Signs and signals of sub-optimal monetization

Identifying patterns in your data that help identify opportunities to grow your business

Adam Carpenter
Feb 22 · 14 min read
The revenue tree

How to approach topline revenue

Examples of daily revenue trends (Source: Google Play internal data)

Monitoring revenue with ‘revenue heartbeat’

Revenue heartbeat visualizes the month’s minimum, maximum, and average daily revenue (Source: Google Play internal data)
Revenue heartbeat showing suboptimal behavior

Other measures for revenue

Distribution of monthly coefficients of variation among top-performing games (Source: Google Play internal data)
Monthly revenue growth vs. coefficient of variation among top-performing games (Source: Google Play internal data)

Returning buyers

Revenue contribution from the top 20% of payers in the top 25 games, April 2018 (Source: Google Play internal data)
Games exceeding the 80/20 rule among the top 100 games by revenue on Google Play, April 2018 (Source: Google Play internal data)
Payers by decile (Source: Google Play internal data)
Unique payer days (Source: Google Play internal data)
Monthly ARPPU for users to spend on only one day (Source: Google Play internal data)

Optimizing secondary metrics

Secondary metrics for top-performing games by revenue, January through June 2018 (Source: Google Play internal data)
Daily average revenue per paying user vs. average transaction value (Source: Google Play internal data)
Daily average revenue per paying user vs. transactions per buyer (Source: Google Play internal data)

Closing thoughts

What do you think?

Google Play Apps & Games

Tips, trends, and industry thoughts for app and game developers building businesses on Google Play.

Adam Carpenter

Written by

Google Play Apps & Games

Tips, trends, and industry thoughts for app and game developers building businesses on Google Play.