What are the most important KPI’s for a mobile game?

 

      When marketing a game you need analytics to optimize it. There are tons of great tools as DeltaDna, Game Analytics, Unity Analytics, etc.

 

You will fast be lost with the number of key performance indicators (KPI’s). The most important is to divide them into 3 parts and just select the few important ones.

Here are the 3 important parts of the conversion funnel:

ENGAGEMENT

RETENTION

MONETIZATION

 

For the engagement you should see your :

CPI (Cost per install)

% of people finishing your tutorial

 

For the retention you should check:

D1 (Day 1 retention). The number of unique players who came back to your app on the next day of installing the app.

D7 (Day 7 retention). The number of unique players who came back to your app seven days of installing the app.

You can also go more into detail with the D3, D15, D30, etc.

Ideally you should have a D1 of at least 35% and a D7 above 17%. Now those target figures may change in the time and for the genre of your game. Also, if you are on a hyper-casual, casual, midcore of hardcore game.

 

For the monetization you should see:

ARPDAU (Average revenue per daily active user with the split between IAP and ads)

% of paying users. Ideally, more than 3%. We speak here about the IAP’s.

LTV (life time value). There are many ways to calculate it but roughly you should divide total revenue to date by total number of players to date.

 

The whole point is having a CPI < LTV.  

It’s very important to calculate and understand those values. It will allow you to know how much you can spend to acquire a new user and stay profitable.

Always work following the above funnel. So, start working first on engagement, then on retention and finally on monetization.

 

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