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A KPIs Guide for Google Play Apps and Games: Intro to Metrics



  • Daily Revenue
    • DAU
      • New Installs
        • Organic
        • Deep Link
      • Returning Users
        • Dx Retention
        • Install cohort size
    • ARPDAU
      • Daily Conversion
        • New Buyer Conversion
        • Repeat Buyer Conversion
      • ARPPU
        • Average Tx Value
        • #Tx/Buyer
Nice two-way tree with detailed explanation: App user growth and retention versus revenue per user.

Google Play @Medium.com

Part 2: Acquiring and Keeping New Users

  • “What does the early engagement activity of my new users tell me about their likelihood to return?”
  • “What can I test in order to increase conversion on my store page?”

Google Play @Medium.com
  • “What is the core action that I want my new users to perform to drive strong retention?”
  • “What are some tips for reactivating lapsed users?”
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