Summary of APP promotion terms, you may only know 10%

Every industry has its own professional terminology. As far as the Internet industry is concerned, no matter you are a big shot who has been working in this industry for many years, or you are a newbie who has just switched to the Internet industry, you must be familiar with the common terms in the Internet industry. Today I have compiled for you some of the terms in the Internet industry - a summary of APP promotion terms, let’s review and learn new things together!

1. Common terms in the Internet industry

CP (Content Provider): that is, the developer. In the current mobile Internet environment, it means the same as application developers. On advertising platforms, it usually refers to advertisers who promote APPs.

KOL (Key Opinion Leader): Key opinion leader. People who have a say on Weibo and WeChat . These people may be professionals or very experienced in certain industries, so their words are usually convincing to their fans.

UGC (User Generated Content): It means user-generated content.

PGC (Professional Generated Content): content created by experts and celebrities.

UED ( userexperience design): user experience design. The original meaning of UED is user experience design, that is, the page presented to the user.

LBS: Location-based service. A value-added service that provides users with corresponding services with the support of the geographic information system platform.

SNS (Social Networking Services): refers to the relationship network between individuals. That is, social networking sites (SNS sites). Popular SNS in China include Zhihu, Xiaonei, Kaixin001, etc.

TMT: (Technology, Media, Telecom): digital new media industry. TMT is the first abbreviation of three English words, telecommunications , media and technology, integrated together.

SPAM: SPAM in search engine marketing refers specifically to information that deceives search engines.

CMS (Content Management System): Content management system. If you want to quickly build a community like Zhihu, you can buy a domain name, rent a space, and then find an open source CMS program.

2. Explanation of common terms in the APP industry

Channel : Any company that has users and can distribute traffic can become a channel. All platforms that can acquire users can be called channels. Including website channels and wireless channels.

APP: abbreviation of application, that is, application.

SDK (Software Development Kit ): Software Development Kit. SDK is a functional module provided by the channel that integrates user login, recharge channels, community functions, social sharing functions, and data background statistics functions. CP must implant this functional module into its own app. After connecting to the SDK, CP and the channel must test the SDK package, and it can be put online only after passing the test.

IPA/APK: The APP file format of iOS is ip a. Because iPhone phones are divided into jailbroken and non-jailbroken, the APP file downloaded by jailbroken phone users is the ipa package. The file format of the Android system is APK, so when we mention the package of Android games or APPs, we are referring to the APK package.

Joint operation : CP and channels jointly operate products. CP needs to access the channel's SDK before it can go online for operation. The two parties share the profits according to the profit ratio. Because it is connected to the channel's SDK, the data backend used is that of the channel, and the channel pays the CP during settlement.

KA：Key-Account, key customer, main customer.

Brush volume: refers to the fake volume created by the channel. Generally refers to using a machine brush.

Deduction: This is diametrically opposed to the CPA channel inflating volume. It means that CP deducts the volume of the CPA channel in order to reduce its own advertising costs. Both inflating and deducting volume are open secrets in the industry.

3. Terminology related to the operations team

Channel development: responsible for monitoring the effectiveness of all channels and continuously optimizing the channel share and composition. Responsible for cooperation, channel development, etc.

User feedback: Responsible for two-way communication with users, obtaining effective user feedback, and answering user questions, such as establishing QQ groups, Weibo groups, WeChat, etc.

Data analysis : responsible for continuous in-depth data mining, building data models, analyzing user behavior , analyzing seasonal effects, analyzing data anomalies, etc.

Operational activities: responsible for the planning of various events, Weibo and WeChat marketing , etc.

4. Terms related to promotion methods

1. Android channel

(1) Google Play, Google’s official electronic market

Because Google is restricted in China, it has very few users, but abroad Google Play is the mainstream channel. Statistics show that the global download volume of GoogelPlay has exceeded that of the App Store. The foreign channels have been lukewarm so far, but it seems that they may explode in 2015.

(2) Third-party electronic markets

Such as: 360 Mobile Assistant , Tencent App Store , Baidu Mobile Assistant , Wandoujia Sogou Mobile Assistant, Anzhi Market , App Store , Jifeng Market , Mumayi , UC Store, etc.

The users are of high quality and large quantity. There are more than 200 companies in the market, and the maintenance cost is high. Generally, it is enough to maintain dozens of them.

(3) Mobile phone manufacturers

Xiaomi Store , Huawei Zhihui Cloud , OPPO, Lenovo Music Store , Samsung SamsungApps , Coolpad, VIVO, Meizu, Hammer, Gionee , etc.

