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\u5e74 Facebook \u9996\u6b21\u63a8\u51fa\u65b0\u95fb\u9891\u9053\uff0c\u9020\u6210\u5de8\u5927\u7684\u7528\u6237\u53cd\u5f39\u3002\u4f46\u968f\u7740\u65f6\u95f4\u7684\u63a8\u79fb\uff0c\u8fd9\u4e2a\u4ea7\u54c1\u5374\u6210\u4e3a\u4e86Facebook \u7684\u6838\u5fc3\u529f\u80fd\u3002Facebook\u5ffd\u89c6\u4e86\u5c11\u6570\u6d3e\u7684\u53cd\u5bf9\u58f0\u97f3\uff0c\u575a\u6301\u4e86\u81ea\u5df1\u7684\u6218\u7565\u3002<\/p>\n<p>\u6211\u4eec\u65e2\u4e0d\u60f3\u523a\u6fc0\u73b0\u6709\u7684\u5fe0\u8bda\u7528\u6237\uff0c\u53c8\u9700\u8981\u83b7\u53d6\u4e0b\u4e00\u4e2a\u767e\u4e07\u7528\u6237\uff0c\u6dfb\u52a0\u529f\u80fd\u6bd4\u780d\u6389\u529f\u80fd\u66f4\u5bb9\u6613\u3002\u901a\u5e38\u7528\u6237\u8981\u6c42\u7684\u529f\u80fd\u662f\u89e3\u51b3\u5f88\u5c0f\u7684\u4fbf\u5229\u95ee\u9898\uff0c\u800c\u4e0d\u662f\u771f\u6b63\u7684\u89e3\u51b3\u65b9\u6848\u3002\u6211\u4eec\u9700\u8981\u79ef\u6781\u5730\u4e0e\u7528\u6237\u6c9f\u901a\uff0c\u5982\u679c\u6570\u636e\u544a\u8bc9\u4f60\u65b0\u65b9\u5411\u662f\u6b63\u786e\u7684\uff0c\u90a3\u4e48\u5ffd\u7565\u53d1\u58f0\u7684\u5c11\u6570\u7528\u6237\u3002<\/p>\n<p>\u63d0\u9ad8\u7559\u5b58\u7387\uff08Retention\uff09<\/p>\n<p>\u7528\u6237\u5f00\u59cb\u4f7f\u7528\u4ea7\u54c1\u5e76\u4e14\u4e00\u6bb5\u65f6\u95f4\u540e\u4ecd\u7136\u7ee7\u7eed\u4f7f\u7528\uff0c\u88ab\u8ba4\u4f5c\u662f\u7559\u5b58\u7528\u6237\uff0c\u800c\u7559\u5b58\u7528\u6237\u5360\u5f53\u65f6\u65b0\u589e\u7528\u6237\u7684\u6bd4\u4f8b\u5373\u662f\u7559\u5b58\u7387\u3002<\/p>\n<p>\u7528\u6237\u5728\u6bcf\u4e2a\u5e94\u7528\u4e2d\u7684\u751f\u547d\u5468\u671f\u662f\u63a5\u89e6\u2014\u4f7f\u7528\u2014\u653e\u5f03\u6216\u8005\u9057\u5fd8\u7684\u8fc7\u7a0b\u3002\u5728\u7528\u6237\u4f7f\u7528\u9636\u6bb5\uff0c\u6709\u6548\u7684\u4fc3\u6d3b\u624b\u6bb5\u4e5f\u80fd\u63d0\u9ad8\u7559\u5b58\uff0c\u4f46\u540c\u6837\u91cd\u8981\u7684\u662f\u633d\u56de\u7528\u6237\uff0c\u800c\u633d\u56de\u7528\u6237\u6709\u4e00\u4e2a\u901a\u7528\u7684\u6d41\u7a0b\u3002<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/www.fagao.me\/images\/uploads\/2021_004.jpg\" alt=\"\"><\/p>\n<p>\u5148\u786e\u5b9a\u6d41\u5931\u7528\u6237\u7684\u6807\u51c6\uff1b\u518d\u5efa\u7acb\u4e00\u4e2a\u7528\u6237\u6d41\u5931\u6a21\u578b\uff0c\u5206\u6790\u7528\u6237\u4e3a\u4f55\u6d41\u5931\uff0c\u91c7\u53d6\u76f8\u5e94\u7684\u624b\u6bb5\u8865\u6551\uff1b\u540c\u65f6\u901a\u8fc7EDM\uff0c\u77ed\u4fe1\u7b49\u65b9\u5f0f\u8ba9\u7528\u6237\u77e5\u9053\u4f60\u5728\u53ec\u56de\uff1b\u6700\u540e\u901a\u8fc7\u65b0\u624b\u5f15\u5bfc\u91cd\u65b0\u8ba9\u7528\u6237\u719f\u6089\u4ea7\u54c1\u64cd\u4f5c\uff0c\u7ee7\u7eed\u7559\u5b58\u3002<\/p>\n<p>\u83b7\u53d6\u6536\u5165\uff08Revenue\uff09<\/p>\n<p>\u73b0\u9636\u6bb5\u79fb\u52a8\u5e94\u7528\u83b7\u53d6\u6536\u5165\u7684\u9014\u5f84\u4e3b\u8981\u6709\u4e09\u79cd\uff1a\u4ed8\u8d39\u5e94\u7528\u3001\u5e94\u7528\u5185\u4ed8\u8d39\uff0c\u4ee5\u53ca\u5e7f\u544a\u3002\u4ed8\u8d39\u4e0b\u8f7d\u591a\u89c1\u4e8e\u82f9\u679cAPP