A Guide to KPI's

Key Questions to Ask When Deciding KPI's

1.? What are your desired outcomes?

2.? Why do you want each of these outcomes?

3.? How can you influence these outcomes?

4.? Who will be responsible for each of these outcome?

5.? How can you measure progress against each outcome

6.? When will you review that progress?

7.? How will you know when you have achieved your outcome?

8.? Who needs to know about and understand your KPI’S?

9.? What is the process and cycle to reviewing which KPI's you are working towards?

10. Telsa way of Extreme KPI process (One metric that matters to them) Vs Other Large Organization of measuring process (using multiple metrics)

What KPI's are investor looking for in app/games?

1.? Average revenue per daily active User

2.? User Retention Rate

·??????? How many people come back of the first day?

·??????? How many people are still there after 7 days?

·??????? How many people are still there after 1 month?

3.? How much has our revenue grown this month?

4.? How is our app/game performing?

·??????? Average Session Length

·??????? Number of People Playing the Game

·??????? Number of Levels Completed

5.? How has our new promotion impacted revenue/sales???

6.? What social media post create the most engagement for our game?

7.? LTV:CAC ratio

·??????? Example: IF buying a consumer download for Rs100 how long can you keep that consumer and how much value can you get.

·??????? The User Lifetime Value (LTV) to User Acquisition Cost (CAC) Ratio measures the relationship between the lifetime value of a User and the cost of acquiring that User.

·??????? The LTV:CAC ratio is calculated by dividing your LTV by CAC. LTV:CAC is a signal of profitability.

·??????? Adding up marketing and sales costs over a given period can be misleading from a CAC perspective; in most cases marketing and sales resources are not solely focused on new User acquisition.

Gamification Project/Product KPI's

1.? Established Control Group KPI's (Product Before Gamification)

2.? Choose performance KPI's from control group which you hope to improve using gamification

3.? Track chosen KPI's over a set period to see if there are any improvements over the control group KPI's?

Important KPI's for Mobile Apps/Games

1.? Cost-Per-Mille (CPM) = Cost / Impressions *1000

2.? Effective Cost Per Mille (eCPM) = Total ad revenue / Total ad impressions *1000

3.? Installs Per Mille (IPM) = Number of installs * 1000 / number of impressions

4.? Cost Per Action (CPA) = Advertising costs / Actions (advertisers choose a User’s action within the mobile app to measure and only pay for Users who engage in that action)

5.? Average Revenue Per Daily Active User (ARPDAU) = Revenue earned from the game in a given 24hr period/number of active Users that day

6.? Lifetime Value (LTV) = ARPDAU * Lifetime

7.? Daily Active Users (DAU) = How many unique Users log into the game and start a session in a single day.

8.? Monthly Active Users (MAU) = How many unique Users log into the game and start a session in a month or 30-day timeframe

9.? User Retention Rate (RR)

·?????? How many people come back of the first day?

·?????? How many people are still there after 7 days?

·?????? How many people are still there after 1 month?

a.? Classic Retention Rate = Number of Users who open the app on a day / Number of Users who installed and used the app on day 0 * 100 (can create a retention curve that will helps calculate LTV)

b.? DAU/MAU Retention Rate (Stickiness)= Daily active Users (DAU)/Monthly active Users (MAU) (helps identify how many days in a month an average User interacts with the app)

c.? Modified Retention Rate = ((E-N)/S) x 100 (E: The number of Users at the end of a specific period, N: The number of new Users acquired during that period, S: The number of Users at the start of that period)

10. Churn Rate = Lost Users/Total Users at the Start of Time Period) x 100 (Churn rate measures the percentage of Users who stop using the app/game within a given period)

11. Average Daily Number of Game Launches (ADGL) = Calculated by monitoring the change in the number of times the User enters to play.

12. Conversation Rate (CR)= Conversion rate measures the percentage of players who complete desired actions, such as making in-app purchases, subscribing, or reaching specific milestones

13. Average Number of Bug Reports per User = Number of average bug reports, each User sends in their usage lifetime

a.? Average Number of Bug Reports per Day

b.? Average Number of Unique Bug Reports

14. Concurrent Users (CCUs) = The number of Users actively connected to the game servers at any given time

15. Customer Satisfaction (CSAT) = CSAT is a survey-based metric that measures player satisfaction with the game. It enables game publishers, developers, and investors to collect qualitative feedback, identify pain points, and address player concerns (this needs to be included in the app/game)

16. Virality Coefficient = Virality coefficient measures the number of new players acquired through word-of-mouth or referral channels

17. Average Session Length (ASL) = Track how long users play a game, from the time the session starts (a player opening the app) until it finishes (the app is closed or sent to the background). The average duration of a single session.

