{"id":8818,"date":"2016-11-30T12:35:00","date_gmt":"2016-11-30T12:35:00","guid":{"rendered":"https:\/\/tenjin.com\/?p=8818"},"modified":"2026-04-14T08:03:18","modified_gmt":"2026-04-14T08:03:18","slug":"the-paid-marketing-conversion-funnel","status":"publish","type":"post","link":"https:\/\/tenjin.com\/es\/blog\/the-paid-marketing-conversion-funnel\/","title":{"rendered":"El embudo de conversi\u00f3n del marketing de pago"},"content":{"rendered":"<p class=\"wp-block-paragraph\"><strong>En mis \u00faltimas reuniones con peque\u00f1os desarrolladores que quieren aprender sobre la captaci\u00f3n de usuarios de pago, hemos hablado del embudo de conversi\u00f3n del marketing de pago. A primera vista, parece un concepto sencillo, pero cuando los profesionales del marketing empiezan a comprar instalaciones, probablemente sea el concepto m\u00e1s importante que deben comprender.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Aqu\u00ed tienes una diapositiva que resume el embudo de conversi\u00f3n de marketing para la compra de instalaciones de aplicaciones:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/s3.amazonaws.com\/tenjin-blog\/2016\/Nov\/marketingfunnel.png?ssl=1\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Tambi\u00e9n he visto c\u00f3mo se representa este embudo de otras formas. Aqu\u00ed hay un an\u00e1lisis que he visto en el que se omite al pagador y, en su lugar, se utiliza el \u201cusuario\u201d para calcular el valor total. Esto implica que se asumen ciertos supuestos para cada pagador, pero la idea es la misma.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/s3.amazonaws.com\/tenjin-blog\/2016\/Nov\/marketingfunneluser.png?ssl=1\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Para llevar a cabo las campa\u00f1as de marketing de aplicaciones m\u00e1s eficaces posibles, todo depende de lo bien que optimices este embudo de conversi\u00f3n. De las impresiones que obtienes de las redes, un determinado n\u00famero de ellas reciben clics; de esos clics, un determinado n\u00famero se convertir\u00e1 en instalaciones; y de esas instalaciones, un determinado n\u00famero de usuarios acabar\u00e1 comprando algo en tu aplicaci\u00f3n.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Por lo tanto, el valor total que generas con una campa\u00f1a se calcular\u00e1 seg\u00fan la siguiente ecuaci\u00f3n:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><code data-no-translation=\"\" data-no-auto-translation=\"\">Total Value = # of Impressions x CTR x CVR x %pay x LTV\/payer<\/code><br><strong>D\u00f3nde:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>CTR = tasa de clics<\/li>\n\n\n\n<li>CVR = tasa de conversi\u00f3n<\/li>\n\n\n\n<li>%pay = % de instalaciones que acaban pagando<\/li>\n\n\n\n<li>LTV\/contratante = Valor de por vida de un contratante<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Como puedes ver,&nbsp;<strong>CTR<\/strong>,&nbsp;<strong>CVR<\/strong>,&nbsp;<strong>%pay<\/strong>y&nbsp;<strong>LTV\/pagador<\/strong>&nbsp;son todas las medidas que puedes tomar para aumentar el&nbsp;<strong>Valor total<\/strong>&nbsp;de vuestras campa\u00f1as. Por eso, los profesionales del marketing deben comprender estos factores y c\u00f3mo interact\u00faan entre s\u00ed para conseguir el mayor valor total posible.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Por ejemplo, supongamos que tu %pay se ha calculado en 1%. Con solo pasar de 1% a 2%, duplicar\u00e1s el valor total de tus campa\u00f1as. Aumentar el valor de por vida de cada usuario que realiza un pago tendr\u00e1 un efecto similar en tu valor total. Y, en t\u00e9rminos generales, suponiendo que todas las tasas de conversi\u00f3n en cada punto del embudo se mantengan iguales, aumentar tus impresiones, clics e instalaciones tambi\u00e9n impulsar\u00e1 tu valor total.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sin embargo, es importante tener en cuenta que, sobre todo en el caso de las m\u00e9tricas m\u00e1s cercanas a la parte superior (o al lado izquierdo) del embudo, las tasas de conversi\u00f3n no siempre se mantienen iguales a medida que aumenta el volumen. Por ejemplo, duplicar el n\u00famero de impresiones no significa necesariamente que se duplique el valor total, ya que todo depende de la calidad de esas impresiones y de la tasa de clics que generan.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Del mismo modo, duplicar el n\u00famero de clics no significa que vayas a conseguir el doble de instalaciones. Hemos visto innumerables campa\u00f1as de marketing de aplicaciones que generan muchos clics porque la creatividad era sensacional o especialmente llamativa, pero, una vez que los usuarios llegaban a la p\u00e1gina de descarga de la aplicaci\u00f3n, se daban cuenta de que no era lo que esperaban y, por lo tanto, al final no la instalaban.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pero la cuesti\u00f3n sigue siendo la misma: para optimizar el valor total de tu aplicaci\u00f3n, lo primero es comprender en l\u00edneas generales el embudo de conversi\u00f3n del marketing de pago y los factores que intervienen en \u00e9l. Al fin y al cabo, es importante medir y hacer un seguimiento de cada uno de esos factores para saber d\u00f3nde centrar tu atenci\u00f3n a la hora de intentar aumentar el valor total.<\/p>","protected":false},"excerpt":{"rendered":"<p>In my last few meetings with small developers who want to learn about paid User Acquisition, we talked about the paid marketing conversion funnel. It seems like a simple concept at the outset, but when marketers first start buying installs it\u2019s probably the most important concept to understand. Here\u2019s a slide that sums up the&#8230;<\/p>","protected":false},"author":8,"featured_media":8800,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5,91,8],"tags":[],"class_list":["post-8818","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-best-practices","category-metrics","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>Paid Marketing Conversion Funnel | Tenjin<\/title>\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\/the-paid-marketing-conversion-funnel\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Paid Marketing Conversion Funnel | Tenjin\" \/>\n<meta property=\"og:description\" content=\"In my last few meetings with small developers who want to learn about paid User Acquisition, we talked about the paid marketing conversion funnel. 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