Analytics Glossary
Numbers, in plain words.
A planner's glossary of the metrics Roblox teams check every week.
01
DAU / MAU
Daily / Monthly Active Users
DAU and MAU show up in every Roblox report. Mallow and Marsh walk through the basics of active-user metrics for beginners.
02
Day 1 Retention
D1 Retention
The share of players who return the day after their first visit. Roblox median sits near 35%, the top 5% exceed 60%.
03
Day 7 / Day 30 Retention
D7 / D30 Retention
Retention at one week and one month. D7 is a major top-chart signal, D30 is the basis for LTV calculations.
04
ARPDAU
Average Revenue Per Daily Active User
Daily revenue divided by DAU. The basic measure of monetization density. Roblox average ranges $0.05–$0.15.
05
ARPU
Average Revenue Per User
Total revenue divided by unique users in a period. Meaning shifts heavily with the chosen window — context matters.
06
K-factor
Viral Coefficient
How many new players one existing player brings in via invites or social sharing. Self-sustaining growth above 1.0.
07
LTV
Lifetime Value
Estimated lifetime revenue from a single player. The reference for setting acquisition spend ceilings.
08
Session Length
Time per session
Median (and mean) time spent in one play session. Roblox median sits between 12 and 18 minutes.
09
Stickiness
DAU/MAU ratio
Share of monthly actives who play every day. 0.2 = once every 5 days, 0.5 = every other day.
10
Conversion Rate
Paying conversion
Share of actives who actually paid. Roblox average 1–3%, top titles around 8%.
11
Churn Rate
Drop-off rate
Share of users who did not return in a period. The mirror image of retention.
12
Cohort Analysis
Cohort tracking
Tracking users grouped by signup week/month over time. Foundational technique for isolating the effect of any change.