Kontagent Analytics<br />Jeff Tseng – jeff@kontagent.com<br />Metrics for Social Gaming - 10.26.09<br />
Kontagent<br />Multiple F500 & Top-10 App/Devs Customers!<br />Hundreds of applications<br />Tracking millions of DAUs<br ...
How Are We Different Than GA?<br />Deep viral tracking information<br />Tracking of individual viral channels<br />Viral K...
Metrics Are a MUST for Social Games<br />Decide what apps to focus on<br />Aids in making business decisions<br />Understa...
Social Gaming Metrics are Different<br />Vs. Web Metrics<br />Social metrics<br />Persistent user ID<br />User app model<b...
Data-driven Design<br />
What Makes a Good Social Gaming Metric?<br />Simple – understandable<br />Actionable – results in direct action<br />Acces...
The Social App User Funnel<br />Acquisition<br />Activation<br />Engagement<br />Retention<br />Revenue<br />
Top 10 Social Gaming Metrics<br />(in order of use flow)<br />
#1 Entry Event Distribution<br />Measures - First action the user takes in a session<br />Metrics - Distribution of entry ...
#2 Outbound Messages/User<br />Measures – Outbound virality<br />Linearity -  Non-linear  results(1/1-x)<br />Metrics - Po...
#3 Viral Message CTR/Conversion<br />Measures – Messaging click-through rates and install conversion<br />Linearity - Non-...
#3 Viral Message CTR/Conversion<br />Application A - A/B Tests (50K+ MAU)<br />Application B - A/B Tests  (700K+ MAU)<br /...
#4 Virality (K-factor)<br />Measures – Organic growth<br />Linearity - Non-linear  (1/1-k)<br />Metrics - k-factor (averag...
#5 Engagement<br />Measures -  How engaged is a user spending in the application<br />Metrics -  Time on site is a good un...
#6 Exit Event Distribtion<br />Measures - The last thing the user does before he/she leaves the session<br />Metrics -  Ex...
#7 Retention – Revisit Rate<br />Measures –  Do users come back?  How sticky is the game?<br />Linearity – Non-liner  (1/1...
#8 Lifetime Network Value<br />Description - Value of a User including viral effects (LifeTime Network Value)<br />Metrics...
# 9 Conversion to Paying Users<br />Measures – How many of your users are willing to pay<br />Metrics - % of your users th...
#10 Average Revenue Per Paying User<br />Measures – How much paying users are spending (don’t focus on CPM model, it’s not...
Metrics Tools<br />In-house Tools – Easy to  start, very hard and expensive to maintain<br />Google Analytics - FREE, so u...
Final Words - It’s About Balance!<br />Balance<br />Data Driven Design<br />and <br />Creativity<br />
Thanks!<br />Sign up at kontagent.com<br />2 Packages<br />Free package with basic tracking<br />Premium package for serio...
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Top 10 Social Gaming Metrics

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Introduction to the social gaming development process and the top 10 most important social gaming metrics (viral included).

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  • Gives you an understanding of whether a game is doing well or notNot all games are hits, you need to know when you move on (how do you know?) – try tweaking the game, if it’s not either “viral”, “highly engaging” or high “retention”, drop itForce multiplier – takes an existing product and allows you to continually improve itCreativity is the hard partMetrics exposes how your monetization worksDrives your design decisions – takes the guessing out of the system (hint: there’s more than enough traffic on Facebook to help you do this testing)
  • Different metrics, BI metrics and social gaming metrics, both are important for different reasons, but there is overlapBI metrics are for making projections so the business ppl can make high level decisions – won’t talk about those, they’re highly depend on the organizationSocial Gaming Metrics helps you build better games  makes more moneyActionableObjective - AudibleInput change leads to Non-linear resultsCan eventually be tied to monetization/custom goalsAbsolute numbers are useless for tuning games – good for BI still thoughUse relative measurements, generally ratiosTime is in deltas
  • Top 10 Social Gaming Metrics

