留存率和每日活跃用户盈利（游戏邦注：下文简称“RPDAU”）是计算免费增值游戏用户终生价值的两个关键度量。下文将深入阐述RPDAU这个度量。

唯一的免费增值游戏度量

无论你的游戏有100万、500万甚至1000万的下载量，这跟你的盈利都没有直接的联系。如果你的游戏是免费增值游戏，你必须考虑的是所获得用户的终生价值，而这需要从RPDAU开始。

RPDAU介绍

简单地说，RPDAU是项极为关键的数据，你可以计算出每个活跃用户的价值，而这个价值随后对你预测长期盈利有所帮助。RPDAU就等于你所赚取金钱与日活跃用户的比值。

RPDAU的计算

以上公式的关键在于如何统计所赚取的金钱，那么盈利从何而来呢？也就是说，为计算RPDAU，多数免费增值游戏都需要关注两个盈利来源：应用内置购买（游戏邦注：下文简称“IAP”）；广告（游戏邦注：如奖励下载或W3i广告资助付费平台）。

Offerwall_landscape(from smartappmarketing)

得出RPDAU的关键在于理解用户在每个盈利来源中如何转化。必须注意的是，用户在某项盈利来源中的转化方式可能不同于另一项盈利来源。

RPDAU等于两个盈利来源的每用户平均盈利的总和。加入IAP渠道的每用户平均盈利是1.5美分，广告渠道每用户平均盈利是2美分，那么RPDAU就是3.5美分。（本文为游戏邦/gamerboom.com编译，如需转载请联系：游戏邦）

Calculating lifetime value of freemium gamers: finding the revenue per daily active user (RPDAU)

Last week wrote about the importance of understanding the lifetime value of a freemium game user. You can roll out all the right game mechanics and do all the right things but if you don’t understand what value a user is providing you long-term, it’s challenging to build a successful business model around your game.

In last week’s post we identified two key metrics in calculating lifetime value, Retention and Revenue per Daily Active User or RPDAU. This week we dive deeper into arriving at an RPDAU.

The only freemium game metric

One million downloads, 5 million downloads, 10 million sessions, thousands and thousands in virtual goods. Whoopee. All the metrics that draw headlines don’t do much to your bottom-line if you’re missing the foundation. When you start thinking freemium gaming, you must think in terms of lifetime value for each acquired user, start with RPDAU.

What is RPDAU?

Simply put, the RPDAU is a key data point, based on a calculation that allows you to extrapolate a value for each active user, that value can then help in forecasting long term revenues. Basically, how much money are you making divided by your daily active users.

Arriving at RPDAU

The key theme from the above statement, how much money, can be further broken down to: from where? In other words, to calculate an RPDAU most freemium games will look at two revenue streams: In-app purchases (IAP); Advertising (Such as an offerwall or the W3i Ad-Funded Payment Platform).

Understanding how users convert at each revenue stream is key to arriving at the RPDAU. It’s worth noting that how a user converts in one stream, say in-app purchases, may not be the same as how they convert in the other, advertising.

In order to arrive at the RPDAU, you have to add the average revenue a user generates from both streams. So if the average conversion for IAP is 1.5 cents and the average conversion for advertising is 2 cents the RPDAU would be 3.5 cents. (Source: Smart App Marketing)