[2017 latest edition] A complete list of professional terms in the mobile Internet industry!

Based on the feedback from previous students on Qinggua Media, we have added some equally commonly used words and increased some categories.

Part 1: The most basic nouns

Ads: It is the English plural form of advertisement (noun). Ads = Advertisements. If it means "to advertise" (a verb), you should use Advertising.

Click: Click refers to the number of times an Internet user clicks on an advertisement.

CPM: Cost Per Mille. This time the word "impression " is actually omitted. The full text should be cost per mille impression. Mille means thousand. In English, it is only used with per, that is, per mille, which means "per thousand..." in Chinese. So CPM is the cost per thousand impressions.

CPC: Cost Per Click, cost per click.

CTR : Click Through Rate, click-through rate . It is the ratio of click divided by impression.

DA: abbreviation for Digital Marketing Analytics. Digital marketing analytics.

Impression: It means "exposure", also known as "display" or "display". It measures the number of times an ad is displayed. The more times an ad is displayed, the more it counts. For example, when you open a Sina page, all the ads on it are "displayed" once, and each ad adds one impression.

PPC: Short for Pay Per Click. Generally speaking, it refers specifically to the paid bidding ranking advertising promotion form of search engines , because there is only one charging method for search engine bidding ranking, which is pay-per-click . Although there are other forms of advertising that also charge according to the number of clicks, they are generally not called PPC, but CPC, which stands for Cost Per Click. Why? It seems to be a convention.

ROI: Short for Return On Investment. Generally speaking, the word "on" should be lowercase, so ROI seems to be RoI, but it is a common convention and there is no need to be too serious about it. ROI is a key indicator of typical marketing that pursues results. In Internet marketing in China, this value generally refers to how much sales were directly generated by how much money I spent on promotion . For example, you spent 10,000 yuan on SEM promotion and directly sold goods worth 30,000 yuan. The ROI would be considered to be 3 (i.e. 3:1). This is different from the ROI in financial calculations, which is the ratio of profit to investment. However, in Internet marketing, people do not use profit as R, but use GMV. As for what GMV is, please refer to the next part of this article. :)

SEM: (Search Engine Marketing) is actually a vague term that can apply to any of the following expressions: 1. Any digital marketing involving the use of search engines, or 2. Only paid digital marketing involving search engines, that is: PPC (Pay-Per-Click). There is no exact standard as to which definition is correct, but the latter is the most commonly used.

SEO : Short for Search Engine Optimization. It is search engine optimization , specifically the optimization of the natural ranking of search engine search results. The so-called natural ranking is the ranking that can be obtained without paying search engines. It is certainly a good thing to be ranked high by search engines without spending any money, but everyone (every website) thinks so, so it is quite difficult to stand out. In the past, experts in this field could make a lot of money, but today SEO is producing results in increasingly shorter periods of time, so it is becoming increasingly difficult to make quick money through SEO.

Social: Socialization is the abbreviation of social marketing or social media. Which one it refers to depends on the occasion. Social media in China used to include Renren , Kaixin001, etc., but now it includes WeChat , Weibo, photo-sharing websites and applications, etc.

WA: Abbreviation for Web Analytics. It’s website analytics.

Part 2: Data Analysis Field

AI and BI: AI is the abbreviation for Artificial Intelligence; BI is the abbreviation for Business Intelligence. Business intelligence, also known as business wisdom or BI, used to refer to the ability to use data warehouse technology, online analytical processing technology, data mining and data visualization technology to analyze data to realize business value. Today's business intelligence is beginning to introduce artificial intelligence, thus entering a new field.

Benchmark: When I was in college, this word was translated as “定标比超” (standardization ratio surpassing). It was really impressive. Benchmark means "a reference value that can be used for comparison." Many of my clients will ask, what is the average situation of this indicator in the industry? Their question can also be expressed as: What is the benchmark of this indicator in the industry?

Bubble Chart: Bubble chart. An intuitive way to visualize data that can represent up to four dimensions of the same thing (but usually only three of them are used). This method is often used to analyze traffic , users, or content performance.

Cohort: There is no commonly accepted translation, the more common translation is "cohort". It is somewhat similar to Segmentation, but has more connotations and more meaning of queuing. Cohort is generally an analytical method, so it is usually not listed separately, but is used together with analysis, that is, cohort analysis. This is a very important analysis method, especially in the two areas of ROI and user retention . This will be introduced in detail in class.

