# A localized experiment needs a localized question

Companion to /learn/google-play/store-listing-experiments/

## Outcome
Match a Google Play experiment to the right listing, audience, assets and selected event.

Fictional example, not a client result.

## Scenario
PlanPocket is a fictional planning app with English and Spanish listings. The team wants to compare a benefit-led Spanish description with its existing translated feature list. It also has a new icon ready. Combining both changes would test a package, while the original question concerns the wording.

## Reasoning
Choose the experiment type and language context from the current console, then check which assets and population it actually includes. Keep the description question separate from the icon project if the goal is to learn about copy. Record the selected event exactly as shown; an install click should not be relabelled as a completed installation in a presentation.

## Action
Ask a native reviewer to approve both the factual meaning and the naturalness of the Spanish treatment. Save the baseline and variant, use the available experiment planning controls, and document the intended review conditions. Interpret the outcome within the eligible audience. A useful local result does not automatically establish that the same wording direction will work in English.

## Trap to avoid
Do not assume that every visitor sees every experiment. Language, listing configuration and experiment type affect the relevant population. Write down the actual setup instead of describing the test as a universal comparison across the entire app audience.

## Advanced considerations
Before reusing a result elsewhere, inspect what made the treatment plausible locally. A stronger outcome-led sentence may be transferable as a creative idea; the exact phrasing and measured effect may not be. Archive the native reviewer’s notes alongside the result so the next market adaptation begins with the reasoning rather than a blind translation of the winning text.

## Exercise
The result slide says “15% more installs,” but the selected event is unique install clicks. What needs correcting?

## Suggested answer
Correct the label and interpretation to the actual event. Click intent and completed installation are different stages. The example percentage is hypothetical; a real result must also retain its uncertainty, audience and observation context.

## Your worksheet

### Listing and language under test
Answer:
Evidence:
Uncertainty:
Owner:
Next action:

### Current console experiment type
Answer:
Evidence:
Uncertainty:
Owner:
Next action:

### Control and variant text or assets
Answer:
Evidence:
Uncertainty:
Owner:
Next action:

### Native review and product accuracy
Answer:
Evidence:
Uncertainty:
Owner:
Next action:

### Selected event, population and review conditions
Answer:
Evidence:
Uncertainty:
Owner:
Next action:

### Result limitations and rollout owner
Answer:
Evidence:
Uncertainty:
Owner:
Next action:

## A localized copy experiment for PlanPocket
This fictional Spanish-copy comparison changes the description argument while leaving the icon project separate. The table is a record to complete against your actual console, not a promise that every listing has identical options.

Fictional localized experiment record. No uplift or sample-size assumption is supplied.
Record | Example decision | Check before interpretation
Listing and language | Selected Spanish-language listing | Record actual eligibility; language does not identify a single country
Control | Approved existing feature-led description | Archive the exact copy and native review
Treatment | Benefit-led description explaining the same supported workflow | Native reviewer approves meaning; product owner confirms claims
Independent work | New icon kept outside this comparison | Avoid attributing a combined treatment result to wording alone
Metric and settings | Selected target event and planning configuration | Save exact names and definitions; resolve any documentation mismatch
Outcome | Apply, retain or gather appropriate additional evidence | Follow the reported result and uncertainty, not just a favourable estimate

### Match the population to the question
Spanish-language visitors may come from different countries and contexts. A language-based comparison is not automatically a country-specific result. Record the actual listing and eligible audience, and explain which conclusions cannot be separated with the available reporting. If one market is the business priority, confirm whether the setup can answer that narrower question.

### Preserve the exact event definition
The current help page uses click-labelled target metrics, while parts of its definitions use completed-action wording. Copy the selected console label and its explanation into the record, compare the relevant reporting documentation and resolve ambiguity before calling a result completed installations. Do not silently substitute a familiar KPI name. Keep the event definition with the exported result.

### Distinguish a draw from insufficient evidence
Review the platform’s reported interpretation and planning settings. A draw under a configured decision rule and a request for more data are not interchangeable statements. If the evidence does not support selecting a variant, retain the uncertainty. An operational copy improvement may still be justified for accuracy or clarity, but describe that reason separately from a demonstrated performance advantage.

## Continue reading
- /learn/conversion/ab-test-hypotheses/
- /learn/localization/quality-assurance/
- /learn/measurement/conversion-rate-definitions/