consumer spend in each of the previous 3 calendar months. At least $50,000 USD in consumer spend in the previous calendar month.

Supported categories

All categories are supported in full unless otherwise specified below.

Where categories are partially supported, titles in these categories are only eligible for promotional content if they are in one of the specified subcategories, and also not in any other subcategories outside the specified list.

	Category	Status	Supported subcategories
App	Business	Partially supported	Employment & Career Social Network
	Dating	Partially supported	Apps not targeted to a limited audience, for example religion, ethnicity, age, gender or other preference.
	Finance	Partially supported	Apps in the following subcategories are supported, provided they do not also belong to the Loans, Make money, Investment, or Credit card subcategories: Accounting Bank & online banking Budget Credit score Crowdfunding Currency converters Digital wallets Insurance Mobile payments Money transfer Subscription management
	Medical	Not supported	N/A
	News	Partially supported	Sports News
	Parenting	Not supported	N/A
	Tools	Partially supported	AI Playground Browsers Storage & Backup
	Video players	Not supported	N/A

Note: Your app's category is assigned by Google Play and can be found on your store listing under "About this app." Please be aware that in some cases, an app may have multiple sub-categories and the store listing may not display all of them.

Reduced thresholds for qualifying developers and titles

Eligibility thresholds are reduced in the following cases:

You are a developer in the Media Experience program.
Your title has consistently maintained a top 10 ranking by 28DAU on every day of the previous calendar month, in at least one of the following countries and categories:
- Countries: Argentina, Bangladesh, Brazil, Egypt, France, Germany, India, Indonesia, Italy, Japan, Mexico, Pakistan, Philippines, Russia, South Korea, Thailand, Türkiye, United Kingdom, United States, Vietnam.
- Categories: Entertainment, Music and Audio, Health and Fitness, Sports, Beauty, Lifestyle, Books and Reference, Food and Drink, Shopping, Travel, Education, Social.

Reduced thresholds

At least 800,000 MAU daily over the previous 3 months, and a minimum of 800,000 active installs.
At least 1 million MAU daily over the previous month, and a minimum of 1 million active installs.
At least $20,000 USD/month in consumer spend in each of the previous 3 calendar months, or at least $25,000 USD in the previous calendar month.

Access to premium growth tools for new launches

Premium growth tools are available to support new app launches for developers in the Media Experience Program.

Your new app launches automatically get access to promotional content for a minimum of 2 quarters after you launch. After this time you'll lose access unless your app meets the reduced thresholds.

Frequently asked questions:

For existing titles on Google Play

My title qualifies for access to premium growth tools. What do I have to do to start using them?

You don’t have to do anything. Features are already available in Play Console, if applicable. We check for newly qualifying titles on a regular basis and will add them automatically.

How quickly do newly eligible titles get access to premium growth tools?

Newly eligible titles are added on a monthly basis.

What happens if my title stops meeting the criteria?

If your title stops meeting the criteria, we reserve the right to remove its access to premium growth tools. We will provide at least 3 months’ notice before doing so.

Where can I see why my title qualified (or did not qualify)?

You may access your app’s installs, engagement, and consumer spend in Play Console:

Active installs: Play Console > Statistics > Devices > Install base
28DAU: Play Console > Statistics > Engagement > Monthly active users (MAU)
Consumer spend: Play Console > Statistics > Monetization > Gross revenue (USD)

Note that the number above does not include any off-Play billing revenue, but this is also taken into account when determining eligibility

Note: Your app's category is assigned by Google Play and can be found on your store listing under "About this app." It may not match the category you select for your app in Play Developer Console

For new title launches on Google Play

When will my new title be given access to promotional content or other premium growth tools?

New launches are added within 1 calendar month of being released to production or pre-registration, in one or more countries. You can use pre-registration promotional content while your title is in pre-registration.

When will my access to premium growth tools expire?

You will receive access for as long as you are in pre-registration.
Once you publish to production, you are eligible for two additional full quarters of access. For example, if you publish to production in April (Q2), you will have access until the end of December (Q4).
After this time you'll lose access, unless your title meets the reduced thresholds.

My title is in testing, can I use promotional content or other premium growth tools?

No, your title is not eligible for premium growth tools until you are out of testing.

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