Metric Definitions

Two analytics tools rarely agree on a number, because each one draws its own line around “active”, “retained” and “paid”. This page states where Flock draws those lines, so a figure on your dashboard can be compared with any other tool on equal terms. Hover a number in the dashboard for the short version; this is the long one.

Scope: every metric is computed per game.

Three rules sit under everything below.


Days are UTC days	A day runs from 00:00 to 24:00 UTC, wherever your players are.
A range includes both of its end days	When a range reaches today, today’s numbers are the day so far.
An active player	A player with a session that started that day, or any signed-in activity that day: signing in, a call made with the player’s token, starting a session, or a tracked event. A game that never reports sessions still has active players.

Engagement

Read on Dashboards → User Engagement.

Metric	How it is counted
DAU	Distinct active players on one UTC day. The card shows the latest day in the range.
WAU	Distinct active players in a week that runs Monday to Sunday. A week the range cuts into counts only its days inside the range.
MAU	Distinct active players in a calendar month, again counting only the days inside the range.
DAU/MAU ratio	Each day’s DAU divided by the MAU of that day’s month, as a percentage. The card shows the average over the range.
New players	Players whose Flock account was created that day. Flock has no install event: a new player is a new account.
Returning players	Players created before the range who were active inside it.
Top events	Gameplay events ranked by how many distinct players sent them in the range.

Sessions

Read on Dashboards → User Engagement. When a session starts, pauses and ends is covered in Analytics and Events. A session belongs to the day it started.

Metric	How it is counted
Sessions per active player	The day’s sessions divided by that day’s DAU.
Session duration	The average length of the sessions that started that day and have ended. A session that was never ended is left out.
Events per session	The day’s tracked events divided by the day’s sessions. Events the SDK sends on its own count too.
Screens per session	The average number of screen views reported per session.
Bounce rate	The share of the day’s sessions the SDK marked as a bounce when they ended: shorter than the bounce threshold, ten seconds unless you change it.

Retention

Read on Dashboards → User Retention. Retention follows the players who first played inside the range. A player’s day 0 is their first active day, and the players who share a day 0, or a week of them, form a cohort.

Metric	How it is counted
D1, D7, D30 retention	The share of a cohort active on exactly that day after day 0. This is the classic definition and the headline on the cards.
Back by day N	The share of a cohort that came back on any day from day 1 to day N. It is never lower than the classic figure.
New players	On this page, players whose first active day fell in the range.
Signed up, never played	Players created in the range with no activity at all. They belong to no cohort and are in no retention figure.
Churn rate	For each day, the share of the players active in the seven days before it who were not active on it. The card shows the average over the range.

A figure appears only once its day has fully passed for every player it covers. Until then the cell stays empty, where a number would only climb later. Today is never counted, and the page says which day it has counted through. The headline figures for a range are taken over the daily cohorts old enough for each one, and each card says how many players that is. The platform and version filters count only the sessions that match them, since signed-in activity carries neither. A range can cover up to 180 days.

Monetization

Read on Dashboards → User Monetization, one currency at a time. Amounts are never converted between currencies. Revenue is every completed purchase, at the amount and in the currency the player was charged. Purchases the Flock shop confirmed itself and purchases your game reports for sales settled elsewhere both count, and the page shows them apart as confirmed by the server and reported by the game. Test purchases are left out: sandbox receipts, test keys and license testers. A refund is a negative amount on the day it happened, so it lowers that day and leaves the day of the sale as it was.

Metric	How it is counted
Total revenue	The sum of those amounts in the selected currency over the range, refunds included.
Purchases and refunds	The number of sales and the number of refunds in the range.
Payers	Distinct players with at least one sale in the range. A refund never makes a payer.
ARPU	Revenue divided by the players active in the range.
ARPPU	Revenue divided by payers.
LTV	Everything the players who joined in the range have paid to date, divided by the number who joined. It keeps growing after the range ends.
Cohort LTV	Revenue per player, cumulative by day since first play, for the players who first played each week. Every member counts, payer or not, and a day appears only once it has fully passed.
Payer conversion	Payers divided by the players active in the range.
Repeat purchase rate	The share of payers with a second sale at any time up to the end of the range.
Time to first purchase	For players whose first sale in the selected currency fell in the range, the time from their first activity to that sale. The card shows the median, with the average beside it.
Top spenders	Players ranked by what they paid in the range, refunds taken off.

The daily charts use the same rules per day: a day’s ARPU divides by that day’s active players, and a day’s conversion is the share of them who paid. The Conversion Rate card on Dashboards → Home is the average of those daily shares over the range, across all currencies.

Funnels

Read on Dashboards → Funnels. A player enters a funnel at their first event in the range that matches the first step. In the default order, each later step counts when its event arrives after the previous step and within the funnel’s time window from entry, one day unless you change it; other events may come in between. In strict order the event must be the player’s very next tracked event, and events the SDK sends on its own are skipped. A step’s conversion is the share of the players who entered that reached it.

What changed this week

Read at the top of Dashboards → Home. The home page opens with a few lines that state what moved: the last seven whole UTC days against the seven days before them. Today is never part of either week, since it has not finished.

Line	How it is counted
Active players	Distinct active players across the seven days.
New players	Player accounts created in the seven days.
Day 1 and day 7 retention	Of the players whose day 1 (or day 7) fell inside the week, the share who were active on it. Both weeks are measured the same way, which is why these figures can differ from the retention page: that page groups players by the day they first played.
Revenue	Completed purchases over the week in one currency, as charged, with refunds taken off. The three largest currencies each get a line.
Abnormal exits	Runs of the game that did not end cleanly, which the SDK reports on the next launch, for every 100 sessions started in the week. A run that ended while the game was in the background is not counted.
Most frequent error	The most logged error of the week among exceptions and logic errors that carry a code, counted per log type and code, with the same pair’s count the week before.

A line says up or down only when at least ten players, sessions or log entries are behind the figure; with fewer, the two weeks are shown side by side and no direction is given. A move under 1 percent, or under half a point for a rate, reads as about the same. Counts and revenue change in percent and rates in points. Revenue always gets a direction, since money is exact however small, and a line with nothing in either week is left out.

Why a number can differ from another tool


Day boundaries	Flock cuts days at UTC midnight. A tool on your local time files the same evening under a different date.
What “active” means	Flock counts signed-in activity as well as sessions, so its DAU can be higher than a tool that counts sessions alone.
Today is partial	A range that reaches today shows today so far, which makes the last point of a daily chart read low and the last point of churn read high. Retention and cohort LTV leave today out.
Late data	The SDK keeps events and session ends on the device while it is offline and sends them with their original time on the next connection, so the last few days can still rise.
Session length needs an ending	Duration counts only the sessions the game ended, and time spent in the background is not playtime.
Retention waits	Another tool may show a day 7 figure for players who started three days ago. Flock leaves it empty until day 7 has passed for all of them.
Payers who were never active	A game can report a purchase for a player Flock has seen no activity from. That player is a payer and not an active player, so a day’s conversion can pass 100%.
Billing counts differently	The monthly active users on your studio’s Usage tab are counted from sessions, across all of the studio’s games. On the plans page, analytics retention means how long data is kept, which is a different thing from player retention.

Getting Started

Concepts

Features

Reference

Metric Definitions

Engagement

Sessions

Retention

Monetization

Funnels

What changed this week

Why a number can differ from another tool

​Engagement

​Sessions

​Retention

​Monetization

​Funnels

​What changed this week

​Why a number can differ from another tool

Engagement

Sessions

Retention

Monetization

Funnels

What changed this week

Why a number can differ from another tool