Dimension: Dimension. Dimension refers to the different aspects, characteristics or attributes of a thing. That's too abstract. Simply put, people can be divided into men and women, and gender is a dimension of people. Or cars can be divided into white, black, red, etc., and color is a dimension of cars. Dimension is the most basic data structure. Any measurement (indicator) must be attached to a specific dimension to be meaningful. For example, if I say visit=100, it doesn't make any sense. If I say that the number of visits brought to my website by the search engine is 100, then it makes sense. Search engine traffic is the specific value of the dimension (i.e. the source of traffic) (just like man is the specific value of the dimension of gender).

Filter: Filter. Filtering means discarding unnecessary data and keeping only the required data. Filtering needs to follow certain rules (this is nonsense), and the filtered data often cannot be retrieved. Filtering is a commonly used method to locate a certain segment. The difference between filtering and segmentation is that segmentation divides the whole into several parallel blocks, while Filter only retains the blocks that meet the rules and discards other blocks that do not meet the rules.

Machine Learning: Specializes in studying how computers can simulate or implement human learning behaviors to acquire new knowledge or skills and reorganize existing knowledge structures to continuously improve their performance. It is the core of artificial intelligence and the fundamental way to make computers intelligent. Its applications are spread across all fields of artificial intelligence. It mainly uses induction and synthesis rather than deduction.

Metric (often used as plural, i.e. Metrics): usually translated as measurement or indicator, but because the meaning of indicator is broader, for example, KPI or benchmark may be called indicators, so in my training, metrics are expressed as measurement, which is more rigorous. Most measurements can be expressed in numbers, such as the speed of a car. Speed ​​is a measurement. The metrics involved in the course are divided into two categories, one is counting metrics (such as common PV, UV, visits, dwell time, etc.) and compound metrics (composed of two metrics through arithmetic operations, common ones include conversion rate , bounce rate, retention rate , activity rate, etc.). Some other metrics are expressed using Boolean quantities, that is, yes or no. Measures must be attached to dimensions to be meaningful.

Pattern: refers to a pattern or regularity that repeats itself. Pattern is often used to discover certain convergent characteristics in user behavior . For example, we found that users like to open a certain app between 10 and 11 p.m., which is a pattern. If I say I found a pattern and I'm very excited, what I actually mean is that I found a regularity. The word "rule" has been around for decades, and the foreign word "pattern" is so cool...

Pivot table: Pivot table. An important function of Microsoft's data spreadsheet tool Excel, which is used to quickly summarize and count data of different dimensions, is one of the most commonly used and practical functions in Excel. Pivot table is sometimes simply expressed as pivot.

Random: Random number, or randomness. But foreigners also use it to describe meanings like "chaos".

Segmentation: Segmentation. This is our most basic method, which is to divide the whole into several parallel blocks according to certain rules. After segmentation, each block is a segment. So segmentation and segment are not synonyms. How to use Segmentation? How to maximize the value? There are many cases in class.

Supervised Learning: The most common method of machine learning. In supervised learning, each instance consists of an input object (usually a vector) and a desired output value (also called a supervisory signal) - for example, marketing-related creatives, ad bids (rankings), various settings for the target population, etc. are input objects, and the effectiveness of the ad (such as click-through rate) is the output value. The supervised learning algorithm analyzes the training data and generates a mapping relationship inferred from the existing data (input objects and output values), and uses this mapping relationship to infer the situation of new instances. In the example just now, the historical creative, bid, target audience setting data and their corresponding effect output values ​​can be used to infer future effects under various creative, bid and audience settings, and use the inference of effects to continuously tune the settings of the input objects, allowing the machine to achieve automated marketing effect optimization.

Unique: Unique means eliminating duplicates. Unique is rarely used alone and is often used before counting metrics. For example, unique visitor refers to the number of visitors after excluding duplicate counting of the same visitor. The same person visits the website once today and again tomorrow. This does not mean that he or she has become two people. The unique visitor is still 1. Unique visitor can usually be simplified to visitor, and the two can be used interchangeably. Unique visitor and unique user are the only two metrics that can be considered unique with or without the unique keyword. Another example is unique impression, which means that if the same person sees the same ad multiple times, it is still counted as one time. Unique impression and impression are two different metrics because the latter does not eliminate duplicates.

Visualization: Data visualization. It is a technology and discipline that intuitively displays data in the form of charts, graphs or dynamic graphics. Reasonable and appropriate data visualization can greatly improve the efficiency and effectiveness of data analysis.

Part 3: Internet and Internet Marketing Analysis Technology Field

Attribution: But the word is actually better translated as "belonging". Attribution refers to the role that each factor should play in causing a result when multiple factors work together (or successively) to produce that result, that is, "how the credit should be distributed and to whom it belongs." The model established to solve the attribution problem is called attribution modeling. But I have always regretted that this word was not translated well. Perhaps it would be easier to understand if it was translated into belonging model.

