In recent years, the gaming industry has witnessed extraordinary growth. The competition is ramping up, and it’s more crucial than ever for brands to have a strategy to acquire and keep players. The various mobile KPIs will help you understand user behavior, increase product value, and stay ROI-positive.

Here, we covered 13 relevant metrics that help to identify how successful and profitable your game is.

1. Installs

This is a basic metric that indicates the number of your mobile game installs. 

Keep in mind that install means that a user has downloaded your game and completed the setup process. It’s the ultimate metric that shows the success or failure of your app. For example, without a large number of players, you won’t be able to earn money from in-app purchases. You can check your app’s installation data report in the app store.

2. Cost Per Install (CPI)

CPI is the price you pay for attracting a new user. 

How do you calculate it?

The average CPI will vary by a number of factors such as geography, platform, and ad format. The lower CPI will increase the margin between the cost of user acquisition and revenue generated from the game.

3. Effective Cost Per Mille (eCPM)

eCPM is the revenue generated per 1,000 impressions.

How do you calculate it?

Tracking eCPM helps identify whether your ads within the app are effective and generating installs. To improve your eCPM rate, do your best to create ads that will consistently generate the highest quality impressions.

4. Retention Rate

This rate indicates the percent of players that return to your game during a given time period (1,3,7,14,or 30 days) after initial install.

How do you calculate it?

A high Retention Rate shows that your game provides value to players generating repeat usage. To improve your rate, you can send push notifications, re-engage players via social media, etc.

5. Uninstall/Churn Rate

This rate indicates the number of users that uninstall your app within a certain number of days following an install.

How do you calculate it?

It’s usually measured on days 1, 7, and 30. Obviously, you want this rate to be as low as possible. According to the GameAnalytics report, less than 15% of mobile games retain 35% of players after the first day. Within 28 days of downloading a game app, 94% of users leave. Tracking your Churn Rate will help to understand user satisfaction and test solutions for improving it.

6. K-Factor

This rate indicates how many organic users you get as a result of a paid user acquisition.

How do you calculate it?

A high K-Factor indicates your game’s virality. Let’s say one player invites a second and third user to join the game. They install your mobile game, and you’re obtaining two new “free” users. Overall, a good K-factor is one that surpasses your app’s churn rate.

7. Daily Active Users (DAU)

DAU indicates unique users who used your app within a single day (24 hours).

This rate will show you whether your mobile game is part of a user’s daily life.

8. Monthly Active Users (MAU)

MAU indicates unique users who engaged with your app within over 30 days.

To improve your DAU and MAU rates, give your players an extra reason to come back; for example, encourage user activity with daily bonuses.

9. Stickiness

This rate indicates the number of days users visit your app within 30 days.

How do you calculate it?

On the one hand, a high Stickiness Rate shows that your game is addictive and makes users visit it more frequently. On the other hand, if your rate falls below 5%, try introducing new features to your game and sending push notifications. It’s also a good idea to encourage feedback on social media or create in-game chats.

10. Average Revenue Per User (ARPU) / Average Revenue Per Paying User (ARPPU)

ARPU indicates the average revenue you earn per user in a given time period.

How do you calculate it?

ARPPU indicates players who made a purchase in the game.

How do you calculate it?

To improve ARPU/ARPPU metrics, you can experiment with your app monetization strategy: in-app purchases, subscriptions, in-app ad revenue, etc. Also, it’s a good idea to review your ad placement and try new ad formats: in-game or playable ads.

(Previously, we’ve shared a few impactful and unique ways to engage users that have an interest in your game — take a look ?).

11. Lifetime Value (LTV)

This rate indicates the revenue a user generates from the start until the end of their lifetime with your game.

How do you calculate it?

In order to improve your LTV, it’s essential to maintain user engagement. Try adding new features or holding internal events. Also, switching your monetization model to a paid subscription can be a good idea.

12. Time To Purchase

This rate indicates the time it takes a player to make their first in-app purchase after installing a game.

It can improve your ad and in-game offers placement. For conversion, you can use in-app purchases, or in-game items and achievements.

13. Return On Ad Spend (ROAS)

ROAS indicates your app’s profitability.

In other words, it measures how much revenue comes from each dollar spent on ads. How do you calculate it?

The majority of app revenue still comes via ads. So it’s a good idea to consider including in-game ads — a great monetization strategy for game developers to boost their games revenue, increase in-app purchases, and boost engagement and retention.

If you find that you’re struggling with mobile game marketing, be sure to reach out.