Hi Creators,
Today we’re excited to roll out more granular breakdowns and filters into how your players spend in your experience and across Roblox. In Creator Hub analytics we’re adding three new dimensions: Active payer status, When user first played, and Platform spender status.
Why do these insights matter?
By using these segments, you can answer critical questions like:
- “Why is my DAU declining? Is it a weakness in acquiring new players … or in retaining & reactivating existing players?”
- “Are my long-term players spending more than new players?”
- “Are Active Spenders spending enough time in the experience to qualify for Creator Rewards?"
- "How does my retention look for ‘Active Spenders’ versus players who have never spent USD on the platform?”
- “Which acquisition sources are bringing in ‘High’ Robux payers?”
- “How are different payer segments responding to my new releases, content and events?”
This can help you decide on what segment of your users to prioritize, and updates you might make to your experience.
For example, you might find a ‘sweet spot’ where players who continue to play your experience for more than two months spend more. You might create a season pass system with frequent, tiered rewards tied to progressively challenging missions so more users pass that two month mark.
New insights in experience analytics
-
Active payer status: The amount each user has spent in the experience in the last 30 days, broken down by Top 15%, Intermediate 35%, Casual 50%, Lapsed and Never. These are defined as:
- Top 15%: 85th–100th percentile.
- Intermediate 35%: 50th–84th percentile.
- Casual 50%: 0–49th percentile.
- Lapsed: Past spenders who have not spent in the last 30 days, but have spent previously.
- Never: Users who have never spent in your experience.
-
When user first played: This dimension is based on the time since the user first entered your experience, broken down as:
- Never Played
- 0 to 30 Days
- 31 to 90 Days
- 91 to 180 Days
- 181 to 365 Days
- 365+ Days
-
Platform spender status: This dimension is based on if your users have spent real-world currency anywhere on Roblox in the last 60 days. This is broken down by Active Spender and Other.
- Active Spender: Any user who has made Qualifying Purchases totaling at least $9.99 USD anywhere on Roblox within the past 60 days.
- Other: All other users.
Where are these new dimensions available?
These dimensions will be available to break down and filter data in your experience analytics on:
- Retention
- Engagement
- Acquisition - Overall
- Demographics
- Monetization - Overview
Note: Not all three dimensions are available on every page above; there may be instances where one page has one or two of the dimensions but not the second or third.
Check out the updated Analytics Dashboard documentation for more details on how to filter and breakdown these new dimensions
How can I use these new dimensions?
Click here learn more
Active payer status
- Monitor revenue contribution across segments: In Monetization > Overview, break the Revenue Chart down by active payer status to understand which segments contribute the most revenue.
- On average, the Top 15% of an experience’s active payers account for ~50% of revenue.
- If the Top 15% is below half of total revenue, this may indicate an opportunity to retain or monetize your Top 15% better. Or if it’s above, optimizing for your Intermediate 35% and Casual 50% payers.
- Review Average Revenue Per Paying User (ARPPU), retention, and playtime: Other important charts to break down by active payers are Payer Conversion, Average Revenue Per Paying User (ARPPU), playtime (in Engagement), and the various charts in Retention.
- Is your ARPPU staying steady or improving over time? Do players keep coming back, and playing for a significant amount of time?
- If not, you may want to review the depth of your game; consider increasing the incentives for a top payer to continue to play and spend in your game.
- You might consider adding a season pass system, introducing new rewards, or running events.
When user first played
- New experiences - Drive acquisition and retention: If you’ve just launched, you should focus on acquiring new users (who first played 0-30 days ago), and making sure they keep playing (retention).
- Focus on increasing awareness of your game through Homepage recommendations, your connections, Communities, Ads, etc.
- Once users try your game, incentivize them to keep coming back with daily rewards or other similar mechanics.
- Existing experiences - Grow Daily Active Users (DAU): Growing your DAU will depend more and more on how well your experience engages and reactivates existing players (who first played >30 days ago).
- To check DAU cohort health, navigate to the Engagement page, select Breakdown by When user first played to learn when players typically stop playing and where you should focus.
- You can expect the recent players (0-30 days segment) to plateau over time and account for only a minority of your DAU, while you build on each successive older cohort.
- E.g. If your 0-30 days segment is flat but 181-365 days is declining, something is happening once players hit the 6+ month mark - are there enough reasons to keep playing? eg. Fresh content, events, feature/gameplay updates.
- What the ‘Never Played’ cohort means: There may be instances where users have spent on your experience but haven’t yet played; they may have bought a pass but have pressed play.
Platform spender status
- Maximize bonuses through Active Spender lifecycle analysis: Daily Engagement Rewards are a component of Creator Rewards that pay you a bonus for every day an Active Spender plays in your game. While the Monetization > Creator Rewards page helps you track and benchmark your bonus earnings, reviewing the lifecycle of Active Spenders can help identify specific growth opportunities.
- Analyze Acquisition and Sourcing: To understand how you attract these high-value users, go to the Acquisition > Overview page and select Filter by: Active Spender (under Platform spender status) – this can give you a sense of what channels you should focus on to get more potential spenders in your game.
- Check average playtime: An Active spender must spend at least 10 minutes in your game each day for you to earn the Daily Engagement reward. An average which is close to 10 minutes or below means many Active spenders visiting your game will not meet this requirement, and you will not earn the bonus - in that case, think of how you can make your game more engaging and fun to play for more than 10 minutes?
- Note that Active Spenders in these charts are higher than Rewarded Active Spenders reported in Monetization > Creator Rewards, as additional criteria (such as 10+ minutes of daily playtime) are applied to eligibility.
What’s next for Segmentation & Personalization?
We’ll keep expanding the analytics available on Creator Hub, giving you even more tools and granularity to understand how your experience is performing! By mid-year, we’d like to introduce:
- More segment dimensions, e.g. player engagement level (how much do they play in your experience every week?), activation status (are they new, active, lapsed, reactivated?), etc.
- Personalizing your players’ experience by using segments as conditions for Configs, or targeting for In-Experience Experiments, or enabling you to query a player’s segment in Luau (via an Engine API call)
By the end of year, creating your own custom segments, e.g. setting your own percentile thresholds, and/or basing them on Economy, Funnel or Custom Events specific to your experience, such as “users who have reached level 55 and defeated the Chromatic Dragon” or “users with ELO rating under 1,000“ etc.
We hope these new insights are helpful as you continue to evolve and optimize your experience. Let us know what you think, and what else we should add to analytics below!