Bots: robots. Traffic that is not generated by humans is called machine traffic, or bots traffic. Bots are one of the main creators of fake traffic on the Internet. See entry: Spider.

Cookie: Cookie does not have a real Chinese translation. Cookie is a small TXT file that the website server places in the browser of your computer (or mobile device) when you browse the web. This file stores an anonymous ID that identifies you, as well as some information related to the website you visited. This way, when you visit the website next time, the cookie will know that you are here again and remember some of the status or settings from your last visit. Cookies and things similar to cookies are one of the most important technologies for Internet marketing. Almost all work of identifying and marking people requires cookies and cookie-like technologies. This will be explained in detail during this training.

Dashboard: A dashboard (called an information center in GA) is a display page that contains and displays comprehensive data about a website or digital marketing campaign . Dashboards pull information from various data sources and present it in an easy-to-read format.

Deep Link: There is no direct corresponding noun in Chinese. I think it is better to just call it “deep link”, but it cannot be called “internal link”, the latter is something else. Deep link has a long history. In the past, links that could link to the inner pages of a website (i.e. pages other than the homepage) were called deep links. But soon the meaning of the word deep link disappeared because such links were so common that they did not need to be described by a special term. However, with the emergence of mobile apps, deep links have made a comeback, specifically referring to those links that can bypass the app's home screen and directly link to the app's inner screen (similar to the inner pages of a website). Um? What if the app has not been installed yet? These two public courses will specifically talk about this.

Device ID: refers to the unique identification code of the user's hardware device (especially mobile device). Device ID is the general term for the unique identification code of this type of device. The device ID on Android is generally Android ID or UDID, and the device ID on Apple phones is IDFA. On the PC side, advertisers use cookies to track audiences, and on the mobile side, they use device IDs.

Event Tracking: A tracking method that directly defines and tracks user behavior. It is widely used in user data monitoring and analysis tools such as Google Analytics, Ptengine, Sensors Analytics, and AdMaster's SiteMaster. See entry: Event.

JavaScript : JS for short, a program on a website page that enables the page to run more programs and perform more functions in addition to displaying content. The monitoring code of the website analysis tool is JS code. By deploying the JS code on the web page you want to monitor, you can continuously send the user's interactive access behavior on the page to the server of the corresponding data analysis tool, thereby obtaining the desired user data.

Heat Map: Heat map. Mark on a graph which parts of the graph are getting more attention. Attention can be a glance, a click of the mouse, or a pointing of the finger. Heatmaps are a great visualization tool for behavioral statistics research. Everyone can understand it, but it takes skill to use it well.

HTML: Hypertext Markup Language. HTML is a set of codes that tells a web browser how to display a web page. Each individual code is called an element or tag. Most HTML tags have a start and end element.

HTTP： Hypertext Transfer Protocol. HTTP is the protocol used by the World Wide Web that defines how data is formatted and transmitted, as well as what actions web browsers and web servers should take in response to commands. Simply put, when you see this thing, you know it is used to transmit hypertext. The most important application of hypertext is web pages, which is why there is an http:// symbol in front of the website domain name.

HTTPS: Hypertext Transfer Protocol Secure, which is the secure version of Hypertext Transfer Protocol. It is a secure version of HTTP and defines how data is formatted and transmitted over the Web. HTTPS has an advantage over HTTP in that the data sent when scraping a web page is encrypted, adding a layer of security so that third parties cannot collect data about the web page as it is sent from the server to the browser. However, this has brought difficulties to some of the data tracking work we do in digital marketing. In the course I will introduce the problems brought about by this protocol and how we can solve them.

IP: It is the abbreviation of Internet Protocol. An IP address is an address assigned to each host connected to the Internet. It was used in the past to determine whether different access behaviors belonged to the same person (because they were all accesses generated by the same IP record). However, due to various dynamic IP and virtual IP technologies, it is no longer feasible to use it to determine the number of users.

Link Tag: Link Tag specifically refers to the tag added after the URL of the traffic source, which is used to indicate the name and attributes of the traffic source. The most typical link tag is the UTM format tag of Google Analytics. It has now become a standard configuration for indicating paid media (advertising traffic purchased with money). How to use it well is more complicated than you think, and it will be explained in detail in class.

Path: path. Any series of events or actions that form a sequence can be described by a path. Path analysis is also a commonly used analysis method.

Pixel: The original meaning is pixel, but in the field of monitoring, it is a synonym for tracking code. See the following entry: Tracking.

