{"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\/zh\/blog\/the-paid-marketing-conversion-funnel\/","title":{"rendered":"\u4ed8\u8d39\u8425\u9500\u8f6c\u5316\u6f0f\u6597"},"content":{"rendered":"<p class=\"wp-block-paragraph\"><strong>\u5728\u6700\u8fd1\u51e0\u6b21\u4e0e\u5e0c\u671b\u4e86\u89e3\u4ed8\u8d39\u7528\u6237\u83b7\u53d6\u7684\u5c0f\u578b\u5f00\u53d1\u8005\u7684\u4f1a\u9762\u4e2d\uff0c\u6211\u4eec\u8ba8\u8bba\u4e86\u4ed8\u8d39\u8425\u9500\u7684\u8f6c\u5316\u6f0f\u6597\u3002\u8fd9\u4e2a\u6982\u5ff5\u4e4d\u770b\u4e4b\u4e0b\u5f88\u7b80\u5355\uff0c\u4f46\u5bf9\u4e8e\u521a\u5f00\u59cb\u8d2d\u4e70\u5b89\u88c5\u91cf\u7684\u8425\u9500\u4eba\u5458\u6765\u8bf4\uff0c\u8fd9\u53ef\u80fd\u662f\u6700\u9700\u8981\u7406\u89e3\u7684\u6838\u5fc3\u6982\u5ff5\u3002.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u4ee5\u4e0b\u8fd9\u5f20\u5e7b\u706f\u7247\u603b\u7ed3\u4e86\u8d2d\u4e70\u5e94\u7528\u5b89\u88c5\u7684\u8425\u9500\u8f6c\u5316\u6f0f\u6597\uff1a<\/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\">\u6211\u4e5f\u89c1\u8fc7\u4ee5\u5176\u4ed6\u65b9\u5f0f\u5448\u73b0\u8fd9\u4e2a\u6f0f\u6597\u6a21\u578b\u7684\u60c5\u51b5\u3002\u8fd9\u91cc\u6709\u4e00\u4efd\u6211\u66fe\u770b\u5230\u7684\u5206\u6790\uff0c\u5b83\u5c06\u201c\u652f\u4ed8\u65b9\u201d\u62bd\u8c61\u5316\uff0c\u8f6c\u800c\u4f7f\u7528\u201c\u7528\u6237\u201d\u4f5c\u4e3a\u8ba1\u7b97\u201c\u603b\u4ef7\u503c\u201d\u7684\u4f9d\u636e\u3002\u8fd9\u79cd\u505a\u6cd5\u5c06\u5047\u8bbe\u5d4c\u5165\u5230\u6bcf\u4e2a\u652f\u4ed8\u65b9\u4e2d\uff0c\u4f46\u6838\u5fc3\u89c2\u70b9\u662f\u76f8\u540c\u7684\u3002.<\/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\">\u8981\u60f3\u5f00\u5c55\u5c3d\u53ef\u80fd\u6709\u6548\u7684\u5e94\u7528\u8425\u9500\u6d3b\u52a8\uff0c\u5173\u952e\u5728\u4e8e\u4f60\u5bf9\u8fd9\u4e2a\u8f6c\u5316\u6f0f\u6597\u7684\u4f18\u5316\u7a0b\u5ea6\u3002\u4ece\u5e7f\u544a\u7f51\u7edc\u83b7\u5f97\u7684\u5c55\u793a\u91cf\u4e2d\uff0c\u4f1a\u6709\u4e00\u5b9a\u6bd4\u4f8b\u88ab\u70b9\u51fb\uff1b\u4ece\u8fd9\u4e9b\u70b9\u51fb\u4e2d\uff0c\u53c8\u4f1a\u6709\u4e00\u5b9a\u6bd4\u4f8b\u8f6c\u5316\u4e3a\u5b89\u88c5\uff1b\u800c\u4ece\u8fd9\u4e9b\u5b89\u88c5\u4e2d\uff0c\u6700\u7ec8\u4f1a\u6709\u4e00\u5b9a\u6bd4\u4f8b\u7684\u7528\u6237\u5728\u4f60\u7684\u5e94\u7528\u5185\u8fdb\u884c\u8d2d\u4e70\u3002.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u56e0\u6b64\uff0c\u60a8\u4ece\u4e00\u6b21\u8425\u9500\u6d3b\u52a8\u4e2d\u521b\u9020\u7684\u603b\u4ef7\u503c\u5c06\u9075\u5faa\u4ee5\u4e0b\u516c\u5f0f\uff1a<\/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>\u5730\u70b9\uff1a<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>CTR = \u70b9\u51fb\u7387<\/li>\n\n\n\n<li>CVR = \u8f6c\u5316\u7387<\/li>\n\n\n\n<li>%pay = % \u6700\u7ec8\u4ed8\u8d39\u7684\u5b89\u88c5\u91cf<\/li>\n\n\n\n<li>LTV\/\u4ed8\u8d39\u7528\u6237 = \u4ed8\u8d39\u7528\u6237\u7684\u7ec8\u8eab\u4ef7\u503c<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">\u5982\u60a8\u6240\u89c1\uff0c,&nbsp;<strong>CTR<\/strong>,&nbsp;<strong>CVR<\/strong>,&nbsp;<strong>%pay<\/strong>\u548c&nbsp;<strong>LTV\/\u652f\u4ed8\u65b9<\/strong>&nbsp;\u6709\u54ea\u4e9b\u53ef\u91c7\u53d6\u7684\u63aa\u65bd\u6765\u63d0\u9ad8&nbsp;<strong>\u603b\u4ef7\u503c<\/strong>&nbsp;\u60a8\u7684\u8425\u9500\u6d3b\u52a8\u3002\u56e0\u6b64\uff0c\u8425\u9500\u4eba\u5458\u5fc5\u987b\u4e86\u89e3\u8fd9\u4e9b\u9a71\u52a8\u56e0\u7d20\u53ca\u5176\u76f8\u4e92\u4f5c\u7528\uff0c\u624d\u80fd\u6700\u7ec8\u5b9e\u73b0\u5c3d\u53ef\u80fd\u9ad8\u7684\u603b\u4ef7\u503c\u3002.