As mobile gaming continues to dominate the app market, game developers and analysts need reliable metrics to measure their efforts and drive product value. In this article, we'll explore the top 10 metrics that can help you optimize your mobile game's user experience.
Understanding App User Experience
Number of App Installs
The number of app installs is a crucial metric to track, as it indicates how well your marketing strategies are performing. This data is usually provided by stores, so you won't need a separate tracking system. If you're running paid ads, use the Conversion Rate (CR) metric to assess their effectiveness. For instance, if your CR is 10%, that means only 10 out of 100 users who clicked on the ad ended up installing your app.
Cost Per Install
Cost per install (CPI) measures the cost of attracting a new user. CPI = Total cost of an ad campaign ÷ Number of installs. This metric helps you evaluate the effectiveness of specific marketing campaigns or promotional activities. A surge in installs can indicate that recent marketing decisions have been successful.
Optimizing Session Duration
Average Session Duration (ASD)
Average session duration (ASD) tracks the time users spend playing your game. ASD = Total duration of all sessions during a specified time frame ÷ Total number of sessions during that same time frame. By comparing ASD, you can identify user groups with different engagement patterns. This metric helps you determine which group is most profitable and should be targeted for future updates.
Boosting Revenue
Average Transaction Value (ATV)
Average transaction value (ATV) measures the average value of transactions made over a certain time period or the average check. ATV = Total value of all transactions ÷ Number of transactions. By dividing your audience into users with small, medium, and large average checks, you can analyze their activity and build marketing strategies based on this data.
Engaging Users
Daily Active Users (DAU) and Monthly Active Users (MAU)
Tracking DAU and MAU helps identify the most profitable days and measure the number of active users per day or month. One way to increase these metrics is by sending push notifications. Encourage activity by providing daily bonuses, sending push notifications and emails, retargeting in social media, and organizing campaigns.
Stickiness Rate
The stickiness rate = DAU ÷ MAU. A good average monthly stickiness rate for all game genres is 10–18%. Casino games are the most sticky (up to 26%). If your stickiness rate falls below 5%, try launching push notifications, updating the app, or encouraging feedback.
Retaining Users
Retention Rate
Retention rate calculates the ratio of users who installed an app on a certain date to those who returned to the app. The most common days to track retention are Day 1, Day 7, and Day 28. A three-month retention rate of 40% indicates excellent performance, while 25–35% is good. A rate below 20% signifies a need for change.
By tracking these 10 key metrics, you'll gain valuable insights into your mobile game's user experience, allowing you to optimize your marketing strategies and drive product value.