What Can You Measure on Roblox, and Who Can See It? A Data-Access Matrix

Roblox data access sorts every metric into one of five routes, and the route decides who can see it. Anyone can read concurrent players, visits, favorites and the like ratio for any experience. Daily active users, acquisition, session time, retention, revenue and audience breakdowns are visible only to people with analytics permission for that experience. Events inside the world must be instrumented by whoever runs it, ad delivery is reported to the buyer in Ads Manager, and brand lift needs a separate study. A brand measuring an activation in someone else’s game starts with the public column only.

Executive Summary

1. 1Public data shows the crowd.Concurrent players, lifetime visits, favorites and the like ratio, for any experience.
2. 2The owner sees the audience.DAU, acquisition, session time, D1/D7/D30 retention, revenue and breakdowns need analytics permission.
3. 3Moments must be instrumented.Zone entries and item claims exist only if the experience logs them.
4. 4Impact needs a study.Ads Manager reports delivery; brand lift and outcomes need a survey or an outcomes partner.

The matrix#

Metric	Public (anyone)	Owner analytics	Instrumented in the experience	Ad buyer (Ads Manager)	Needs a study
Concurrent players right now	Yes	Yes	Yes
Lifetime visits	Yes	Yes
Favorites, like ratio	Yes	Yes
Daily active users		Yes	Yes
New users by acquisition source		Yes
Session time		Yes	Yes
D1, D7, D30 retention		Yes	Yes
Revenue, payer conversion, ARPPU		Yes
Platform, country, age-group breakdowns		Yes
Benchmarks against similar experiences		Yes, from 100+ DAU
Funnel steps, zone entries, item claims		Yes, once instrumented	Yes
Ad impressions, clicks, plays, cost per play				Yes
Brand lift, consideration, purchase intent					Yes
Real-world outcomes (sales, visits, sign-ups)					Yes

Public data: four numbers for every experience#

Roblox’s public Games API returns, for any experience, the number of players in it right now, its lifetime visits and how many players have favorited it, plus descriptive details such as genre, creator and when it was created and last updated. The like ratio is also public. Roblox’s own analytics documentation says that without analytics permission for a game, its watchlist shows only public stats such as like ratio and concurrent players.

These numbers are enough to rank experiences, watch a launch from outside and compare branded worlds with each other. They are not enough to say who played, for how long, or whether they came back.

Owner analytics: everything that describes the audience#

Acquisition by source, average session time, D1, D7 and D30 retention, payer conversion, ARPPU and revenue all sit in an experience’s analytics. They are visible in Creator Hub to people with analytics permission for that experience, and through the Analytics Query API with an API key that has the experience added and is granted universe.analytics:read. The API can break metrics down by platform, country and age group. Benchmarks against similar experiences appear once an experience has 100 or more daily active users.

Who inside a group gets that permission is up to the owner; Roblox’s documentation does not set a default for brands or agencies.

Instrumentation: what the world records about itself#

Some questions no dashboard answers until someone records the event: how many players entered a branded zone, how many claimed the free item, where in the first session players gave up. Roblox supports this with funnel events, which the experience’s server code logs through AnalyticsService and which then appear on the Funnel page of its Creator Hub analytics; an in-game SDK can record the same moments. Either way, the experience has to send the event, so the owner, or a partner the owner lets in, decides what exists.

Ads Manager: delivery, not impact#

An advertiser running ads through Roblox Ads Manager sees spend, impressions, clicks, plays, cost per play, playtime and, for earnings campaigns, return on ad spend, with views for all, new, recent and resurrected users. The documentation describes no brand-lift or third-party measurement in these reports. They answer whether the ad was delivered and played, not whether it changed what anyone thinks of the brand.

Brand lift and outcomes: a study, not a dashboard#

Whether an activation changed awareness, consideration or behaviour needs a survey or an outcomes study with a comparison group. In June 2026 Roblox announced two partnerships for this, Ipsos for research on attention and impact and EDO for outcomes measurement, both aimed at brands advertising on Roblox. The announcement did not set out eligibility or pricing.

What to ask for before an activation launches#

If the brand does not own the experience, everything beyond the public column has to be agreed in advance:

1. Analytics access or scheduled exports of daily active users, session time, D1/D7/D30 retention and audience breakdowns for the campaign window.
2. Named events for the moments the brief cares about: zone entries, item claims, quest completions.
3. Ad reports from whoever buys the media, with the reporting view stated.
4. A brand-lift or outcomes design, if the objective is anything other than reach and play.

Without these, the honest report is limited to public numbers. For what those look like across real branded worlds, see the Roblox Brand Activation Benchmarks 2026 report.

Frequently asked questions#

Can a brand see the retention of a Roblox game it does not own?#

No. D1, D7 and D30 retention are part of an experience’s analytics, which only people with analytics permission for that experience can see. A brand needs the owner to share access or deliver the numbers, and should agree that before launch.

What Roblox data is public?#

For any experience, anyone can read concurrent players right now, lifetime visits, favorites and the like ratio, along with descriptive details such as genre, creator and creation and update dates.

What does Roblox Ads Manager report?#

Spend, impressions, clicks, plays, cost per play, playtime and, for earnings campaigns, return on ad spend, with views for all, new, recent and resurrected users. It does not report brand lift.

Is concurrent players the same as daily active users?#

No. Concurrent players counts who is in an experience at one moment and is public. Daily active users counts distinct players across a day and is visible only in owner analytics.