Version: 2018.4
Unity Analytics DataPrivacy API
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Analytics 指标、细分段和术语

本术语表定义了 Unity Analytics 系统和文档所用的指标和术语。

指标

Unity Analytics 系统会收集或计算以下指标并将其显示在 Analytics Dashboard Overview 和 Data Explorer 页面上的报告中:

活跃玩家指标:

DAU
(Daily Active Users)
The number of different players who started a session on a given day. The Unity Analytics system anchors its days on Coordinated Universal Time (UTC), so the DAU figure counts players between 0:00 UTC and 24:00 UTC, no matter which timezone they are located in. A new session is counted when a player launches your game or brings a suspended game to the foreground after 30 minutes of inactivity.

DAU includes both new and returning players.
DAU per MAU
(DAU/MAU)
The percentage of monthly active users who play on a given day. Also known as Sticky Factor in the analytics and game industries, this metric is often used as one estimate of player engagement.

Note that the metric includes both returning and new players. An influx of new players could mask the exit (churn) of existing players. In other words, a steady DAU per MAU metric doesn’t mean high player engagement if players are leaving your game just as fast as they join. Always examine retention metrics as well.
MAU
(Monthly Active Users)
The number of players who started a session within the last 30 days.
New Users Users who played your game for the first time.

Unity records a persistent, randomized ID value to the PlayerPrefs and uses the id to identify returning players. Note that if the PlayerPrefs file is cleared or deleted, then the player is counted as a new user the next time they launch the game. The PlayerPrefs file is deleted when a player uninstalls and then reinstalls your game (but not when updating).
Number of Users The cumulative number of unique players over the last 90 days. Users who have not played in more than 90 days are removed from the count.
Percentage of Population Your player population as a percentage. Typically only useful when combined with a segment. Calculated as the percentage of the Number of Users metric who are members of a specified segment.

会话指标:

Sessions per User The average number of sessions per person playing on a given day.
Also known as Average Number of Sessions per DAU.
Total Daily Playing Time The cumulative playing time of all people playing on a given day.
Total Daily Playing Time per Active User The average playing time of people playing on a given day.
Total Sessions Today The total number of sessions by all people playing on a given day. Also known as Total Sessions.

留存指标:

Unity Analytics 使用称为 N 天留存 (N-Day Retention) 的方法来计算留存度。在数学上,“N 天留存”的算法是第一次启动会话后正好玩 N 天的玩家数除以 N 天前的新用户数。

Unity Analytics 计算的标准留存指标包括:

Day 1 Retention The percentage of players who returned to your game one day after playing the first time.
Day 7 Retention The percentage of players who returned to your game seven days after playing the first time.
Day 30 Retention The percentage of players who returned to your game thirty days after playing the first time.

变现指标:

ARPDAU
(Average Revenue Per Daily Active User)
The average revenue per user who played on a given day.

Revenue includes money earned from Unity Ads, verified Unity IAP transactions, and verified IAP transactions reported using the Analytics.Transaction() function.
ARPPU
(Average revenue Per Paying User)
Average verified IAP revenue per user who completed a verified IAP transaction.
Number of Unverified Transactions The total number of IAP transactions, whether or not they have been verified.

IAP transactions include Unity IAP purchases and purchases reported using the Analytics.Transaction() function.
Number of Verified Transactions IAP transactions that have been verified through the appropriate app store. IAP verification is currently supported by the Apple App Store and the Google Play Store.
Total IAP Revenue The total IAP revenue, including revenue from both verified and unverified transactions.

IAP transactions include Unity IAP purchases and purchases reported using the Analytics.Transaction() function.
Total Verified Revenue Revenue from Unity Ads and verified IAP transactions. IAP verification is currently supported by the Apple App Store and the Google Play Store.
Unverified IAP Revenue IAP revenue from sources that do not support verification and from transactions that failed verification. Transactions can fail verification because they are fraudulent or because of missing or malformed information. For example, if you haven’t configured your Google API key on the Analytics Dashboard, attempts to verify Google Play Store transactions will fail. See Receipt Verification.
Verified IAP Revenue Revenue from verified IAP transactions. IAP verification is currently supported by the Apple App Store and the Google Play Store.
Verified Paying Users Players who made verified IAP purchases. IAP verification is currently supported by the Apple App Store and the Google Play Store.

