Acronym Meaning Definition Formula

A/B Testing also known as split testing Gamers are split into 2 (3) groups: A, B (and 0) and get different values/features to pit these against each other
ARPDAC Average Revenue per Daily Active Customer This the average revenue generated per Daily Active Customers on that day. revenue / DAC
ARPDAU or ARPU Average Revenue per Daily Active User This is the average revenue generated per Daily Active Users on that day. revenue / DAU
ARPPU Average Revenue per Paying User This the average revenue generated per Paying Users on that day. revenue / PU
ARPU Average Return per User Total revenue for a time period per total users for the same time period (Revenue / Installs) revenue / DAU
BB Boomie Blast
BE Backend
CAC Customer Acquisition Cost
Churn Rate The churn rate indicates at which rate we are loosing us The churn rate has to be calculated by cohorts. Lost players of a cohort will be divided by the tot churned players / # of starting players
Churned Player A lost player. Churned players are players who have quit the product and most likely will not come back. when date(lastLogin) > X days
Clicks Marketing Metric Number of clicks recorded on ad/campaign received
Cohort Group of players Group of players who have played at the same time
Community Management Social Marketing Term Engagement with fans and existing customers of a product or brand on a social media channel
CPA Cost per action/aquisition Cost for acquired user Spend / Action
CPC Cost per click Cost per click, calculated as the amount spent divided by the number of clicks received. Spent / Clicks
CPI Cost per Install The cost to obtain each install, calculated from spend divided by installs Spent / Installs
CPM Cost per mille (thousand views, not clicks) The cost per thousand impressions. This is calculated with the following formula; Spend / impressions x 1000.
CR/CVR Conversion Rate The percentage of users who installed from those who clicked. Clicks / Installs
CTR Click-through Rate Number of clicks your ads received divided by the number of impressions. Measures how compe Clicks / Impressions
Customer $ spending player User of the app who has spent money in game
D0 Install opens on day 0 after installing the game
D1 People who come in 1 day after installing the game
D14 People who come in 14 days after installing the game
D30 People who come in 30 days after installing the game
D7 People who come in 7 days after installing the game
DAC Daily Active Customer These are players that have spend more than $4.99 in their lifetime. DAC do not have to spend count(unique userIDs) where date=today and sum(cents)>=499
DAU Daily Active Users These are any players that have opened the app at least once per current day
eCPA Effective Cost per action/aquisition Average cost for acquired user over a period of time Spend / Action
eCPC Effective Cost per click Average cost per click, calculated as the amount spent divided by the number of clicks received Spent / Clicks
eCPI Effective Cost per Install Average cost to obtain each install, calculated from spend divided by installs over a period of tim Spent / Installs
eCPM Effective Cost per mille (thousand views, not clicks) Average cost per thousand impressions over a period of time Spend / impressions x 1000.
eCR/CVR Effective Conversion Rate Average percentage of users who installed from those who clicked over a period of time Clicks / Installs
eCTR Effective Click-through Rate Average number of clicks your ads received divided by the number of impressions over a period Clicks / Impressions
Engagement How frequently users play the game How frequently users play the game over a selected period of time (daily, weekly etc)
Facebook Preferred Marketing Developer Platform syned with Facebook directly to perform a specific function such as social.com
Fill Rate Stock of available video ads The fill rate indicates how many videos were successfully delivered from requests impressions / requests
GDD Game Design Document
Guppy low spender TBD TBD
IAP In-App Purchases All in-game transactions for real money
Impressions Total number of times your ads were shown.
Install The user who has converted Total number of times the App has been Installed and opened
K Factor viral growth of game
Killer Whale super high spender TBD TBD
Krill non-spender $ 0 spent TBD
Lapsed Spender A spender that has stopped spending If a spender has not spend any money within the last X days, he is a lapsed spender when lastTimeSpent > X days
LO Live Operations
LTV Lifetime Value (Predicted) Accumulated lifetime revenue of a customer
MAU Monthly Active Users Unique users who were active in a month period
MMP Mobile Measurement Partner Platform integrated with Facebook to deliever reporting results such as Adjust, Appsflyer, Kochava
Optimization Tactical strategies to improve performance, usually on one or two metrics
PMD Preferred Marketing Developer see MMP
Post Click Attribution User installs the app with the last action being related to clicking on an ad
Post View Attribution User installs the app with the last action being related to viewing an ad (no click interaction)
PU Paying Users These are players that have made an IAP and thus have spent real money on that day. count(unique userIDs) where date=today and count(dollarTransactions)>0
Retargeting General marketing strategy to reengage existing or known users
Retension How many people come back to play our game? Ability to retain users in the app
Acronym Meaning Definition Formula
Sea Lion medium spender TBD TBD
SEM Search Engine Marketing Paid marketing activity on search engines ex: Bing, Yahoo, Google
SEO Search Engine Optimization Working to insure your web site will get as high a ranking as possible in the unpaid search results in the major search engines.
Social Media Obliquitous term for a modern public network, largest are Facebook, Instagram, Twitter, Youtube, VK
Social.com Marketing Platform Our tool to launch and optimize FB campaigns at scale and ease
Spend Amount of money spent during in the selected time period.
Stickiness engagement metric DAU/MAU - stickiniess around 20-30% is considered good DAU/MAU
User non-spender User is someone who installs and uses app but does not spend any money
VIP insane spender Top 1%
Virality measured by k factor In viral marketing, the K-factor can be used to describe the growth rate of websites, apps, or a customer base. k-factor of 1 is in a "steady" state of neither growth nor decline, while a k-factor greater than 1 indicates exponential growth
WAU Weekly Active Users
Whale high spender TBD TBD