Name	Definition
Unique Players	The number of unique players.
Stickiness	The percentage of users, returning and new, who returned to a game in a given time period.
Visits	The number of times players entered a game.
Average Session Length	The average duration of time (in seconds) between a player joining a game and leaving the game.
Total Play Time	The total duration of time (in seconds) players were in a game.
Average Play Time	The average duration of time (in seconds) players were in a game.

Sales Revenue Metrics

Name	Definition
Revenue	Total spent (Robux or USD) by players. USD is calculated from Robux using the DevEx conversion rate.
Estimated Net Revenue	Revenue calculated by estimating Roblox’s and asset creators’ cut using this formula: `Dev Product Revenue * 70% + Game Passes Revenue * 70% + Assets Revenue * 40%.`
Avg Revenue per Paying Player	Revenue divided by Paying Players.
Avg Revenue per Player	Revenue divided by Unique Players.
Revenue per Visit (RPV)	Revenue divided by Visits.
Paying Players	Unique Players who have made a purchase.
Paying Player Percentage	Paying Players divided by the number of Unique Players.
Total Purchases	Total number of completed purchases.
Avg Revenue per Purchase	Revenue divided by Total Purchases.
Avg Purchases per Paying Player	Purchases divided by Paying Players.
Avg Purchases per 1,000 Player	Purchases divided by players multiplied by 1,000.
Total Prompts	Total number of purchase prompts. Excludes prompt where a purchase is not possible (ie. the product is not available for purchase).
Avg Prompts per Player	Total Prompts divided by Unique Players.
Prompt to Purchase Conversion Rate	Total Purchases divided by Total Prompts.

Custom Event Metrics

Learn more about custom metrics here.

Name	Definition
Events	The number of times the event was registered.
Unique Events	The number of unique users who registered the event.
Sum	The total sum of the attached value to events registered.
Average	The average of the attached value to events registered.

Ad Revenue Metrics

Name	Definition
Impressions	The total number of times paid ads were seen by players. Learn more about valid impressions here.
Reach	The number of unique players who recorded at least one impression on a paid ad.
Frequency	The average number of impressions recorded per player.
Total Exposure Time	The total valid exposure time (seconds) recorded by players. Learn more about valid exposure time here.
Exposure Reach	The number of unique players who recorded at least one valid exposure.
Average Exposure Length	The average time (seconds) of all valid exposures. Learn more about valid exposures here.
Fill Rate	The rate (percentage) of when a paid ad is shown.
Amount Earned	The total earnings (USD) in a time period.
Average CPM	The average CPM (USD) in a time period.

Creation Reports

These reports are available for added creations (historical data prior to adding a creation may not be available).

Experiences Metrics

Name	Definition
Visits
Avg Active Players
Max Active Players
Min Active Players
Avg Session Length
Favorites
Rating
Up Votes
Down Votes

Avatar Items Metrics

Name	Definition
Sales
Total Revenue
Creator Revenue
Reseller Revenue
Favorites
Total Quantity
Avg Price
Highest Price
Lowest Price
Lowest Reseller Price

Groups Metrics

Name	Definition
Members

Campaign Reports

These reports are only available for specific campaigns. Learn more here.

Campaign Overview Metrics

Name	Definition
Impressions	The total number of times paid ads were seen by players. Learn more about valid impressions here.
Impressions (3s)	The total number of times paid ads were seen by players with 3-seconds of exposure time. Learn more about valid impressions here.
Impressions (2s)	The total number of times paid ads were seen by players with 2-seconds of exposure time. Learn more about valid impressions here.
Reach	The number of unique players who recorded at least one impression. Learn more about valid impressions here.
Reach (3s)	The number of unique players who recorded at least one 3-second impression on a paid ad.
Reach (2s)	The number of unique players who recorded at least one 2-second impression on a paid ad.
Frequency	The average number of impressions recorded per player.
Total Exposure Time	The total valid exposure time (seconds) recorded by players. Learn more about valid exposure time here.
Exposure Reach	The number of unique players who recorded at least one valid exposure. Learn more about valid exposure time here.

Advanced NPC Metrics

Name	Definition
Chats	The total number of times players started a chat.
Unique Chats	The number of unique players who started a chat at least once.
Frequency (Chats)	The average number of chats recorded per player.
Starts	The total number of times players reached that branch in a chat.
Unique Starts	The total number of unique players who reached that branch in a chat.
Frequency (Starts)	The average number of starts recorded per player.
Chatting Time	The total amount of time players spent chatting.
Responses	The number of times players selected a response.
Unique Response	The number of unique players who selected a response.
Response Rate	The percentage of Unique Players who did respond at least once. Calculated by the number of Unique Responses divided by the number of Unique Chats — the inverse of Dropoff Rate.
Dropoff Rate	The percentage of Unique Players who did not respond at least once. Calculated by the number of Unique Exits divided by the number of Unique Chats — the inverse of Response Rate.
Exits	The number of times players exit a chat without responding.
Unique Exits	The number of unique players who exit a chat without responding.
Engagement Rate	Chats divided by total Impressions.
Engaged User Rate	Unique Chats divided by Reach.

Video Metrics

Name	Definition
Video Play Impressions	The number of times your video plays from the beginning. Video Plays must meet the same view-ability criteria as a Valid Exposure. Learn More
Reach	The number of unique players who recorded at least one Video Play.
Frequency	The average number of Video Plays per player.
2-Second Video Play	The number of times your video plays for at least 2 seconds.
Video Plays CPM	The cost per 1,000 video plays.
CPV (2s)	The cost per a 2-second continuous view.
2-Second Continuous Video Play	The number of times your video was played for 2 continuous seconds or more.
3-Second Video Play	The number of times your video plays for at least 3 seconds.
3-Second Continuous Video Play	The number of times your video was played for 3 continuous seconds or more.
Video Completion Rate	Video Plays at 100% divided by Video Plays.
Video Plays at 25%	The number of times your video was played at 25% of its length.
Video Plays at 50%	The number of times your video was played at 50% of its length.
Video Plays at 75%	The number of times your video was played at 75% of its length.
Video Plays at 100%	The number of times your video was played at 100% of its length.
Video Play Time	The total time in seconds video was played.
Avg Video Play Time	Video Play Time divided by Video Plays.

Pop Up Shop Metrics

Name	Definition
Opens	The number of times players opened the popup shop.
Unique Opens	The number of unique players who opened the popup shop.
Time Spent	The time in seconds that players spent in the popup shop.
Try-Ons	The number of times players tried on items in the popup shop.
Unique Try-Ons	The number of unique players who tried on items in the popup shop.
Impressions & All Billboard Metrics	All “Campaign Performance” metrics are available for Pop Up Shops. See More

Additional Details

Impressions and Exposures

These apply to specified campaign reports.

What is a valid impression?

An impression is 10 seconds of cumulative valid exposure time. For example, a player can view an ad for 5 seconds, look away, and then view it for another 5 seconds for a total of 10 seconds of cumulative valid exposure time.

There are also additional metrics available to see 2-second impressions and 3-second impressions.

What is a valid exposure?

A valid exposure must be at least 0.5 seconds with a viewing angle of less than 55° and must cover at least 1.5% of the screen. Exposures are excluded from players while idling for more than 10 minutes.