广告指标:

Ad ARPU
(Average Revenue Per User)
Average Unity Ads revenue per player.
Ad Revenue Total Unity Ads revenue.
Ad Starts The number of video ads that started playing.
Ads per DAU The number of ads started per active player on a given day.
eCPM
(estimated Cost Per Mille)
The estimated revenue for 1000 ad impressions for your app. See What is ECPM.

有关 Ads 的更多信息,请参阅 Unity Ads Knowledge Base

细分段

细分段是指玩家群体的子集,按照主要差异因素(如国家/地区、平台、经验级别或消费模式)进行划分。细分段可与 Data ExplorerFunnel AnalyzerRemote Settings 功能结合使用。

Analytics 服务提供一组标准细分段,并提供创建自定义细分段的功能。您可以在 Analytics Dashboard Segment Builder 页面上查看定义标准细分段的规则并创建自定义细分段。

生命周期 (Life Cycle) 细分段:

生命周期细分段按照玩家首次玩游戏以来的天数将玩家分组。该服务定义了以下生命周期组:

1–3 Days
4–7 Days
8–14 Days
15–30 days
31+ Days

注意:生命周期细分段仅包含前 90 天玩游戏的玩家。换言之,__31+ Days__ 细分段包括首次玩游戏超过 30 天而不超过 90 天的玩家。

地理区域细分段:

地理区域细分段按国家/地区将玩家分组。使用 IP 分析等技术对玩家进行地理定位。标准地理区域细分段包括以下国家/地区:

Australia
Canada
China
France
Germany
Japan
Russia
South Korea
Taiwan
United Kingdom
United States
Rest of World

Rest of World 细分段包括未单独列出的国家/地区的所有玩家。请注意,可定义自定义细分段以便按其他的单个国家/地区将玩家分组。(但是,这些玩家仍会包括在 Rest of World 标准细分段中。)

变现细分段:

变现细分段按照玩家在游戏中通过应用内购 (IAP) 花费的金额将玩家分组:

Whales Players who have spent at least $20 in their lifetime.
Dolphins Players who have spent between $5 and $19.99.
Minnows Players who have spent less than $5 in their lifetime.
Never Monetized Players who have never spent real currency.
All Spenders Players who had made any verified or unverified in-app purchases in their lifetime.

Whales、Dolphins、Minnows 的比喻是一种基于以下观察结果的常见分析类比:少数用户对典型免费 (F2P) 游戏的货币“生态系统”具有不成比例的巨大影响。

平台细分段

平台细分段按照玩家玩游戏的平台分组。Analytics 系统提供两个标准平台细分段:

  • Android Users

  • iOS Users

自定义细分段

通过创建自定义细分段可以获得比标准细分段更精细的细分,还可以创建细分段来合并不同细分类别的规则。

与标准细分段不同,一旦玩家成为自定义细分段的成员,该玩家就始终是该细分段的成员。

Standard and Custom Events Segment by whether a specific custom event has been dispatched while a user is playing. You can also specify restrictions on parameter values.
Sessions Segment by when and how long a user played.
IAP revenue Segment by IAP activity.
Demographics Segment by reported demographics.
Geography Segment by country.
Application version Segment by application version or bundleid.

新细分段只适用于新数据。不会使用新细分规则来重新处理现有数据。

请参阅 Segment Builder 以了解有关自行定义细分段的更多信息。

术语

Unity Analytics 服务使用以下术语:

