{"id":61340,"date":"2022-03-17T17:21:56","date_gmt":"2022-03-17T09:21:56","guid":{"rendered":"https:\/\/www.growthhk.cn\/?p=61340"},"modified":"2022-03-17T17:21:57","modified_gmt":"2022-03-17T09:21:57","slug":"arpu%e5%80%bc%e7%94%b1%e4%bb%80%e4%b9%88%e5%86%b3%e5%ae%9a%ef%bd%9c%e9%be%99%e9%97%a8%e9%98%b5%e5%b0%94","status":"publish","type":"post","link":"https:\/\/www.growthhk.cn\/quan\/61340.html","title":{"rendered":"ARPU\u503c\u7531\u4ec0\u4e48\u51b3\u5b9a\uff5c\u9f99\u95e8\u9635\u5c14"},"content":{"rendered":"\n<p>\u4e00\u4e2a\u76f4\u51fb\u7075\u9b42\u7684\u95ee\u9898\uff1a<\/p>\n\n\n\n<p>\u5982\u4f55\u9884\u6d4b\u4e00\u4e2a\u5e73\u53f0\u7684\u53d8\u73b0\u6548\u7387\uff1f<\/p>\n\n\n\n<p>\u6216\u8005\u6362\u4e2a\u95ee\u6cd5\uff1a\u4e00\u4e2a\u5e73\u53f0\u7684\u5355\u7528\u6237\u4ef7\u503c\u957f\u671f\u5929\u82b1\u677f\u662f\u7531\u4ec0\u4e48\u51b3\u5b9a\u7684\uff1f<\/p>\n\n\n\n<p>\u4ee5\u5e7f\u544a\u53d8\u73b0\u4e3a\u4f8b\uff1a<\/p>\n\n\n\n<p>\u5e73\u5e38\u6211\u4eec\u600e\u4e48\u53bb\u62cd\u53d8\u73b0\u6548\u7387\uff1f<\/p>\n\n\n\n<p>\u2192 \u6700\u7b80\u5355\u7c97\u66b4\u7684\u903b\u8f91\uff0c\u76f4\u63a5\u5bf9\u6807\u62cd\u4e00\u4e2aARPU<\/p>\n\n\n\n<p>\u5927\u81f4\u7684\u89c4\u5f8b\u53ef\u4ee5\u6709\u3002\u95ee\u9898\u5427\uff0c\u5373\u4f7f\u6211\u4eec\u505a\u4e00\u6b21\u7cbe\u786e\u7684comps\uff0c\u6309\u7167\u4ea7\u54c1\u5f62\u6001\u5bf9\u5e94\u53bb\u6bd4\u8f83\uff0c\u53d8\u73b0\u6548\u7387\u4e4b\u95f4\u7684\u5dee\u8ddd\u4ecd\u7136\u5f88\u5927\uff0c\u8fd9\u91cc\u8fd8\u6709\u9636\u6bb5\u7684\u5dee\u5f02\uff0c\u5f88\u591a\u4ea7\u54c1\u5e76\u6ca1\u6709\u8dd1\u5230\u6210\u719f\u671f\uff0c\u5e76\u4e0d\u662f\u4e00\u4e2a\u4f18\u79c0\u7684benchmark\u3002<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1198\" height=\"897\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2022\/03\/image-370.png\" alt=\"\" class=\"wp-image-61341\"\/><figcaption>Source\uff1a\u5404\u79cd\u516c\u5f00\u6570\u636e<\/figcaption><\/figure>\n\n\n\n<p>\u2192 \u597d\u4e00\u70b9\u7684\uff0c\u4f1abottom up\u8003\u8651\u4e00\u4e0b\uff0c\u6309\u7167VV * ad load% * CPM\u7684\u903b\u8f91\u5206\u89e3\u3002vv\u597d\u8bf4\uff0c\u4f46\u662fad load%\u548cCPM\u548b\u62cd\u5462\uff1fad load%\u5927\u5bb6\u666e\u904d\u559c\u6b22\u5bf9\u6807\u5fae\u535a\uff0c\u56e0\u4e3a\u9ad8\uff0c\u6709 20%\uff1bCPM\u5c31\u559c\u6b22\u5bf9\u6807\u6296\u97f3\uff0c\u8fd8\u662f\u56e0\u4e3a\u9ad8\u3002\u5168\u4e16\u754c\u6240\u6709\u7684\u4ea7\u54c1\u672a\u6765ad