Responsive Web Design : Responsive web design is a philosophy of creating websites that allows all content to display correctly regardless of the screen size or device. Your website will “respond” to each user’s screen size.

Spider: Spider, also known as Bot (robot) and Crawler (crawler). A spider is an automatic program that accesses, collects and organizes web pages, pictures, videos and other content on the Internet. For example, Baidu spider will crawl back various contents on the Internet and build an index database by category, so that users can search for the content they want in Baidu search engine. Similarly, Google uses bots to crawl websites so that they can be ranked and added to Google searches. When spam-sourced bots visit a site for malicious reasons, they can sometimes show up as spam in Google Analytics.

Tracking: Translated as tracking, it means that data analysis tools track various user behaviors. All user online behaviors can be tracked. The word “监” in the word 监测 (monitor) means tracking. And measurement is measurement. Therefore, the most accurate translation of the Chinese word "monitoring" is tracking and measurement. Monitoring requires certain technical means to achieve, one of the core technologies is the tracking code, which is a series of programs that can perform monitoring functions (many of which are written in scripting languages, such as JavaScript).

UID: is the abbreviation of User Identification, that is, user ID.

VAST: Digital Video Ad Serving Template. A fundamental protocol for implementing programmatic video advertising. The current version is 4.0.

Part 4: Terminology in the field of traffic and user behavior

Acquisition: generally refers to user acquisition. It is widely used in user operations . The first step in operating any product is to acquire users, such as obtaining promotional traffic on the web side, user downloads in App promotion, etc.

Action: specifically refers to the interactive behavior in which the user needs to perform a certain action. For example, adding items to a shopping cart, leaving messages, downloading, etc. are all actions. Action is actually a subset of Engagement. See entry: Engagement.

Bounce Rate: Bounce rate, which is the percentage of people who leave the website directly after entering it. For example, if 100 people visit your website and 50 of them leave immediately, your website’s bounce rate is 50%. The goal for websites is to have the lowest possible bounce rate, with averages tending to be between 40-60%. Will explain in class.

Direct: Translated as direct access. For example, when a user directly enters a URL in the browser to access, or when a user directly clicks on a URL in the favorites to access, both are recorded as direct access. In addition to the above situations, direct access to the website from the QQ client chat window or the link of the WeChat client will also be recorded as direct access.

Engagement: There is no particularly suitable Chinese translation. This indicator refers to the degree of interaction or participation of users on the website or APP, which can be composed of multiple indicators. For example, if a website has many interactive behaviors, including downloading documents, watching videos, consulting, etc., then each interactive behavior will be assigned a value according to its importance. Each time a user completes an interaction, a corresponding value will be assigned. In this way, the degree of interaction of different categories of users and the difference in interaction between different pages can be judged. Engagement is similar to some other nouns such as effectiveness, performance, acquisition, etc., which are all general nouns.

Exit: Exit refers to the behavior of users leaving a website or app. The last page before a user leaves a website is called the exit page, and the last screen when leaving an app is called the exit screen.

Event: event. In Google Analytics, the word event is used to describe an action (see entry: action). Event and action are not exactly the same, but you can think of them as the same thing. The minor difference is that the event is user-defined and may not be a particularly important behavior. Action generally refers to a user interaction action that is iconic and meaningful.

Referral: Translated as referral source. In real life, if I recommend you to use a certain product, or I introduce you to join our glorious party, I am a referral. In digital marketing, referrals are other websites that bring traffic to my website, and usually these websites will have links to my website. If there is no special mark (such as using a link tag) or it is not a special traffic source (such as a search engine), most traffic sources will be recorded as referrals by monitoring tools.

Retention: refers to user retention . How to retain users is an important issue. In these two open class training sessions, we will introduce to you how to improve retention.

Session: Session is actually the same as visit. Originally, various tools called a user's visit (to a website) a visit, but with the popularity of apps, "visit app" sounds awkward (because we all use apps), so "visit" no longer exists in apps, so it is replaced by "session". In order to unify the expressions of visit and session, some monitoring tools changed the name of visit to session.

UI: User Interface, user interface. UI is the area where users interact with content through electronic devices. A good UI should be smooth and easy to understand.

UX: User Experience , user experience. UX refers to how users interact with a website or app (where they click, what pages they visit). We can improve UX by testing differences in page layout, CTA, color, content, etc. to improve conversion rates. Having a good UX is essential to creating a good business, as it drives remarketing and user engagement.

Visit : means to visit. Refers to a user's visit to a website, usually in intervals of 30 minutes. If there is no activity on the website for more than 30 minutes, a visit ends.

