13 Mobile Game Metrics Every Developer Must Know About

The current surge in innovation and development has drastically changed the gaming industry. Present games are complex. Only a fraction of mobile games is financially successful. That is why good tracking of mobile gaming stats is critical. It distinguishes between one-time/first-time developers and gaming firms that are successful practically every time they start. According to statistics, the mobile gaming industry will grow by over 11.35USD by 2025. Testing games before launch is more necessary than ever before. A good game testing platform gives one the confidence to launch games with high performance.

Game Testing and the Need for Automation

Game testing is a software testing mechanism used to ensure the quality of games. The primary purpose of a gaming test is to find and discover flaws and bugs in a video game to improve its stability and performance.

In some games with high logic and interface, reason falls weak; in such cases- automated game testing is necessary. With the increasing popularity of automated game testing in the software business, several solutions on the market are affecting industries and redefining the SDLC process to be more robust, efficient, and impactful. However, when working on automating a game- one may face some problems. Gaming app testing involves certain sets of problems developers should be aware of and respect.

13 Mobile Game Metrics You Should Keep Track of

These are the top mobile gaming metrics that every game creator should be aware of.


The mobile gaming industry is a volume business. That implies the mobile game will only be a commercial success if one can attract a huge user base.

The number of installations plays a significant mobile game indicator since it reflects the success or failure of your mobile game. No one can make a substantial ad income or money from in-app sales or subscriptions until they have a handsome number of users. One can also use the number of installs in almost every computation for secondary metrics like retention and ARPU.

DAU stands for Daily Active Users.

DAU, or “daily active users,” refers to the number of unique users who utilized the app in a single day (24-hour period).

Various user behaviors are tracked, and some organizations compute DAU differently. This measure gives information on the stickiness of your game.

The standard formula for determining DAU is as follows:

Number of users opening your app in a day=DAU

In 2020, for example, the popular smartphone game Archero had between 500 and 1.25 million daily active users. Their multimillion-dollar income stream reflected this.

MAU stands for Monthly Active Users.

MAU, or “monthly active users,” are unique users who have used the app at least once in the previous month (30-day period).

A user only has to log in to qualify as an MAU; he does not need to interact with the product. A high MAU does not guarantee a high level of user engagement.

Number of users opening the app in a month=MAU

The relationship between two interrelated measures, DAU and MAU, indicates how effectively your game maintains users.

Rate of Stickiness

One may calculate the stickiness rate by dividing DAU by MAU. When one mixes their Power and Loyal users, you get this ratio, which is an excellent gauging technique- the stickiness rate.

Power users use the app ten or more times per month, whereas loyal users return to your app within three months after their initial session.

Retention rate is one of the essential variables to monitor in mobile games since it influences income.

Calculating the retention rate is simple, and one may use the following formula:

The retention rate provides information on game performance and overall user experience. It is monitored on day 1, day 7, and day 30 retention rate mobile game stats to see whether the games can stay. However, one may also track retention on days 60 and 90 to gain even more insight into how many gamers remain.

Retention Day 1 – First impressions are everything. One must ensure that users desire to return for more. They must become acquainted with the product and comprehend its worth and benefits. It is known as onboarding. If not done correctly, the chances of churning grow dramatically. A day-one retention rate of 30% or more is considered satisfactory.

If a game’s day one retention is low, it indicates that the game is not excellent enough. If that is the case, it’s an indication to start over. Some publishers even opt to abandon the game favoring the next project.

Retention Day 7: This is a watershed moment for the average user. It indicates how satisfied consumers are with the game, interface, and overall experience. It decides whether or not they will continue to play your game.

Retention Day 30: When the client base diminishes, and the surviving users are the ones that play it regularly or even daily, expect day 30 user retention to be significantly lower than day one or day seven user retention. The loyal users are the players who remain after a month. They enjoy the game, so they play it frequently. They intend to stay for the long haul. They are far more likely to make an in-app purchase or view advertisements to advance in the game.

Churn Rate.

The churn rate is simply the inverse of the retention rate. One can maintain track of abandoned users (the ones who uninstalled your app). In other words, the churn rate is the percentage of users who discontinue playing the game over time.

Retention Rate=Churn Rate

ARPU, or “Average Revenue Per User,” is a measure that may help determine whether the business model or monetization approach is effective (or not).

The ARPU varies by channel when they acquire consumers through various marketing channels.

