你们若对社交游戏有所研究，定不会对“微交易”、“硬核玩家”、“休闲玩家”及“病毒式传播”等术语感到陌生，甚至是“免费模式”。但是讨论农场和小鱼游戏，我们将面临众多新词汇，它们将老式统计学和最新搜索引擎分析学融为一体。

所以，对于那些非统计学精英或非分析学人士而言，以下是获悉社交游戏参数术语的速成课程。

ARPU

ARPU

这个词语源于电信公司。ARPU（每用户平均收益）用于衡量单位订阅者所带来的收益。其中包括订阅费用、虚拟商品、额外营销收益和广告印象。社交游戏十分注重参数，ARPU可根据日期、国家、人口统计或其他参数进一步细分。

用户流失率

这是指社交游戏活跃用户的更换率（游戏邦注：或指“损耗率）。社交游戏的活跃程度很高，其用户基础变幻莫测，这是因为玩家时常放弃体验某款游戏或删除游戏。用户流失指的就是用户持续增损。

用户群

这是统计学的常见术语，用户群是指在某一特定时间范围内共同分享某一特定经验的群体。在社交游戏参数中，用户群用于分析用户留存率。通过将用户分组（游戏邦注：6月10日访问的用户”），分析其中回访率，我们可以准确发现哪个促进因素效果最显著。

DAU

DAU（日活跃用户）就像其字面意思一样：单日内的活跃用户数量。

DAU/MAU

DAU/MAU比例是社交游戏的重要参数。通过将日活跃用户和月活跃用户进行比较，我们可以粗略发现用户每月访问游戏的平均天数是多少。如果游戏拥有50万DAU，100万MAU，其DAU/MAU比值就是0.5，也就是说玩家每月平均体验游戏的时间是15天。DAU/MAU同社交游戏成败息息相关。

RockYou

RockYou的Lisa Marino认为，DAU/MAU的最低极限是0.2。这保证游戏能够达到临界规模的病毒式传播和用户粘性。

用户粘性

Facebook玩家一般每次体验数款游戏。用户粘性表示玩家体验游戏的时间长短。玩家访问了多少游戏功能？玩家每次浏览了多少页面？回访用户的比例是多少？

登陆活动

登陆活动是指玩家登入游戏实施的首个活动。在线游戏能够跟踪玩家所有活动，而登陆活动分布是我们需要给予更多关注的参数。玩家的首个体验活动是什么？哪个登陆活动最能够有效促使用户回访？

例如，我们可以发现大多数玩家收到礼物时都会登陆游戏，他们登陆后首先会检查礼物。我们可以通过了解更受欢迎的登陆活动，相应投入更多此类资源，进而提高用户留存率、粘性和再访问率。

退出活动

这是登陆活动的反面。退出活动是指玩家退出游戏的最后一个活动。追踪退出活动分布能够帮助我们获悉用户退出游戏的原因所在。

K Factor

K Factor系数用于衡量产品的病毒传播率。K Factor=（感染率）X（转化率）。感染率是形容某个用户向其他用户传播游戏的程度（游戏邦注：如通过数据更新或者邮件邀请）。转化率同营销人士熟悉的概念大同小异，是指将感染用户转化成新注册用户的比例。

更简单地说，1 K Factor表示平均1个用户带来1个新用户。K Factor越高，社交游戏发行商越受益，因为这是个获取新用户的有效工具。

终身网络价值

是指用户置身网络期间为网络带来的价值。例如，用户是否推动病毒式传播？用户是否传播游戏？是否积极推动ARPU的增长？而就用户获得成本而言，是指我们需要投入多少成本（游戏邦注：通过营销和病毒式传播）才能获得新用户？

Kontagent

Facebook应用分析数据供应商Kontagent表示，基本等式是1/（1-K）X月ARPUX用户寿命。

MAU

和DAU类似，MAU（月活跃用户）指的是游戏每月的活跃用户总数。

用户再访问

玩家最终会终止体验游戏。再访问是指我们如何重新获得用户。因为这一领域的游戏竞争激烈，所以实施和跟踪再体验行为必不可少。

留存率

这是相对流失率而言。留存率是指我们如何维护好自己的用户基础。

病毒式传播率

病毒式增长是针对社交媒介游戏而言。病毒式传播率表示用户推广和传播游戏的程度（游戏邦注：通过K Factor衡量）。社交游戏因此能够通过合作、竞争和添加新功能不断发展，而这又将推动病毒式传播的发展。每个功能都是发展的资源，不论效仿Facebook通知或者是微博功能。不要混淆“病毒式传播”概念。（本文为游戏邦/gamerboom.com编译，如需转载请联系：游戏邦）

The Secret Glossary of Social Games Analytics

If you’ve been reading up on social gaming, you’re probably familiar with terms like “microtransaction,” “core gamer,” “casual gamer” and “viral.” Maybe even “Freemium.” But buried in all the talk of Farms and Fish is a new lexicon that combines old school statistics with the latest in search engine analytics.

