How to deeply interpret those operational professional terms?

"After launching this activity, the daily UV of the APP increased by 20% year-on-year!"

" UV is so high, so you need to focus on subsequent user conversions ."

1. UV (Unique Visitors): Number of unique visitors

Definition: Unique Visitor UV refers to the number of independent triggered users who visit the same web page or product through the Internet .

Today, dad, mom and son visited a certain treasure website through three accounts, so UV=3.

One thing to note here is that independent UV is based on browser cookies . As long as the cookie is not clear, two people who log in with different accounts using the same browser between 0:00 and 24:00 will only be counted as one UV.

UV can be used as a key indicator to measure traffic for most products. By monitoring changes in UV, we can infer the problems encountered in multiple channels such as promotion and conversion.

"The Christmas event has just been launched, and the timed coupon grabbing function has been enabled on the event page."

"You know what, although UV has not changed much, PV has increased a lot. Many people are concerned about when to grab the coupons."

2. PV (Page Views): Page Views

Definition: Visits refer to the total number of users with different PVs who access the same web page or product through the Internet.

Today, dad, mom and son visited Taobao’s website 2 times, 5 times and 3 times respectively, UV=3, but PV=10.

PV is proportional to the number of visitors, but it is impossible to correctly understand the existing traffic through PV. However, PV can be used to infer whether an activity is popular or concerned by users. In the same time period, PV must be greater than UV.

"Yesterday, through analyzing user IP addresses , we found that 65% of our users are concentrated in Guangzhou and 23% are concentrated in Jiangsu."

3. IP (Internet Protocol): Independent IP

Definition: Independent IP refers to the number of independent triggered users who access the same web page or product through computers with unique IP addresses on the Internet.

Today, father, mother and son visited a certain treasure website through three accounts on the same computer, so IP=1. IP can reflect the network virtual address. Although it is accurate, it cannot directly reflect the real independent user traffic.

At this time, many people may wonder, which one is more accurate, IP or UV? From an operational perspective, when the operation object is the user, I believe that independent UV is more effective in analyzing activities.

So when will UV be greater than IP?

If 10 users in a LAN have the same IP and visit the same website at the same time, then UV=10 and IP=1.

So when is IP greater than UV?

A user frequently loses connection and dials up to access the same website 10 times, then UV=1, IP=10.

"The website's RV has increased by 30% in the past three days. What actions has the operations department taken recently?"

"We recently invited three KOLs to communicate with everyone in the community from time to time, and everyone's activity has increased a lot"

RV (Repeat Visitors): Repeat Visitors

Definition: Repeat visitor RV refers to the number of different users who repeatedly trigger the same web page or product through the Internet.

Today, Dad, Mom, and Son visited Taobao 5 times, 1 time, and 3 times respectively. They are all repeated trigger users, so RV=2.

The more repeat visitors there are, the higher the user stickiness is. However, in actual operations, we will more often compare the relationship between UV and PV.

"There are fewer and fewer UGCs on Weibo now, and all they have are old jokes for adults."

“Everyone is a PM, and the original content is rich.”

5. UGC (User Generated Content): User-generated content

Definition: User-generated content can be more easily explained as consumable content created by users themselves.

I am a registered user of "Everyone is a Product Manager ". I edit and publish articles on the website for everyone to read and learn. My articles can be called UGC - Zhihu, Xianyu, Weibo and other platforms are all composed of a lot of UGC.

UGC is often self-propagating, and the users of the product or website are its creators, disseminators and consumers . UGC plays a vital role in user operations and community operations .

"What big Vs write is not necessarily PGC . Only valuable and high-quality content is PGC ."

6. PGC (Professional Generated Content): Experts create content

Significance: The difference from UGC is that it is consumable content created by senior and experienced users themselves.

PGC originates from the sublimation of UGC . It is the embodiment of users and community operations to improve activity and increase user stickiness. The more PGCs there are, the higher the quality of the community and the greater the influence. Most of Weibo Yellow V and Orange V are the creators of Weibo PGC.