(4) Operators

China Unicom Wo Store, China Mobile MM Mall, and China Telecom Tianyi Space.

(5) Search category.

Baidu, 360, Sogou, Shenma. If Baidu does well, it can gain a lot of volume.

2. iOS channel

(1) Apple’s official App Store

For iOS, app store downloads account for more than 80%, and the number of jailbreak users is decreasing.

(2) Various limited-time free recommended applications

Such as Gaoqu.com , Limited Time Free Encyclopedia , Apple Garden, Kingsoft Battery Doctor, APP123, and Aiyingpin, etc.

(3) Various jailbreak channels

Such as PP Assistant , Kuaiyong Apple Assistant, iTools, Aisi, XY, Syncios , Haima, Apple Assistant and other Apple APP recommended applications.

(4) Various super apps such as Moji Weather , Meitu XiuXiu , etc.

For the above channels, we can do the following: first release , activities, advertising space , joint operation...

(5) iMessage push

That is, the iMessage information pushed to iPhone users contains a product link to the App Store. This method is iMessage push, which is a new paid promotion method that has emerged this year.

(6) Ranking manipulation

A unique promotion method in the iOS ecosystem. Since Apple AppStore has free list , paid list, and best-selling list, each CP will look for a professional ranking company to do the ranking. By using a large number of zombie App Store accounts to download a certain mobile game , higher downloads and payments will be obtained, which will push it to a higher position on the list. Currently, chart manipulation is being severely suppressed by Apple and has become a sunset industry.

3. Advertising Alliance

Advertising platform refers to mobile advertising platform, such as Qumi, Duomeng , Youmi, Wanpu, Dianru, Limei, Anwo, Adsqi, Yifenji, Midi, Mopan, Jupeng, Kuaiyou, Chukong, Qincheng, etc.

4. Exchange /cross promotion

In most apps and mobile games, there will be a module similar to application recommendation. The function of this module is to exchange volume. Product A imports 1,000 volumes to Product B, and B finds a way to import 1,000 volumes to Product A as well.

5. Manufacturer pre-installation/flashing

Manufacturer pre-installation is a good choice for many large and powerful companies, but it is not the preferred channel if funds are insufficient.

Channel advantages: large volume and not too high average cost.

Channel disadvantages: high follow-up costs, wide range of user types, and a lower proportion of accurate users compared to other channels.

Parallel import flashing: This method is similar to pre-installation by manufacturers, but the quality of users is not as good as that of manufacturers, and the market is also more chaotic.

6. Social promotion

Using social marketing channels such as Weibo and WeChat to promote APP has also become a very good choice. In recent years, there have been many successful cases that have been hyped up through Weibo and WeChat, such as Kuaikan Comics. You know how it became number one on the app store. WeChat is currently very active, so you can make good use of it.

5. Data-related terms

(1) Click-through rate : usually refers to the conversion rate from display to click. For example, the click-through rate of banner ads is generally 0.3%-1%; 

(2) Download rate: usually refers to the conversion rate from click to download;

(3) Installation rate: the conversion rate from download to installation;

(4) Activation rate: the conversion rate from installation to activation;

(5) Registration rate : the conversion rate from activation to registration; 

(6) Order rate: Generally speaking, for e-commerce applications, it refers to the conversion rate from activation to order; 

(7) Recharge rate: Generally speaking, for lottery or game applications, it refers to the conversion rate from activation to recharge;

(8) Retention rate : The conversion rate of reactivation from the first activation to the end of a period. The period is generally the next day, week, or month. It is used to assess the user's activity and stickiness in using the application.

(9) Application usage time: the average length of time each user uses an application every day, used to assess the user's stickiness with the application; 

(10) Number of times an application is used: the average number of times each user uses an application per day, used to assess the user's activity and stickiness in using the application;

6. Advertising channels

SEM (Search Engine Marketing): Search Engine Marketing.

SEO (Search Engine Optimization): Search Engine Optimization .

ASO (App StoreOptimization): Application market optimization. ASO corresponds to SEO, which is a promotional technique that makes it easier for your App to be presented in the search results of the App Store . It is very similar to the practice of SEO, from covering hot words in the App name to the introduction copy , to trying to get high-scoring reviews, and so on.

EDM ( Electronic Direct Marketing ): Email marketing.

AdWords: Google's keyword bidding advertising.