Store\uff0c\u5e7f\u544a\u662f\u5927\u90e8\u5206\u5f00\u53d1\u8005\u7684\u6536\u5165\u6765\u6e90\uff0c\u800c\u5e94\u7528\u5185\u4ed8\u8d39\u4e5f\u8f83\u4e3a\u666e\u904d\uff0c\u6bd4\u5982\u6e38\u620f\u7c7b\uff0c\u589e\u503c\u670d\u52a1\u7c7b\uff0c\u81ea\u8425\u5546\u57ce\u7b49\u3002\u7279\u522b\u8bf4\u660e\uff0c\u9ad8\u5fb7\u5730\u56fe\u7684\u76c8\u5229\u6a21\u5f0f\u9664\u4e86\u5e7f\u544a\u4e4b\u5916\uff0c\u8fd8\u5728\u4e8e\u5176\u672c\u8eab\u7684\u5730\u56fe\u6570\u636e\u548c\u7528\u6237\u6570\u636e\u4e0e\u5176\u4ed6\u9886\u57df\u7684\u7ed3\u5408\u3002<\/p>\n<p>\u5927\u5bb6\u901a\u5e38\u91c7\u7528ARPU\uff08\u5e73\u5747\u6bcf\u7528\u6237\u6536\u5165\uff09\u503c\u6765\u5224\u5b9a\u6536\u5165\u6807\u51c6\u3002\u4f46\u5bf9\u4e8e\u4e00\u4e2a\u65e2\u6709\u4ed8\u8d39\u7528\u6237\uff0c\u53c8\u6709\u672a\u4ed8\u8d39\u7528\u6237\u7684\u5e94\u7528\u800c\u8a00\uff0c\u8fd8\u9700\u8981\u770b ARPPU\uff08\u5e73\u5747\u6bcf\u4ed8\u8d39\u7528\u6237\u6536\u5165\uff09\u3002<\/p>\n<p>\u56e0\u4e3a\u6d89\u53ca\u5230\u4ed8\u8d39\u7528\u6237\u5728\u5168\u90e8\u7528\u6237\u4e2d\u6240\u5360\u7684\u6bd4\u4f8b\uff0c\u5982\u679c\u4ed8\u8d39\u7528\u6237\u7684\u6570\u91cf\u8f83\u4f4e\uff0c\u90a3\u4e48\u5c31\u8981\u601d\u8003\u4ea7\u54c1\u76c8\u5229\u65b9\u5f0f\u662f\u5426\u6709\u95ee\u9898\uff0c\u5305\u62ec\u5b9a\u4ef7\uff0c\u4ea7\u54c1\u529f\u80fd\u7279\u6027\uff0c\u53d8\u73b0\u65b9\u5f0f\u7b49\u3002<\/p>\n<p>\u8ba1\u7b97\u6536\u5165\u7684\u540c\u65f6\u4e5f\u8981\u8003\u8651\u5229\u6da6\u3002\u8ba1\u7b97\u5229\u6da6\u7684\u65f6\u5019\u6709\u4e00\u4e2a\u6307\u6807\uff1aLTV\uff08\u751f\u547d\u5468\u671f\u4ef7\u503c\uff09\u3002\u7528\u6237\u7684\u751f\u547d\u5468\u671f\u662f\u6307\u4e00\u4e2a\u7528\u6237\u4ece\u7b2c\u4e00\u6b21\u542f\u52a8\u5e94\u7528\uff0c\u5230\u6700\u540e\u4e00\u6b21\u542f\u52a8\u5e94\u7528\u4e4b\u95f4\uff0c\u4e3a\u8be5\u5e94\u7528\u521b\u9020\u7684\u6536\u5165\u603b\u8ba1\u3002LTV \u2013 