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Game Analytics: The Events Every Mobile Game Should Track
The short answer Track a small, planned set of events in six groups: sessions, the first-launch funnel, progression, economy, monetization and technical health. Write them in a tracking plan before coding, name them consistently and attach parameters. With about twenty well-chosen events you can calculate retention, find where players quit, balance the economy and see why revenue rises or falls. Start from questions Events exist to answer questions. Write the questions first. Where do new players drop out in the first ten minutes? Which level is too hard? Are players running out of currency or sitting on piles of it? Which ad placement is used most? Do players who use a feature stay longer? Is the game stable on low-end phones? If an event answers none of your questions, do not add it. The core event list Group Event Key parameters Session session_start, session_end Session number, duration Onboarding tutorial_step Step name or number, time since install Onboarding first_level_complete Time since install Progression level_start Level, attempt number, character or loadout Progression level_complete Level, duration, score, stars, boosters used Progression level_fail Level, reason, progress percentage, attempt number Economy currency_earned Currency, amount, source Economy currency_spent Currency, amount, item, sink Monetization shop_opened Entry point Monetization purchase_started, purchase_completed, purchase_failed Product, price, currency, failure reason Ads ad_opportunity, ad_shown, ad_completed, ad_reward_granted Placement, type, network Engagement feature_used Feature name Engagement daily_reward_claimed Day in streak Engagement notification_opened Notification type Technical loading_time Scene, seconds Technical error Type, context Most analytics tools record installs, device model, country and app version automatically. The first-launch funnel The steepest loss of players happens in the first session, so instrument it most carefully. Fire an event at each step: app opened, loading finished, each tutorial step, first action, first win, return to menu, second level started. View these as a funnel. A large drop between two steps points to a specific problem: a long load, a confusing instruction, a forced sign-up. Fixing the worst step is often the cheapest retention gain available. See mobile game KPIs for what good retention looks like. Progression events Level start, complete and fail are the backbone for any level-based game. Completion rate per level shows difficulty spikes. Attempts per level shows frustration. Fail reason and progress show whether players lose at the start or one move from the end, which call for different fixes. Time per level helps content planning. Games without levels use equivalents: match start and end, quest accepted and completed, zone entered. See level design principles. Economy events Record every time a currency enters or leaves a player's balance, with the source or sink. This reveals: Inflation, when players earn far more than they spend. Starvation, when progress stalls for lack of currency. Which sinks players value. The effect of a balance change, by comparing before and after. This is essential for free-to-play games. See game economy design. Monetization events For purchases, track the whole path from shop opened to purchase completed, including failures with reasons. For ads, track the opportunity, the impression and the completed reward by placement. That tells you which placements players choose and where fill is poor. Background is in in-app purchase implementation, rewarded ads design and ad mediation. Naming rules One style everywhere. Lowercase with underscores is the common convention. Object then action. level_start, level_complete, purchase_completed. Parameters, not names. One level_complete event with a level parameter, not level_1_complete, level_2_complete. Stable names. Renaming an event breaks historical comparisons. Consistent units. Seconds, not a mix of second...
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