Dictionary
Find here the definitions for all the terms and abbreviations we use.
Last updated
Find here the definitions for all the terms and abbreviations we use.
Last updated
ARPU is the average revenue generated by a set of users within a defined timeframe. Every user is taken into account. Defined as the total revenue within a given time period divided by the number of unique active users within the same time period.
ARPPU is the average revenue generated by a set of paying users. Non-paying users are not taken into account. Defined as the total revenue within a given period divided by the number of unique users who made a payment during the same time period.
ARPDAU is the average revenue generated by users active the initial day. Defined as the total revenue within a given day divided by the number of active users within the same day.
MAU is the number of unique users who have opened the app for the past 30 days. The MAU for several months is calculated as the mathematical mean of all MAUs within the given period.
DAU is the number of unique users that have opened the app during a given day. The DAU for several days is calculated as the mathematical mean of all DAUs within the given period.
LTV is the lifetime value/total amount a user spent from login until today. Typically used as the average lifetime value of a user.
IAP is extra content or subscriptions that a user buys inside an app.
Churn is a rate that measures how many users leave the app for more than 14 consecutive days.
Conversion is the percentage of users who complete an in-app purchase within an otherwise free game or app.
Uplift daily is the difference in response rate between a predicted group and a randomized control group. Defined as: (ARPU Predicted - ARPU Controlled)/ ARPU Controlled over a predefined time period.
For a period of n days, 30-day Running Uplift on day x means uplift calculated over the 30 days preceding day x.
New users represent the total number of registrations for the chosen period.
New paying users are the number of users who have made their first payment to the application within a given period.
Paying users are the number of users who have paid at least once within a given period.
Revenue is total income within a given period. It’s calculated by adding all the payments from users. Conversion rate The conversion rate is the percentage of users who made a purchase compared to all users.
Retention is the percentage of users who ran your application exactly on day N after the date of installation, with users who ran the application at least once as the denominator.
Winsorization is a method of averaging that initially replaces the smallest and largest values with the observations closest to them. This is done to limit the effect of outliers or abnormal extreme values on the calculation. We typically winsorize at the 99th percentile ARPPU.