Reach

Retention

Revenue

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Key difference = Constant Refinement

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▪ 200 million active users▪ More than 850 million photos uploaded to the site

each month▪ More than 8 million videos uploaded each month▪ More than 1 billion pieces of content (web links,

news stories, blog posts, notes, photos, etc.) shared each week

▪ More than 2.5 million events created each month▪ More than 25 million active user groups exist on

the site

Facebook

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Top 20 Social Games

Gathering

Hunting/Gathering

King of the Hill

Socializing

Personal Expression

Top 20 Social Games

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Analytics are a MUST for Social Games

Decide what features to focus on

Understand how your app actually performs

Take guesswork out of your design decisions

11/17/09 Rob Fulop

3 ‘A’s of Analytics

Actionable

Accessible

Auditable

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Analytic #1 ENTRY

Measures : First entry the user takes in a session

Action : Test to see what entry events most effective at bringing them back

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Analytic #2 MESSAGES

Measures : Outbound Messages per User

Action : A/B test of content/copy

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Analytic #3 VIRAL CONVERSION

Measures : Messaging Click Thru Rates (CTR)

Action : A/B test of content/copy

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Analytic #4 VIRALITY

Measures : Organic Growth / Installs per Invite

Action : Decide on Reach/Retention/Revenues

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Analytic #5 ENGAGEMENT

Measures : Time playing game

Action : Add more stuff to do

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Analytic #6 EXIT EVENT

Measures : Last action taken by user

Action : Improve user experience of last event

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Analytic #7 RETENTION

Measures : How often do they come back?

Action : Add timer based events

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Analytic #8 CUSTOMER VALUE

Measures : How much is a user worth (LTNV)?

Action : Make sure LTNV > Acquisition Cost

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Analytic #9 CONVERSION

Measures : How many free users willing to pay?

Action : Create monetization points and scarcity

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Analytic #10 REVENUES/USER

Measures : How many free users willing to pay?

Action : Create monetization points and scarcity

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So, the main question is:

– How do you get your audience to pay for your product when the free part is over?

– Especially when the cost to play something else is free.

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What is (or isn’t) the player doing?

– How far did the user get before they ran out of time?

– If the game is supposed to be addictive why isn’t the user purchasing the game?

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Did the user even finish the trial?

– What were they doing when they bailed?

– Often times there was a specific level where people decided to give up or go pro.– that’s not a bad thing if people converted significantly on a

certain level.

– Is there a obvious problem to be found?– Most often yes.

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The Main Conditions

– How long did they play for?– And what were they doing when they stopped?

– Did they come back again?– How long did it take them to come back?

– Did they play to the end and not buy?– Where were they when the shutter came down?

– Was there anything in particular that they loved or hated?– Players tended to bail in clumps.

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Focus on metrics that surround the activities you're looking to promote.

– The single most important thing to capture is what the player is doing when they stopped playing your game.

– What was the first thing did when they came back?

– Use your metrics to target when the users made the decisions you actively want them to make.

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