{"id":11848,"date":"2024-09-09T19:44:54","date_gmt":"2024-09-09T19:44:54","guid":{"rendered":"https:\/\/tenjin.com\/?p=11848"},"modified":"2026-04-14T10:48:30","modified_gmt":"2026-04-14T10:48:30","slug":"mobile-marketing-analytics-101-how-to-choose-the-right-metrics-for-ua","status":"publish","type":"post","link":"https:\/\/tenjin.com\/es\/blog\/mobile-marketing-analytics-101-how-to-choose-the-right-metrics-for-ua\/","title":{"rendered":"Mobile Marketing Analytics 101: C\u00f3mo elegir las m\u00e9tricas adecuadas para UA"},"content":{"rendered":"<p class=\"wp-block-paragraph\">\u00bfEn qu\u00e9 casos tiene sentido centrarse en el LTV por usuario en lugar del ROAS?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00bfPor qu\u00e9 el tiempo hasta alcanzar la rentabilidad (TTP) es uno de los indicadores m\u00e1s importantes para tu empresa?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nuestro director general y cofundador, Christopher Farm, aborda estas cuestiones y comparte estrategias eficaces para optimizar tus campa\u00f1as publicitarias como invitado en el podcast \u00abApp Masters\u00bb, presentado por Steve P. Young.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"An\u00e1lisis avanzado de la adquisici\u00f3n de usuarios para un crecimiento exponencial de las aplicaciones\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/Oi5yevmbOVk?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Los desarrolladores de aplicaciones nuevas suelen centrarse en las descargas como principal indicador tras el lanzamiento en la App Store. Aunque las descargas pueden ser un indicador interesante de seguir, con el tiempo he aprendido que, si el objetivo es crear una aplicaci\u00f3n sostenible, es fundamental centrarse desde el principio en atraer a usuarios que est\u00e9n dispuestos a pagar.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXeOqll_yz4a-rbly-TSeiL9xZKDfgYhtHO2aC9OrtiAywK8PMxI550RjEWOJdDVPE69W0Jvy4mbjwYW5rgBtAgFpWNMh2YCam9Pr3Hs52_ShlNJScUADrQg6uOhqwCUAX_rx3CucerIjffVoq5PkO6ZG46Y?key=SayYLivhbvdZgcknx_D3gQ\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">As\u00ed que las instalaciones est\u00e1n bien, porque, hasta cierto punto, s\u00ed que necesitas usuarios. Pero, en realidad, lo que te interesa es centrarte en qu\u00e9 usuarios te reportan ingresos. Suelo animar a nuestros clientes a que identifiquen desde el principio cu\u00e1les son los usuarios m\u00e1s rentables.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXf3u5hXDB-KwoTRgPRfz0KbD76LCApf5SAlNBAWuYdXlT-ksbiV7V9HtQoS4mOdLDdqt-m9OhdYZIMSj5AUYtYr2jVbNVr5obWNEcCeznSS212_JG-2I8DR-g5j04lPhxKFUAZyMbvduuuB397R2csurNU?key=SayYLivhbvdZgcknx_D3gQ\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">La primera pregunta (para los responsables de UA) es si pueden conseguir usuarios de pago, y la segunda es si pueden medir el <a href=\"https:\/\/docs.tenjin.com\/v1\/docs\/lifetime-value-ltv\">valor de por vida (LTV)<\/a> de esos usuarios. El valor de por vida (LTV) significa, literalmente, la cantidad de ingresos que un usuario acaba generando para ti a lo largo de su vida \u00fatil. Ver\u00e1s etiquetas relacionadas con el LTV, como \u201cD\u00eda 7\u201d, que se refiere al grupo de usuarios que, hasta el momento, han permanecido activos durante 7 d\u00edas a lo largo de su vida \u00fatil.