load%\u90fd\u53ef\u4ee5\u523015%\uff0cCPM\u90fd\u53ef\u4ee5\u523030\uff0c\u51ed\u4ec0\u4e48\uff1f<\/p>\n\n\n\n<p>\u4ea7\u54c1\u5f62\u6001\u8981\u4e0d\u8981\u8003\u8651\uff1f<\/p>\n\n\n\n<p>\u6d41\u91cf\u7ed3\u6784\u8981\u4e0d\u8981\u8003\u8651\uff1f<\/p>\n\n\n\n<p>\u5546\u4e1a\u5e95\u7ebf\u8981\u4e0d\u8981\u8003\u8651\uff1f<\/p>\n\n\n\n<p>\u9500\u552e\u80fd\u529b\u8981\u4e0d\u8981\u8003\u8651\uff1f<\/p>\n\n\n\n<p>\u2192 \u518d\u9012\u8fdb\u4e00\u4e0b\u7684\uff0cTop-down \u62c9\u4e00\u4e0b\u5e7f\u544a\u4e3b\u753b\u50cf\u3001x\u4e00\u4e0b\u5e7f\u544a\u4e3b\u9884\u7b97\u7684\u4efd\u989d\u3002\u8fd9\u4e2a\u601d\u8def\u6211\u89c9\u5f97\u903b\u8f91\u4e0a\u975e\u5e38\u597d\uff0c\u4f46\u5c31\u662f\u6f02\u79fb\u95ee\u9898\u6bd4\u8f83\u4e25\u91cd\uff0c\u56e0\u4e3a\u6570\u636e\u53ef\u5f97\u6027\u5dee\uff0c\u8bbf\u8c08\u4e0d\u540c\u7684\u4eba\u5f97\u5230\u7684\u7ed3\u8bba\u53ef\u80fd\u662f\u4e0d\u4e00\u6837\u7684\u3002<\/p>\n\n\n\n<p>\u8ba8\u8bba\u4e00\u4e2a\u5b9e\u8d28\u7684\u95ee\u9898\uff1a\u5e7f\u544a\u6a21\u5f0f\u4e0b\u7528\u6237\u7684\u4ef7\u503c\u5230\u5e95\u662f\u4ec0\u4e48\u51b3\u5b9a\u7684\uff1f<\/p>\n\n\n\n<p>\u600e\u4e48\u7406\u89e3\u5e7f\u544a\u8fd9\u79cd\u751f\u610f\u5f62\u5f0f\uff1f<\/p>\n\n\n\n<p>\u5e7f\u544a\u5176\u5b9e\u662f\u4e00\u4e2a\u6279\u53d1\u751f\u610f\uff0c\u8d5a\u7684\u662f\u6d41\u91cf\u7684\u5dee\u4ef7\u3002<\/p>\n\n\n\n<p>\u5728\u5546\u4e1a\u7684\u6574\u4e2a\u94fe\u8def\u91cc\uff0c\u5e73\u53f0\u901a\u8fc7\u7ec4\u7ec7\u4f18\u8d28\u5185\u5bb9\u5efa\u7acb\u4e86\u6279\u91cf\u83b7\u53d6\u6d41\u91cf\u7684\u89c4\u6a21\u4f18\u52bf\uff0c\u7136\u540e\u901a\u8fc7\u8fd0\u8425\u624b\u6bb5\u628a\u8fd9\u90e8\u5206\u6d41\u91cf\u5012\u624b\u5356\u7ed9\u5e7f\u544a\u4e3b\uff08\u54c1\u724c\u5546\uff09\u3002\u5728\u6574\u4e2a\u94fe\u6761\u6d41\u901a\u4e0b\uff0c\u201c\u5355\u7528\u6237\u4ef7\u503c\u201d \uff0c\u5bf9\u4e8e\u5e73\u53f0\u6765\u8bb2\u662f\u6536\u5165\uff0c\u5bf9\u4e8e\u5e7f\u544a\u4e3b\u6765\u8bb2\uff0c\u662f\u83b7\u5ba2\u6210\u672c\u3002<\/p>\n\n\n\n<p>\u30101\u3011 \u5e73\u53f0\u89c6\u89d2\uff08\u7528\u6237\u4ef7\u503c\uff09= \u5355\u7528\u6237 * \u4eba\u5747vv * ad load% * CPM\/1000<\/p>\n\n\n\n<p>\u7b80\u5316\u4e00\u4e0b = \u4eba\u5747\u5e7f\u544a\u6570\u91cf * CPM<br>\u7cbe\u786e\u4e00\u4e0b = \uff08\u5e7f\u544aA,B,\u2026\u2026\uff0cN\uff09* avg (CPM)<\/p>\n\n\n\n<p>\u30102\u3011\u5e7f\u544a\u4e3b\u89c6\u89d2\uff08\u83b7\u5ba2\u6210\u672c\uff09= CPC<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>CPC \u5c31\u662f\u5e7f\u544a\u4e3b\u6700\u76f4\u63a5\u7684\u7ade\u4ef7\u624b\u6bb5\u548c\u83b7\u5ba2\u57fa\u672c\u5355\u4f4d<\/li><\/ul>\n\n\n\n<p>\u5bf9\u4e8e\u5355\u4e2a\u5e7f\u544a\u4e3b\u6765\u8bf4\uff0c\u67d0\u6b21\u51fa\u4ef7ROI (i) = CVR% * ASP \/ CPC(i) = CTR *CVR *ASP\/CPM(i)<br>\u628a\u5e73\u53f0\u4e0a\u6240\u6709\u5e7f\u544a\u805a\u5408\u8d77\u6765= \u5e7f\u544a\u6570\u91cf *\uff08CTR *CVR <em>ASP\uff09\/avg\uff08CPM\uff09<\/em> \u5e7f\u544a\u6570\u91cf<\/p>\n\n\n\n<p>\u518d\u9762\u5411\u6240\u6709\u7528\u6237\u5206\u644a\uff0c\u5bb9\u6613\u7406\u89e3\uff0c\u5206\u5b50= \u5355\u7528\u6237\u603b\u6d88\u8d39\uff08LTV)\uff1b\u5206\u6bcd = \u5e73\u53f0\u89c6\u89d2\u7684\u7528\u6237\u4ef7\u503c\uff08CAC\uff09<\/p>\n\n\n\n<p>Perfect Loop<br>\uff08\u522b\u518d\u8bf4TMT\u4e0d\u8d5a\u5dee\u4ef7\u4e86\uff0cTMT\u5c31\u662f\u5728\u4ee5\u65e0\u5f62\u7684\u624b\uff0c\u8d5a\u7740\u6700\u731b\u7684\u5dee\u4ef7\u3002\uff09<\/p>\n\n\n\n<p>\u6279\u53d1\u5546\u751f\u610f\u4e2d\uff0c\u5dee\u4ef7\u6765\u81ea\u54ea\u91cc\uff1f<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>\u4f9b\u5e94\u94fe\u4f18\u52bf\uff1a\u80fd\u5426\u6301\u7eed\u5730\uff0c\u4f4e\u6210\u672c\u5730\u83b7\u53d6\u6d41\u91cf\u3002<\/li><li>\u4ea7\u4e1a\u94fe\u8bae\u4ef7\u6743\uff1a\u5173\u952e\u5728\u4e8e\u4f60\u80fd\u63d0\u4f9b\u4ec0\u4e48value add\uff0c\u5bf9\u4e8e\u6d41\u91cf\u5e73\u53f0\u6765\u8bf4\uff0c\u6d41\u91cf\u7684\u5206\u5272\u548c\u91cd\u7ec4\u5c31\u662f\u4e00\u4e2avalue add\u3002\u6d41\u91cf\u80fd\u591f\u88ab\u5207\u5272\u5f97\u8d8a\u7ec6\uff0c\u80fd\u91cd\u88c5\u7684\u7ec4\u5408\u8d8a\u591a\uff0c\u80fd\u521b\u9020\u7684\u6ea2\u4ef7\u5c31\u8d8a\u5927\u3002\u6563\u88c5\u6bd4\u6574\u88c5\u66f4\u5356\u4ef7\u3002<\/li><li>\u54c1\u7c7b\u5c5e\u6027\u672c\u8eab\u51b3\u5b9a\u7684\u52a0\u4ef7\u7a7a\u95f4\uff1a\u6709\u4e9b\u54c1\u7c7b\u5929\u7136\u66f4\u597d\uff0c\u5ba2\u5355\u9ad8\u6bdb\u5229\u9ad8\uff0c\u7ec8\u7aef\u96f6\u552e\u6ea2\u4ef7\u597d\uff0c\u4e2d\u95f4\u6279\u53d1\u5546\u5f53\u7136\u4e5f\u80fd\u8d5a\u5f97\u591a\u3002<\/li><\/ol>\n\n\n\n<p>\u7b2c3\u70b9\u4ee5\u67d0\u5e73\u53f0\u5206\u884c\u4e1a\u7684CPC\u6765\u770b\uff0c\u540c\u6837\u7684\u5e7f\u544a\u4f4d\u80fd\u5356\u51fa\u53bb\u7684\u4ef7\u683c\uff1a\u6559\u80b2\/\u5bb6\u5c45\/\u91d1\u878d\u7b49\u91cd\u51b3\u7b56\u3001\u9ad8\u5ba2\u5355\u3001\u76f8\u5bf9\u9ad8\u6bdb\u5229\u7684\u54c1\u7c7b\uff0c\u663e\u8457\u9ad8\u4e8e\u9910\u996e\u3001\u98df\u54c1\u7b49\u8f7b\u51b3\u7b56\u3001\u4f4e\u5ba2\u5355\u3001\u666e\u901a\u6bdb\u5229\u7684\u54c1\u7c7b\u3002<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"752\" height=\"452\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2022\/03\/image-371.png\" alt=\"\" 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