"Currently, the DAU of the app is 30,000, and the MAU is 450,000. We will strive to increase the DAU to 50,000 in the next quarter while keeping the MAU unchanged."

7. DAU (daily activated users): daily active users and MAU (monthly activated users): monthly active users

Definition: Daily active users refer to the number of active users of a product or webpage in a single day.

Monthly active users refer to the number of active users of a product or webpage in a single month.

DAU is actually what we often call daily active users, which reflects the user activity of the product in a short period of time.

MAU is what we often call monthly active users, which reflects the user activity of the product over a long period of time.

Why do I want to talk about these two things together here? Because looking at DAU or MAU alone is very one-sided. The combination of the two makes data analysis meaningful.

The ratio of daily active users to monthly active users (DAU/MAU) is the Y value. The Y value represents the percentage of daily logged-in users to monthly active users. Do these users log in every day or only every few days? The larger the Y value, the higher the user stickiness, and the smaller the Y value, the greater the user stickiness. Generally speaking, the Y value will be between 0.03-1.

The larger the Y value is, the more it reflects that the user is more dependent on the product and the stronger the user stickiness is. It also reflects low churn and high retention rates .

“What products do most users like?”

“It’s definitely Product A. The TP of the same group of users for Product A is 20% higher than that for Product B.”

8. TP (Time On Page): Page dwell time

Definition: Page dwell time TP refers to the length of time a user stays on each page.

TP duration can reflect the attractiveness of a web page or activity page to users. Or you can analyze TP to study users' behavioral preferences and likes.

“Although AR PU has increased recently, why has our income decreased?”

"Because the channel user loss has been serious recently, we need to continue to monitor abnormal changes in channel traffic."

9. ARPU (Average Revenue Per User): Average Revenue Per User

Definition: Average revenue per user (ARPU) refers to total revenue divided by number of users.

Traditional industries use average order value (total revenue/number of orders), while the Internet industry not only has a larger user base but also pays more attention to user operations. Therefore, the benefit value of each user to the product is higher, so the ARPU calculation method is adopted.

ARPU only reflects revenue but not profit.

"This event is expected to cost 10,000 yuan and generate an additional revenue of 65,000 yuan. According to financial calculations, the final ROI is ≈35. Please approve this event."

10. ROI (Return On Investment ): Return on Investment

Definition: Return on investment (ROI): [(Revenue - Cost) / Cost]%

One thing that needs to be mentioned here is that (revenue - cost) is not equal to profit. It represents the remaining amount after deducting the cost, which can be more accurately understood as sales revenue. A "rate" can be extended here, the cost-profit ratio.

Cost profit margin = profit (how much is earned) / input (cost) , which reflects the relationship between cost and profit and measures whether the profit is in the capital flow back.

Return on investment (ROI) = output (sales revenue) / input (cost) , which reflects the relationship between input and output, and measures whether the operation of an activity is worthwhile and how much value can be obtained .

The higher the ROI, the better. A higher ROI may often reflect that you cover too small a customer base and the events you organize have low impact.

The lower the ROI, the lower the cost-effectiveness of input and output, and it is necessary to reduce costs or use more precise marketing to increase conversion rates .

" Tmall's Double 11 GMV is so high! How much money can it make?"

11. GMV (Gross Merchandise Volume): Sales

Sales GMV refers to the transaction amount of users on a certain website or product.

GMV is more widely used in e-commerce platforms. It reflects the sales of the entire product or merchant, but it actually does not have much value to the e-commerce platform itself.

The above are some of the most frequently used and widely used professional terms in operations. Others such as SEO ( search engine optimization ), ASO ( application market optimization), SEM ( search engine marketing), etc., are more front-end operations and even promotion content. It is always good to have more skills. Interested friends can also learn and understand them on their own.

This is a purely hand-typed article. If you have any questions or misunderstandings, please feel free to correct me.

In short, to operate well, you not only need to "know" the professional terms, but also have a deep "understanding" of them.

The author of this article @Goodnight was compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services Advertising platform Longyou Century