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    Concepts

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    Nguyễn Thảo Ngọc

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    © All Rights Reserved
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    Concepts

    Uploaded by

    Nguyễn Thảo Ngọc
    4 views5 pages

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    concepts

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    4 views5 pages

    Concepts

    Uploaded by

    Nguyễn Thảo Ngọc

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 5

    Attribution: Installs and other events that are associated with a media source via clicks

    and impressions

    API: application programming interface: giao diện lập trình ứng dụng. Hàm/ thủ tục.

    CPA: cost per action: Pricing model. Marketer pays for designated user actions, rather
    than app installs.

    Example: Pay an ad network for af_purchase events.

    Formula: Total spend / Number of actions

    CPC: Cost per click; Pay per click (PPC): Pricing model. Marketer pays for every click
    on an ad. Splits the cost risk between marketer and publisher.

    Example: Users see ads on search engines, social media platforms, and other publishers

    Formula: Total spend / Number of clicks

    CPI: Cost per Install

    Pricing model. Marketer pays every time a new user installs their app from an ad. Main
    pricing model between marketers and ad networks.

    Formula: Total spend / Number of new installs

    CPM: cost per mille; cost per thousand (CPT): Pricing model. Marketer pays for every
    1000 ad impressions (ad views/clicks).

    Formula: Preset cost per unit x 1000

    CPV: Cost per View: Pricing model. Marketer pays for visual contacts generated by
    requesting an ad medium (video ads) on a publisher's platform. (xem 30s quảng cáo/xem
    full qc/tương tác với qc)

    Formula: Total advertising costs / Number of impressions

    Contributor/assist: media source/campaign provided a user engagement before an install.

    Cookies (HTTP): Also, Web cookie, Internet cookie, or Browser cookie: Data sent,
    during browsing, from a website and stored on a user's computer to help a website
    track user visits and activity. AppsFlyer does not use cookies for mobile app attribution
    purposes.

    Client: marketer, advertiser, app owner.


    CTA: click-through attribution: After a click, an install is attributed to a specific ad. It
    measures the cause and effect of a mobile ad campaign. simply the tracking of direct
    clicks on an advertisement that eventually lead to a purchase.

    CTI: Click-to-Install

    Advertising measurement that shows the ratio between the total number of app installs
    and the total number of ad clicks.

    Formula: Number of installs / Number of ad clicks

    CTIT: Click-to-install time: Distribution model used to detect install hijacking and click
    flooding.

    CTR: click through rate: Advertising measurement that shows the ratio between ads
    displayed to potential users (impressions) and subsequent clicks.

    Formula: Users who clicked an ad / Number of impressions (ad views)

    Conversion: Occurs when a user completes an ad-related action that is considered good
    for business. In AppsFlyer, attributed installs, reinstalls and re-engagements are all
    considered conversions. Example: User clicks on an ad, then installs. The install is a new
    conversion

    Creative: Concept, design, and artwork that goes into an ad. In the Smart Banners page,
    marketers set banner visuals, texts, and buttons for each banner's creative, without the
    need for a web developer.

    CTV: Connected TV: Device (such as a Smart TV) that is used to stream content over the
    internet. The content is most often streamed via CTV apps that are downloaded.

    CUID: Customer ID: Unique user identifier. Usually generated and set by the app
    owner at the time of user registration. CUID lets app owners follow user journeys
    across different devices.

    CV: conversion value: measure of user engagement set in an iOS app in the framework
    of SKAdNetwork.

    Data Locker: AppsFlyer feature for the delivery of raw data to an AWS bucket
    (dedicated repository). Marketers get raw data from the AWS bucket.

    DAU – daily active users: number of unique users who open a specific app in a 24—hour
    period.
    DAU/MAU rate: Measures the stickiness of your product. For example, how many
    users visit or interact with a product or service during a given interval.

    Direct publisher: App owners who advertise other apps via their own apps.

    DMA: Designated market area/ Media market: measure audiences.

    Domain: VD: yourwebsite.com

    Dual consent: ATT consent in both advertiser and publisher apps.

    eCPA: total spend/ number of effective actions

    eCPC: marketer had purchased clicks -> Total spend/number of clicks

    eCPI : what cost you to get a new user to use your app; differs from CPI as a good app
    can benefit from a “viral effect” that drives organic installs. Total spend / Number of
    effective installations

    eCPM: Total cost/Total number of impression (in 1000s)

    Engagement: user interaction with an ad.

    ERPA (effective revenue per action): Actions include opening an app or performing
    specific in-app events. Total revenue/ Number of trigger event instances.

    Event: any action a user performs in an app. VD: sign-in, pass a game level, make a
    purchase, …

    Event CVR: % of user who completed a desired action. Indicates how many users an ad
    converted. Unique events/ Attributions.

    Fraud: ad attempts to illegally generate attribution revenue by defrauding


    marketers,publishers, or supply partners.

    GEO: country

    Install: download, install,launch.

    Keywords: sd in online advertising.

    KPI: key performance indicator: evaluate. Vd: number of click

    Landing page: first page a user sees after clicking on an ad

    Last-click attributions:
    LT; KPI that indicates user value during the time they use your app.

    - LTV -

    Loyal user: open installed app at least 3 times.

    MAU: Monthly active users: 30 days

    Media source: entity that displays ads

    MMP mobile measure partner: helps apps measure campaign performance across
    advertising marketing channels, media sources, and ad networks.

    Native ads: Ad that matches the form and function of the platform on which it appears.

    NOI: Non-organic install. VD: Paid ad campaigns and owned media email campaigns.

    Organic install: a mobile app install that occurs without any direct effort by a marketer.

    Postback: install or in-app event notification sent from an advertiser to a partner (ad
    network) via AppsFlyer. Help partner optimize their campaigns.

    Publisher: media source, site, app that sells ad space to ad networks or marketers.

    ROAS: Return on ad spend: measures campaign performance by calculating the revenue


    generated per unit of ad spend. Rev/ad spend

    Roi: (rev – cost)/ cost * 100

    Touchpoint: interaction a user had on the journey to conversion (install/purchase). VD:


    clicks, impressions, and website visits.

    Touchtime: date & time of user engagement

    Web app: run in web browser

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