Pre-Registration

Definition

Pre-Registration is the Google Play feature (and Apple pre-order variant) allowing users to register interest in an app before its release. Pre-registered users receive automatic notifications when the app launches, enabling coordinated day-1 install velocity spikes.

Pre-registration is a critical component of App Launch Strategy because:

1. Day-1 velocity: Pre-registered users install en masse on launch day, creating concentrated Download Velocity
2. Ranking signal: Concentrated velocity improves app's initial ranking for category and keyword searches
3. Free marketing: Each pre-reg is a guaranteed future install (if conversion rate is 10-30%, typical)
4. Low-cost user acquisition: Pre-reg campaigns on Google Ads have lower CPC than traditional install campaigns

How It Works

Google Play Store

Pre-registration is Google's primary pre-launch tool:

1. Pre-reg setup:

- Enable pre-registration in Google Play Console 30-90 days before launch

- Users can find app on Play Store and tap "Pre-register" (appears instead of "Install")

- User is automatically notified at launch

1. Pre-reg campaigns:

- Google Ads has dedicated "App pre-registration" campaign type

- Users click ad → taken to Play Store → tap "Pre-register"

- Lower CPC than install campaigns (engagement metric differs)

- Typical CPC: $0.10–$0.30 (vs $0.40–$1.50 for install campaigns)

1. Conversion on launch day:

- Google sends push notifications to pre-registered users

- Notification prompts: "App is now available. Get it now"

- Users tap notification → redirected to Play Store

- Typical conversion rate: 10-30% (users who pre-registered but didn't install within first 24 hours)

1. Ranking impact:

- Day 1-7 installs from pre-reg are concentrated, creating velocity spike

- Velocity spike improves ranking in category and for relevant keywords

- Improved ranking drives additional organic installs (secondary effect)

Apple App Store

Pre-order is Apple's equivalent (different mechanics):

1. Pre-order setup:

- Only available for paid apps or apps with up-front purchase component

- Users can pre-order on App Store

- No pre-registration for free apps (unlike Google Play)

1. Day-1 automation:

- App releases; pre-orderers automatically receive notification

- Pre-orderers are auto-converted to purchasers

- Automatic install doesn't work (user must accept purchase)

1. Limitations:

- Requires app to have purchase component (paid app or premium tier)

- Less common than Google Play pre-reg; smaller typical pre-order volume

1. Alternative for free apps:

- Apple doesn't have free app pre-registration

- Marketing alternatives: Apple Search Ads targeting app name, TestFlight beta builds for hype

Amazon Appstore

Limited pre-registration support. Focus on cross-platform pre-reg campaigns (Google Play + external traffic).

Pre-Registration Campaign Strategy

Pre-Reg Campaign Setup

1. Target audience: Broad initial phase targets category interest (e.g., "fitness" for fitness app)

1. Messaging: "Register now and get early access notification when available" or "Be among the first to download [App Name]"

1. Landing page: Optional custom landing page describing app and collecting email for additional marketing

1. Timeline: 30-60 days of pre-reg campaigns before launch

1. Budget allocation:

- Typical: 30-50% of launch day budget

- Example: $100K launch budget → $30-50K on pre-reg campaigns, $50-70K on launch day install campaigns

- Lower CPC of pre-reg campaigns allow higher volume with same budget

Pre-Reg Conversion Benchmarks

Example:

• Pre-reg campaign: $50K spend, $0.20 CPC = 250K pre-registrations
• Launch day conversion: 20% = 50K installs from pre-reg
• Effective CPI: $50K / 50K = $1.00 per install

This is cheaper than average Paid Installs CPI of $1.50, making pre-reg efficient.

Pre-Registration Impact on Launch Success

Direct Impact

1. Guaranteed day-1 installs: Pre-registered users install on notification, ensuring concentrated day-1 velocity

1. Velocity spike: 50K pre-reg conversions on day 1 from a 250K pre-reg cohort generates massive velocity spike for an app that normally sees 5K daily installs (10x multiplier)

1. Ranking improvement: The velocity spike immediately improves app ranking for category and keyword searches

Indirect Impact (Organic Uplift)

1. Day 2-7 organic growth: Improved ranking from day-1 velocity drives additional organic installs throughout launch week

1. Week 2+ compounding: Sustained ranking improvements from launch week continue driving organic installs for weeks

1. Chart climbing: Strong pre-reg conversion + day-1 velocity drives app into Top Charts, which further boosts visibility

Example calculation:

• Pre-reg conversions: 50K on day 1
• Paid campaigns: 30K on day 1-7
• Organic from improved ranking (uplift): 20K on day 1-7
• Week 2-4 organic from sustained ranking: 40K
• Total: 140K installs in first month

Without pre-reg (slower day 1, weaker ranking signal):

• Paid campaigns: 30K on day 1-7
• Organic: 5K on day 1-7
• Week 2-4 organic: 10K
• Total: 45K installs in first month

Pre-reg drives 3x more installs due to compounding ranking effects.

Best Practices

1. Launch pre-reg 30-60 days early: Allow time to build pre-reg volume before launch. Earlier launches have higher pre-reg volumes

1. Target relevant keywords: Pre-reg campaign keywords should match app category and positioning. E.g., fitness app targets "fitness app," "workout app," "running app"

1. Use compelling creative: Pre-reg ads should highlight unique features and value prop. Test creative variations

1. Monitor conversion rates: Track how many pre-registered users install on launch day. Low conversion (<10%) indicates product-market fit issues

1. Prepare for day-1 demand: Ensure infrastructure is ready for launch spike. Overloaded servers can crash and cause negative reviews

1. Coordinate all channels: Pre-reg campaigns should launch concurrently with Apple Search Ads, social campaigns, PR, and Cross-Promotion

1. Consider regional rollout: If launching in multiple regions on different dates, stagger pre-reg campaigns accordingly

Related Terms

• App Launch Strategy
• Download Velocity
• Paid Installs
• Google App Campaigns
• Top Charts
• Organic Uplift
• Keyword Research

Sources & Further Reading

• Google Play Console: "Setting up pre-registration campaigns"
• Google Ads help: "App pre-registration campaigns"
• Sensor Tower: "Pre-registration benchmarks by category"
• Branch: "Pre-registration impact on launch success"