Banner: Banner ad

Button: Icon Ad

PR promotion: soft article promotion

Adertorial: A type of advertorial, which is a paid article that is deliberately designed to look like a normal article.

BannerAd : (Banner Ads) Ad placement at the top, bottom or side of a web page;

DSP display advertising (Demand-SidePlatform): that is, demand-side platform.

POP (Point Of Purchase): means "point of selling advertising", also known as "store display". Such as tags, posters, small stickers, paper shelves, display racks, paper piles, large signs, physical models, flags, etc., all fall within the scope.

7. Traffic Measurement Indicators

Traffic: the number of visits to a website within a certain period of time.

Traffic: Traffic, the number of all visits and/or visitors to a website.

UV (Unique Visitors): number of unique visitors. The number of unique visitors and unique IP are two different concepts. Independent IP requires that the IP addresses of visitors are different; the number of independent visitors may not be the same. On the same computer, you registered a new user and your brother registered another new user. At this time, the background of the website will record 1 independent IP, but will also record 2 UVs. It's the same computer, neither you nor your brother registered, just browsing. The background will record 1 independent IP and 1 UV. Of course, on the same day, no matter how many times a unique visitor with a unique IP visits, the background will only record it once.

PV (Page Views): Page visits. Every time a user opens a page, it is a PV. A website has a total of 5 pages from the homepage to successful registration, namely: homepage, fill in username and password, fill in basic information, fill in advanced information, and successful registration. Every time a user successfully clicks on register from the homepage and completes the registration process, the background will count it, and the website will therefore gain 5 PVs.

IP (internet protocol ): refers to the number of independent IP addresses. The same IP address is only counted once in a day.

IP\UV\PV constitute the number of independent visits to a website.

RV (Repeat Visitors): Repeat visitors. For example: Xiao Ming came to check out my subscription account yesterday, and he came again today. Xiao Ming is an RV. Repeat visitors show the stickiness of the site to users, but it is recommended not to view RVs as a whole, but to treat them as individuals.

TP (Time On Page): time spent on a page.

TrafficSources: Traffic source channels. For example: Baidu contributes 100 UVs to you every day; users directly enter the website to contribute 10,000 UVs to you; WeChat brings you 1,000 UVs every day;... The source channel is very important. Reminder: When we talk about traffic, we are actually talking about a very broad concept, not just a certain indicator.

PR value: The full name is Pagerank (web page level), which is a method used to evaluate the "importance" of a web page.

8. Advertising effectiveness indicators

DAU (Daily active user): number of daily active users.

MAU (Month active user): Monthly active users.

ROI (Return on Investment ): Return on investment, which is net profit divided by investment amount.

AR PU (Average Revenue PerUser): The average revenue per user, an indicator to measure a company's business revenue.

Click : The number of times a user clicks on an ad.

ClickRate (click-through rate): Click through-Rate; that is, the ratio of the number of times an online advertisement is clicked to the number of times it is visited, that is, clicks/impressions. If this page is visited 100 times and the ad on the page is clicked 20 times, then the CTR is 20%.

Bounce Rate: Bounce rate refers to the percentage of users who leave a page after browsing it, among a group of pages or the number of visits to a page.

Page visits per capita: Total PV divided by IP = page visits per capita. Only users who visit more than 10 pages per person are considered high-quality users.

Reach: Reach has two meanings: (1) the number of unique users who visited the website during the reporting period, expressed as a percentage of the total population; (2) the total number of unique users reached by a given advertisement.

CR (Conversion Rate): refers to the proportion of converted visitors to all visitors to a website.

Second-jump rate: After a website page is expanded, the first click generated by a user on the page is called the "second jump". The number of second jumps is the "second-jump volume". The ratio of the second-jump volume to the page views is called the second-jump rate of the page.

Repeat purchase rate: refers to the number of times consumers make repeated purchases on the website;

Repeatvisitor: A repeat visitor is a unique user who visits a website more than once within a certain period of time.

Returnvisits: The number of repeat visits, the average number of times a user returns to a website within a certain period of time.

IX. Charging Model

CPS (Cost Per Sales): CPS is a pricing model that calculates advertising costs based on the actual number of products sold. This type of advertising is more suitable for shopping, shopping guide, and website navigation websites, which require accurate traffic to bring conversions;

CPA (Cost Per Action): Cost per action. The A here can be a click, download, activation, registration, or search. It generally refers to payment for each download and activation.

