Version: 2021.3
언어: 한국어
Unity 애널리틱스 및 PIPL
Unity 클라우드 빌드

애널리틱스 지표, 세그먼트, 용어

여기에서는 Unity 애널리틱스 시스템과 문서에서 사용되는 지표와 용어를 설명합니다.


Unity 애널리틱스 시스템은 다음 지표를 수집하거나 계산하여 애널리틱스 대시보드 개요와 데이터 탐색기 페이지에 표시합니다.

액티브 플레이어 지표:

(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.
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.
(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.

세션 지표:

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.

리텐션 지표

Unity 애널리틱스는 N일 리텐션(N-Day Retention)이라는 방법을 사용하여 리텐션율을 계산합니다. 수학적으로, N일 리텐션 값은 첫 세션 후 정확히 N일 이후에 플레이하는 사용자 수를 정확히 N일 전의 신규 사용자 수로 나눠서 계산합니다.

Unity 애널리틱스에서 측정하는 기본 유지 지표는 다음과 같습니다.

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.

과금 지표:

(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.
(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.

광고 지표:

(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.
(estimated Cost Per Mille)
The estimated revenue for 1000 ad impressions for your app. See What is ECPM.

애즈에 대한 자세한 내용은 Unity 애즈 기술 자료를 참조하십시오.


세그먼트는 플레이어층을 국가, 플랫폼, 경험 수준, 지출 패턴 등과 같은 주요 구분 요소로 나눈 부분 집합입니다. 세그먼트는 Data Explorer, Funnel Analyzer, Remote Settings 기능과 함께 사용됩니다.

애널리틱스 서비스는 여러 표준 세그먼트를 제공하고 자체 세그먼트를 만들 수 있는 기능을 지원합니다. 애널리틱스 대시보드 세그먼트 빌더 페이지에서 표준 세그먼트를 정의하는 규칙을 확인하고 자체 커스텀 세그먼트를 만들 수 있습니다.

라이프사이클 세그먼트:

라이프사이클 세그먼트는 플레이어가 게임을 처음 플레이한 후에 경과한 일수를 기준으로 플레이어를 분류합니다. 서비스에서 정의하는 라이프사이클 그룹은 다음과 같습니다.

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

참고: 라이프사이클 세그먼트에는 게임을 플레이하기 시작한 후 90일이 경과하지 않은 플레이어만 포함됩니다. 다시 말해 31일+ 세그먼트에는 처음 플레이한 후 30일이 지났지만 90일이 경과하지 않은 플레이어가 포함됩니다.

지리 세그먼트:

지리 세그먼트는 플레이어를 국가별로 분류합니다. 플레이어의 지리적 위치는 IP 분석 같은 기법을 사용하여 확인됩니다. 스탠다드 지리 세그먼트에는 다음 국가가 포함됩니다.

South Korea
United Kingdom
United States
Rest of World

기타 지역(Rest of World) 세그먼트에는 개별적으로 나열되지 않은 국가의 모든 플레이어가 포함됩니다. 원하는 세그먼트를 직접 정의하여 다른 개별 국가별로 플레이어를 분류할 수 있습니다. 하지만 해당 플레이어는 기타 지역 스탠다드 세그먼트에도 포함됩니다.

과금 세그먼트:

과금 세그먼트는 플레이어가 게임에서 인앱 구매에 지출하는 금액을 기준으로 플레이어를 분류합니다.

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(고래), Dolphins(돌고래), Minnows(송사리)는 일반적인 F2P 게임의 과금 “생태계”에서 소수의 사용자가 그 수에 비례하지 않게 큰 영향을 미친다는 관찰 결과에 근거하여 애널리틱스에서 많이 사용하는 비유입니다.

플랫폼 세그먼트

플랫폼 세그먼트는 게임을 플레이할 때 사용되는 플랫폼에 따라 플레이어를 분류합니다. 애널리틱스 시스템에는 다음 두 가지 스탠다드 플랫폼 세그먼트가 있습니다.

  • Android 사용자

  • iOS 사용자

커스텀 세그먼트

커스텀 세그먼트를 생성하여 스탠다드 세그먼트를 통해 제공되는 것보다 더 세분화된 세그먼트 분류를 얻을 수 있고, 여러 다른 세그먼트 범주의 규칙을 합친 세그먼트를 생성할 수도 있습니다

스탠다드 세그먼트와 달리, 플레이어가 한번 커스텀 세그먼트에 포함되면 해당 세그먼트에서 제외되지 않습니다.

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.

새 세그먼트는 새 데이터에만 적용됩니다. 기존 데이터는 새 세그먼트 분류 규칙을 사용하여 다시 처리되지 않습니다.

원하는 세그먼트를 직접 정의하는 방법에 대한 자세한 내용은 세그먼트 빌더를 참조하십시오.


Unity 애널리틱스 서비스에서 사용되는 용어는 다음과 같습니다.

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.

다음과 같은 일반적인 용어를 이해하고 있으면 많은 도움이 됩니다.

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%).
(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.
(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.
(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.
(General Data Protection Regulation)
A European Union law regulating data privacy. See Unity Analytics and the EU General Data Protection Regulation for more information.
(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.
(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 페이지 게시됨

  • 2018–06–04 - 인구통계 세그먼트는 제거되어 더 이상 이용할 수 없음

  • Unity 2017.1의 새로운 기능

Unity 애널리틱스 및 PIPL
Unity 클라우드 빌드