Beyond downloads: Why engagement metrics are the true north for publishers

• Install spikes and cost per install no longer reflect true game health in today’s mature mobile market.
• High engagement allows publishers to support higher UA costs while maintaining economics.

Guy Yogev is a product designer, Supersonic at Unity.

For years, mobile game publishers measured success in terms of installs and CPI (cost per install). A spike in downloads was the ultimate trophy, and CPI dictated whether a UA (user acquisition) campaign was worth scaling. But in today’s mature mobile gaming market, these metrics are increasingly misleading.

High installs don’t guarantee a healthy game business. CPI is useful for gauging marketability, but it says little about whether those players will stick around, spend, or spread the game to friends. In a world where UA costs are rising and competition is fierce, the real health of a game is reflected in how people interact with it over time.

That’s why the industry is shifting to engagement-based metrics - retention, session length, lifetime value (LTV), and virality - as the true north for publishers seeking sustainable success.

Engagement metrics that matter

• DAU/WAU/MAU: Active users tell the story of whether players are coming back day after day and week after week.

• Retention rates (D1/D7/D30): Key predictors of churn and the slope of a game’s long-term audience curve.

• Session length: Longer, more frequent play sessions signal deep engagement and give more opportunities for monetisation.

• LTV (lifetime value): The cumulative revenue generated per player over their entire lifespan in the game.

• Virality/K-factor: The ability of your game to organically attract new players through referrals, social sharing, or multiplayer interactions.

These metrics link directly to profitability and brand longevity. A game with high retention and LTV can justify higher UA costs and still remain profitable. Viral growth further lowers acquisition spend, while consistent engagement solidifies brand equity, making follow-up titles more desirable to players.

In short, installs can be bought, but sustained engagement must be earned through gameplay quality, smart live ops, and a content pipeline that keeps player interest alive.

From vanity to value metrics

For publishers, the real work begins after a game proves marketable. CPI and install spikes can open the door, but retention data, LTV projections, and player behaviour analytics decide whether that door leads to long-term returns or a short-lived hit.

The most effective publishers take a data-led approach post-launch:

• Track early retention as a health check. D1, D3, and D7 retention rates reveal how quickly players are dropping off and serve as strong predictors for LTV. This allows UA spend to be geared toward players more likely to stick around.

• Refine in-game progression and economies. Small adjustments to difficulty curves, reward pacing, and monetisation hooks can significantly improve playtime and revenue performance without alienating players.

• Use live ops to extend the lifecycle. Seasonal events, weekend challenges, and limited-time bonuses can lift daily active users and keep session lengths healthy.

• Iterate gameplay based on observed friction points. Level completion data, session drop-off analytics, and ad engagement rates help pinpoint what’s pulling players out of the experience and guide focused updates.

Whether in hyper-casual, hybrid-casual, or more complex casual genres, publishers that look beyond the “big launch number” and keep optimising toward engaged, high-LTV users tend to build a more resilient portfolio.

Aligning on what lasts

Focusing only on installs incentivises short-term gains - and can lead to mismatched expectations between studio and publisher. By aligning around deeper engagement metrics:

• Shared goals: Both sides prioritise player connection, not just player acquisition.

• Actionable feedback: Publishers can provide meaningful suggestions grounded in retention and monetisation data.

• Sustainable success: Engagement-driven games are less vulnerable to UA price spikes and fickle chart trends.

Supersonic from Unity’s transparent, “white box” approach gives partner studios full visibility on retention and LTV data, reinforcing trust and enabling collaborative problem-solving. This joint focus accelerates iteration cycles, helping developers adapt faster to player behaviours.

Conclusion: Engagement as the industry’s north star

In today’s mobile games market, high download numbers and low CPI remain important indicators of marketability - and publishers should continue tracking them closely. But, as with much of the hybrid casual publishing industry, the focus has evolved toward a more enduring approach that doesn’t rely solely on launch‑day numbers.

Metrics that capture player behaviour over the full lifecycle offer a clearer picture of game health. They help developers and publishers alike understand whether a title is building a loyal audience, sustaining monetisation, and justifying ongoing investment.

As acquisition costs rise and player expectations evolve, the shift from vanity metrics to engagement metrics isn’t just a trend, it’s an operational necessity. Teams that embed these measures into their development and publishing decisions will be better positioned to adapt, extend game lifecycles, and create experiences that stand out in a crowded market.