Part 5: Strategy and Operations

Funnel: funnel. It is often used together with conversion, that is, conversion funnel, which is a data model used to analyze the conversion process. See entry: conversion.

Goal: Goal is to achieve a certain effect. Every website will have some interactions as goals, such as clicking to download instructions, logging in, registering, submitting an order, etc. Then we can set these as goals, which brings up another concept: conversion. Each time the above goals are completed, it can be considered a conversion.

KBR: Key Business Requirement. Key business requirements. It is the most critical business goal of an enterprise. KBR determines the other goals of a business, and also determines how we should set digital marketing goals and what indicators or KPIs to use for these goals.

KPI: The abbreviation of Key Performance Indicator, which is translated as key performance indicators, is one of the most important metrics used to measure business performance. Different business goals and different businesses have corresponding KPIs. How to set KPI is a technology and a science. This will also be introduced in detail during this training.

Landing Page: Landing page, or landing page . The first page a user sees after entering a website or app. For a website, due to the existence of search engines, traffic may be directed to any page of the website. Therefore, any page of a website may be a landing page. But for an app, the landing page is generally the homepage. However, as the deep links provided for apps have gradually developed, the landing page of the app may also be one of the specific pages. See entry: deep link.

Part 6: Terms in the field of Internet advertising

Ad Network: advertising network. It is like an industry association as well as an agency for small and medium-sized publishers (those who are willing to place advertisements on their own websites and apps are actually publishers. See the entry: publisher). It helps to establish standards and methods for publishers to unite. It negotiates with advertisers on behalf of these publishers and also negotiates prices with advertisers to provide pricing that is acceptable to both parties. Publishers who are willing to join the Ad Network only need to sign an agreement and abide by the rules. Those who are unwilling will not be forced. If an advertiser has advertising needs, he will send it to the Ad Network, and then the Ad Network will distribute the advertisement to many publishers that are suitable for publishing this advertisement. After the advertiser pays, a considerable portion of the fee is allocated to the publisher, and the Ad Network retains a portion as its own "hard work fee".

Audience: Audience. They are the readers of the advertisements, the general public. The word "audience" is too formal, but there is really no more specific word than it, so this word will be used in both open classes.

Awareness: Knowledge of a brand or product. The primary purpose of advertising is to make consumers aware of the existence of your brand or product. To put it bluntly, it is to gain a sense of presence. Just look at the recent intensive releases of mobile phones that have been making frequent efforts in various news apps and e-commerce apps, and you will know how important awareness is to advertisers.

Banner: In a broad sense, it is a general term for advertisements that display pictures or animations. The meaning of this word originated from the large banners with slogans carried by street parades, and later expanded to Internet advertisers and became synonymous with display ads.

Bid/Bidding: Bidding. Search engine PPC advertising or RTB advertising both require bidding. Similar to an auction, but it needs to be implemented through a program under the premise of pre-set conditions. Explain in detail in class.

Bidder: Bidder is a bidder. In the scope of PPC advertising, a bidder is an ordinary SEM operator. In the field of programmatic advertising, a bidder is generally a DSP service provider.

Branding: Brand promotion .

Buzz: The various voices that consumers or netizens make online about brands, products and other things that advertisers care about. It has the same meaning as IWOM. Buzz is the humming sound of flies and bees. The various opinions expressed by countless netizens on the Internet every day are like the buzzing of flies and bees in the eyes of God.

Campaign: It is particularly difficult to find an accurate corresponding Chinese noun, which generally means a marketing activity with a beginning and an end. Having a beginning means that marketing activities start with rigorous planning and a detailed execution plan, and having an end means that marketing activities have a clear execution end point. Therefore, a marketing "guerrilla warfare" that is carried out on a whim cannot be called a campaign, and those marketing activities that almost never stop (such as SEM delivery) cannot be called a campaign.

Content Feeds: Information flow ads . Information flow (mainly on social networking sites and apps) is a form of advertising in which content is arranged in parallel from top to bottom like a waterfall, and advertisements with the same form as the information content are inserted into the information flow. This form of advertising is called information flow advertising. It will be introduced in class.

Coverage: Population coverage. Very similar to reach, but its meaning is a little more vague. It is often expressed as a percentage. For example, if the target population is 100 million and the actual number reached is 60 million, then the coverage is approximately 60%. Coverage is not a metric, but a convention.

Display Ads: Display ads. Display ads mainly refer to static image ads, animated ads, and rich media ads (flash ads that are interactive). This advertising form is a different type of advertising form that is parallel to text advertising (that is, text links) and video interstitial advertising.

