游戏运营关键参数编辑本段回目录
W3i将关键绩效指标（KPI）划分为三种类型：粘性、留存率、盈利性。本文将详细分析这三种指标对于一款游戏的意义。
粘性：
访问次数/DAU
这个参数是指一般日活跃用户（DAU）对你的游戏平均访问次数。访问次数/DAU的一个健康值一般为3左右，但这要取决于你的应用类型。像RPG这类拥有更长访问时间的游戏，访问次数/DAU的数值就会相对较小，而无尽奔跑以及更短访问时间的游戏的这一数值则很容易超过4或5。
DAU/MAU
DAU/MAU（月活跃用户）比值可以反映游戏的粘性有多强。过去一个月有多少访问游戏的用户，现在仍然每天都会登录游戏？游戏的DAU/MAU若表现良好，其比值一般会在较长时间超过0.2。但要注意一种情况，如果开展了获取用户的营销活动，这一比值可能还会更高。
app-monetization-process(from w3i.com)
留存率：
在移动领域，目前有两种衡量用户留存情况的方法。要考虑以下情况，用户下载游戏的那天只能算第0天。如果用户在第1天这天开始访问游戏，那才能算是留存用户。如果他们没有访问游戏，那就不算留存用户。要每天计算在同一个日期下载游戏的用户群体。
按照这样计算，表现良好的留存数据如下：
第1天:35-40%
第3天:20-25%
第7天:15%
第30天:5%
但根据游戏类型的不同，这其中当然也会有一些变量。通常无尽奔跑或基于关卡的游戏留存率都会低于RPG或PvP游戏。
第二种衡量留存率的方法，就是回到之前的例子。用户在第1天访问游戏，因此可以算作留存用户。之后他们在第2至第5天都没玩游戏。在第6天又重访游戏。有些著名的分析服务供应商会将这类玩家也视为留存用户。这种留存标准将用户视为7天留存用户。
要注意在这种情况下，这些用户并非第2至第5天的DAU，因为他们在此期间并未访问游戏，所以他们并不具备盈利性，而盈利性则正是免费增值游戏设计中最重要的考虑因素之一。
因为统计的数量更多，所以这种留存率所涵盖的范围更广。根据这种情况，健康的用户终身留存率应该如下：
第1天：60-65%
第3天：50-55%
第7天：40-45%
第30天：20%
这两种计算留存率的方法难分优势，你可以根据自己所需的留存率类型来选择。
盈利性：
ARPDAU
每名日活跃用户的平均收益（ARPDAU）是移动领域中最普遍的盈利参数之一。这一参数有助于开发者了解自己游戏的日常表现情况。对多数游戏来说，0.05美元已经算是一个较为可观的ARPDAU，但如果DAU数量下滑，
有些游戏的日常收益也可能跌出这一范围。而拥有出色盈利性的游戏ARPDAU一般介于0.15至0.25美元。
ARPU
每用户平均收益（ARPU）反映的是游戏通过每名下载用户所创造的收益。ARPDAU衡量的是日常收益数据，而ARPU则衡量平均每名用户的盈利情况。ARPU和终身价值（LTV）的主要区别在于，ARPU无法预测新用户未来的盈利性。达到特定水准的ARPU并不能保证游戏一定能够顺利创收，因为这还与用户获得成本有关联。
eCPI
有效安装成本(eCPI)是指所有用户获取成本除以获取用户数量。采用明智的用户获取策略有助于降低这一成本。如果你的eCPI低于ARPU值，那么游戏就有望实现良好的盈利性，但在最初阶段不太可能实现这一点。
LTV
终身价值（LTV）是一个类似于ARPU的参数。LTV考虑的是用户下载应用之后所执行的操作，并预测这些用户未来的消费趋势。有许多方法可以预测用户行为如何随时间发展而变化。最基础的方法可能是一种线性预测，而最复杂的方法可能是具有预测性的分析计算。
转化率
转化率是执行IAP（应用内置交易）的用户比例。在多数游戏中，1-2%用户会花钱购买虚拟货币。对于发展良好的游戏，其转化率约3-6%左右。极少游戏能够达到10%或者超过这一数值的转化率，一般情况下这些游戏瞄准的是细分市场而非大众用户。
ARPPU
每付费用户平均收益（ARPPU）是所有付费用户的平均消费值。但即便是在盈利良好的游戏中，这一数值也呈现较大差异。从W3i的经验来看，多数游戏的ARPPU值介于5至20美元之间，当然也有些游戏的这一数值低于5美元，还有些游戏却超过了100美元。同转化率一样，拥有较高ARPPU数值的游戏一般也并非吸引大众用户的作品。（本文为游戏邦/gamerboom.com编译，作者： Trevor McCalmont）
How Do I Know I Have a Healthy Game?
by Trevor McCalmont
The following blog was, unless otherwise noted, independently written by a member of Gamasutra’s game development community. The thoughts and opinions expressed here are not necessarily those of Gamasutra or its parent company.
