{"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\/pt\/blog\/the-paid-marketing-conversion-funnel\/","title":{"rendered":"O Funil de Convers\u00e3o do Marketing Pago"},"content":{"rendered":"<p class=\"wp-block-paragraph\"><strong>Nas minhas \u00faltimas reuni\u00f5es com pequenos programadores que querem aprender sobre a aquisi\u00e7\u00e3o paga de utilizadores, fal\u00e1mos sobre o funil de convers\u00e3o do marketing pago. \u00c0 primeira vista, parece um conceito simples, mas quando os profissionais de marketing come\u00e7am a comprar instala\u00e7\u00f5es, este \u00e9 provavelmente o conceito mais importante de compreender.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Eis um slide que resume o funil de convers\u00e3o de marketing para a aquisi\u00e7\u00e3o de instala\u00e7\u00f5es de aplica\u00e7\u00f5es:<\/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\">J\u00e1 vi este funil representado de outras formas tamb\u00e9m. Eis uma an\u00e1lise que vi que abstrai o pagador e, em vez disso, utiliza o \u201cutilizador\u201d como forma de calcular o Valor Total. Isto incorpora pressupostos em cada pagador, mas a ideia \u00e9 a mesma.<\/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 realizar as campanhas de marketing de aplica\u00e7\u00f5es mais eficazes poss\u00edveis, tudo se resume \u00e0 forma como otimizas este funil de convers\u00e3o. Das impress\u00f5es que obt\u00e9ns nas redes, um determinado n\u00famero \u00e9 alvo de cliques; desses cliques, um determinado n\u00famero traduz-se em instala\u00e7\u00f5es; dessas instala\u00e7\u00f5es, um determinado n\u00famero de utilizadores acabar\u00e1 por comprar algo na tua aplica\u00e7\u00e3o.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Consequentemente, o valor total que gera com uma campanha seguir\u00e1 a equa\u00e7\u00e3o abaixo:<\/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>Onde:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>CTR = taxa de cliques<\/li>\n\n\n\n<li>CVR = taxa de convers\u00e3o<\/li>\n\n\n\n<li>%pay = % de instala\u00e7\u00f5es que acabam por gerar pagamentos<\/li>\n\n\n\n<li>LTV\/pagador = Valor ao longo da vida de um pagador<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Como podem ver,&nbsp;<strong>CTR<\/strong>,&nbsp;<strong>CVR<\/strong>,&nbsp;<strong>%pay<\/strong>e&nbsp;<strong>LTV\/pagador<\/strong>&nbsp;s\u00e3o todas as medidas que pode tomar para aumentar o&nbsp;<strong>Valor total<\/strong>&nbsp;das vossas campanhas. Por isso, os profissionais de marketing t\u00eam de compreender estes fatores e as suas intera\u00e7\u00f5es entre si, para conseguirem obter o Valor Total mais elevado poss\u00edvel.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Por exemplo, vamos supor que o seu %pay seja de 1%. Basta passar de 1% para 2% para duplicar o valor total das suas campanhas. Aumentar o valor ao longo da vida \u00fatil de cada pagador ter\u00e1 um benef\u00edcio semelhante para o seu valor total. E, de um modo geral, partindo do princ\u00edpio de que todas as taxas de convers\u00e3o em cada ponto do funil permanecem iguais, aumentar as suas impress\u00f5es, cliques e instala\u00e7\u00f5es tamb\u00e9m ir\u00e1 impulsionar o seu valor total.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">No entanto, \u00e9 importante notar que, especialmente no caso das m\u00e9tricas mais pr\u00f3ximas do topo (ou do lado esquerdo) do funil, as taxas de convers\u00e3o nem sempre se mant\u00eam iguais \u00e0 medida que o volume aumenta. Por exemplo, duplicar o n\u00famero de impress\u00f5es n\u00e3o significa necessariamente duplicar o Valor Total, porque tudo depende da qualidade dessas impress\u00f5es e da taxa de cliques que geram.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Da mesma forma, duplicar o n\u00famero de cliques n\u00e3o significa que ir\u00e1 obter o dobro do n\u00famero de instala\u00e7\u00f5es. J\u00e1 vimos in\u00fameras campanhas de marketing de aplica\u00e7\u00f5es que geram muitos cliques porque o material publicit\u00e1rio era sensacional ou particularmente apelativo, mas assim que os utilizadores chegavam \u00e0 p\u00e1gina de download da aplica\u00e7\u00e3o, descobriam que n\u00e3o era o que esperavam e, por isso, acabavam por n\u00e3o a instalar.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mas a quest\u00e3o continua a ser a mesma: para otimizar o Valor Total da sua aplica\u00e7\u00e3o, tudo come\u00e7a com uma compreens\u00e3o b\u00e1sica do funil de convers\u00e3o do marketing pago e dos fatores que entram em jogo. Em \u00faltima an\u00e1lise, \u00e9 importante medir e acompanhar cada um desses fatores, para que possa saber onde concentrar a sua aten\u00e7\u00e3o ao tentar aumentar o 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\/pt\/blog\/the-paid-marketing-conversion-funnel\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\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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