DMP: Data Management Platform, data management platform. The data platform that is needed to achieve targeted audiences in programmatic advertising. But it can do much more than that. This will be specifically covered in the training courses.

DSP: Demand Side Platform. Ad delivery management system platform for programmatic advertising and corresponding service providers. I won’t go into the details here, but I will introduce it in detail in class.

Effectiveness : This is a key indicator for advertisers to evaluate the quality of brand promotion advertisements. The meaning of effect is relatively broad and may vary under different campaign goals. For example, the number of people that can be covered (coverage) can be considered an effect; or whether people actually have awareness of your brand (awareness) is also called an effect. Similarly, people also use performance to indicate the quality of marketing. The two are synonyms, but not exactly the same. Performance focuses more on specific effects with actual output, so it is often translated as "performance", such as how many clicks the campaign generated, how many transactions were generated, etc. Therefore, effectiveness is relatively abstract and is almost only mentioned in brand promotion, while performance is relatively specific and more common in performance-based promotion.

Efficiency: Efficiency refers to the cost (including money and time) required to achieve a certain effect. Brand promotion marketing is commonly used, while performance promotion marketing is rarely mentioned.

ePR: PR conducted via the Internet.

Fraud: Cheating, which can also be more commonly written as cheating, but fraud specifically refers to traffic cheating. Anti-cheat is anti-fraud. Another negative word similar to fraud is spam, which refers to harassing junk information such as spam text messages and spam emails.

Inbound Marketing: Inbound marketing. Inbound marketing refers to the activities and strategies used to attract potential customers through content, education, and by providing trust in a service, product, or brand. In essence, it is a marketing method that does not spend money on advertising, but instead attracts you with things that attract you.

IP： Intellectual Property. These are the original things with intellectual property rights that we talked about in the past. This word, which now appears in various spoken languages ​​and reports every day, refers to various content created on the Internet. For example, my open class can also be called IP. Do the short videos you uploaded on Tik Tok count? Of course! The IP writing is the same as in the previous article, but the meaning is completely different.

IWOM: Short for Internet Word of Mouth. That is online word of mouth.

Look-alike: Amplify similar people. In order to find more target populations, one method is to use DMP to find people with similar situations (attributes) to existing target populations. This search process is done using computer algorithms. This process of expanding the target audience by finding similar people is called look-alike. For what DMP is, please see the entry: DMP. For what is the target audience, see the entry: Target Audience.

Minisite/Microsite: There is no corresponding Chinese noun, and people never use Chinese to describe it. It refers to a campaign website specially customized for the campaign. These websites are not large in scale, so they are called mini or micro.

Native Ads: Native ads , in layman's terms, are ads that look like normal content on a website or app. Native advertising is easily confused with in-feed advertising, but they are not the same thing. Native advertising can be implemented using information flow, but is not limited to this.

Post-click: post-click stage. Refers to the relevant user behavior after the traffic entrance is clicked by the user, that is, the corresponding marketing monitoring and analysis system.

Pre-click: pre-click stage. Refers to the relevant user behaviors and corresponding marketing monitoring and analysis system before the traffic entrance (especially advertisements) is clicked by users (including the click itself).

Pre-roll: also called pre-roll ads, which means pre-roll ads. It is the video advertisement before the video starts playing, which can be as long as 6 seconds or as long as 120 seconds.

Programmatic: Programmatic (advertising). A revolutionary way to advertise. This will be covered in detail in class.

Publisher: The advertising publisher. Those who are willing to place other people's ads on their own websites and apps are actually advertising publishers. Such a fancy name is not used in China. We just say it directly - media. In fact, the word media is inaccurate because its meaning is too broad. In foreign articles, the meaning of media is different from that in China. What we call media placement is actually advertising placement through publishers.

Reach: Reach the crowd. When it comes to Internet advertising, advertisers are concerned about how many people the ad can reach. Reach is actually equivalent to unique impression, so it is not a verb, but a noun, a counting metric used to record how many people were reached by the advertisement.

ROAS: Return On Ad Spend, a metric for digital advertising that shows the profit compared to the amount spent on advertising. Similar to ROI.

RTB: Real Time Bidding, which is the most important method of programmatic advertising and theoretically the best solution for monetizing advertising resources. However, how to implement it specifically, the pros and cons, and the domestic situation will be discussed in detail in class.

SSP: Supply Side Platform. Advertising resource management system platform for programmatic advertising and corresponding service providers. Specific lessons will be introduced.

Survey: Survey. This is an interesting word, mainly in its pronunciation. When used as a noun, the stress is on the front - [ˈsəːveɪ], and when used as a verb, the stress is on the back - [səˈveɪ].

