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If you’ve built games for a while, skip this. If you’re new to F2P metrics, read on — these four terms come up in every Qyren dashboard and invoice.

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DAU — Daily Active Users

The count of unique players who opened your game at least once in a given day. “Unique” matters: a player who opens the game 10 times still counts as 1 DAU. Qyren computes DAU from session_start events. If you don’t send session_start, we’ll infer it from any event — but the number will be slightly less accurate.

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MAU — Monthly Active Users

Same as DAU but over a 30-day rolling window. This is the number we bill on (see Plans). MAU is usually 5–10x DAU for healthy games.

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ARPU — Average Revenue Per User

Total revenue divided by player count, over a window. If 1,000 players played yesterday and generated $200 in purchases, ARPU for that day is $0.20. Also called ARPDAU when it’s specifically per-DAU. ARPU is a blended number — most of it comes from a small share of players (whales and dolphins). Look at ARPU by segment for a truer picture:
  • Whale ARPU: often $2–$10/day.
  • Dolphin ARPU: often $0.20–$1/day.
  • Minnow ARPU: often under $0.05/day.
  • Non-payer ARPU: $0.

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Conversion rate

Of the players who saw an offer, the percentage who bought it. If 1,000 players saw your $4.99 starter bundle and 42 bought it, conversion is 4.2%. Qyren needs both sides of this to work:
  • offer_impression every time an offer is shown.
  • purchase when it sells.
Skipping impressions is the #1 integration mistake. Without impressions, we can’t tell whether a low-selling offer is bad or just rarely shown — and our recommendations get worse.

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Holdout

A small random slice of your players (default 10%) that deliberately does not get Qyren’s personalized offers. They see whatever default logic you had before Qyren. Why? So we can prove we’re making you money. If Qyren-group ARPU is $0.40 and holdout ARPU is $0.32, we lifted ARPU by $0.08 — that’s 25% lift, measured honestly against your own status quo. You can see this split on the dashboard at any time. You are only billed a percentage of the incremental revenue (the lift), never the baseline. Details in Lift Calculation.