A Complete List of Professional Terms in the Mobile Internet Industry [2016 Latest Edition]

Mobile Internet Professional Level 4 Exam is here~

CPA, CPD, CPI, and CPS are just entry-level. Do you know about DSP, DMP, PMP, and PDB? If you don’t know these [professional terms], how can you operate happily?

This article is divided into two parts

 Advertising related professional terms

 Operation-related professional terms

1. Advertising related professional terms

1. Ad network

The key function is to integrate the advertising space resources provided by the website to meet the needs of advertisers for advertising.

2. Ad Exchange

An advertising exchange is a technology platform that conducts bidding based on the traffic provided by numerous advertising networks.

3. RTB (Real Time Bidding)

Compared with traditional PPC advertising (charged based on the number of users), CPM advertising (charged per thousand views), CPC advertising (charged per click), Monthly Flat (monthly billing), Daily Flat (daily billing), etc., RTB bids based on each ad display exposure.

4. DSP (Demand Side Platform) Advertiser demand side

Provide advertisers with a programmatic advertising platform that spans bidding markets, platforms, and terminals, and achieves audience-based precision delivery through data integration and analysis.

5. DMP (Data-Management Platform)

Data management platforms help all parties involved in the buying and selling of ad inventory manage their data, make it easier to use third-party data, enhance their understanding of all of this data, and pass data back or pass customized data into a platform for better targeting.

6. Programmatic Buying

Refers to the process of automatically executing advertising media purchases on behalf of advertisers through digital platforms. In contrast, there is the traditional method of purchasing manpower. The implementation of programmatic buying usually relies on the demand-side platform DSP and the advertising trading platform Ad Exchange. It includes RTB real-time bidding mode and non-RTB non-real-time bidding mode.

7. PMP (Private Market Place)

It is a new form of Internet advertising transaction that combines traditional private transaction methods with the working method of programmatic advertising. Advertisers purchase or reserve ad space in advance to obtain high-quality traffic, and then use programmatic methods to manage the advertising delivery of this traffic so that audiences only see the ads they want to see.

7. PDB (Programmatic Direct Buy)

Simply put, after advertisers purchase media through PDB privately, they can deliver them through DSP. Of course, PDB is not suitable for everyone. Brands with larger scale and market may be more suitable for PDB's approach.

8. Premium inventory

The front page news page of each portal is the main location that advertisers compete for. For example, the banner on the homepage of Sina Weibo

9. Remnant inventory

An ad space on a page with very little long-tail traffic, such as an ad space after a click on a certain page on a small game website

10. CPM (Cost Per Mille, or Cost Per Thousand; Cost Per Impressions)

The app ad is charged based on 1,000 impressions, and the cost per thousand impressions = (advertising cost/number of people reached) × 1000;

11. CPC (Cost Per Click; Cost Per Thousand Click-Through)

Pay per click on your app ads.

12. CPA (Cost-per-Action)

Cost per activation. Currently on mobile devices, most settlements are based on activation, and some are settled based on registration.

13. CPS (Cost-Per-Sale)

Payment is made based on sales, which is a profit-sharing model.

14. CPT (cost-per-time)

That is, the charge is based on the display time, and this time may be Day/Week/Month/Season/Year.

15. CPV (cost-per-visit)

Cost per access, less used.

16. CPI (cost per install)

The fee is charged per installation.

17. CPD

CPD (Cost per Download) means paying by download, fee = actual download volume * download unit price.

18. Banner picture mode

19. Interstitial Ads

20. Native Advertising (Native Ads)

2. Operation-related professional vocabulary

AARRR (acquisition, activation, retention, revenue, referral)

They correspond to the five important links in the life cycle of this mobile application: acquiring users (Acquisition), increasing activity (Activation), improving retention ( Retention ), obtaining revenue (Revenue), and self-propagation (Refer)

DNU (Daily New Users)

Number of users activated/registered daily. It can also be called activation or registration, depending on your definition.

CAC (Customer Acquisition Cost) User acquisition cost (also commonly known as CPA)

CPC (Cost Per Customer) User Acquisition Cost

= Promotion cost/effective new users

CR (Conversions Rates) Registration Conversion Rate

=The total number of people who eventually registered as users/visited a certain channel (such as promotional links, APP download markets)

DAU (Daily Active Users)

Number of users who open and use the product every day

WAU (Weekly Active Users)

The number of users who have started using the product in the past week (7 days including the current day), usually calculated based on a natural week.