Target Audience: Target audience. Anyone can see your ad, but only the right people will buy your product. Therefore, the right people are your target audience, the group of people you most want to influence.

Verification: refers specifically to the verification of advertisements. There are two types of verification. One is to verify whether the advertisement is actually delivered and what the environment is after the advertisement is delivered. What is the context of the advertisement? ——For advertisements on PC web, the environment is the website and the page that carries the advertisement. The other is to verify whether the population covered by the advertisement is the same as expected.

Viewability: Ad visibility. In the past, when counting advertising exposure, we did not consider whether the advertisement was actually seen by people. Therefore, some advertisements were placed on the second screen or further back of a very long page, and a student only viewed the first screen and left. In fact, the advertisement was not on the screen at all, and the student could not see it at all. Without considering viewability, this ad still has an additional impression, but if viewability is taken into account, this ad does not have an additional impression.

Part 7: Terminology in the field of performance marketing

Affiliate Marketing: Sometimes it is simply referred to as Affiliate. This word has no corresponding noun in China. It is translated as "affiliate marketing" in Taiwan, but this translation still seems confusing. Affiliate marketing is a typical consignment sales model - I help you sell your products, and you give me a certain percentage of the sales. On the Internet, affiliate marketing has become that I help you attract traffic , and if the traffic I provide you is converted, you give me a commission. Domestic platforms such as Yiqifa and Linktech are specialized platforms for affiliate marketing.

AOV: Average Order Value. Average order price.

Backlink: A backlink is a website that uses the html href code to hyperlink to another website. Backlinks are used by search engines in their SEO ranking factors. The basic idea is that if "Website A" has backlinks from other high-powered websites (Websites B, C, and D), then Website A can gain a certain amount of weight (i.e. how important the search engine thinks your website is) passed from B, C, and D.

Black Hat : Black Hat is a slang term for unethical digital marketers or SEOs who use cheating strategies to boost their own website rankings or hurt the rankings of competitors' websites, such as pseudo-originality, link farms, or negative (backward) SEO. The corresponding one is the white hat.

Churn and Churn Rate: Customer churn and customer churn rate. All businesses that need to get users to buy (or pay) repeatedly as much as possible have this metric. As the name suggests, this metric is used to describe the situation of losing customers. The specific definition and analysis will be explained in detail in class.

Conversion Rate: Conversion rate. Refers to the ability to convert traffic into actual sales. It is essentially the same as ROI. The only difference is that ROI measures cash (income) versus cash (expenditure), while conversion rate measures the ratio of the number of sales to the number of people (or times) entering the sales funnel.

CTA: Call to Action. Elements on a web page that are used to push visitors toward a specific action or conversion. A CTA can be a clickable button with text, an image, or text, and often uses an imperative verb phrase, such as “Contact us now” or “Buy now.”

EDM: The abbreviation of Email Direct Marketing, is a marketing method that uses email to conduct commercial communications with the audience. Email marketing is one of the oldest online marketing techniques.

GMV: Gross Merchandise Volume. This is a term often used in e-commerce. It is written as "gross sales volume", but it actually refers to sales flow. Of course, sales flow is not equal to the final money earned. GMV=1 sales amount + 2 canceled order amount + 3 rejected order amount + 4 returned order amount. GMV is a cash flow. As long as you place an order and generate an order number, GMV is calculated. When this order is converted into actual revenue for the platform, there will be a loss of 2, 3, or 4%. You can cancel an order if you regret it after placing it, refuse to accept the order if you regret it after it is delivered to you, or return the order if you regret it after signing for it (different e-commerce platforms have different calculation methods for this step, and some platforms include it in the sales regardless of whether the product is returned or not). In short, it is better to do it in a down-to-earth manner. The GMV number is large and looks good, and it is also the easiest for us to monitor, so this is the most commonly used method.

Keyword: Keywords set by advertisers using search engine bidding rankings are more structured and standardized. These words cannot exhaust the user's search queries, so the search engine will convert the user's search queries into the keywords that are most similar to them (but whether they are really the most similar, only the search engine knows), and then display the search results.

Lead: sales lead. It is often used in the plural form (leads), and its pronunciation is very similar to the Chinese word “栗子”. The person in the sales funnel who communicates with a potential customer with the intent to close a deal, either by phone, email, or by filling out an online form.

Monetization: cash out.

MRR: Monthly Reoccurring Revenue, literally means the income generated every month, which is actually the monthly fee that users have to pay. For example, if I subscribe to a monthly phone package of 158 yuan, I will contribute 158 yuan of MRR to the telecommunications company.