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u4f8b\u5982\uff0c\u5047\u8bbe\u60a8\u7684 %pay \u6d4b\u91cf\u503c\u4e3a 1%\u3002\u53ea\u9700\u5c06\u5176\u4ece 1% \u63d0\u5347\u81f3 2%\uff0c\u60a8\u7684\u5e7f\u544a\u6d3b\u52a8\u603b\u4ef7\u503c\u5c31\u4f1a\u7ffb\u500d\u3002 \u63d0\u9ad8\u6bcf\u4f4d\u4ed8\u8d39\u7528\u6237\u7684\u7ec8\u8eab\u4ef7\u503c\uff0c\u4e5f\u4f1a\u5bf9\u60a8\u7684\u603b\u4ef7\u503c\u4ea7\u751f\u7c7b\u4f3c\u7684\u79ef\u6781\u5f71\u54cd\u3002\u603b\u4f53\u800c\u8a00\uff0c\u5047\u8bbe\u8f6c\u5316\u6f0f\u6597\u4e2d\u5404\u73af\u8282\u7684\u8f6c\u5316\u7387\u4fdd\u6301\u4e0d\u53d8\uff0c\u589e\u52a0\u5c55\u793a\u91cf\u3001\u70b9\u51fb\u91cf\u548c\u5b89\u88c5\u91cf\u540c\u6837\u4f1a\u63d0\u5347\u60a8\u7684\u603b\u4ef7\u503c\u3002.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u4e0d\u8fc7\uff0c\u9700\u8981\u6ce8\u610f\u7684\u662f\uff0c\u7279\u522b\u662f\u5bf9\u4e8e\u6f0f\u6597\u9876\u90e8\uff08\u6216\u5de6\u4fa7\uff09\u9644\u8fd1\u7684\u6307\u6807\uff0c\u968f\u7740\u6d41\u91cf\u7684\u589e\u52a0\uff0c\u8f6c\u5316\u7387\u5e76\u4e0d\u603b\u662f\u4fdd\u6301\u4e0d\u53d8\u3002 \u4f8b\u5982\uff0c\u5c55\u793a\u6b21\u6570\u7ffb\u500d\u5e76\u4e0d\u4e00\u5b9a\u610f\u5473\u7740\u603b\u4ef7\u503c\u4e5f\u4f1a\u7ffb\u500d\uff0c\u56e0\u4e3a\u8fd9\u5b8c\u5168\u53d6\u51b3\u4e8e\u8fd9\u4e9b\u5c55\u793a\u7684\u8d28\u91cf\u4ee5\u53ca\u7528\u6237\u7684\u70b9\u51fb\u7387\u3002.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u540c\u6837\uff0c\u70b9\u51fb\u91cf\u7ffb\u500d\u5e76\u4e0d\u610f\u5473\u7740\u5b89\u88c5\u91cf\u4e5f\u4f1a\u7ffb\u500d\u3002 \u6211\u4eec\u89c1\u8fc7\u65e0\u6570\u6b21\u8fd9\u6837\u7684\u5e94\u7528\u8425\u9500\u6d3b\u52a8\uff1a\u7531\u4e8e\u5e7f\u544a\u521b\u610f\u6781\u5177\u717d\u52a8\u6027\u6216\u7279\u522b\u5f15\u4eba\u6ce8\u76ee\uff0c\u867d\u7136\u4ea7\u751f\u4e86\u5927\u91cf\u70b9\u51fb\uff0c\u4f46\u7528\u6237\u8fdb\u5165\u5e94\u7528\u4e0b\u8f7d\u9875\u9762\u540e\uff0c\u53d1\u73b0\u8fd9\u5e76\u975e\u4ed6\u4eec\u6240\u671f\u5f85\u7684\uff0c\u56e0\u6b64\u6700\u7ec8\u8fd8\u662f\u6ca1\u6709\u5b89\u88c5\u3002.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u4f46\u6838\u5fc3\u8981\u70b9\u4f9d\u7136\u4e0d\u53d8\uff1a\u8981\u4f18\u5316\u5e94\u7528\u7684\u603b\u4ef7\u503c\uff0c\u9996\u5148\u9700\u8981\u5bf9\u4ed8\u8d39\u8425\u9500\u8f6c\u5316\u6f0f\u6597\u53ca\u5176\u6d89\u53ca\u7684\u5404\u4e2a\u5f71\u54cd\u56e0\u7d20\u6709\u57fa\u672c\u7684\u4e86\u89e3\u3002\u5f52\u6839\u7ed3\u5e95\uff0c\u5173\u952e\u5728\u4e8e\u5bf9\u6bcf\u4e2a\u5f71\u54cd\u56e0\u7d20\u8fdb\u884c\u8861\u91cf\u548c\u8ffd\u8e2a\uff0c\u8fd9\u6837\u5728\u8bd5\u56fe\u63d0\u5347\u603b\u4ef7\u503c\u65f6\uff0c\u624d\u80fd\u660e\u786e\u8be5\u5c06\u7cbe\u529b\u96c6\u4e2d\u5728\u54ea\u4e9b\u65b9\u9762\u3002.<\/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=\"description\" content=\"Learn how the paid marketing conversion funnel helps mobile marketers optimize user acquisition, engagement, retention, and ROI.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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