Your Growth Arsenal Decoded
Acquisition:
- Att-eCPI (Attributable Effective Cost per Install): The final cost per app install calculated using data from attribution services, considered more reliable than data directly from ad platforms.
- Formula: Att-eCPI = Cost / Att-installs
- Example: You pay $200 for 10 installs tracked by an attribution service, resulting in an Att-eCPI of $20 per install.
- Related Terms: CPI, eCPI, Att-Installs
- Attributable Installs: Number of app installs recorded by attribution services, providing independent verification compared to data from ad platforms.
- Example: An attribution service reports 50 installs from a specific ad campaign, different from the ad platform’s data.
- Related Terms: Att-eCPI, CPI, Installs
- CPM (Cost per Mille): The ad cost per 1,000 impressions (views).
- Formula: CPM = Cost / Impressions * 1000
- Example: You pay $10 for 1,000 ad impressions, resulting in a CPM of $10.
- Related Terms: eCPM, Impressions
- CPI (Cost per Install): The agreed-upon price with publishers for each app install driven by paid ads.
- Example: You agree to pay a publisher $1 for each app install driven by their ad platform.
- Related Terms: eCPI, Att-eCPI, Installs
- eCPI (Effective Cost per Install): The actual cost per app install, considering revenue generated.
- Formula: eCPI = Campaign Spend / No. of Installs (via ads)
- Example: You spend $100 on an ad campaign and get 20 installs, resulting in an eCPI of $5 per install.
- Related Terms: CPI, Att-eCPI, IPM
- eCPC (Effective Cost per Click): The actual cost per ad click, considering revenue generated.
- Formula: eCPC = Cost / Clicks
- Example: You spend $5 on an ad campaign and get 10 clicks, resulting in an eCPC of $0.5 per click.
- Related Terms: CTR, CVR
- IPM (Installs Per Mille): The number of app installs per 1,000 ad impressions.
- Formula: IPM = No. of Installs * 1000 / No. of Impressions
- Example: You get 10 installs from 2,000 ad impressions, resulting in an IPM of 5.
- Related Terms: eCPI, Installs, Impressions
- oCVR (Organic Conversion Rate) or IPM (Installs per Mile): The percentage of users who install your app after seeing an ad (oCVR), also expressed as installs per 1,000 impressions (IPM).
- Formula: oCVR = Installs / Impressions
- Example: You get 20 installs from 1,000 ad impressions, resulting in an oCVR/IPM of 2%.
- Related Terms: CVR, eCPI
Engagement:
- DAU (Daily Active Users): The number of users actively using your app on a given day.
- Example: You have 1,000 users who open your app on a specific day, making them your DAU for that day.
- Related Terms: Sessions, IMPDAU
- RR Dx (Retention Rate Day X): The percentage of users who continue using your app on Day X after installing it on Day 0.
- Formula: RR Day X = Total Active Users Day X / Total installs Day 0
- Example: You have 100 active users on Day 7 after 200 installs on Day 0, resulting in a RR7 of 50%.
- Sessions: The number of times users access your app within a specific period.
- Example: A user opens your app twice in a day, contributing to two sessions for that day.
- Related Terms: DAU, IMPDAU
Monetization:
- Accrued Ad revenue: The total accumulated revenue generated from in-app advertisements.
- Example: You earn $100 from ads over a week, resulting in an Acc. Ad revenue of $100 for that period.
- Related Terms: M-eCPM, eCPM
- Accrued In-App Revenue: The total accumulated revenue generated from user purchases or subscriptions within the app.
- Example: You earn $200 from in-app purchases over a month, resulting in an Acc. IAP Revenue of $200 for that month.
- Related Terms: ARPDAU, IAP RPDAU
- ARPDAU (Average Revenue Per Daily Active User): The average daily revenue generated by each active user.
- Formula: ARPDAU = Revenue earned within a given 24hr period / No. of active users that day
- Example: You earn $1,000 in a day with 100 active users, resulting in an ARPDAU of $10.
- Related Terms: IAP RPDAU, ARPPU
- ARPPU (Average Revenue per Paying User): The average revenue generated by paying users over a specific period.
- Formula: ARPPU = Total revenue generated in period X / Total number of paying users in period X
- Example: You earn $500 in a month with 20 paying users, resulting in an ARPPU of $25.
- Related Terms: ARPDAU, IAP RPDAU
- IAP RPDAU (In-App Purchase Revenue Per Daily Active User): The average daily revenue generated from in-app purchases per active user.
- Formula: IAP RPDAU = IAP revenue / Daily Active User
- Example: You earn $50 in in-app purchases in a day with 100 active users, resulting in an IAP RPDAU of $0.5.
- Related Terms: ARPDAU, ARPPU
- IMPDAU (Impressions per Daily Active User): The average number of ad impressions shown to active users within a day.
- Formula: IMPDAU = No. of Daily Impressions / No. of Daily Active Users
- Example: You show 1,000 ad impressions to 100 active users in a day, resulting in an IMPDAU of 10.
- Related Terms: DAU, M-eCPM
- M-eCPM (Monetary effective Cost per Mille): The average revenue generated per 1,000 ad impressions.
- Formula: M-eCPM = (Ad revenue / Ad impressions) * 1000
- Example: You earn $20 from 1,000 ad impressions, resulting in an M-eCPM of $20.
- Related Terms: eCPM, Acc. Ad revenue
- ROAS Dx (Return on Ad Spend Day X): The return on ad spend for a specific day, considering both in-app purchase and ad revenue.
- Formula: ROAS Dx = Total revenue from ad campaign (Day X) / Total ad spend (Day X)
- Example: You earn $100 from ads and in-app purchases on Day X with a $50 ad spend, resulting in an ROAS Dx of 2.
- Related Terms: eCPM, ARPDAU
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