Social Events is the percentage of social events compared to the total number of events. Social events include invites, gifting and messaging. This gives a good indication of the social activity of the game.
Social Players is the percentage of daily active players that send at least one social event during a day. This gives a good indication of the social player base in a game.
Invites Sent is the number of invite messages that are sent on a daily basis.
Invites Accepted is the number of invite messages that are accepted on a daily basis. Although Invites Sent shows the number of attempts to recruit friends to play the game, a better measure of the effectiveness of this source of acquisition is Invites Accepted. These are players that have accepted the invite from their friends and are now engaging with the game.
Percentage Invites Accepted is the percentage of invites sent that are subsequently accepted on a daily basis. This gives a good indication of how effective the virality is in the game.
This chart shows the k factor which measures the impact of friend invites on acquisition. If the k factor is greater than one, this means that more invites are being accepted than there are active users i.e. players are inviting more than one friend into the game. It is more normal for the k factor to be less than one where a proportion of active playing base invite friends into the game.