Game Development Reference
In-Depth Information
play time or further interaction required. Specific definitions do, however, tend
to vary in their details, beyond this initial basic premise.
Facebook defines users as active when they “view or engage with your
application or your application's content.” 1
Actions that count towards DAU on Facebook include:
l Users who visit your application's canvas page (enter your game)
l Users who view your application tab on a page
l Users who publish to news feeds (stream) through your application
l Users who “liked” a stream story from your applications
l Users who commented on a stream story from your application
MAU: Monthly Active Users
MAU (monthly active users) is a measure of the number of active users in a
given calendar month, typically calculated from the first to the last day of that
month. On Facebook, MAU can also be shown as a current floating 30-day aver-
age. Activity is evaluated as described for DAU, such that MAU is effectively
just an aggregate of the DAU over a month. Note that there is a pervasive lack
of clarity in what constitutes a “unique” user, such that in many cases MAU
numbers are drastically inflated by users who visit a site multiple times per
day. A more accurate accounting would likely yield a far smaller number, as
each user would be counted only once toward the total monthly count. (So,
for example, if I cared only about unique users, then assuming that only 1000
people played my game and each of them logged in once per day, every day of
the month, my DAU and MAU would be identical. But if uniqueness weren't
important to me, my numbers might show 1000 DAU and, for example, 30,000
MAU, depending on how often those users were active in my game.) Something
to note: MAU and MAUU (monthly average unique users) are often conflated,
but they are very different values and can give you very different types of useful
information.
So what can I do with these two numbers? First, I can look at the relationship
between the two and draw some inferences about the stickiness of my game.
By calculating DAU/MAU, I get a measurement of how many of my play-
ers show up to play each day. Say I've got one million DAU, and three million
MAU; then I have a DAU/MAU of 0.3 or 30 percent; a third of my players are
checking in at least once per day.
This number measures the daily “addictiveness” of your game. The higher
the ratio, the better; you want every user coming back for more and more
gameplay, every single day. This number is of great value to you because it can
1 http://www.facebook.com/help/?faq=219375581424410
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