{"id":11848,"date":"2024-09-09T19:44:54","date_gmt":"2024-09-09T19:44:54","guid":{"rendered":"https:\/\/tenjin.com\/?p=11848"},"modified":"2024-09-09T19:45:23","modified_gmt":"2024-09-09T19:45:23","slug":"mobile-marketing-analytics-101-how-to-choose-the-right-metrics-for-ua","status":"publish","type":"post","link":"https:\/\/tenjin.com\/pt\/blog\/mobile-marketing-analytics-101-how-to-choose-the-right-metrics-for-ua\/","title":{"rendered":"Mobile Marketing Analytics 101: Como escolher as m\u00e9tricas certas para a UA"},"content":{"rendered":"<p>Quando \u00e9 que faz sentido concentrar-se no LTV por utilizador em vez do ROAS?<\/p>\n\n\n\n<p>Porque \u00e9 que o tempo at\u00e9 \u00e0 rentabilidade (TTP) \u00e9 uma das m\u00e9tricas mais importantes para a sua empresa?<\/p>\n\n\n\n<p>O nosso CEO e cofundador, Christopher Farm, aborda estas quest\u00f5es e partilha estrat\u00e9gias eficazes para otimizar as suas campanhas publicit\u00e1rias como convidado no podcast App Masters, apresentado 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\u00e1lise avan\u00e7ada de UA para um crescimento exponencial da aplica\u00e7\u00e3o\" 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>Um novo programador de aplica\u00e7\u00f5es fixa-se frequentemente nos downloads como principal m\u00e9trica ap\u00f3s o lan\u00e7amento na App Store. Embora os downloads possam ser uma m\u00e9trica apelativa, ao longo do tempo, aprendi que, se quiser criar uma aplica\u00e7\u00e3o sustent\u00e1vel, \u00e9 crucial concentrar-se desde o in\u00edcio em atrair utilizadores que estejam dispostos 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>Por isso, as instala\u00e7\u00f5es s\u00e3o boas, porque, at\u00e9 certo ponto, precisa de utilizadores. Mas, na verdade, \u00e9 melhor concentrar-se nos utilizadores que geram receitas para si. Costumo encorajar os nossos clientes a descobrirem, desde o in\u00edcio, quais os utilizadores mais rent\u00e1veis.&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>A primeira quest\u00e3o (para os gestores de UA) \u00e9 se conseguem obter utilizadores pagantes e a segunda \u00e9 se conseguem medir o <a href=\"https:\/\/docs.tenjin.com\/v1\/docs\/lifetime-value-ltv\">valor do tempo de vida (LTV)<\/a> desses utilizadores. O Lifetime Value significa literalmente, ao longo do tempo de vida de um utilizador, quanto ele acaba por gerar em receitas para si. Ver\u00e1 etiquetas no LTV, como \"Dia 7\", que significa o grupo de utilizadores que duraram 7 dias no seu tempo de vida at\u00e9 agora.&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>Como pode ver no diapositivo acima, tudo \u00e9 coorteado pela hora da instala\u00e7\u00e3o. Assim, se, por exemplo, no dia 1 de janeiro conseguir 100 utilizadores, esses 100 utilizadores permanecer\u00e3o nessa coorte de 1 de janeiro. Portanto, o LTV \u00e9 apenas a quantidade de dinheiro que cada uma dessas coortes gera nesse per\u00edodo de tempo.&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>Uma coisa que notar\u00e1 \u00e9 que o LTV est\u00e1 sempre a aumentar, uma vez que \u00e9 um n\u00famero acumulado ao longo de um per\u00edodo de dias. A raz\u00e3o para a curva \u00e9, normalmente, porque os utilizadores est\u00e3o a perder ou a pagar menos ao longo do tempo. Assim, a cada dia que passa, haver\u00e1 menos intera\u00e7\u00e3o com a sua aplica\u00e7\u00e3o. De vez em quando, vemos o inverso, com uma curva linear ou exponencial, o que significa que os utilizadores gastam mais ao longo do seu tempo de vida. Mas o cen\u00e1rio t\u00edpico nos jogos \u00e9 que o jogo tende a tornar-se cada vez menos interessante ao longo do tempo. O objetivo \u00e9 descobrir como fazer subir esta curva, quer seja atrav\u00e9s do seu produto ou 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>Considere um cen\u00e1rio em que executou a Campanha A e a Campanha B no Meta, com a Campanha B a produzir um resultado inferior <a href=\"https:\/\/docs.tenjin.com\/v1\/docs\/return-on-ad-spend-roas\">Retorno dos gastos com publicidade (ROAS)<\/a>. A partir daqui, pode inferir que os utilizadores adquiridos atrav\u00e9s da Campanha A s\u00e3o provavelmente mais adequados para a sua aplica\u00e7\u00e3o do que os da Campanha B. Isto pode lev\u00e1-lo a questionar se a Campanha A visava um grupo demogr\u00e1fico diferente, como os homens, enquanto a Campanha B visava as mulheres. Para refinar sua estrat\u00e9gia, configure suas campanhas para fazer um teste A\/B dessas hip\u00f3teses. Ao criar campanhas variadas, pode visar diferentes mentalidades de utilizador, ajudando-o a compreender melhor o que apela ao seu p\u00fablico e porque \u00e9 que este se envolve com a sua aplica\u00e7\u00e3o.<\/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>O ROAS \u00e9 simplesmente o r\u00e1cio entre o LTV e os gastos, indicando a quantidade de receitas que est\u00e1 a gerar em compara\u00e7\u00e3o com o custo de aquisi\u00e7\u00e3o de utilizadores. Conforme apresentado no diapositivo acima, o LTV pode ser gerado atrav\u00e9s de v\u00e1rios canais, como compras na aplica\u00e7\u00e3o, subscri\u00e7\u00f5es e receitas de an\u00fancios, enquanto as despesas s\u00e3o normalmente geradas a partir de redes de an\u00fancios. Para otimizar o desempenho, \u00e9 essencial comparar os dados de LTV entre as diferentes redes de an\u00fancios \u00e0s quais est\u00e1 a atribuir o seu or\u00e7amento.<\/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>Nos diapositivos anteriores, apresent\u00e1mos dados agregados. No entanto, \u00e9 crucial considerar tamb\u00e9m as m\u00e9tricas por utilizador. Por exemplo, na Campanha B acima, voc\u00ea atinge o ponto de equil\u00edbrio no Dia 30, quando seu <a href=\"https:\/\/docs.tenjin.com\/v1\/docs\/cost-per-install-cpi\">custo por instala\u00e7\u00e3o (CPI) <\/a>\u00e9 igual ao LTV do dia 30 por utilizador. Em contrapartida, a campanha A atinge o ponto de equil\u00edbrio entre o dia 7 e o dia 30, permitindo-lhe recuperar o seu investimento mais rapidamente. Este facto \u00e9 significativo porque, uma vez atingido o ponto de equil\u00edbrio e recuperados os custos, pode reinvestir esse dinheiro na campanha, acelerando o seu crescimento para al\u00e9m do que seria poss\u00edvel de outra forma.<\/p>\n\n\n\n<p><strong>Veja o v\u00eddeo acima para conhecer a hist\u00f3ria completa.<\/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 v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Mobile Marketing Analytics 101: How to choose the right metrics for UA - 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\/pt\/blog\/mobile-marketing-analytics-101-how-to-choose-the-right-metrics-for-ua\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Mobile Marketing Analytics 101: How to choose the right metrics for UA - Tenjin\" \/>\n<meta property=\"og:description\" content=\"When does it make sense to focus on LTV per user rather than ROAS? 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