Keeping track of ARPU per channel/source will help determine which channels are profitable. ARPU is simple to calculate. Divide income by the number of users in a certain period (e.g., day – ARPDAU, week – ARPWAU, month – ARPMAU).

LTV stands for Lifetime Value.

One essential financial mobile gaming indicator is LTV, or “Lifetime Value.” It shows the total money produced (per user) from the beginning to the end of their stay with the game.

It sets the marketing approach as well as the profit margins. How much may one spend on user acquisition (CPI)? Certainly not more than they will earn. This understanding is critical when determining which marketing channels to employ.

Of course, one can’t know what CPI to expect on a particular channel until they test it first. However, they may determine the target CPI, allowing them to measure their achievements against it.


ATV stands for Average Transaction Value.

ATV, which stands for “Average Transaction Value,” is a measure that defines the average value of an in-app purchase or transaction.

Driving higher-value purchases will offer higher-value users while they may create a one-on-one connection with them.


 TTP – Time to Buy

Assume you’ve released the application and consumers are starting to interact with it. The consumer might think -How long has it been between the download and the initial purchase? What is the monetary worth of that purchase?

Identifying your conversion objectives is the first step in converting your users into purchases. This measure can help one enhance ad placements and in-game offers. For this conversion, most games employ various stages, achievements, in-app purchases, or in-game stuff.

CPI stands for Cost Per Install.

CPI, or “Cost Per Install,” is associated with campaigns that publishers run using digital marketing to acquire downloads. Advertisers are paid if consumers install the app after clicking on the ad.

Calculating CPI is straightforward; divide the ad spent/number of installations.

Because it is a statistic that can help one improve their audience, organize the advertising budget, and, most importantly, raise their income.

The average CPI is affected by:

  • The nation
  • The platform (Android vs. iOS)
  • Format of advertisement

 Session Duration

The time a user spends actively playing a mobile game is measured by session length. The session begins when the app is launched and continues until the app is terminated or the user becomes inactive.

The standard formula for Session Duration::

Session Duration=(When the user became inactive – When the application launched)

This statistic is a good predictor of user experience and engagement. It is founded on the concept that the longer the session, the more happy the user is with the gameplay experience and executing the necessary in-app tasks.

Session times vary significantly between game genres and should only be compared to related app kinds. Card and casino games, for example, are the genres that stand out, with average session lengths of up to 35 minutes, according to GameAnalytics.

Meanwhile, the typical session lasts 4-5 minutes. In a nutshell, a suitable session length varies per mobile gaming type.

Count of Sessions

The session count is the average number of sessions played per user in a certain period.

This measure, along with session length, retention, churn rate, and others, is classified as an engagement metric. However, it is most frequently found in conjunction with session duration.

Unlike the other metrics on this list, tracking session count does not require a particular calculation.

A session is created each time a user opens and quits the game. If people open and close the game ten times daily ( for example), the session count will be 10.

When it comes to desired session count, the general rule is that the more, the better. Suppose one can persuade people to have a large set of sessions (long or short) that act beneficial to their game. If the game has a high session count, it suggests it is intriguing enough for players to return to it frequently. High session numbers indicate that the game has the potential to become people addicted to it. As a result, one measure – stickiness – is affected.

The amount of sessions varies depending on the genre and game.


The mobile game app’s success is guaranteed if one follows these 13 mobile game measures. Remember that acquiring valuable consumers adds the most value to the game application’s organization. Statistics showed that 38% of gamers are in the age group of 18 to 34years(which is the majority)in 2021.

This statistic shows us the distribution of gamers against their age distribution.

These stats make gaming app testing crucial and a step not to be forgotten. By now, it is clear that- the gaming test is not a game. Automated game testing is revolutionary as it saves the tester from the mundane job of repeating chores.

HeadSpin as a game testing platform assists one in testing games in the most efficient way possible. HeadSpin assesses the user’s gaming experience, pinpoints the root causes of issues, and tracks third-party game engines. It ensures that the game executes itself well all across the globe, and audits code-level performance. For a gaming test, it reuses existing tools and scripts, and access and control devices remotely. HeadSpin’s worldwide device cloud provides zero-day premium support for the most recent Apple and Android technologies, ensuring that your testing requirements are always met.

When one is able to understand their behaviour, they will be able to create an excellent company plan.

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