Reference

Metrics & KPIs

The standard mobile-game metrics gamemantra.ai measures, in plain language — what each one means, how it's calculated, and the benchmark to compare against. These are the industry acronyms your team already uses; we compute them from your live telemetry.

Where to find them: revenue & engagement KPIs on the Monetization page, retention on Analytics, and sink types on Economy. Revenue is real money only (in-app purchases); DAU/MAU count any in-game activity.

Monetization

Metric	Formula	Healthy	What it tells you
ARPDAU Avg Revenue Per Daily Active User	revenue ÷ active-player-days	> $0.30 IAP-led · > $0.15 ad-led	The single headline monetization KPI — how much each active player earns you per day.
ARPPU Avg Revenue Per Paying User	revenue ÷ paying players	genre-dependent	What each payer is worth. High ARPPU with low conversion means a few big spenders carry you.
ARPU Avg Revenue Per User	revenue ÷ all active players	genre-dependent	Revenue spread across everyone, payers and non-payers alike.
Conversion Payer conversion rate	paying players ÷ active players	2–6% typical for F2P	The share of players who ever spend real money. Only a small slice do — see Player Segments.

Engagement & Retention

Metric	Formula	Healthy	What it tells you
DAU Daily Active Users	avg distinct players active per day	—	Your daily reach. Any in-game activity counts, not just purchases.
MAU Monthly Active Users	distinct players active in the last 30 days	—	Your monthly reach.
Stickiness DAU ÷ MAU	daily actives ÷ monthly actives	> 20% healthy	How much of your monthly base shows up on an average day. Higher means players come back often.
D1 / D7 / D30 Day-N retention	share of a cohort active again exactly N days later	casual > 40% D1 · mid-core > 35% D1	How well new players stick around. Only players old enough to measure count toward each horizon.

Economy — Sink Types

Metric	Formula	Healthy	What it tells you
Hard Sink Currency destroyed	spend that leaves the economy	—	Upgrades, store, consumables, enhancement — the currency is gone. Most game-side sinks are hard.
Soft Sink Currency transferred	spend that moves to another player	—	Trades, marketplace, gifts — the currency stays in the economy. Appears once your game has player-to-player transfers.