Want to write your own blog post on Gamasutra? It’s easy! Click here to get started. Your post could be featured on Gamasutra’s home page, right alongside our award-winning articles and news stories.
[At W3i, we break down key performance indicators (KPIs) into three categories: Engagement, Retention, and Monetization. In this post I detail some key performance metrics, what they tell you about a game, and good benchmarks to shoot for.]
Engagement
Sessions/DAU
This metric refers to how many times the average Daily Active User (DAU) initiates a session in your game. A strong number of Sessions/DAU is usually around 3, but it really depends on the genre of your app. Games with longer session lengths like RPGs will tend to have fewer Sessions/DAU while endless runners and games with shorter sessions can easily exceed 4 or 5 Sessions/DAU.
DAU/MAU
The ratio of DAU/MAU (Monthly Active User) reflects how “sticky” a game is. How many of the users that have visited the game in the past month also initiated a session today? A game with a strong DAU/MAU ratio will be able to maintain a value over 0.2 for an extended period of time. Be careful comparing this between games: when running a user acquisition campaign, the ratio will be skewed upward.
Retention
Right now in the mobile space, there are two ways to measure retention. Consider the following example. The day the user downloads the game is Day 0. If the user starts a session on Day 1, they are considered retained. If they do not start a session, they are not retained. This calculation is made each day for the cohort of users that downloaded the game on the same calendar date.
When calculating retention this way, strong retention benchmarks are as follows:
Day 1: 35-40%
Day 3: 20-25%
Day 7: 15%
Day 30: 5%
There will certainly be some variance based on the game genre. Usually endless runners or level based games don’t have the longevity to match retention for an RPG or Player vs. Player game that is truly endless.
For the second way to calculate retention, let’s revisit the original example. The user initiates a session on Day 1 and is considered retained. Then they take a break for Days 2 thru 5. On Day 6 they come back and start another session. Some notable analytics providers calculate retention by filling in Days 2 thru 5 and marking the user as retained. The standard for this style of retention right now is to mark the user as retained for 7 days before and after a session.
This approach looks at retention as more of a long term approach, the retention of a user over their lifetime with the game. Be aware, this user is not being counted as a DAU on Days 2-5, and since they are not initiating a session, there is no way they will be able to monetize which is definitively one of the most important aspects of Free-to-Play game design.
The ranges for this style of retention are much broader since a significant amount of data is being estimated. With that in mind, strong lifetime retention benchmarks are shown below:
Day 1: 60-65%
Day 3: 50-55%
Day 7: 40-45%
Day 30: 20%
Neither style of calculating retention is more correct than the other. Just know which type of retention numbers you are looking at, and make sure your comparisons are apples-to-apples.
Monetization
ARPDAU
Average Revenue Per Daily Active User (ARPDAU) is one of the most common monetization metrics in the mobile space. This gives developers a sense of how their game is performing on a daily basis. As a game’s DAU count climbs, some games that are very healthy financially may dip below this threshold, but for most games, $0.05 is a good first benchmark. Games with excellent monetization will have ARPDAUs between $0.15 and $0.25.
ARPU
Average Revenue Per User (ARPU) measures how much a game earns per user that has ever downloaded the game. While ARPDAU captures a day’s worth of data at a time, ARPU is measures the total monetization of an average user. The main difference between ARPU and LTV (discussed more below) is ARPU does not project how newly acquired users will monetize in the future. An ARPU of a certain value does not guarantee a financially successful game; it’s all relative to the cost of acquiring users.
eCPI
Effective Cost Per Install (eCPI) is the cost of all user acquisition funding per users ever acquired (including organics). Smart user acquisition plans will help keep this cost down. Profitability will come once your eCPI is smaller than your ARPU, which may not be the case from the start.
LTV
Lifetime value (LTV) is a similar metric to the aforementioned ARPU. Lifetime Value takes into account what users have done since they downloaded the application, and also projects how those users will continue to spend in the future. There are multiple ways to project how user behavior will change over time. The basic end of the spectrum would be a linear projection, and the complex end of the range would be predictive analytics calculations.
Conversion Rate
Conversion Rate is the percentage of users that execute an In-App Purchase (IAP). In most games, 1-2% of users will pay for virtual currency. In healthy games, the conversion rate is closer to 3-6%. Few games can boast a 10% conversion rate or higher, and usually these are games that focus on a niche audience as opposed to mass market.
ARPPU
Average Revenue Per Paying User (AR-P-PU, not AR-PU-PU) is the average spend for all paying users. This varies quite drastically, even between games with healthy monetization. At W3i we’ve seen typical figures from $5 to $20, but of course there are games with an ARPPU below $5 and others that exceed $100. As with conversion rates, titles with very high ARPPU usually do not have mass market penetration.（source：gamasutra）
