Analyzing Gaming metrics effectively allows companies to determine which users are using their sites/games. Gaming metrics provide insight into the demographics and behaviors of users. They answer questions like where are users are coming from? How much revenue is generated and from which users? Which games and activities are users engaging in most frequently and for what duration?
Companies can get started by utilizing analytics to establish current baselines and benchmarks for their games. Once analytics are identified they can be used to understand how the users behave, measure other variables such as the impact of game and website updates, user strategy alterations, determine where the most profitable customers are coming from and more. These insights can help drive the promotional, marketing, business and user acquisition strategies. Here are some of the most commonly used metrics -
This metric refers to where the customers are coming from. There are different types of traffic sources.
1. Organic Traffic
Visitors that enter a related keyword in a search engine (Google, Yahoo, Bing etc..) and then click on the website in the search results. This traffic can be optimized to the website through SEO, SEM and more.
2. Direct traffic
Visitors that come to the site from typing the website URL directly
3. Referral traffic
Visitors that come to the site from clicking on a URL located on another website such as blog, newsletter, social media platform, white paper etc.
4. Campaign traffic
Visitors that come to the website by clicking on a campaign or ad.
Retention tells us how many users who started using the gaming site and are continuing to use the game over time. This lets us know how engaging our games. This is very important in subscription-based gaming sites as well as making informed decisions on what games should be continued, expanded and improved.
DAU - Daily Active Users
This refers to the daily number of “active” users on the site or app. In Gaming analytics this metric refers to more than just visitors to the site, it refers to visitors that engage the site by playing a game, commenting, or engaging specific areas of the site. This is an important number to know when determining how many customers are actively engaging our site on a daily basis.
MAU – Monthly Active Users
Monthly active users indicate how many people are actively engaging the site during the month. We can divide MAU by the DAU to determine what percentage of the monthly users are also regular daily users.
ARPDAU – Average Revenue per daily active user
This is the average amount of money spent by the people who use the site on a daily basis. Are they purchasing games? Making in game purchases? Buying subscriptions? etc.This is a very important metric and helps us understand how the website is performing.
Usage – by Device
This is the type of device people are using with the games and our site. This metric can help us understand and explore why different types of games or apps. are used on certain devices more or less than others. This information can be used to improve game play for certain devices and develop marketing strategies that focus on which game and devices the games are most successful.
EED – Entry event distribution
EED tells us where the members are going first and/which games they are choosing to play first on the site. This is very important information from a website functionality and marketing perspective. Knowing which games and pages the customers enter through most frequently is essential to developing effective targeted marketing and business strategies.
The importance of an accurate data collection, processing, integration and interpretation process provides companies with a better understanding of their users. The accuracy and comprehension of this information is essential in developing and implementing effective business and marketing strategies. Understanding how to use Gaming Analytics effectively will help drive business to a gaming site, increase customer base, improve a company’s ability to serve customers and ultimately increase business revenue.