30 KPIs Gaming companies should measure
Effective monitoring of gaming KPIs serves as a cornerstone for successful mobile game development.
By tracking player engagement metrics alongside monetization strategy effectiveness, developers can fine-tune every aspect of the game experience.
This dual focus enables them to identify which features resonate most with users, ensuring they remain deeply engaged while also maximizing revenue potential through strategic in-app purchases and targeted advertisements.
Engagement KPI's
These gaming KPIs provide valuable insights into various aspects of player engagement, retention, and satisfaction, enabling companies to make data-driven decisions and continuously improve the gaming experience for their audience.
1. DAU - Daily Active Users
- KPI Overview
- KPI Equation
- KPI Deep Dive
DAU measures the number of unique users who engage with the game on a daily basis.
Number of unique active users in a day (based on game criteria of “Active User”)
*Criteria – Usually Login
*Unique user – Each active user count as 1 regardless of times he logged in daily
Companies use DAU to track daily user engagement trends, identify spikes or drops in activity, and assess the effectiveness of marketing campaigns or content updates on a daily basis.
2. MAU - Monthly Active Users
- KPI Overview
- KPI Equation
- KPI Deep Dive
MAU tracks the number of unique users who interact with the game within a month.
Number of unique active users in a month (based on game criteria of “Active User”)
*Criteria – Usually Login
*Unique user – Each active user count as 1 regardless of times he logged in that month
MAU provides insights into the game’s overall user base and helps companies understand long-term user retention trends. It also aids in benchmarking against competitors and evaluating the impact of seasonal trends on user engagement.
3. TOA - Time On App
- KPI Overview
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- KPI Deep Dive
Time on app measures the average duration users spend on the game per session.
The total time on a daily basis a user spent on the app
Companies use time on app to gauge user engagement levels and identify opportunities to enhance the gaming experience, such as introducing new content or features to increase session length.
4. Session Count
- KPI Overview
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- KPI Deep Dive
Session count tracks the number of times users launch and engage with the game within a specific period
Session Count = Total number of sessions within a specific period
Session count helps companies understand user behavior patterns, such as peak usage times or frequency of gameplay. It also assists in evaluating the effectiveness of retention strategies and identifying opportunities for targeted engagement campaigns.
5. Session Duration
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- KPI Deep Dive
Session duration measures the average length of time users spend in each gaming session
Average Session Duration = TOA / Number of sessions
Session duration provides insights into the depth of user engagement and helps identify factors influencing session length, such as game mechanics or content complexity. It also informs decisions regarding game pacing and content updates to maintain player interest
6. Retention Rate
- KPI Overview
- KPI Equation
- KPI Deep Dive
Retention rate calculates the percentage of players who continue to play the game over time.
Retention Rate = ((E – N) / S) x 100
- E: Number of users at the end of the period
- N: Number of new users acquired during the period
- S: Number of users at the start of the period
Retention rate is a critical indicator of user satisfaction and long-term engagement. Companies use it to assess the effectiveness of onboarding processes, content updates, and community management efforts in retaining players over time.
7. Churn Rate
- KPI Overview
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- KPI Deep Dive
Churn rate reflects the rate at which players stop playing the game over a specific period.
Churn Rate = (Number of users lost during a period / Total users at the beginning of the period) x 100
Churn rate helps companies identify potential issues impacting player retention and inform strategies to reduce player attrition. By monitoring churn rate, companies can implement targeted interventions, such as personalized re-engagement campaigns or gameplay improvements, to mitigate churn and retain players
8. Core Loop Engagement
- KPI Overview
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- KPI Deep Dive
Core loop engagement measures how effectively players engage with the core gameplay loop of the game
Core Loop Engagement = (Number of players completing core actions / Total active players) x 100
Core loop engagement is crucial for assessing the fundamental appeal and retention potential of the game. Companies analyze core loop engagement to optimize game mechanics, level design, and progression systems, ensuring players remain engaged and motivated to continue playing.
