1. Terms of delivery method: CPA, CPSA, CPS, CPM, etc.

CPA: Cost Per Action. Cost per action generally refers to billing based on the actual effect of advertising promotion. The effect of App promotion is installation. Domestic Android market advertisements generally adopt this model, but Apple Point Wall sometimes uses CPA to indicate the price activated by a point wall user.

CPSA: Cost Per Search Action, the activation cost per search download. The CPA in most ASOs actually means CPSA, and CPSA is more rigorous. The purpose of CPSA optimization is to guide real users to download by improving the position of keywords and increasing product exposure under the keywords.

CPD: Short for Cost Per Day or Cost Per Download, which is billed on a daily basis or billed on a download basis, but the domestic Android market generally refers to the latter. There are some differences between CPA and CPD, because some users may download and do not install activation.

CPS: Cost Per Sales, which uses the actual number of products sold to convert the amount of advertising. CPS is an advertisement that calculates advertising costs based on the actual number of products sold. This type of advertisement is more suitable for shopping, shopping guide, and website navigation websites. It requires precise traffic to bring conversions.

CPM: Cost Per Mille. CPM is a kind of display paid advertisement. As long as the advertisement content of the advertiser is displayed, the advertiser pays for it. CPM is more common in the earliest information flow placement and is one of the key data to measure the quality of a certain creative. At present, the billing method is becoming more and more intelligent, and the CPM charging model is rare.

CPT: Cost Per Time, the cost per time period. CPT is a time-based advertisement. Many domestic websites charge according to the "how much a week" fixed fee model. Some advertisers also use CPT to charge for advertising space or exchange volume in the App.

CPC: Cost Per Click. CPC is a pay-per-click advertisement that charges based on the number of times an ad is clicked. For example, keyword advertising generally adopts this pricing model. The most widely used domestic advertising is affiliate advertising such as Baidu. And most of the video slice ads, image creative ads are often charged in CPC mode.

CPL: Cost Per Leads, guide the cost of registration. It is a common advertising mode to collect the list of potential customers, that is, a specific link that pays after the registration is successful. It is generally launched through an ad network. Achievements Network, Dark Horse and other alliances have more pay-per-register customers.

// The above description is quoted from Muchen SEM (Source: https://muchensem.com/news/1786)

2.App Store related terminology

iTC: It is the abbreviation of iTunes Connect, which specifically refers to the operating background of the App Store (Apple developers): https://itunesconnect.apple.com/login, generally referred to as the iTC background by developers.


AppID: The ID given to each App by the App Store, which is expressed as a string of numbers and is fixed.

For example, the AppID displayed on the data website is 861891048 (pictured),


The official download link of Tantan is: https://apps.apple.com/cn/app/id861891048

This AppID is different from the naming rules of the Android market when it is packaged and installed by itself (called the Bundle ID in the App Store). The AppID is officially designated and cannot be customized or changed.

IAP: is the abbreviation of in-App Purchase, which means "in-app purchase", which is often referred to as "in-app purchase".

Attached here is a flowchart of in-app purchases so that everyone can have a general understanding of in-app purchases.

03Internal purchase process.png

3. Expansion of other nouns

Next, I will introduce some terms that are easy to appear in normal business talks. Newcomers and friends must watch.

ASO: App Store Optimization, Apple App Store Optimization. I believe that no friends do not know this. Next, I will introduce a few "master brothers" of ASO.

SEO: Search Engine Optimization. ASO can be said to be an extension of SEO. SEO optimizes various tags on the page, keeps content updated, manages and optimizes internal and external links, and makes search engines aware of their own websites. Your site appears in a higher position.

SEM: Search Engine Marketing. Bid ranking is a type of SEM. Usually, SEM cannot be done without paying. Common search platforms are: Baidu, Sogou, 360, Shenma, etc.

CP: Content Provider. The products provided are network content services, including various media content such as text, images, audio, and video. CP also often refers to game developers. (Keep in mind that the leader told you to find the CP, not the CP who teased the girl group COUPLE)

IP: Internet Protocols, Internet Protocol addresses. Can be understood as how many computers, mobile devices are visiting. IP is one of the most important data for judging the quality of users. Now more and more publishers start to pay attention to IP data.

DAU: Daily Active User, the number of daily active users. For the active definition, the industry standard is to open the application on the same day. But in fact this is a self-definable standard.

ROI: Return On Investment, which refers to the return on investment. ROI = (total revenue-total cost) / total cost, the ratio of corporate advertising costs to advertising revenue.

ARPPU: Average Revenue per Paying User, average revenue per paying user. ARPPU = Total number of periodic payments / Number of periodic payments. General gaming and financial products pay much attention to this data, which is more refined data than ROI.

PR: Public Relations, public relations, also known as "public relations." Refers to the communication and dissemination relationship between the organization and the public environment. For advertisers, PR is not only an existence that adds points to advertising, but also a necessary tool for preventing crises and maintaining image. Then some friends will say, what is the relationship between PR and me? In fact, if you understand the PR of an enterprise, you can understand its current investment situation, audience, its own publicity focus, and current word of mouth. These have a great effect on the creative choice and effect of advertising. How to impress advertisers? The first is to understand his products!