eCPA
Effective cost per acquisition — total spend divided by acquisitions, whatever the pricing model claimed it would be.
Blog
Glossary Category: Data & Analytics
LTV, cohorts, retention and the measurement discipline behind program decisions.
LTV (Lifetime Value)
The total net revenue a player generates over their entire relationship — the number all acquisition pricing ultimately answers to.
Player Value Score
A composite early-signal score predicting a player's worth — the engine inside quality-based pricing and fraud triage.
Retention Rate
The share of players still active N days after acquisition — the curve whose area is, roughly, the business.
ROI / ROAS
Return on investment / on ad spend — profit-truth metrics whose honesty depends entirely on cost completeness and time horizon.