MAU (Monthly Active Users)

The number of users who have logged into the app in the past month (30 days including the current day), usually calculated based on the calendar month.

DEC (Daily Engagement Count)

Mostly used for games. A user's use of a mobile game is counted as one participation, and the number of daily participations is the total number of times the user participates in the game every day.

DAOT/AT (Daily Avg. Online Time): Average daily online time of active users.

That is: total daily online time/number of daily active users. General rough calculation company: AT=ACU*24/DAU

DAU (Daily Active User)

MAU (Monthly active users)

Users Retention

The statistical time interval includes the startup and usage status of new users in different subsequent periods.

Day 1/3/7/30 Retention Ratio Next day/three day/seven day/month retention rate

The number of new users launched on the second day/third day/seventh day/thirtieth day (excluding the first launch day) accounts for the proportion of new users. The retention rate needs to be tracked over the long term, and can be set to 30 days, 60 days or 90 days as needed.

Users Churn

Statistics on the number of users leaving the product at different times during the time interval.

Day 1 Churn Ratio

The proportion of users who used the product on the statistical day but did not use it in the following seven days is considered active users on the statistical day. This definition can extend the observation length as needed.

Day 7 Churn Ratio

The percentage of users who used the app last week but did not use it this week to the weekly active users last week

Day 30 Churn RatioMonthly Churn Rate

The proportion of users who used the product last month but not this month to the monthly active users of last month.

MPR (Monthly Payment Ratio)

The proportion of paying users to active users during the statistical time period. Usually measured in months. Calculation company: MPR = APA / MAU, where APA is the number of monthly paying users

APA (Active Payment Account) number of active paying users

The number of users who successfully paid during the statistical time interval. Usually measured in months. If calculated on a monthly basis, the following relationship exists: APA=MAU*MPR, where MAU is the number of monthly active users and MPR is the monthly payment rate.

ARPU (Average Revenue per User)

The average revenue generated by active users for the product during the statistical time period. Usually measured in months.

ARPU = revenue/number of users

Monthly ARPU = Revenue / MAU

Calculation method: Total product revenue divided by total number of active users of the product, usually calculated on a monthly basis, i.e. ARPU = total monthly revenue / number of monthly active users (MAU)

ARPPU (Average Revenue per Paying User)

The average revenue contributed by paying users to the product during the statistical time period. Usually measured in months.

ARPPU = Revenue / Number of paying users

Monthly ARPPU = Revenue / APA

Life Time

The time between a user's first participation in a game and the last participation in the game is generally calculated as an average.

LTV (Life Time Value)

The total amount of revenue a user has generated for this game over his or her lifetime. It can be seen as a long-term accumulated ARPU value.

Calculation method: The average LTV of each user is calculated as follows:

LTV = ARPU * LT (average life cycle in months)

LT stands for Life Time, which is calculated on a monthly basis, that is, the average number of months a player stays in the game.

For example, if the ARPU of a product is 2 yuan and LT is 5, then LTV is 2*5=10 yuan.

PCU (Peak Concurrent Users) Maximum number of concurrent online users

ACU (Average Concurrent Users) Average number of concurrent online users

New Users Converstion RateNew Users Conversation Rate

Can be divided according to channels, Clicks->Install->Register->Login

K-Factor: K factor

K-Factor = infection rate * conversion rate

Conversion rate: The rate at which infection is converted into new users.

Infection rate: The number of invitations sent by each user, usually an average value.

If K>1, the product user base grows faster through self-propagation;

If K<1, the product user base will stop growing through self-propagation after reaching a certain size.

SEO (seach engine optimization) search engine optimization

SEM (Search Engine Marketing )

ASO ( App Store Optimization)

KPI (Key performance indicators)

GMV (Gross Merchandise Volume) (over a period of time)

SKU (Stock Keeping Unit) is the unit for measuring inventory in and out.

‎Long Tail Keyword, a non-target keyword but a keyword that can also bring search traffic

MVP (Minimum Viable Product)

SP (Service Provider)

CP (Content Provider)

BD (Business Development)

SDK (Software Development Kit)

UE/UE (User Experience) User Experience

EDM (Email Direct Marketing )

SNS ( Social Networking Services)

UGC (User Generated Content)

PGC (Professional Generated Content) professionally produces content.

OGC (Occupationally-generated Content)

KOL (Key Opinion Leader) Those who have the right to speak

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