9. Specific Feature Engagement
- KPI Overview
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- KPI Deep Dive
Specific feature engagement tracks user interaction with particular game features or mechanics
Specific Feature Engagement = (Number of users engaging with the feature / Total users) x 100
By measuring specific feature engagement, companies can identify which aspects of the game resonate most with players and prioritize development efforts accordingly. This KPI helps optimize feature implementation, enhance player satisfaction, and drive overall engagement and retention
Monetazion KPI's
These mobile gaming monetization KPIs provide valuable insights into the financial performance of free-to-play mobile games, user spending behavior, and the effectiveness of monetization strategies. By tracking and analyzing these metrics, developers can optimize their monetization approach, enhance player satisfaction, and drive sustainable revenue growth.
1. ARPU
- KPI Overview
- KPI Equation
- KPI Deep Dive
ARPU measures the average revenue generated from each user over a specific period, indicating the game’s monetization effectiveness.
ARPU = Total Revenue / Total Number of Users
- Helps evaluate the overall financial performance of the game.
- Provides insights into user spending behavior and purchasing power.
- Guides monetization strategy decisions, such as pricing adjustments and promotional offers.
2. ARPPU
- KPI Overview
- KPI Equation
- KPI Deep Dive
ARPPU calculates the average revenue generated from users who make in-app purchases, highlighting the value of paying users.
ARPPU = Total Revenue from Paying Users / Total Number of Paying Users
- Identifies high-value segments of the user base for targeted monetization efforts.
- Helps optimize in-app purchase offerings and pricing strategies to maximize revenue from paying users.
- Guides user segmentation and personalized marketing campaigns to increase ARPPU.
3. PPU or Conversion Rate
- KPI Overview
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- KPI Deep Dive
Conversion rate tracks the percentage of users who make in-app purchases out of the total number of users, indicating the effectiveness of monetization mechanics.
Conversion Rate = (Number of Paying Users / Total Number of Users) x 100
- Helps assess the impact of user acquisition channels and marketing campaigns on conversion.
- Guides optimizations of in-app purchase flows and user experience to increase conversion rates.
- Provides insights into the effectiveness of free-to-play mechanics and prompts for driving user spending.
4. Revenue From In App Purchase
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In-App Purchase Revenue measures the total revenue generated from in-app purchases within the game, reflecting the financial performance of the monetization model.
In-App Purchase Revenue = Sum of Revenue from In-App Purchases
- Provides a direct measure of the game’s revenue-generating potential from in-app purchases.
- Helps evaluate the impact of content updates, events, and promotions on in-app purchase revenue.
- Guides resource allocation and investment decisions based on revenue-generating features and content.
5. Revenue From Ads
- KPI Overview
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- KPI Deep Dive
Ad Revenue tracks the revenue generated from in-game advertisements, including various ad formats such as interstitial ads, rewarded videos, and banners.
Ad Revenue = Sum of Revenue from Ads
- Provides insights into the effectiveness of ad placements, formats, and targeting strategies.
- Guides optimizations of ad inventory management to maximize revenue without compromising user experience.
- Helps evaluate the impact of ad frequency and pacing on user engagement and ad revenue.
6. Time To First Purchase
- KPI Overview
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- KPI Deep Dive
Time to First Purchase tracks the average time taken by users to make their first in-app purchase after installing the game, indicating early monetization potential and user engagement.
Time to First Purchase = (Sum of Time to First Purchase for All Users) / Total Number of Users
- Helps assess the effectiveness of onboarding and monetization prompts in driving early user spending.
- Guides optimizations of in-app purchase incentives and tutorials to reduce time to first purchase.
- Provides insights into user engagement and retention based on early monetization behavior.
7. FTD Rate or First Time Deposit Rate
- KPI Overview
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- KPI Deep Dive
Percentage of user who make their first purchase on a daily basis
The number of users who purchase / Total users for a given day
8. LTV or Life Time Value
- KPI Overview
- KPI Equation
- KPI Deep Dive
Lifetime Value predicts the total revenue expected from a user throughout their engagement with the game, reflecting the long-term revenue potential of user segments.
