METRIC

DEFINITION

ARPDAU

Average revenue per daily active user

ARPPU

Average revenue per paying user

Attempts

The number of times players complete or fail any level per day

Average
session
length

The average number of seconds spent per session

Note: A session is defined by the time between when the game is
opened or brought to the foreground to when the app is closed or
sent to the background

Conversion

Percentage of nonpaying players who become paying players with

Rate

virtual currency

CAC

Customer Acquisition Cost,

CPM

CPC

Common term in paid user acquisition contracts in which acquirer

pays a certain amount for each 1000 views of an ad.

Cost Per Click, Common paid user acquisition term in which acquirer
pays per click.

CPA

Cost Per Action/Acquisition, paid user acquisition term in which

acquirer is paying per user action, such as an email submit or app
download.

eCPA

The effect of viral growth on the CPA

CPI

Cost Per Install, Paid user acquisition term in which acquirer is

paying per completed install

Churn
Complete
score

The percent of your users who installed the game, but did not show
up again 28 days later
The score players receive when they complete a level

METRIC
Cohort

DEFINITION
A group of players who all played a game in the same time period,
such as on the same day

Completes

The number of times players complete any level in your game

DAU

Daily active users

DAU (New
vs.

The percent of your daily users who were new on that day

Returning)
DAU/MAU

The percent of your daily users represented in your monthly active

ratio

users

Duration
Error count

The number of months the average player plays your game; the
calculation is 1/churn=duration.

The count of error events occurring in your game

Engagement How frequently players interact with a game

Fail score

The score players receive when they fail a level

Fails

The number of times players fail any level in your game

First time
conversion

The percent of your users who made their first purchase on that day

rate
First time
monetizer

Average first time revenue per daily active user

ARPDAU
First time
monetizer

Average first time revenue per first time paying user

METRIC

DEFINITION

ARPPU
First time

The count of your daily users who spent money for the first time

paying users ever in your game

First time

The amount of revenue from users spending money for the first

revenue

time in your game

First time

The count of transactions coming from users making their first

transactions purchase
Flow

The balance of currency that your players spent and earned

Starts

The number of times players start any level in your game

Infection
Rate
LTV

How much a given user exposes the game to other players

Life Time Value, The average amount of money spent by each
player

MAU

Monthly active users

Monetizer

The count of your daily active users that have ever monetized in the

DAU

game

New users

The count of your daily users who were new that day

Number of
sessions

The count of sessions played on that day

Paying users The count of your daily users who spent money on that day
Sink

The amount of currency that your players spent or lost

Source

The amount of currency that your players gained or earned

Retention

The percent of users who showed up again X days after installing

METRIC

DEFINITION
the game

Returning

The count of users who showed up again X days after installing the

users

game

Revenue

The sum of all transaction amounts

Revenue per The sum of all transaction amounts divided by the number of
transaction

transactions

Session

The amount of time that has passed between when the user starts

length

the app, and when it is sent to background

Stickiness

number of days per month active users play the game

Transactions The count of all transactions

Users
affected by

The count of users affected by error events

error events
Virality

The tendency to be spread by word of mouth

WAU

Weekly active users

Win
percentage

The percentage of total level attempts that were completed