    1. 1. Kontagent Analytics<br />Jeff Tseng – jeff@kontagent.com<br />Metrics for Social Gaming - 10.26.09<br />
    2. 2. Kontagent<br />Multiple F500 & Top-10 App/Devs Customers!<br />Hundreds of applications<br />Tracking millions of DAUs<br />Tracking &gt; 50 millionMAUs<br />Working closely with many devs<br />
    3. 3. How Are We Different Than GA?<br />Deep viral tracking information<br />Tracking of individual viral channels<br />Viral K-factor tracking<br />User-centric model<br />Track user IDs and NOT cookies<br />More accurate measurements<br />User behaviors at a UID level<br />Actions on individual user basis<br />
    4. 4. Metrics Are a MUST for Social Games<br />Decide what apps to focus on<br />Aids in making business decisions<br />Understand how your app actually works<br />Takes guesswork out of your design decisions<br />Multiply the end results of your product<br />Metrics are part of the PROCESS<br />
    5. 5. Social Gaming Metrics are Different<br />Vs. Web Metrics<br />Social metrics<br />Persistent user ID<br />User app model<br />Vs. Gaming Metrics<br />Social metrics<br />Real-time user data<br />Monetization metrics<br />
    6. 6. Data-driven Design<br />
    7. 7. What Makes a Good Social Gaming Metric?<br />Simple – understandable<br />Actionable – results in direct action<br />Accessible – easy to measure<br />High-leverage – big results<br />Monetizable – increases revenue<br />Relative measurements<br />Ratios/conversions are useful<br />Trending – 7 day works well<br />
    8. 8. The Social App User Funnel<br />Acquisition<br />Activation<br />Engagement<br />Retention<br />Revenue<br />
    9. 9. Top 10 Social Gaming Metrics<br />(in order of use flow)<br />
    10. 10. #1 Entry Event Distribution<br />Measures - First action the user takes in a session<br />Metrics - Distribution of entry events (which events lead to the highest time on site – hard to do but useful)<br />Action - Test to see what entry events are the most effective at bringing users back<br />
    11. 11. #2 Outbound Messages/User<br />Measures – Outbound virality<br />Linearity - Non-linear results(1/1-x)<br />Metrics - Posts/user (broadcast messaging), Sent messages/user (direct messaging<br />Action - A/B test flow and content/copy<br />
    12. 12. #3 Viral Message CTR/Conversion<br />Measures – Messaging click-through rates and install conversion<br />Linearity - Non-linear (1/1-x)<br />Metrics - Click-through rates (direct messaging channels), post-to-click ratios (broadcast channels), conversion to install <br />Action - A/B test content/copy<br />
    13. 13. #3 Viral Message CTR/Conversion<br />Application A - A/B Tests (50K+ MAU)<br />Application B - A/B Tests (700K+ MAU)<br />Kontagent App - A/B Tests (50K+ MAU)<br />
    14. 14. #4 Virality (K-factor)<br />Measures – Organic growth<br />Linearity - Non-linear (1/1-k)<br />Metrics - k-factor (average branching factor) for 1, 3, 7 and all days<br />Action - Decide to focus on virality engagement, retention or monetization. <br />
    15. 15. #5 Engagement<br />Measures - How engaged is a user spending in the application<br />Metrics - Time on site is a good universal metric<br />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. <br />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.<br />
    16. 16. #6 Exit Event Distribtion<br />Measures - The last thing the user does before he/she leaves the session<br />Metrics - Exit event distribution<br />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!<br />
    17. 17. #7 Retention – Revisit Rate<br />Measures – Do users come back? How sticky is the game?<br />Linearity – Non-liner (1/1-x)<br />Metrics – Daily and weekly revisit rate by daily and weekly cohort.<br />Actions – Social engagement (optimize messaging channels), add in timer based events, add events that occur when the user is not there. <br /> High virality with low retention means low long-term growth.<br />
    18. 18. #8 Lifetime Network Value<br />Description - Value of a User including viral effects (LifeTime Network Value)<br />Metrics - Actually very hard to calculate accurately, but here’s a first-order approximation:<br />Actions - Calculate the LTNV for your application. If:<br /> economical to buy traffic.<br />
    19. 19. # 9 Conversion to Paying Users<br />Measures – How many of your users are willing to pay<br />Metrics - % of your users that are paying users <br />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.<br />
    20. 20. #10 Average Revenue Per Paying User<br />Measures – How much paying users are spending (don’t focus on CPM model, it’s not monetizing well)<br />Metrics – Average Revenue Per Paying User per Month<br />Actions - Add more points of monetization, generate demand and scarcity. <br /> “The game is just the engine to acquire users, the money is made from the creative goods.”<br />-Greg Thomson (Creator of YoVille and Fishworld)<br />
    21. 21. Metrics Tools<br />In-house Tools – Easy to start, very hard and expensive to maintain<br />Google Analytics - FREE, so use it<br />Kontagent – Social analytics<br />
    22. 22. Final Words - It’s About Balance!<br />Balance<br />Data Driven Design<br />and <br />Creativity<br />
    23. 23. Thanks!<br />Sign up at kontagent.com<br />2 Packages<br />Free package with basic tracking<br />Premium package for serious developers<br />Enterprise package for large business<br />30 Day Free Premium Trial<br />
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