CPT (Cost Per Time): It refers to real-time long advertising, also known as hard advertising, which is a form of paid advertising promotion generally calculated from 24:00 to 24:00 tomorrow. Many websites charge according to a fixed model such as "one month". This form of advertising is very crude and cannot guarantee the interests of customers, but it is indeed a worry-free model with stable traffic.

CPC (Cost Per Click): Pay per click. For example, keyword advertising generally adopts this pricing model, typical examples include Baidu Union's Baidu bidding advertising and Taobao 's direct traffic advertising;

CPM (Cost Per Mille): Cost per thousand, charged according to the display. As long as the advertiser's display content is displayed, the advertiser will pay for it. This type of advertising effect is not very good, but it can bring stable income to websites and blogs with a certain amount of traffic;

CPD (Cost Per Download): Charged based on the cost per download.

CTR (Click-Trough-Rate): Click-through rate, i.e. Click / PV; refers to the click-through rate of online advertising, i.e. the number of clicks on the ad divided by the number of impressions of the ad - Click / Show Content;

10. APP Operation Model

Introducing the AARRR Model

1. Acquisition

The first step in operating a mobile application is undoubtedly to acquire users, which is what we usually call promotion.

At this stage, the data that everyone is most concerned about initially is the number of downloads. However, downloading an app does not mean it will be installed, and installing an app does not mean it will be used. Therefore, activation volume soon became the data that everyone at this level cared about the most, and it was even the only data that some promoters paid attention to. Usually, the activation volume (ie, the number of new users) is defined as the number of new independent devices that have launched the application.

2. Increase activity

An important factor here is the quality of the promotion channels . Poor promotion channels bring in a large number of one-time users, that is, users who launch the app once but never use it again, such as point walls and channels for inflating traffic. Good promotion channels often act precisely on target users . Precise promotion is always something that operators need to remember.

Another important factor is whether the product itself can capture the user within the first few tens of seconds of use. If the app doesn’t give a good first impression and often crashes or freezes, then you know what’s going on.

In addition, some applications attract new users through good onboarding tutorials, which is particularly prominent in the gaming industry.

The two data of DAU (daily active users) and MAU (monthly active users) basically illustrate the current size of the application's user base. These are two indicators that operators must look at. In fact, we also need to look at two other indicators: the average usage time per startup and the average number of startups per user per day. These two data can be viewed together.

Versions, page conversion paths, and custom events are also good analysis dimensions. For product managers , analyzing them helps to continuously improve the application.

3. Improve retention

Some partners will find that after the app is downloaded, there is no user stickiness, the next-day retention and 7-day retention are very low, and users cannot be retained.

Usually the cost of retaining an old customer is much lower than the cost of acquiring a new customer. Therefore, the situation where a bear picks corn (takes one and throws one) is a taboo in application operations. However, many applications do not know when users are lost, so on the one hand they continue to attract new users, but on the other hand they continue to lose a large number of users.

To solve this problem, we first need to monitor the user churn of the application through indicators such as daily retention rate, weekly retention rate, and monthly retention rate, and take appropriate measures to encourage these users to continue using the application before they churn.

Retention rate also has a lot to do with the type of application. Generally speaking, the first-month retention rate of tool apps may be generally higher than the first-month retention rate of game apps.

Some applications do not need to be launched daily. In that case, it would be more meaningful to look at indicators such as weekly retention rate and monthly retention rate. Retention rate is also an important indicator for testing the user quality of a channel. If the first-day retention rate of a channel of the same application is much lower than that of other channels, then the quality of this channel is relatively poor.

4. Earn Revenue

Generating revenue is actually the core of application operation. Very few people develop an app purely out of interest, and most developers care most about income. Even for free apps, you need to consider their profit model over time.

There are many sources of revenue, the main three being: paid apps, in-app purchases, and advertising.

In either case, revenue comes directly or indirectly from users. Therefore, the aforementioned increases in activity and retention rates are necessary foundations for generating revenue. Only when the user base is large can revenue increase.

Regarding revenue, the most commonly used observation is the ARPU (average revenue per user per month) value.

5. Self-propagation (Refer)

The previous operating model ended at the fourth level, but the rise of social networks has added an aspect to operations, which is viral spread based on social networks, which has become a new way to acquire users. This method is very low cost and has the potential to be very effective; the only prerequisite is that the product itself must be good enough and have a good reputation.

Through the above AARRR model, we can see that acquiring users is only the first step. How to retain them and increase stickiness is also very important.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

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