Analytics Events Events dispatched to the Analytics Service by instances of your applications. Analytics events contain the data that is processed and aggregated to provide insights into player behavior.
Cohort A group of players with at least one similar characteristic. You can define and analyze different cohorts of your userbase with segments.
Core Events Core events are the basic events dispatched by the Unity Analytics code in your game. These events, and the analytics based on them, become available simply by turning on Unity Analytics for a project. Core events include: app running, app start, and device info.
Standard Events Standard events are application-specific events that you dispatch in response to important player actions or milestones. Standard events have standardized names and defined parameter lists.
Custom Events Custom events are freeform events that you can dispatch when an appropriate standard event is not available. Custom events can have any name and up to ten parameters. Use standard events in preference to custom events where possible.
Funnel A funnel is a linear sequence of standard or custom events that you expect a player to complete in order. Analysis of funnels can reveal those steps in the sequence where players encounter friction or problems. For example, a funnel based on level completion events would reveal whether larger than expected numbers of players stopped playing at specific levels. See Funnels.
Heatmaps Heatmaps are a spatial visualization of analytics data. The heatmap visualization displays markers for special analytics events overlaid on your scene in the Unity Editor.Heatmaps requires access to Raw Data Export, a pro-subscription feature. See Heatmaps.
Remote Settings Remote settings are game variables that you can set remotely on your Analytics Dashboard. See Remote Settings.
Aggregated Data As events are received by the Analytics Service, the data is processed and aggregated. The aggregated data is the basis of most of the Dashboard reports and visualizations.
Raw Data The individual Analytics events sent by your application. Developers with Unity Pro subscriptions can download this data using Raw Data Export for analysis in external tools or other purposes.
Segment Segments are subsets of your player base, split apart by key differentiators. Viewing metrics and events by segment can reveal differences in-game behavior between different groups.
Session A single play or usage period. A new session is counted when a player launches your game or brings a suspended game to the foreground after 30 minutes of inactivity.

以下一般术语有助于理解:

Active Users Players who recently played your game. Unity Analytics defines an active player as someone who has played within the last 90 calendar days.
Churn The rate at which users are leaving your game during a specified period. Your user churn is important in estimating the lifetime value of your users. Mathematically, churn is the complement of retention (in other words: Churn + Retention = 100%).
COPPA
(Children’s Online Privacy Protection Act)
COPPA is a US law that applies to apps that collect personal information and are targeted to children under the age of 14.

See COPPA FAQ and COPPA Compliance
Conversion Rate The percentage of users who complete an action or sequence of actions. For example, the conversion rate from one step of a funnel to the next is the percentage of players who make it through both steps, while the conversion rate of the funnel as a whole is the percentage of players starting the funnel who complete the entire sequence. The term conversion is also used in other contexts, such as starting and then completing a purchase, or watching an ad and then clicking on a link in the ad.
CTR
(Click Through Rate)
The percentage of players who click a link in an ad displayed in your game.
Engagement Engagement is a broad measure of how players enjoy, or are otherwise invested, in your game. Impossible to measure directly, the following metrics are frequently used to estimate engagement: Retention, DAU, MAU, DAU/MAU, number of sessions, and session length.
F2P
(Free to Play)
A business model that offers users free access to a fully functional game and a significant portion of app content. Monetization strategies for these titles generally include microtransactions that allow users to access premium features and virtual goods.
Fill Rate The rate at which ads are available when you request one.
GDPR
(General Data Protection Regulation)
A European Union law regulating data privacy. See Unity Analytics and the EU General Data Protection Regulation for more information.
IAP
(In-app Purchase)
Revenue from “micro-transactions” within a game.
Impressions The number of times ads are seen in your game. An impression is counted even if the ad is not completed.
LTV
(Lifetime Value)
The estimated value of an average player over their lifetime with your application or game.
Sticky Factor An estimate of how compelling a game is to its players. A high “sticky factor” means that players stick with an app over time. Unity Analytics calculates Sticky Factor as the percentage of monthly active users who played on a particular day (DAU/MAU), which is a commonly used definition. Note that this definition can hide the exit of existing users with an influx of new users, so it should not be relied on as an indicator of the “health” of your game in isolation from your retention metrics.

  • 2017–08–29 页面已发布并进行了编辑审查

  • 2018–06–04 - 删除 Demographics 细分段(不再支持此类细分段)。

  • Unity 2017.1 中的新功能

Unity Analytics DataPrivacy API
Unity Cloud Build