LTV = ARPU × Average Lifespan of a Playe
- Helps optimize user acquisition strategies based on the expected long-term revenue contribution of user segments.
- Guides personalized engagement and retention efforts to increase the lifetime value of players.
- Provides insights into the return on investment for user acquisition and retention initiatives based on projected revenue from user segments over time.
9. ARPDAU
- KPI Overview
- KPI Equation
- KPI Deep Dive
ARPDAU calculates the average revenue generated per daily active user, indicating the daily monetization performance of the game.
ARPDAU = Total Revenue / Daily Active Users
- Helps assess the effectiveness of daily content updates, events, and offers in driving user spending.
- Guides optimizations of daily engagement mechanics and monetization prompts to increase ARPDAU.
- Provides insights into the impact of user engagement trends and seasonality on daily revenue performance.
economy KPI's
These gaming KPIs offer valuable insights into the dynamics of in-game economies, player spending behavior, and overall player engagement. By tracking and analyzing these metrics, companies can optimize their game economies, improve player satisfaction, and drive sustainable revenue growth.
1. Coin In or In Game Currency (IGC) in
- KPI Overview
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In-Game Currency Inflow measures the total amount of in-game currency earned or acquired by players within a specified time period.
In-Game Currency Inflow = Total Amount of Currency Earned from Gameplay + Total Amount of Currency Purchased
- Helps track the effectiveness of reward systems, quests, and other gameplay mechanics in providing players with currency.
- Provides insights into the impact of promotional events or bonuses on currency acquisition.
- Guides developers in balancing in-game economy and adjusting reward structures to maintain player engagement.
2. Coin Out or In Game Currency (IGC) Out
- KPI Overview
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- KPI Deep Dive
In-Game Currency Outflow measures the total amount of in-game currency spent or consumed by players within a specified time period.
In-Game Currency Outflow = Total Amount of Currency Spent on Purchases + Total Amount of Currency Spent on Consumables or Upgrades
- Helps evaluate the popularity of in-game purchases and the consumption rate of consumable items or upgrades.
- Provides insights into player preferences and spending behavior within the game.
- Guides developers in balancing currency sinks and adjusting pricing or availability of in-game items to maintain a healthy economy.
3. Coin Balance
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- KPI Deep Dive
In-Game Currency Balance represents the total amount of in-game currency held by players at a given point in time.
In-Game Currency Balance = In-Game Currency Inflow – In-Game Currency Outflow
- Provides insights into the overall wealth distribution among players and the liquidity of in-game currency.
- Helps identify players with high or low currency balances and assess their impact on the game’s economy.
- Guides developers in adjusting reward structures, economy balancing mechanisms, and monetization strategies to maintain a fair and engaging gameplay experience.
4. ATV or Average Transaction Value Of IGC
- KPI Overview
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- KPI Deep Dive
Average Transaction Value of In-Game Currency measures the average amount of currency spent per transaction within the game.
- Average Transaction Value of In-Game Currency = Total Amount of Currency Spent / Total Number of Transactions
- Provides insights into player spending patterns and the perceived value of in-game currency.
- Helps optimize pricing strategies for in-game items, virtual goods, and premium content to maximize revenue and player satisfaction.
- Guides developers in adjusting pricing tiers, bundle offers, and promotional discounts to increase transaction values and drive overall revenue growth.
5. Coins In & Coins Out Distribution
- KPI Overview
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- KPI Deep Dive
In-Game Currency In and Out Distribution analyzes the distribution of currency inflow and outflow among different player segments or game features.
- Not applicable (analysis of data distribution)
- Helps identify high-value player segments and areas of the game with significant currency transactions.
- Provides insights into the effectiveness of monetization features, reward systems, and in-game economies.
- Guides developers in optimizing currency distribution, balancing economy features, and designing targeted monetization strategies to maximize revenue and player engagement.
