Plan an extension install pilot before scaling

Copy or fill in the pilot plan

Use one plan for the listing and campaign you want to discuss. Name the product owner, the person coordinating delivery and the person making the review decision. Put a question beside any term that still needs agreement.

The plan is available here without an email form. Use it to prepare a discussion about browser extension installs.

Copyable plan

Copy this block into your document and replace the blanks with your project details.

EXTENSION INSTALL PILOT PLAN

Product/version: ____  Owner: ____  Campaign lead: ____
Store URL/ID: ____
Fresh install + first useful action checked: ____
Browsers/stores: ____  Countries: ____
Acquisition method: ____  Information shown before installation: ____
Campaign volume: ____  Start/end: ____  Time zone: ____
Daily plan/limit: ____  Pause contact: ____
Install report + metric: ____  Counting/repeat rule: ____
Active-user action + counting unit: ____ / not measured: ____
Install report period: ____  Activity period: ____
Measurement time zone: ____
Starting value + capture date + filters: ____
Evidence/export + person providing it: ____
Review date + decision owner: ____
Continue if: ____
Pause/stop if: ____
Actual result + decision: ____
Next action + owner: ____

Printable plan

Open the one-page A4 form to fill it in or print a blank copy.

Select a field to edit it. Copy the completed table into your document before leaving this page; your edits are not saved.

Before agreeing the plan, have the product owner confirm readiness and the campaign lead confirm the requested delivery settings. The report owner should confirm what they can provide by the review date. Give the final reviewer the same version of the plan, including any changes made during the pilot.

Keep a dated copy before launch. At review, fill the result fields in that copy so the decision can be read against the original request.

Check the product and store listing

Choose the version you want to promote and record its store URL or extension ID. Check the listing in each browser covered by the request. The title, screenshots and description should explain the same useful action the user will find after installing.

Run a fresh installation and complete that action. Check the permission explanation, first-run instructions and the result the user sees. Give this check to a named person and record the version they tested. Fix a broken installation or first-use flow before starting acquisition.

Keep listing improvements and technical work clear in the plan. Extension growth covers the discussion about the listing, onboarding and the first useful action. Use extension development when the product needs a fix, browser compatibility work or an integration change.

If a product update is planned during the pilot, record who will review it and tell the campaign lead. A change to the listing or first-run experience belongs in the review notes alongside the campaign dates.

Agree the acquisition scope and pace

Start with the exact listing, browser and countries. For a campaign involving several stores, keep their listings and reports distinct. The plan can identify which browser goes with which store, rather than treating all installations as one interchangeable total.

Propose the campaign volume and dates, then agree the distribution across days. Put the daily plan or limit beside the overall volume. Name the person who can pause delivery if the listing changes or the product needs attention. Browser and country availability must be confirmed for the proposal.

Ask how people will reach the extension and what they will be told before installing. The service page’s questions to settle before a campaign help frame that discussion. Record the proposed method and the reports you expect to review.

Use the same version of the plan when discussing changes. If the daily schedule or countries change, write down the agreed update and date so the later review uses the actual campaign scope.

Name the measure and review period

Choose the install report and the exact metric before launch. Ask how it counts repeat or returning installations. Save the report name, starting value, filters and capture date so the final reading uses matching settings.

Count installations using the chosen report’s rules. For an active-user measure, define a useful action inside the extension. For Chrome Web Store, Google’s listing metrics documentation says the Users statistic captures installations and does not monitor activity. Use each store’s own report definition.

If product use matters to your decision, name the useful action and the counting unit in the plan. Ask the measurement owner which report can show it and who can provide the result. Where that measurement is unavailable, write “not measured” instead of treating installs as active users.

Record the install-report period and the activity period, including the time zone. Set the review date after the chosen window closes and the report can be checked. For return after first use, use the existing completed D7 cohort example to define that later check. Define D7 retention. The store users and installs guide explains the store counters separately.

Set a rule for continuing or stopping

Decide what the review must answer before the pilot begins. For example, the plan could ask whether the agreed countries and daily pace can be checked in the supplied report. Write your acceptance conditions in the “Continue if” field and agree them with the people reviewing the work.

Use the pause field for concrete triggers: an unavailable listing, a broken first-use action or missing data needed for the decision. Add the person to contact and the next check. Any numerical target should come from the agreed plan for your product.

At review, enter the actual result beside the original conditions. Decide whether to continue, change the campaign, fix the product or stop. Give the next action an owner. A pilot with incomplete reporting needs that gap resolved before it can support an increase in volume.

Keep the completed plan with the report. It gives the next campaign a clear starting point and records why the team chose its scope.

Discuss your pilot with Extcorp

Extcorp reviews install-campaign requests for Chrome Web Store, Microsoft Edge Add-ons and Mozilla Add-ons. Start with your contact and a short question about the extension you want to promote. Add the store link or extension ID when it is ready.

Discuss a free test with Extcorp and agree the browser, countries, period and install measure. Review the result before deciding on a paid campaign.

Request a free test