Organic Search : Natural search traffic source, that is, the traffic generated by users clicking on natural search results, rather than the traffic generated by clicking on paid rankings (PPC).

Performance: Performance refers to the “results” obtained through marketing. ROI is a typical performance, as are sales volume and the like.

Quality Score: Quality score, Baidu Fengchao or Google Adwords' rating of the quality of keywords used in PPC ads. These scores are primarily based on the relevance of your ad copy , your expected click-through rate, and the quality and relevance of your landing page. Quality Score is a component that determines ad auctions, and a high score can lead to higher ad positions at a lower cost. See entries: SEM, PPC, Landing Page.

Remarketing: Remarketing, also known as retargeting. A form of paid advertising that allows advertisers to show their ads to customers who have already visited their website. The principle is to use third-party cookies or device IDs for tracking. When a visitor who has visited your website or app appears on a website or app that cooperates with your remarketing advertising service provider, your ad will be displayed on the ad space on this website or app.

Search Query: The user's search term. The words that people fill in various search boxes (typically such as search engine search boxes) can be very unstructured and very random. The keyword is the keyword set by advertisers who use search engine bidding ranking.

SERP: Search Engine Result Page. It is the search engine's search results page.

Part 8: Commonly used on mobile devices

ASO : App Store Optimization. In a narrow sense, it refers to the optimization work done for the app rankings in the Apple App Store . In a broad sense, it refers to the optimization of all application markets . Similar to SEO, it is also ranking optimization, but the object of optimization becomes the application market.

DAU: The abbreviation of Daily Active User, which usually counts the number of users who log in or use a product within one day (statistical day) (excluding users who log in repeatedly). It is an important indicator for measuring the user stickiness of a product.

H5: is the abbreviation of HTML5. The functions it implements are similar to those of Flash (used to implement animations and various cool human-computer interaction interfaces, etc.), but it has stronger compatibility, scalability, stability and security than Flash because the technology is an extension of HTML, rather than a separately created thing like Flash. Currently, major Internet giants - including Adobe (the owner of Flash) - have joined in supporting H5, and H5 has almost completely replaced Flash on mobile devices.

LBS: Location Based Service, location-based service. To put it in a low-brow way, it means whether the mobile phone can be used to locate the user and then link it to some services or advertisements. Of course, the actual application is definitely much more advanced than what I said.

MAU: The abbreviation of Monthly Active User, the concept is similar to DAU, the difference lies in the time span. In addition to measuring user stickiness, MAU can also be used to analyze product decline cycles.

Screen: If the web side uses page view to record the number of times a page is viewed, then screen is the app's page, and screen view is the number of times the app's page is viewed. But since there is no such thing as page in screen, we use screen to represent it. I don’t know what Chinese noun it should correspond to, or should I use “屏示”? Anyway, I believe you understand. .

Part 9: Enterprises, organizations and products

Google Analytics: Google Analytics, referred to as GA, is a monitoring and analysis tool for traffic user behavior on the world's largest websites and apps.

Universal Analytics: UA for short, is a major upgrade version of GA made around 2013. Currently, both the free and paid versions of GA are based on Universal Analytics. The paid version of GA is called Google Analytics Premium, or GAP for short.

GTM: Google Tag Manager is a platform tool used by Google to manage various advertisements, monitoring and analysis codes on web pages. It will be briefly introduced in class.

DCM: Short for DoubleClick Campaign Manager (i.e. the new version of DoubleClick for Advertisers 7). DCM is a comprehensive solution for managing and delivering advertising, covering everything from advertising planning, management, targeting, delivery, optimization to report generation. Almost all metrics such as advertising impression and click can be monitored through it.

AdWords: The full name is Google Adwords, which is the keyword bidding system of Google search engine, charging by click (CPC).

AdSense: The full name is Google Adsense, which is an Internet advertising service launched by Google for the alliance of website owners (referred to as publishers). It uses programs to analyze the content of the website and place advertisements related to the website content.

DAA: Digital Analytics Association, Data Analysis Association. The Internet Marketing Data Analysis Industry Association in the United States claims to be a global association, but its main charter and members are in the United States, and it has little influence on other countries.

IAB: Interactive Advertising Bureau, the Interactive Advertising Bureau of the United States, is also an industry association similar to DAA, and its main field is digital advertising. The association is based in the United States, but has a huge influence on global digital advertising, especially on standards and technology.

This article was compiled and published by (Qinggua Media) in China by the author @Website Analysis. Please indicate the author information and source when reprinting!

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