top 10 social gaming metrics
TRANSCRIPT
Kontagent Multiple F500 & Top-10
App/Devs Customers!
Hundreds of applications
Tracking millions of DAUs
Tracking > 50 million MAUs
Working closely with many devs
How Are We Different Than GA? Deep viral tracking information
Tracking of individual viral channels Viral K-factor tracking
User-centric model Track user IDs and NOT cookies More accurate measurements User behaviors at a UID level Actions on individual user basis
Metrics Are a MUST for Social Games
Decide what apps to focus on
Aids in making business decisions
Understand how your app actually works
Takes guesswork out of your design decisions
Multiply the end results of your product
Metrics are part of the PROCESS
Social Gaming Metrics are Different
Vs. Web Metrics Social metrics Persistent user ID User app model
Vs. Gaming Metrics Social metrics Real-time user data Monetization metrics
Data-driven Design
• A/B Testing• Cohort Split
Testing• Funnel/
Conversion
• Iterate on the product based on the results
• Measure based on metrics you’re optimizing for
• Pick a hypothesis to test• Design experiment to
test the hypothesis
Hypothesis
Measure
TestingImprove
What Makes a Good Social Gaming Metric?
Simple – understandable
Actionable – results in direct action
Accessible – easy to measure
High-leverage – big results
Monetizable – increases revenue
Relative measurements Ratios/conversions are useful Trending – 7 day works well
The Social App User Funnel
Acquisition
Activation
Engagement
Retention
Revenue
Top 10 Social Gaming Metrics
(in order of use flow)
#1 Entry Event Distribution Measures - First action the
user takes in a session
Metrics - Distribution of entry events (which events lead to the highest time on site – hard to do but useful)
Action - Test to see what entry events are the most effective at bringing users back
8.23.2
1.4
1.2
Receive GiftRead MessageBuy ItemBuy currency
#2 Outbound Messages/User
Measures – Outbound virality
Linearity - Non-linear results(1/1-x)
Metrics - Posts/user (broadcast messaging), Sent messages/user (direct messaging
Action - A/B test flow and content/copy
#3 Viral Message CTR/Conversion
Measures – Messaging click-through rates and install conversion
Linearity - Non-linear (1/1-x)
Metrics - Click-through rates (direct messaging channels), post-to-click ratios (broadcast channels), conversion to install
Action - A/B test content/copy
#3 Viral Message CTR/Conversion
Min Average Max Max vs. AvgInvites Sent/Event 3.9 4.3 4.9 +12%Conversion 6% 8% 11% +35%Accepted/Event 0.25 0.35 0.47 +34%
Application A - A/B Tests (50K+ MAU)
Min Average Max Max vs. AvgInvites Sent/Event 3.5 6.7 9.5 +42%Conversion 6% 10% 17% +73%Accepted/Event 0.31 0.63 1.17 +85%
Application B - A/B Tests (700K+ MAU)
Kontagent App - A/B Tests (50K+ MAU) Min Average Max Max vs. Avg
Invites Sent/Event 1.2 11.7 17.2 +48%Conversion 4% 11% 22% +103%Accepted/Event 0.9 1.2 2.0 +61%
#4 Virality (K-factor) Measures – Organic growth
Linearity - Non-linear (1/1-k)
Metrics - k-factor (average branching factor) for 1, 3, 7 and all days
Action - Decide to focus on virality engagement, retention or monetization. 0.1 0.3 0.5
0.700
0000
0000
0001 0.9
0.04.08.0
K-factor
Life
tim
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ier
#5 Engagement
Measures - How engaged is a user spending in the application
Metrics - Time on site is a good universal metric
Need to be careful since time on site can be tricky, best to normalize to something that is equal for all users, i.e. page views.
Actions – Add more to do in the game. Cohort test to see if that improves the time on site. Funnel testing to see if users are getting stuck somewhere.
#6 Exit Event Distribtion
Measures - The last thing the user does before he/she leaves the session
Metrics - Exit event distribution
Actions - Funnel testing to get the user to move on after the steps where they leave the session. Add additional game play so there is more to do. Improve the user experience of the last event!
#7 Retention – Revisit Rate Measures – Do users come
back? How sticky is the game?
Linearity – Non-liner (1/1-x)
Metrics – Daily and weekly revisit rate by daily and weekly cohort.
Actions – Social engagement (optimize messaging channels), add in timer based events, add events that occur when the user is not there.
High virality with low retention means low long-term growth.
#8 Lifetime Network Value
Description - Value of a User including viral effects (LifeTime Network Value)
Metrics - Actually very hard to calculate accurately, but here’s a first-order approximation:
Actions - Calculate the LTNV for your application. If:
economical to buy traffic.
LifetimeUserARPUMonthlyk
**11
CostAcqustionUserLTNV
# 9 Conversion to Paying Users Measures – How many of your
users are willing to pay
Metrics - % of your users that are paying users
Actions - Funnel testing to increase pay conversion funnel. Increase the monetization touch points. Increase currency demand by creating scarcity and creating desirable goods for your demographic.
#10 Average Revenue Per Paying User
Measures – How much paying users are spending (don’t focus on CPM model, it’s not monetizing well)
Metrics – Average Revenue Per Paying User per Month
Actions - Add more points of monetization, generate demand and scarcity.
“The game is just the engine to acquire users, the money is made from the creative goods.”
-Greg Thomson (Creator of YoVille and Fishworld)
Metrics Tools
In-house Tools – Easy to start, very hard and expensive to maintain
Google Analytics - FREE, so use it
Kontagent – Social analytics
Final Words - It’s About Balance!
Balance Data Driven Design
and Creativity
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