Last modified November 2, 2018 by Shelly Wolfe

KPI definitions

Swrve measures a variety of key performance indicators (KPIs) that help you gain valuable insights into the behavior of your app users. This article provides a full list of KPI definitions. For more information about the various KPI reports available in Swrve, see Intro to analytics.

KPI Description
DAU The number of daily active users. This KPI is calculated by taking the list of all events for a day, extracting the list of user IDs referenced in those events, removing duplicates, and counting the unique list that remains.
MAU The number of monthly active users (that is, the number of active users in the past 30 days, reported for each calendar day). This KPI is calculated using the same information as DAU where unique users are only counted once in the 30 day period preceding a specific day’s MAU value.
DAU/MAU The number of daily active users divided by the number of monthly active users.
New Users The number of new users for a given segment on a given calendar day. This KPI is calculated as the number of users who sent their first event on calendar day D and who subsequently joined segment S within 24 hours of sending their first event.

Example:
Imagine a user who sends their first event to the app at 11:50 PM Tuesday. Since all users are part of the ‘All Users’ segment, this first event causes the user to immediately be counted towards the ‘All Users’ segment for the New Users KPI on Tuesday.

If there is a segment ‘Payers’, which is all users who have ‘spend > 0’, and this user performs an in-app purchase for $10 at 00:10AM Wednesday, the user also counts towards the ‘Payers’ segment for the New Users KPI on Tuesday, as this user’s first event was sent on Tuesday.

If there is a segment called ‘VIP’, which are users that have ‘spend > 100’, and the user performs an in-app purchase for $95 at 11:55PM Wednesday, this user does not count towards the ‘VIP’ segment for the New Users KPI, since the event that would have added the user to the ‘VIP’ segment happened 24 hours and 5 minutes after the user’s first event.

Daily Paying Users The number of users who spent real money today. Users are determined to have spent real money if they performed an in-app purchase with real money.
Conversion The number of non-paying users who have converted into paying users today. This KPI is calculated by counting the number of users who, on a given calendar day, send their first-ever in-app purchase (made with real money). Users can convert only once.
Revenue The total estimated revenue today in the app currency. This KPI is calculated by summing the ‘cost’ amount of each in-app purchase (made with real money) received in a day from all users for the current segment.
Currency Spent The total amount of virtual or premium currency spent by all users to purchase app items on a given day. This KPI includes all currency spent on services, power-ups and so forth, which are represented as items in Swrve. This is not the same as the ‘real’ or ‘hard currency’ (such as dollars) spent by users to purchase virtual or premium in-app currency; hard currency is calculated by the Revenue KPI and is derived from the cost amount of each in-app purchase made with real money.
Currency Spent/DAU The average amount of virtual or premium currency spent by each user on app items on a given day. This KPI is averaged across all active users (DAU), which includes both paying and non-paying users.
Currency Purchased The total amount of virtual currency purchased by all users on a given day.
Currency Purchased/DAU The average amount of virtual currency purchased by each user on a given day. This KPI is averaged across all active users (DAU), which includes both paying and non-paying users.
Currency Given The total amount of virtual currency given (by the app) to all users on a given day.
Items Purchased The total number of items purchased by users on a given day. This KPI includes all services, power-ups and so forth, which are represented as items. This is not the same as the number of transactions per day, which is less than or equal to this KPI.
Items Purchased/DAU The average number of items purchased on a given day. This KPI is averages across all active users (DAU), which includes both paying and non-paying users.
Session Count The number of sessions started on a given day. Sessions which span two days are counted against the day on which the session started.
Avg Session Length The average length of all sessions which were started on a given day. Sessions which span two days are counted against the day on which the session started.
Day 1, 3, 5, 7, 30 Retention Retention refers to the percentage of users who revisit the app after using it for the first time. Day 1 retention, for example, is the percentage of users who revisit the app 24-48 hours after Swrve first sees them (retention is based on a 24-hour rolling clock).

The value for Day-N retention for a segment S on a calendar day D is A divided by B, where A is the number of retained users. This is the number of users who sent their first event on calendar day D, joined the segment S within 24 hours of sending their first event, and sent at least one event between (N*24) and ((N+1)*24) hours after sending their first event. B is the value of the New Users KPI for the segment S on calendar day D. This KPI measures what percentage of users, who started your app on calendar day D and joined segment S within their first 24 hours, were still using your app between (N*24) and ((N+1)*24) hours later.

ARPU Daily The Revenue KPI for Day(D) divided by the number of unique users for Day(D). The divisor is the DAU KPI. This KPI is also referred to as $/Day/DAU.
ARPPU Daily The revenue of a given day, divided by the number of unique users who have spent real money on that day. The divisor is the DPU or number of ‘daily paying uniques’.
ARPU Monthly The aggregate 30-day Revenue KPI, up to and including Day(D), divided by the MAU KPI for Day(D).
ARPPU Monthly The sum of the Revenue KPI for the 30-day period up to and including Day(D), divided by the number of unique users who have spent real money in the last 30 days up to and including Day(D). The divisor is MPU or number of ‘monthly paying uniques’.
Avg Time in App per Day The average time spent in-app on a given day. The duration of a session which spans two days is counted against the day in which the session started.
Day 1, 3, 7 Reengagement Reengagement refers to the amount of users that used the app yesterday and were also active today (regardless of their install date). Reengagement is based on a 24-hour rolling clock. Day 1 reengagement, for example, is the amount of users who started a session on the app today and at least once between the last 24 hours and 48 hours. Users can contribute to this KPI only once per day.

Next steps

  • Learn about the KPI reports available in Swrve. For more information, see Intro to analytics.
  • Start monitoring KPI data by creating a customized Trend Report. For more information, see Trend Reports.
  • Learn more about the datasets available in Swrve and how to perform in depth analysis of them with user database exports. For more information, see Intro to user databases and Setting up raw data export.