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app-marketing-context.mdapp-marketing-context.md| Tool | Purpose | Cost | Priority |
|---|---|---|---|
| App Store Connect | Store metrics, downloads, conversion | Free | Must have |
| Firebase Analytics | In-app events, funnels, audiences | Free | Must have |
| Mixpanel / Amplitude | Product analytics, cohorts, funnels | Free tier | Recommended |
| RevenueCat | Subscription analytics, paywall testing | Free tier | If subscriptions |
| Adjust / AppsFlyer | Attribution, UA measurement | Paid | If running ads |
| Crashlytics | Crash reporting, stability | Free | Must have |
| 工具 | 用途 | 成本 | 优先级 |
|---|---|---|---|
| App Store Connect | 应用商店指标、下载量、转化率 | 免费 | 必须配备 |
| Firebase Analytics | 应用内事件、转化漏斗、用户分群 | 免费 | 必须配备 |
| Mixpanel / Amplitude | 产品分析、用户 cohort、转化漏斗 | 提供免费版 | 推荐配备 |
| RevenueCat | 订阅分析、支付页测试 | 提供免费版 | 有订阅功能时需要 |
| Adjust / AppsFlyer | 归因、用户获取效果衡量 | 付费 | 投放广告时需要 |
| Crashlytics | 崩溃上报、稳定性监控 | 免费 | 必须配备 |
| Metric | What it tells you |
|---|---|
| Impressions | How many times your app appeared in search/browse |
| Product Page Views | How many users visited your product page |
| App Units | First-time downloads |
| Conversion Rate | Product Page Views → Downloads |
| Proceeds | Revenue after Apple's cut |
| Sessions | App opens |
| Active Devices | Unique devices using the app |
| Retention | Day 1, Day 7, Day 28 retention |
| Crash Rate | Crashes per session |
| 指标 | 含义 |
|---|---|
| Impressions | 你的应用在搜索/浏览场景下的展示次数 |
| Product Page Views | 访问你的应用产品页的用户数量 |
| App Units | 首次下载安装的数量 |
| Conversion Rate | 产品页浏览 → 下载的转化比例 |
| Proceeds | 扣除苹果分成后的实际收入 |
| Sessions | 应用启动次数 |
| Active Devices | 使用应用的唯一设备数量 |
| Retention | 首日、7日、28日留存率 |
| Crash Rate | 每次会话的崩溃概率 |
| Metric | Formula | What it means |
|---|---|---|
| Impressions | — | Visibility in App Store |
| Tap-Through Rate | Taps / Impressions | Icon + title effectiveness |
| Conversion Rate | Downloads / Page Views | Product page effectiveness |
| CPI | Ad Spend / Installs | Cost efficiency of paid UA |
| Organic % | Organic / Total Installs | Health of organic growth |
| 指标 | 计算公式 | 含义 |
|---|---|---|
| Impressions | — | 应用在应用商店的曝光度 |
| Tap-Through Rate | 点击数 / 曝光量 | 图标+标题的吸引力效果 |
| Conversion Rate | 下载量 / 页面浏览量 | 产品页的转化效果 |
| CPI | 广告支出 / 安装量 | 付费获客的成本效率 |
| Organic % | 自然安装量 / 总安装量 | 自然增长的健康度 |
| Metric | Formula | What it means |
|---|---|---|
| DAU | Daily Active Users | Daily engagement |
| MAU | Monthly Active Users | Monthly reach |
| DAU/MAU | DAU / MAU | Stickiness (>20% is good) |
| Sessions/User | Total Sessions / DAU | Engagement depth |
| Session Length | Avg time per session | Value delivery |
| 指标 | 计算公式 | 含义 |
|---|---|---|
| DAU | 日活跃用户数 | 每日用户参与度 |
| MAU | 月活跃用户数 | 月度用户覆盖规模 |
| DAU/MAU | 日活跃用户数 / 月活跃用户数 | 用户粘性（高于20%为优秀） |
| Sessions/User | 总会话数 / DAU | 用户参与深度 |
| Session Length | 单次会话平均时长 | 产品价值传递效果 |
| Metric | Formula | Benchmark |
|---|---|---|
| Day 1 | Users Day 1 / Installs | 25-40% |
| Day 7 | Users Day 7 / Installs | 10-20% |
| Day 30 | Users Day 30 / Installs | 5-10% |
| Churn Rate | Lost Users / Start Users | < 5% monthly (subscriptions) |
| 指标 | 计算公式 | 基准值 |
|---|---|---|
| Day 1 | 首日活跃用户数 / 安装量 | 25-40% |
| Day 7 | 第7日活跃用户数 / 安装量 | 10-20% |
| Day 30 | 第30日活跃用户数 / 安装量 | 5-10% |
| Churn Rate | 流失用户数 / 期初用户数 | 订阅类应用月流失率低于5%为优秀 |
| Metric | Formula | What it means |
|---|---|---|
| ARPU | Revenue / All Users | Average revenue per user |
| ARPPU | Revenue / Paying Users | Paying user value |
| LTV | ARPU × Avg Lifetime | Total user value |
| Trial-to-Paid | Conversions / Trial Starts | Paywall effectiveness |
| MRR | Monthly Recurring Revenue | Subscription health |
| Churn Revenue | Lost MRR / Start MRR | Revenue retention |
| 指标 | 计算公式 | 含义 |
|---|---|---|
| ARPU | 总收入 / 全部用户数 | 每用户平均收入 |
| ARPPU | 总收入 / 付费用户数 | 付费用户平均价值 |
| LTV | ARPU × 用户平均生命周期 | 用户全生命周期总价值 |
| Trial-to-Paid | 付费转化数 / 试用开启数 | 支付页转化效果 |
| MRR | 月度经常性收入 | 订阅业务健康度 |
| Churn Revenue | 流失MRR / 期初MRR | 收入留存情况 |
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│ Weekly Summary │
├──────────────┬──────────────┬───────────────┤
│ Downloads │ Revenue │ DAU │
│ [N] (+X%) │ $[N] (+X%) │ [N] (+X%) │
├──────────────┼──────────────┼───────────────┤
│ Conversion │ D1 Retention│ Rating │
│ [X]% (+X%) │ [X]% (+X%) │ [X.X] ★ │
└──────────────┴──────────────┴───────────────┘┌─────────────────────────────────────────────┐
│ Weekly Summary │
├──────────────┬──────────────┬───────────────┤
│ Downloads │ Revenue │ DAU │
│ [N] (+X%) │ $[N] (+X%) │ [N] (+X%) │
├──────────────┼──────────────┼───────────────┤
│ Conversion │ D1 Retention│ Rating │
│ [X]% (+X%) │ [X]% (+X%) │ [X.X] ★ │
└──────────────┴──────────────┴───────────────┘Impressions → Page Views → Downloads → Activation → Purchase
[N] [N] [N] [N] [N]
[X]% [X]% [X]% [X]%Impressions → Page Views → Downloads → Activation → Purchase
[N] [N] [N] [N] [N]
[X]% [X]% [X]% [X]%Current State:
- Tools in use: [list]
- Events tracked: [N]
- Key gaps: [list]
Recommendations:
1. [tracking gap to fix]
2. [metric to start monitoring]
3. [dashboard to create]Current State:
- Tools in use: [list]
- Events tracked: [N]
- Key gaps: [list]
Recommendations:
1. [tracking gap to fix]
2. [metric to start monitoring]
3. [dashboard to create]ab-test-store-listingretention-optimizationmonetization-strategyua-campaignab-test-store-listingretention-optimizationmonetization-strategyua-campaign