Agree that the metrics is a bit short, let's hope we get at least weekly/daily downloads later. And I have the same "downloads = 2x unique", which is a bit unnerving since I'm not aware of issues that would prevent use. It would be good to know exactly how those are counted. Also I see two different figures for "unique users" which adds to the confusion.
That said, as to the original question: I'd do all that make sense and allow different ways for different users:
- The ZXP-packaging is a good thing as it much improves customer experience from "in Windows open C:\Program Files (x86)\..." to a simple clickety-click (as long as you pay for the code sign cert!). Also advanced users are getting accustomed to appstores and installers and asking people to copy files in folders. It's a bit gray hairs to get going especially if Adobe Exchange Packager does not cut it an d you have to manually create the .mxi
- I liked Adobe Configurator as a wrapper. I.e. I made simple panel with just buttons for running the scripts. It's just much simpler process to tell the users to open Window>Extensions>YourThing than how to run scripts. Plus if they actually end up using, it's much more convenient than going through menus or setting up keyboard shortcuts. Main issue is that you have to make separate version for CS6
- Adobe Exchange is a marketplace and allows you extra exposure with very little effort and I don't see why you would skip it (at least while it costs no money). The familiar & simple process of getting started also increases the chances of someone giving it a try.
My plan is to use "all three levels", having it in Exchange, offering direct download of the panel .ZXP in the website for people not using Exchange and offering a .ZXP package of the just script for people with <= CS5