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXdr7QlA4OzgvKwuqZsDpOyivh3r4AZ3fxr2XemntB06LU2tLiofktN9cQkjFXKBeVwM4Dk8Vr-5-xpsfJnWAOU9Ilp8G5SLRSZSRK21-fwxBg5jwCKiyFyLncjM_rA66fegVmCA0kHEIis6Dgrd9prDIOpT?key=SayYLivhbvdZgcknx_D3gQ\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Como puedes ver en la diapositiva anterior, todo se agrupa por cohortes seg\u00fan la fecha de instalaci\u00f3n. As\u00ed que, si, por ejemplo, el 1 de enero consigues 100 usuarios, esos 100 usuarios permanecer\u00e1n en la cohorte del 1 de enero. Por lo tanto, el LTV es simplemente la cantidad de dinero que genera cada una de estas cohortes durante ese periodo de tiempo.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXdnVMw1yPC71CfWM8UVHdbznC0sMC3X5QLIVcGzs1_wgAovX5r2TJQu4gaV1rc1lVnWpXQTkJ0F_h02a3erlpLeERu4Mh9piiFa-ZOkUmdggn8GyebpXDq2VmHGdByyyTijG8-5B2OuI3z-prZ5YJSt-bf3?key=SayYLivhbvdZgcknx_D3gQ\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Una cosa que notar\u00e1s es que el LTV siempre va en aumento, ya que se trata de una cifra acumulada a lo largo de varios d\u00edas. La raz\u00f3n de esta curva suele ser que, con el tiempo, los usuarios o bien abandonan la aplicaci\u00f3n o bien gastan menos. Por lo tanto, poco a poco, con cada d\u00eda que pasa, habr\u00e1 menos interacci\u00f3n con tu aplicaci\u00f3n. De vez en cuando hemos observado lo contrario, es decir, una curva lineal o exponencial, lo que significa que los usuarios gastan m\u00e1s a lo largo de su ciclo de vida. Pero el escenario t\u00edpico en el sector de los videojuegos es que el juego tiende a perder inter\u00e9s con el paso del tiempo. El objetivo principal es averiguar c\u00f3mo elevar esta curva, ya sea a trav\u00e9s de tu producto o de actividades de marketing.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXcZ8Z_W5Se1Lm5ncAg7vGTjeEGOV1qQuXNu39N11SrD83a25EUZjfKtHFGfqXcqfDdijrfUw6iKotyfna29_G3MhVi1WUoaKDzEfWDj0pWbz175aNsr1bcvhsUZEF5R7-7w86wQMO2VJQHvSVp2EtishVLq?key=SayYLivhbvdZgcknx_D3gQ\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Imagina una situaci\u00f3n en la que hayas ejecutado tanto la campa\u00f1a A como la campa\u00f1a B en Meta, y la campa\u00f1a B haya generado un <a href=\"https:\/\/docs.tenjin.com\/v1\/docs\/return-on-ad-spend-roas\">Rentabilidad de la inversi\u00f3n publicitaria (ROAS)<\/a>. A partir de esto, puedes deducir que los usuarios captados a trav\u00e9s de la Campa\u00f1a A probablemente encajen mejor con tu aplicaci\u00f3n que los de la Campa\u00f1a B. Esto podr\u00eda llevarte a preguntarte si la Campa\u00f1a A se dirig\u00eda a un grupo demogr\u00e1fico diferente, como los hombres, mientras que la Campa\u00f1a B se dirig\u00eda a las mujeres. Para perfeccionar tu estrategia, configura tus campa\u00f1as de modo que se realicen pruebas A\/B para comprobar estas hip\u00f3tesis. Al crear campa\u00f1as variadas, podr\u00e1s dirigirte a diferentes mentalidades de los usuarios, lo que te ayudar\u00e1 a comprender mejor qu\u00e9 es lo que atrae a tu p\u00fablico y por qu\u00e9 interact\u00faa con tu aplicaci\u00f3n.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXcEihu6dBBe6sFTbKtRBKYEwGFnpw7eHbZwJd7YobxkvTsJIHwKOBSpP2nWgt9ec6e_cOVigaqlluNC7bwVcD21xbTugjWK6mrYxixyz4EGRPIaDjlLfSpQoLRb9AaKfqJRm6NsIaVMnZf8e0DI1f91gG8?key=SayYLivhbvdZgcknx_D3gQ\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">El ROAS es, sencillamente, la relaci\u00f3n entre el LTV y el gasto, lo que indica cu\u00e1ntos ingresos se generan en comparaci\u00f3n con el coste de adquisici\u00f3n de usuarios. Como se muestra en la diapositiva anterior, el LTV puede generarse a trav\u00e9s de diversos canales, como las compras dentro de la aplicaci\u00f3n, las suscripciones y los ingresos publicitarios, mientras que el gasto suele proceder de las redes publicitarias. Para optimizar el rendimiento, es fundamental comparar los datos de LTV entre las diferentes redes publicitarias a las que destinas tu presupuesto.