KEY INDICATORS OF MOBILE PROMOTION

1、 Aso index

① Concept: for the search evaluation value of the app for the apple store, combined with visible search terms, search popularity, search weight, search ranking and cross calculation results of multiple algorithms.

② Role: show the popularity of APP in the app store through search frequency, search download activation conversion rate, unloading rate, keyword coverage and ranking, comments and other factors;

③ Optimization method: keyword coverage, brush list, integral wall, brush comment;

2、 Apple weight (IAR)

① Concept: Apple has a weight rating for each app (similar to Google's page rank), and the IAR value ranges from 0 to 10, the lowest 0 and the highest 10; The higher the apple weight of app, the better the overall ASO ranking performance;

② Influencing factors: including search ranking, search Association ranking, etc. by combining the download rating, comments, version update, etc., the IAR value is obtained;

3、 Keywords coverage number (KCN)

① Concept: effective keyword coverage;

② Role: the wider the coverage, the greater the opportunity to show; It is also the first step of keyword optimization; The second is to improve the keyword ranking covered;

4、 Remove duplicate Click

① Concept: the number of clicks on the short chain after cookie based rearrangement processing in the time period;

② Function: duplicate click removal is the click after the duplicate removal process based on IP + cookie, which can effectively prevent channel click cheating. Multiple clicks on the same IP are counted as one in the user-defined time;

5、 Activate

① Concept: Statistics of the number of behaviors of the user to install the application and start the application for the first time outside the data setting backtracking period and in accordance with the data matching logic.

② Function: intuitively monitor the activation amount brought by different channels and platforms.

③ Anti cheating mechanism: multiple activation of the same device is counted as one to prevent channel cheating.

6、 Activation conversion

① Concept: the conversion rate from weight removal Click to activation during the period. Number of activations / number of re clicks;

② Function: it is a universal CPA settlement index and an effective data index to judge the quality of channel users.

7、 Natural activation

① Concept: the number of activations failed to match the promotion channels within the time period.

② Function: how about the natural carrying capacity of the product, and evaluate the natural growth effect that can be brought by the promotion period.

8、 Daily activation cost

① Concept: in the time period, the cost of each single activation is calculated through the promotion cost and activation number.

② Calculation method: cost / activation number (excluding activation outside the promotion period and natural activation)

③ Function: intuitively calculate the activation cost of each launch, better evaluate the cost value of launch, and facilitate management and control.

9、 Income

① Concept: in the application of integrating payment events, the payment revenue in the application is counted.

② Function: intuitive statistics of income brought back by product promotion.

10、 KPI (key performance indicator)

Key performance indicator is a kind of objective quantitative management indicator to measure process performance by setting, sampling, calculating and analyzing the key parameters at the input and output of the organization's internal process. It is a tool to decompose the enterprise's strategic objectives into operable work objectives and the basis of enterprise performance management. Establishing a clear and feasible KPI system is the key to good performance management.

11、 ROI (return on investment)

① Concept: the proportion of sub channel promotion expenses and product income, that is, the rate of return on investment;

② Calculation method: revenue / cost (revenue does not include natural activation revenue).

③ Function: effectively evaluate the channel's ability to bring revenue.

12、 ARPU value (average revenue per user)

Average revenue of users: ARPU value does not reflect profits, but only revenue.

13、 Retained on the next day / on the 7th / on the 30th

① Concept: among the new users added on a certain day, the proportion of users who have also started the application on the next / 7th / 30th day after that day.

② Function: evaluate the user stickiness and user quality brought by the channel, and indirectly judge whether the channel has cheating. The retention of users in each promotion is also a factor to evaluate the quality of a promotion. At present, the people covered by major promotion channels are different, and the retention of the same application in different channels may be different. The data retained by users can help you better find a more suitable channel for your application.

14、 Dau / Wau / Mau (daily / weekly / monthly active users)

① Concept: there are users who have opened the product on that day / active users in the latest week of that day (including 7 backward days of that day)/ Active users in the latest month of the current day (including 30 days of retrogression of the current day).

② Function: judge whether the life cycle of active users in the channel, the user stickiness of the product, and the matching degree between each channel and the product are suitable for promoting this type of product. If the number of new users in a promotion is very high, but the activity is too low, and the problem of filtering the application itself, the biggest possibility is that the people covered by the channel where the promotion is located are non application target people.

15、 Regional distribution

① Concept: check the regional distribution of "duplicate click", "new activation" and "active users" to understand the promotion effect of each region.

② Function: you can know whether the promotion channel is launched according to the launch strategy; Focus on the areas covered by the observation and promotion channels; The promotion strategy can be adjusted according to the geographical conditions supported by the channel.

16、 Equipment distribution

① Concept: equipment is an important reference index in promotion activities. The attributes of equipment can reflect the attributes of application user groups from some angles;

② Role: when promoting, we first need to find out what kind of people your application needs to cover, whether it is a high-end user group or a middle-end user group, and then launch it targeted; In addition, from the distribution of devices, you can also see what kind of people are interested in your application; Whether it is consistent with the expected population positioning;

17、 System distribution

① Concept: the distribution of indicators in the corresponding system

② Function: you can understand the attributes of the population covered by the promotion; If you choose the strategy of filtering by system during promotion, you can know whether the promotion channel is launched according to the demand;

18、 Secondary activation

① Concept: the number of devices that have been activated for the second time or more.

② Function: during promotion, effectively distinguish the number of new and old users, monitor the repetition of channel users and their own product users, and the impact of version update on dormant users. Of course, it will also monitor channel cheating to a certain extent. If it is activated frequently and repeatedly, it may be channel cheating.

19、 Trace point events

① Concept: the number of devices from activation to reaching a certain effect point, including registration, login, logout and other events.

② Role: deeply track user behavior and better analyze the user quality brought by various channels.