So, for those of you who are neither stat geeks nor analytics jockeys, here’s a crash course in basic terminology for social games metrics.

ARPU

A term carried over from Telecom companies, Average Revenue Per User (ARPU) is measured as total revenue divided by the number of subscribers. This includes revenue from subscriber fees, virtual goods, affiliate marketing and ad impressions. Because social games are so metrics-heavy, ARPU can be broken down by day, by country, by demographic, or by pretty much any other metric.

Churn

The turnover rate (or “attrition rate“) of a social game’s active players. The noise level in casual gaming is extremely high, which means social games have a user base that is constantly changing as gamers abandon the game or delete the Facebook app. Churn refers to this constant loss and gain of members.

Cohort

A common term in statistics, a cohort is “a group of subjects who have shared a particular experience during a particular time span.” In social gaming metrics, cohorts are used for analyzing retention. By organizing users in groups such as “everyone that visited on June 10th” and analyzing the percentage that revisit, you can pinpoint what promotions are having the greatest effect.

DAU

Daily Active Users (DAU) is just what it sounds like: the number of active users over the course of a single day.

DAU/MAU

The DAU/MAU ratio is one of the hot metrics in social games. Comparing Daily Active Users to Monthly Active Users shows roughly how many days per month your average user engages with your game. If you have 500,000 daily users and 1 million monthly users, the DAU/MAU is .5, translating to the average user logging in ~15 days per month. The DAU/MAU ratio is strongly correlated with social gaming success.

According to Lisa Marino from RockYou, the minimum threshold for DAU/MAU is .2. This is necessary for a game to hit critical mass virality and engagement.

Engagement

Facebook players typically have dozens of “active” games at a time. Engagement measures how long they spend playing your game. How many features do they access? Are they spending hours or seconds? How many pages does the average user view? What percentage are returning visitors?

Entry Event

An entry event is the first action a user performs when they enter the game. Online social games can track every action you perform, and the Entry Event Distribution is one of the more important metrics to follow. What do your users do first? Which entry events are the most effective at bringing people back?

For example, you might find that a majority of your users log in when they receive a gift, and the first thing they do is check that gift. By determining the more popular entry events, you can push more resources towards them, thus increasing retention, engagement and re-engagement.

Exit Event

The opposite of entry events. Exit events are the last actions a user performs before exiting the game. Tracking the Exit Event Distribution helps show why users are disengaging with the game.

K Factor

K Factor measures the virality of your product. K Factor = (Infection Rate) * (Conversion Rate). An Infection Rate is how much a given user exposes the game to other players, such as through status updates or email invites. A conversion rate, as marketers know, is when that “infection” results in a new sign up (or “install”.)

Put more simply, a K Factor of 1 means every member is bringing you one additional member. A high K Factor is treasured by social game publishers, because it becomes a very effective vehicle for bringing in new players.

Lifetime Network Value

The value a user provides to your network over the course of their entire “lifetime” on the network. For instance, is the user contributing to viral effects? Evangelizing the game? Contributing positively to ARPU? This is compared to the User Acquisition Cost, or how much it costs (via marketing and viral efforts) to bring in new members.

According to Facebook app analytics provider Kontagent, a (very basic) equation is 1/(1-k) * Monthly ARPU * User Lifetime.

MAU

Like DAU, Monthly Active Users (MAU) tracks the total number of users in a given month.

Re-Engagementyue

Gamers stop playing eventually. Re-engagement is how you get them back. It includes re-engaging gamers who have been signed off for an hour, a day, a month, or more. There’s a lot of competition out there, so implementing and tracking re-engagement practices is a must.

Retention

Think of it as the opposite of churn. Retention is how well you maintain your userbase.

Viral Rate/Virality

Viral growth is the name of the social media game. Measured by K Factor, the Viral Rate/Virality shows how much your users are promoting, evangelizing and spreading your game. Because of this, social games are increasingly built around cooperation, competition and the constant addition of new features, which increase virality. Every feature is a source for growth, whether it’s “liking,” Facebook notifications or tweets. Not often confused with “virility.”（Source：wavedash）