Основные метрики эффективности аудитории и приложений. Metrics

  • ACU – Average Concurrent User (Среднее число Пользователей Онлайн) — среднее количество пользователей, одновременно находящихся в приложении. Измеряется за конкретный промежуток времени (в час/день/неделю/месяц/год)
  • ARPD – Average Revenue Per Download. The ARPD is calculated by dividing the sum of all revenue generated by the sum of downloads of all apps. Therefore, this metric indicates monetization on an app level and allows for a comparison of the performance of particular apps.
  • ARPPU / ARPMU – Average Revenue Per Paying User or Average Revenue Per Monetized User, also typically calculated over a monthly interval. On occasion, you’ll also see this metric quoted as a Daily ARPPU. Since we are talking pennies (pardon the pun), you’ll find Daily ARPPU more palatable in currencies with a high ratio of units to the dollar, such as the Yen — or Drachma when it returns after the Greeks actually default. ARPPU – Average Revenue Per Paying User (Средний Счет На Платящего Пользователя) — средний доход с одного платящего пользователя. Рассчитывается по формуле: Выручка приложения / Количество пользователей, совершивших платеж.
  • ARPU – Average Revenue Per User, typically calculated over a monthly interval. However, you could use any interval you wanted. Weekly ARPU works just fine, as long as you count unique users by week for that metric. An exact definition would be the total revenue earned in a set interval divided by the number of unique users in that interval.  Средний Счет На Пользователя — средний доход с пользователя. Рассчитывается по формуле: Выручка приложения / Количество всех пользователей, посетивших приложение за период полученной выручки.
  • CAC – Customer Acquisition Cost. Average spend required to create a group of new customers. More about this below. This is how much it costs you to get a new user. Depending on your company setup there may be a couple of ways to work this out. If you want to be absolutely scrupulous and include everything you can even factor in the wages of any staff who work on marketing. So take the cost of marketing over a given period including any other monies spent on salaries, revenue share, fees etc and divide it by the number of customers that the business acquired in that period.
  • Churn Rate = Attrition Rate – The percentage of users who leave your app each month, or sometimes measured as the percentage who leave each week. For example, if a app that has 100 users at the start of the month, and 70 of those users are still using the app at the end of the month, then we would say the churn rate is 30% because 30 of the original 100 people left that month. Churn rate (sometimes called attrition rate), in its broadest sense, is a measure of the number of individuals or items moving out of a collective over a specific period of time. It is one of two primary factors that determine the steady-state level of customers a business will support. The term is used in many contexts, but is most widely applied in business with respect to a contractual customer base. For instance, it is an important factor for any business with a subscriber-based service model, including mobile telephone networks and pay TV operators.
  • CLTV – Customer Lifetime Value (same as LTV).
  • CPA – Cost Per Acquisition. Another way of saying CAC.
  • CPI – Cost Per Installation = PPI  – стоимость одной загрузки приложения из Appstore  / Google Play.
  • CPS – Cost Per Subscription = PPS  – стоимость одной регистрации после загрузки приложения из Appstore  / Google Play.
  • DAU – Daily Active Users. Just what it sounds like. The number of unique active users in a day. Ежедневные Активные Пользователи — количество уникальных пользователей, которые зашли в приложение в течение суток.
  • eCPA – The Effective Cost Per Acquisition includes the effect of viral growth on the CPA. The eCPA is the real cost to acquire a new player. For example, imagine a game with a K-Factor of 0.5 – the game will not grow without ongoing marketing – and a CPA of $1. Remember, than K-Factor of 0.5 means that for every player who comes into the game they are responsible for bringing 2 more players through word of mouth and viral invites. In this scenario spending $1 gets 1 player who (on average) invites another 0.5 players. So really we spent $1 to get 1.5 players. But it doesn’t end there, that 0.5 of a player invites 0.25 of another player. It’s 0.25 because we multiply the new 0.5 of a player by the K-Factor of 0.5 to get 0.5 x 0.5 = 0.25. So now we’ve spent $1 to get 1.75 players. And of course this continues, that 0.25 of a player brings in 0.25 x 0.5 = 0.125 more players. And so it continues for ever and ever (kind of). When calculating the eCPA we have to figure out how many people we actually get as a result of all those invites. The equation is simple, it’s 1 / (1 – K-Factor). For the example above, with a K-Factor of 0.5 we get 1 / (1 – 0.5) = 2. Which means that for every player we buy (the CPA) we actually get 2 players into our game. So going back to the original problem. With a CPA of $1 and a K-Factor of 0.5 we find that the eCPA is CPA / (1 / (1 – K-Factor) = $1 X (1 – 0.5) = $0.5 eCPA. For a game to be a success the eCPA must be less than the LTV. In other words, the cost to get a new player into the game must be less than the player spends during their lifetime.
  • K-Factor – The measure of viral growth. It’s calculated by multiplying the Infection Rate by the Conversion rate. The conversion rate is when the ‘Infection’ turns into a new user. A K-Factor of 1 means every member is bringing one additional member to your game, your game is not growing nor is the game declining.  A K-Factor of less than 1 means that without ongoing marketing your game will run out of players. While a K-Factor greater than 1 means that your game is growing exponentially.
  • LTV – Lifetime Value. The total revenue (or profit) generated by a customer over the course of the relationship with that customer. Technically, you might use the net present value of such cash flows if the time frame is exceptionally long.
  • MAU – Monthly active users. Again, pretty much what it sounds like. The number of unique users in a given month. Количество уникальных пользователей, которые зашли в приложение в течение месяца.
  • PCU – Peak Concurrent User (Пик Пользователей Онлайн) — максимальное количество пользователей, одновременно находящихся в приложении. Измеряется за конкретный промежуток времени (в час/день/неделю/месяц/год)
  • Stickiness – A measure of engagement, for every user who plays the game in a month, how many play each day. In other words, it’s the DAU divided by the MAU. For example, imagine a game that has 100 MAUs, and average 30 DAUs. We would say the stickiness is 30 / 100 = 30%.
  • WAU – Weekly Active Users (Еженедельные Активные Пользователи) — количество уникальных пользователей, которые зашли в приложение в течение недели.
Термины DAU, WAU, MAU, PCU, ACU, ARPPU, ARPU используются для выражения статистики приложения по посещаемости и прибыльности:
  • Посещаемость приложения – DAU, WAU, MAU, PCU, ACU.
  • Прибыльность приложения – ARPPU, ARPU, ARPD.
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