DAU (Daily Active Users)
The total number of unique players who opened the game on a specific day, consisting of both new installs and returning users.
More under “D”
D0 Install
The number of installs attributed to the same day (within the first 24 hours) when a user engaged with an ad or campaign. It reflects immediate conversions occurring on the day of initial exposure.
ReadD1, D3, D7, D14, D30 Install
The number of installs attributed to the period from day 0 (day of first ad engagement) up to day N (1, 3, 7, 14, or 30). It includes installs that happen immediately or within the respective number of days after the user first engaged with the ad or campaign.
ReadD1 / D3 / D7 / D14 / D30 Retention
D1, D3, D7, D14, and D30 retention indicate how many users are still active 1, 3, 7, 14, or 30 days after their first interaction, helping to evaluate user engagement and product quality over time.
ReadDirect
A user who was not exposed to any advertising campaign and has no referrer, but accessed the store directly (e.g., by typing the URL or using a bookmark).
ReadDLC Installs
The number of installs of downloadable content (DLC) for a game.
ReadSee these metrics in action
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