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXfPI2gA0wDh-Q5qCyrmouCYbIHhRS_rerOM_stBvBMYyAgU4pomm_EnKuvXfLF781eD6Xar8Fhi6uxqj5zXp22EHywCm3k5pMcmZHqz5B7pa52iKm0mIeJcRx4ciYXJohciO-tYLvs707JbgSBD3GRf1Ic?key=SayYLivhbvdZgcknx_D3gQ\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">En las diapositivas anteriores, hemos presentado datos agregados. Sin embargo, es fundamental tener en cuenta tambi\u00e9n las m\u00e9tricas por usuario. Por ejemplo, en la Campa\u00f1a B anterior, se alcanza el umbral de rentabilidad el d\u00eda 30, cuando tu <a href=\"https:\/\/docs.tenjin.com\/v1\/docs\/cost-per-install-cpi\">coste por instalaci\u00f3n (CPI) <\/a>equivale al LTV del d\u00eda 30 por usuario. Por el contrario, la campa\u00f1a A alcanza el umbral de rentabilidad entre el d\u00eda 7 y el d\u00eda 30, lo que te permite recuperar tu inversi\u00f3n m\u00e1s r\u00e1pidamente. Esto es importante porque, una vez que alcanzas el umbral de rentabilidad y recuperas tus costes, puedes reinvertir ese dinero en la campa\u00f1a, acelerando as\u00ed tu crecimiento m\u00e1s all\u00e1 de lo que ser\u00eda posible de otro modo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Mira el v\u00eddeo de arriba para conocer toda la historia.<\/strong><\/p>","protected":false},"excerpt":{"rendered":"<p>When does it make sense to focus on LTV per user rather than ROAS? Why is time to profitability (TTP) one of the most crucial metrics for your business? Our CEO and Co-founder, Christopher Farm, addresses these questions and shares effective strategies for optimizing your advertising campaigns as a guest on the App Masters podcast,&#8230;<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5,8],"tags":[],"class_list":["post-11848","post","type-post","status-publish","format-standard","hentry","category-best-practices","category-mobile-marketing-trends"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Choosing the Right Metrics for UA | Tenjin<\/title>\n<meta name=\"description\" content=\"Learn which mobile marketing analytics metrics matter most for user acquisition and how to measure campaign success effectively.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/tenjin.com\/es\/blog\/mobile-marketing-analytics-101-how-to-choose-the-right-metrics-for-ua\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Choosing the Right Metrics for UA | Tenjin\" \/>\n<meta property=\"og:description\" content=\"Learn which mobile marketing analytics metrics matter most for user acquisition and how to measure campaign success effectively.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/tenjin.com\/es\/blog\/mobile-marketing-analytics-101-how-to-choose-the-right-metrics-for-ua\/\" \/>\n<meta property=\"og:site_name\" content=\"Tenjin\" \/>\n<meta property=\"article:published_time\" content=\"2024-09-09T19:44:54+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-04-14T10:48:30+00:00\" \/>\n<meta property=\"og:image\" 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