Which metrics really matter?
I’ve had several conversations recently with new studios asking for concrete examples on how to read the numbers and know if they’re heading in the right direction. Here are a few practical thoughts.
Before we go further, two disclaimers: 1) Different metrics matter at different stages. Early in development, you need a laser-sharp focus on a very different set of indicators than you do when entering soft launch. And 2) there is no universal truth, only priorities and execution. Test different approaches and refine what works best for your specific product.
Here are a few practical thought that work for us.
Riftbusters cosmetics
Is the game appealing and clear?
Focus on Day 0 (D0) time spent and engagement. Track your core loop actions and their repetition rates over time. When the starting point is 100%, what % of DAU are expected to repeat it on 2nd, 3rd… time or session. If a core loop action is expected to always be repeated 100%, funnels, D0 session metrics, and time spent are other strong indicators of whether players understand what to do and enjoy doing it repeatedly.
Do players have enough to do and enough to come back for?
This primarily reflects your retention stack. If only a third of players return on D1, something might be missing - ofc depending on the game you are building. Retention is a combination of relevant tasks + appealing rewards + clear guidance. Dx metrics alone don’t tell the full story. That’s why it’s critical to look at the stacks. What % of players return on Days 2, 3, and 4, and at which point does the majority churn? For example, if D0 looks healthy and churn is highest between D1 and D2, the gameplay is clear alright but isn’t offering enough to do. If only 50% of D1 returners come back on D3, either the core loop isn’t fun enough over longer period of time or something else is lacking. Modern audiences also expect short reward cycles; if players don’t feel they’re getting enough value for their time, engagement will drop.
Is there clear spending potential?
Focus on cumulative ARPU to drive early (read: D0) conversion. Across genres, first purchases almost always happen on install day or D1. If players don’t convert early, the likelihood of later conversion drops sharply. Also, consider whether you’re effectively serving both your core and secondary audiences. Different player motivations require different monetization levers, so tailoring your approach is key to driving early spend.
Do you meet expectations and exceed them?
Make sure to crystallize what your table stakes are versus your differentiators and spoilers. Are you offering enough value for players to form a new habit? Table stakes make your game competitive. Differentiators make it memorable. Innovation for sure is valuable, but avoid creating too steep a learning curve. A balanced approach, combining something familiar, something new, and something borrowed, often makes for a compelling and accessible game experience.
Riftbusters gameplay
Can marketing actually scale this?
You can’t ignore UA math. If your funnel underperforms or CPI is too high, even strong product metrics won’t save you. We’ve recently tested both AI- and human-generated UA creatives. While not a scientific conclusion, the main challenge isn’t creating ads that drive installs, the challenge is reaching a broader audience and sustaining high IPM. The usual suspects, IPM, CVR, and CTR help to ensure your ads are engaging, effective, and capable of scaling installs efficiently.