6. Coin In Rate
- KPI Overview
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- KPI Deep Dive
In-Game Currency In Rate measures the rate at which players acquire or earn in-game currency over a specific time period.
- In-Game Currency In Rate = (Total Amount of Currency Earned from Gameplay + Total Amount of Currency Purchased) / Total Active Players
- Provides insights into the effectiveness of reward systems, quests, and other gameplay mechanics in providing players with currency.
- Helps assess player engagement and activity within the game’s economy.
- Guides developers in adjusting reward structures, economy balancing mechanisms, and monetization strategies to maintain player interest and retention.
user acquisition KPI's
These UA gaming economy KPIs provide valuable insights into the effectiveness of user acquisition campaigns, the quality of acquired users, and the overall financial performance of the game. By tracking and analyzing these metrics, developers can optimize their user acquisition strategies, improve player retention, and drive sustainable revenue growth in free-to-play mobile games.
1. Cost Per Install (CPI)
- KPI Overview
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- KPI Deep Dive
Cost Per Install measures the average cost incurred by the advertiser for each installation of the game.
- CPI = Total Advertising Cost / Total Number of Installs
- Provides insights into the efficiency of user acquisition campaigns in terms of cost-effectiveness.
- Helps assess the performance of different advertising channels and optimize budget allocation.
- Guides decision-making on adjusting ad creatives, targeting, and bidding strategies to improve campaign ROI.
2. Effective Cost Per Mille (eCPM)
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- KPI Deep Dive
Effective Cost Per Mille calculates the revenue generated per thousand impressions of an ad, taking into account both impressions and earnings.
- eCPM = (Total Earnings / Total Impressions) x 1000
- Helps evaluate the overall effectiveness of ad monetization strategies and ad placements.
- Provides insights into the revenue potential of different ad formats and placements.
- Guides optimization of ad inventory management and pricing strategies to maximize revenue per impression.
3. Install Per Mille (IPM)
- KPI Overview
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- KPI Deep Dive
Install Per Mille measures the number of installations generated per thousand ad impressions.
- IPM = (Total Number of Installs / Total Impressions) x 1000
- Indicates the effectiveness of user acquisition campaigns in converting ad impressions into installations.
- Helps assess the relevance and appeal of ad creatives and messaging to the target audience.
- Guides optimization of ad targeting, creative assets, and messaging to improve install conversion rates.
4. Return On Ad Spend (ROAS)
- KPI Overview
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- KPI Deep Dive
Return On Ad Spend calculates the revenue generated from advertising campaigns relative to the advertising costs.
- ROAS = (Total Revenue from Ad Campaign / Total Advertising Cost) x 100%
- Provides insights into the profitability of advertising campaigns and the overall return on investment.
- Helps evaluate the effectiveness of different advertising channels and campaigns in driving revenue.
- Guides budget allocation decisions and optimization of advertising strategies to maximize ROAS.
5. Organic Conversion Rate
- KPI Overview
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- KPI Deep Dive
Organic Conversion Rate measures the percentage of users who install the game after discovering it organically, without clicking on an advertisement.
- Organic Conversion Rate = (Total Organic Installs / Total Organic Visitors) x 100%
- Indicates the effectiveness of app store optimization (ASO) strategies and the appeal of the game’s listing to organic users.
- Provides insights into the game’s brand awareness and word-of-mouth referral potential.
- Guides optimization of app store metadata, screenshots, and reviews to improve organic conversion rates.
6. Cost Per Acquisition
- KPI Overview
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- KPI Deep Dive
Cost Per Acquisition measures the average cost incurred by the advertiser for each user acquisition, including both installs and desired actions such as in-app purchases.
- CPA = Total Advertising Cost / Total Number of Acquisitions
- Provides insights into the overall cost-effectiveness of user acquisition efforts in driving desired actions.
- Helps assess the profitability of different user segments and acquisition channels.
- Guides optimization of user acquisition strategies, targeting, and bidding to improve campaign ROI and maximize desired actions.