18. User Playtime = The total time a user spends playing the game per day

19. Loading Time = How long it takes for your app/game to load (directly affects user experience)

20. Crashes = How many times your mobile app/game crashes (directly affects user experience)

21. Devices Used = Which mobile devices players are using to access your mobile app/game

22. Operating System = Whether your users use Android or iOS

Educational App/Games KPI's

1.? Game Sales Revenue = Number of Units Sold X Average Selling Price

2.? Average User Rating in Store = Sum of User Ratings / Total Number of Ratings

3.? Number of Games Developed = Total Count of Games Created

4.? Percentage of Games Aligned with Educational Standards = (Number of Games Aligned with Educational Standards / Total Number of Games) * 100

5.? Retention Rate = ((E-N)/S) x 100 (E: The number of Users at the end of a specific period, N: The number of new Users acquired during that period, S: The number of Users at the start of that period)

6.? Number of Collaborations with Educational Institutions = Total number of partnerships established with educational institutions

7.? Social Media Engagement = (Total Interactions / Total Followers) × 100

8.? Number of active Users = Total number of unique Users who interacted with the game during the specified period

9.? Average Session Duration = (Total Duration of All Sessions) / (Total Number of Sessions)

10.? If Subscription Model, Conversion Rate from Free to Paid Subscription = (Number of paid subscriptions / Number of free Users) x 100

11.? Total number of downloads/installations = Sum of unique downloads/installations

12.? Average Revenue Per User = Total Revenue / Number of Active Users

13.? Number of positive reviews and ratings = Total number of positive reviews + Total number of high ratings

Educational Games with Courses, Learning & Development KPI's (Subject Matter taken from a course)

1.? Course Attendance Rate

2.? Course Completion Rate

3.? Average Time to Completion

4.? Learner Satisfaction Rate

5.? Learner Retention Rate

6.? Task Performance Impact (positive impact on job performance, validated by metrics such as increased productivity, enhanced skill sets, or improved User satisfaction scores)

7.? Transfer of course knowledge in real world

General & Other Important App/Game KPI's

1.? Downloads = Track how many times it has been downloaded, also the first indicator of how popular and successful your game is.

2.? Installs = Track the number of mobile game installs on users devices, (Downloads and installs are not the same things. when a user downloads a mobile game, that doesn’t necessarily mean that the installation and setup process was completed)

3.? Uninstalls = Monitor how many people uninstall your mobile game and try to figure out why

4.? Subscriptions = Track the number of people who sign up(for additional content or features), as well as those who unsubscribe

5.? Registrations = Track the number of people who are willing to register

6.? User Growth Rate = Track the growth rate of your userbase. (It’s useful to know not only how fast or slow it’s growing, but also what triggers its growth)

7.? Session Count = Track how many times a user opens up the app (Average number of sessions played per user on a given day, week, or month)

8.? Session Interval = Track how much time has passed between sessions (Aim for shorter session intervals)

9.? Session Depth = Track how many interactions a user has with your game per session. (User collects a daily reward, and logs out, that would be low session depth, user goes further, like completing a couple of levels or even making an in-app purchase, that’s considered to have more session depth)

10.? Install Ratio = Percentage of daily active users who launched the game (after downloading it)

11.? Cost Per Completed View (CPCV) = The cost paid each time a user watches a video ad until the end

12.? Cost Per Click (CPC) = The cost paid each time when a user clicks on your in-app ad

13.? Cost Per Engagement (CPE) = The cost paid only when a user completes a desired action

14.? Cost Per Acquisition (CPA) = How much it costs when a user completes a certain action post-install.

15.? Paid Conversion Rate = How many conversions you get through paid advertising.

16.? New Users = How many new installs your game averages each day

17.? Geographic Location = Optimize your user acquisition campaigns, you also need to know the geographic location of your users, as well as their language.

18.? Demographics = Data on users’ age, gender, interests, behavior, education, income level, etc to build a user profile.

19.? Cohorts = Group of users who share common characteristics. (For example, they have the same demographics or player motivations)

20.? K Factor = The number of new users your existing users bring to your mobile game.

21.? Return on Investment (ROI) = (Gross Profit - Marketing Investment)/Marketing Investment

22.? Time to First Purchase = How much time has passed between a user installing your mobile game and making an in-app purchase.

23.? App store optimization (ASO) = Optimizing app store listings, boosted the visibility of the game

24.? Page Visits = How many people visit your app store listing

25.? Time Spent on Page = How much time they spend on your app store listing

26.? Visitor Engagement and Behaviour = How many page visitors have interacted with your listing

27.? Screenshot Metrics = Screenshot views, Screenshot view rate, and Average view duration

28.? App Promo Video Views = How many people view your app promo video

29.? Read More Views = How many people click the read more button in order to read more of your description

30.? Bounced Visitors = Users who end up on your store listing, but don’t interact with it and leave

31.? Category Ranking = How high your game ranks in the app stores is something you need to monitor

32.? Views to Installs = how many times a user viewed your app store listing before deciding to install your game

33.? Reviews = User Feedback on how you can make your game better (answer each and every review)

34.? Ratings = The goal is to get positive feedback, the more positive ratings you get, the higher your average ratings will be.

35.? Soft Launch = “geo test” or “beta” when a game is released to a limited number of players before it is released worldwide, usually by releasing only to specific countries or participants. (soft launch when you need to test and refine your product, manage risks, or enter uncertain markets)

36.? Hard Launch = A new product or service available to the public, not just a limited number of people, in a way that is intended to attract a lot of attention (hard launch when your product is ready, there's clear market demand, and you aim to make a significant impact quickly with ample resources at your disposal)

Tips & Tricks

1.? Consider Aggregators (Sum, Average, Min, Max)

a.? Average spend per User

b.? Maximum number of spend per day (in any given period)

2.? Measure KPI's over specific periods of time (Soft Launch Vs Hard Launch)

3.? Combine metrics together to get better results (Average Time Playing the Game - Average Session Length = Average Time in Menus or doing other things - Why?)

4.? Filtering KPI's to give more specific results (Eg: Of Total Revenue, how much is generated by ingame sales via micro transations, of ingame sales how much is generated by cosmetics, of cosmetics how much is generated using premium currency)