{"id":8845,"date":"2016-05-16T12:49:00","date_gmt":"2016-05-16T12:49:00","guid":{"rendered":"https:\/\/tenjin.com\/?p=8845"},"modified":"2023-09-20T06:30:21","modified_gmt":"2023-09-20T06:30:21","slug":"time-to-profitability-is-a-key-metric-for-a-growing-app","status":"publish","type":"post","link":"https:\/\/tenjin.com\/pt\/blog\/time-to-profitability-is-a-key-metric-for-a-growing-app\/","title":{"rendered":"O tempo at\u00e9 \u00e0 rentabilidade \u00e9 uma m\u00e9trica fundamental para uma aplica\u00e7\u00e3o em crescimento"},"content":{"rendered":"<p><strong>\u00c9 comum os criadores de aplica\u00e7\u00f5es adquirirem utilizadores para as suas aplica\u00e7\u00f5es pagando a terceiros (como redes de an\u00fancios). Pagar por utilizadores \u00e9 um investimento. Para medir o sucesso de um investimento, um programador de aplica\u00e7\u00f5es precisa de monitorizar a rapidez com que consegue recuperar os d\u00f3lares investidos.<\/strong><\/p>\n\n\n\n<p>O tempo at\u00e9 \u00e0 rentabilidade (TTP), tamb\u00e9m conhecido como \"tempo para atingir o ponto de equil\u00edbrio\", \u00e9 a m\u00e9trica exacta que indica o tempo necess\u00e1rio para recuperar o dinheiro investido. Quanto mais depressa conseguir recuperar o dinheiro investido, mais depressa poder\u00e1 fazer crescer o neg\u00f3cio da sua aplica\u00e7\u00e3o.<\/p>\n\n\n\n<p>O c\u00e1lculo do TTP \u00e9 simples. Se adquirir um utilizador por $5 e o utilizador adquirido gastar $1 todos os dias, ser\u00e3o necess\u00e1rios exatamente 5 dias para que esse utilizador atinja o ponto de equil\u00edbrio. O TTP \u00e9 de 5 dias.<\/p>\n\n\n\n<p>Quando se pensa em campanhas, o conceito \u00e9 o mesmo, apenas com a aquisi\u00e7\u00e3o de grupos de utilizadores de cada vez. Se gastasse $100 numa campanha para adquirir 100 utilizadores e o utilizador m\u00e9dio gastasse $1 por dia, o TTP seria de 1 dia.<\/p>\n\n\n\n<p>Uma vez que a Tenjin mede os gastos da campanha (o dinheiro investido) e o LTV* do utilizador total coorte (o dinheiro recuperado), \u00e9 muito f\u00e1cil calcular o TTP para cada campanha\/rede de an\u00fancios em que um programador de aplica\u00e7\u00f5es investe. Abaixo pode ver uma curva t\u00edpica de LTV por fonte:<\/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\/May\/ltv.png?ssl=1\" alt=\"\"\/><\/figure>\n\n\n\n<p>Voc\u00ea pode ver que, ap\u00f3s 461 dias a partir da data de instala\u00e7\u00e3o, o usu\u00e1rio m\u00e9dio adquirido do Chartboost gera cerca de $1,06 em receita para meu aplicativo. Se sobrepusermos essa curva de LTV com o custo inicial das campanhas para cada uma das redes de an\u00fancios, obteremos um gr\u00e1fico parecido com este:<\/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\/May\/roi.png?ssl=1\" alt=\"\"\/><\/figure>\n\n\n\n<p>A minha sec\u00e7\u00e3o destacada mostra que, 447 dias ap\u00f3s a instala\u00e7\u00e3o, o meu ROI no Chartboost \u00e9 de +44,98%. Fixe, mas como \u00e9 que esta curva me diz alguma coisa sobre o TTP? O TTP \u00e9 simplesmente quando o seu ROI passa de negativo para positivo. De facto,&nbsp;<strong>O TTP \u00e9 o momento exato em que a ROI \u00e9 igual a 0%.<\/strong><\/p>\n\n\n\n<p>Quando se faz zoom nas curvas, \u00e9 poss\u00edvel ver que demora cerca de 2-3 dias para que o meu gasto no Chartboost seja recuperado. O meu TTP situa-se entre 2 e 3 dias.<\/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\/May\/breakeven.png?ssl=1\" alt=\"\"\/><\/figure>\n\n\n\n<p>A import\u00e2ncia de calcular o TTP \u00e9 saber com que rapidez pode reutilizar o capital para continuar a fazer crescer o seu neg\u00f3cio. Se tiver realizado duas campanhas: uma com um TTP de 5 dias e outra com um TTP de 1 dia, \u00e9 muito mais eficaz continuar a comprar utilizadores da campanha com um TTP de 1 dia para poder utilizar o capital devolvido mais rapidamente.<\/p>\n\n\n\n<p><small>*O LTV total inclui receitas de an\u00fancios e compras na aplica\u00e7\u00e3o<\/small><\/p>","protected":false},"excerpt":{"rendered":"<p>It\u2019s common for app developers to acquire users for their apps by paying 3rd parties (like ad networks). Paying for users is an investment. To measure the success of an investment, an app developer needs to monitor how quickly they can recoup the invested dollars. Time to profitability (TTP), a.k.a \u201ctime to break even\u201d, is&#8230;<\/p>","protected":false},"author":8,"featured_media":8792,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-8845","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-best-practices"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Time to profitability is a key metric for a growing app - 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\/time-to-profitability-is-a-key-metric-for-a-growing-app\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Time to profitability is a key metric for a growing app - Tenjin\" \/>\n<meta property=\"og:description\" content=\"It\u2019s common for app developers to acquire users for their apps by paying 3rd parties (like ad networks). 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