Install campaigns for Chrome, Microsoft Edge and Firefox
Each browser store has its own rules and counters. The exact store URL or extension ID helps identify the listing and the measurement that matters to your request.
Chrome Web Store installs
Include the Chrome Web Store listing and the install report or counter you want to discuss.
Microsoft Edge Add-ons installs
Use the Edge listing and its own report when requesting an Edge campaign.
Firefox add-on installs
Share the Mozilla Add-ons listing, requested GEO and the install measure you want to discuss.
How installs, active users and retention differ
Choose the measure that answers the campaign question. The report name and its definition matter as much as the number.
| Metric | What it can indicate | Requires separate measurement |
|---|---|---|
| Install | An installation event within the agreed acquisition scope | Ongoing use, satisfaction and retention |
| Store counter | A store-displayed value under that platform's rules and update timing | Real-time activity or identical counting across stores |
| Active users | Usage under a platform or product-specific definition | Long-term retention and monetization |
| Retained users | Users who return within a defined cohort window | Future activity and revenue |
For Chrome Web Store, Google states that the Users statistic captures installations and does not monitor whether users are active. Use the exact report definition when reviewing a figure; other stores have their own metrics.
Source: Chrome Web Store listing metrics.
Read an install result without assuming activity
Chrome’s daily install and uninstall reports include new and returning users. A reported install therefore does not establish that a distinct person has discovered the extension for the first time. This is a Chrome-specific definition in Google’s metrics documentation; use the relevant store’s definitions for Edge and Firefox.
Example: a completed D7 cohort
All dates and counts below are invented for this calculation. They are not an Extcorp campaign result, a benchmark or a retention promise. The example measures return on the seventh calendar day after first use of a note-saving Chrome extension.
The cohort contains 120 distinct product IDs whose first recorded use was on September 1, 2026, from 00:00 inclusive to September 2, 00:00 exclusive, in UTC. The example assumes complete, permitted observation for these IDs, stable IDs across the window, and test IDs removed before the cohort is fixed. One ID represents one measured browser profile, not a verified person across devices. People outside this measured cohort are outside the result.
| Part of the calculation | Definition and value |
|---|---|
| Denominator | 120 unique product IDs in the September 1 first-use cohort. Keep all 120 in the denominator, including those with no observed return. |
| Qualifying return | The person successfully saves a note through the extension. A background update, installation or automatic page load does not count. |
| D7 observation window | September 8, 2026, 00:00 inclusive to September 9, 00:00 exclusive, UTC. This is day 7 only, not any return during the first seven days. |
| Numerator | 30 of the original 120 IDs save a note in that window. They produce 66 qualifying events; each ID counts once. |
| Completed review | September 10, 2026, 12:00 UTC. The window is closed and the example assumes event processing is complete. |
| D7 return rate | 30 ÷ 120 × 100 = 25% of this measured cohort. |
The other 90 IDs have no qualifying return observed on day 7. They may have used the extension on another day; this calculation does not classify them as uninstalled or permanently lost. The 66 events measure actions, while the 30 returning IDs measure members of the original cohort. A count of all active IDs on September 8 would also include older cohorts and would answer another question. Subtracting uninstalls from installs gives a difference between event totals, not a return rate for this cohort.
Install and uninstall totals from the store cannot supply these cohort inputs. Google explains that Chrome’s store Users statistic reflects installations and does not track product activity. The event definition above therefore requires separate product measurement; it is not a built-in Chrome Web Store retention metric. See Chrome Web Store metrics, checked October 13, 2026. Edge and Firefox reports require their own definitions.
If the window is still open, mark the result “window incomplete”. If observation or processing is incomplete, keep the rate unknown. A missing numerator is not zero. A zero denominator, a numerator greater than the cohort, or IDs that cannot be matched back to that cohort must be resolved before calculating a rate.
To discuss an install campaign, send the store link and your acquisition question. Add a cohort definition if return matters to the review. Questions about the first useful action belong in extension growth; adding product measurement may need development.
Agree the campaign and the later check
Use this record when discussing a proposal. It keeps the requested campaign and the evidence available afterwards together.
| Item | Agree before the campaign | Check afterwards |
|---|---|---|
| Platform and scope | Record the store URL or ID, browser, requested GEO, dates and pace. Confirm which parts are available. | Match the reported listing, browser, filters and period to the agreed scope. Record any difference. |
| Event being counted | Name the install metric and its counting rule. If use matters, define a separate useful action and the IDs it can measure. | Keep installation totals separate from observed product use. A store counter alone cannot show completion of that action. |
| Source and period | Name the report, starting value, time zone, date range and filters. Agree when the final reading can be reviewed. | Compare readings from the same source and settings. Keep the capture dates; flag an open window or incomplete data. |
| Available evidence | Ask what export or other record can be shared and who will provide it. Mark unavailable evidence explicitly. | Reconcile the records that are actually available. Leave unsupported figures and campaign attribution unresolved. |
| Distribution and open terms | Ask how distribution works, what people are told before installing, and what any test or paid proposal includes. | Compare the available evidence with the agreed terms. Record exceptions and unanswered questions before a next decision. |
For Chrome, daily install reports include new and returning users; the store’s Users statistic reflects installations rather than activity. These definitions come from Google’s store metrics guidance, checked 19 October 2026. Use each store’s own report definition.
For a question about return after first use, follow the existing completed D7 cohort example. It needs separate product observations. For the first useful action or onboarding, see extension growth.
To ask about an install campaign, leave a contact and a short question. Add the listing if ready; this record can be completed during the discussion.
Questions to settle before a campaign
Before agreeing to a campaign, ask how the extension will be distributed, what people will be told before installation and which evidence you can review afterwards. Confirm any limits on browser, geography and delivery pace in the proposal.
A first request can still be short: name the extension, the store and the question about installs. If the unresolved question is what happens after installation, discuss product growth and first use separately. Changes to product measurement or onboarding may also need development work.
Campaign settings
Keep a short measurement record for any agreed test or paid campaign. It should make a later result comparable with the starting point.
Extension URL or ID
Record the exact listing and browser so the result belongs to the right product.
Platform and GEO
List the requested geography and record any agreed limits. Keep the same report filters for comparison.
Pace and period
Agree the campaign dates and pace separately. Record the report period and the date each reading was captured.
Review point
Save the metric's full name, report source and starting value. If a baseline or activity measure is unavailable, mark it as not measured.
Free test process
- Send your question. Leave your contact and add the store link if available. Browser and GEO details can follow.
- Review the proposal. Confirm the browser, GEO, period and install measure for any test offered.
- Compare the result. After an agreed test, review the named measure before deciding on a paid campaign.
Product readiness
An extension should provide genuine utility, use clear permissions and comply with the relevant store rules. Check that the listing explains the extension’s value and that the first-run experience helps a new user complete its useful action. Extcorp may flag product or listing issues that should be addressed through browser extension growth or development before scaling.