CAC\u7684\u5dee\u503c\uff0c\u5c31\u53ef\u4ee5\u89c6\u4e3a\u8be5\u5e94\u7528\u4ece\u6bcf\u4e2a\u7528\u6237\u8eab\u4e0a\u83b7\u53d6\u7684\u5229\u6da6\u3002<\/p>\n<p>\u81ea\u4f20\u64ad\uff08Refer\uff09<\/p>\n<p>\u793e\u4ea4\u7f51\u7edc\u7684\u5174\u8d77\uff0c\u4e3a\u4ea7\u54c1\u5e26\u6765\u4e86\u66f4\u5f3a\u7684\u751f\u547d\u529b\u2014\u2014\u57fa\u4e8e\u793e\u4ea4\u7f51\u7edc\u7684\u81ea\u4f20\u64ad\u3002\u81ea\u4f20\u64ad\uff0c\u6216\u8005\u8bf4\u75c5\u6bd2\u5f0f\u8425\u9500\uff0c\u6765\u6e90\u4e8e\u75c5\u6bd2\u4f20\u64ad\u5b66\uff0c\u5373\u4e00\u4e2a\u5df2\u7ecf\u611f\u67d3\u4e86\u75c5\u6bd2\u7684\u5bbf\u4e3b\u5728\u63a5\u89e6\u5176\u4ed6\u5bbf\u4e3b\u7684\u8fc7\u7a0b\u4e2d\u4e5f\u4f1a\u88ab\u4f20\u67d3\u4e0a\u75c5\u6bd2\u3002K\u56e0\u5b50\u91cf\u5316\u4e86\u201c\u611f\u67d3\u201d\u7684\u6982\u7387\u3002<\/p>\n<p>K = (\u6bcf\u4e2a\u7528\u6237\u5411\u4ed6\u7684\u670b\u53cb\u4eec\u53d1\u51fa\u7684\u9080\u8bf7\u7684\u6570\u91cf) * (\u63a5\u6536\u5230\u9080\u8bf7\u7684\u4eba\u8f6c\u5316\u4e3a\u65b0\u7528\u6237\u7684\u8f6c\u5316\u7387)\u3002\u5f53K&gt;1\u65f6\uff0c\u7528\u6237\u7fa4\u5c31\u4f1a\u8c61\u6eda\u96ea\u7403\u4e00\u6837\u589e\u5927\uff0c\u4f46\u662f\u7edd\u5927\u90e8\u5206\u79fb\u52a8\u5e94\u7528\u8fd8\u662f\u5fc5\u987b\u548c\u5176\u5b83\u8425\u9500\u65b9\u5f0f\u76f8\u7ed3\u5408\u3002<\/p>\n<p>\u81ea\u4f20\u64ad\u9664\u4e86\u4ea7\u54c1\u8db3\u591f\u597d\uff0c\u4f20\u64ad\u8fc7\u7a0b\u7684\u53d7\u4f17\u8db3\u591f\u51c6\u786e\uff0c\u80fd\u591f\u5f15\u53d1\u7528\u6237\u7684\u9700\u6c42\u4e5f\u540c\u6837\u91cd\u8981\uff0c\u6bd4\u5982\u5229\u76ca\uff0c\u865a\u8363\u5fc3\uff0c\u7a00\u7f3a\u6027\uff0c\u8bd5\u7528\u7b49\u7b49\u3002\u6bd4\u5982\u6ef4\u6ef4\uff0c\u7f8e\u56e2\u7684\u7ea2\u5305\u597d\u53cb\u5206\u4eab\uff1b\u4ed8\u8d39\u7528\u6237\u514d\u8d39\u9080\u8bf7\u670b\u53cb\u8bd5\u7528\u4ea7\u54c1\uff1b\u8f6c\u53d1\u670b\u53cb\u5708\u9001\u793c\u54c1\u7b49\u3002<\/p>\n<p>\u4ee5\u4e00\u4e2a\u6210\u529f\u7684\u5fae\u4fe1\u767e\u65e5\u8dd1\u6d3b\u52a8\u4e3a\u6848\u4f8b\uff0c\u5c55\u73b0\u81ea\u4f20\u64ad\u8fc7\u7a0b\u4e2d\u90e8\u5206\u53ef\u8c03\u6574\u7684\u70b9\u3002<\/p>\n<p>1\u3001\u62c9\u65b0\u5206\u53d1\u673a\u5236<\/p>\n<p>\u5bf9\u8dd1\u6b65KOL\u62c9\u65b0\u505a\u68af\u5ea6\u6fc0\u52b1\u624b\u6bb5\uff1a\u961f\u6bcf\u591a10\u4eba\uff0c\u5c31\u53d1\u7fa4\u7ea2\u5305\uff1b\u961f\u6ee180\u4eba\u5219\u961f\u957f\u53ef\u4ee5\u83b7\u5f97\u8dd1\u978b\u4e00\u53cc\u3002\u540c\u65f6\u6bcf\u5929\u5728\u961f\u957f\u7fa4\u4e2d\u505a\u7fa4\u8fd0\u8425\uff0c\u6652\u961f\u4eba\u6570\u6392\u884c\u699c\uff0c\u201cXX\u961f\u6ee180\u4eba\u5566\u201d\uff0c\u201cXX\u961f\u961f\u957f\u9886\u53d6\u8dd1\u978b\u201d\uff0c\u8ba9\u961f\u957f\u88ab\u5145\u5206\u6fc0\u52b1\u3002<\/p>\n<p>2\u3001\u5e38\u89c4\u5206\u4eab\u673a\u5236<\/p>\n<p>\u5728\u5fae\u4fe1\u4f53\u7cfb\u5185\uff0c\u5206\u4eab\u6d77\u62a5\u6bd4\u5206\u4eab\u94fe\u63a5\u66f4\u5f15\u4eba\u6ce8\u76ee\u3002\u7ed3\u5408\u201c\u8d62\u53d6iPhone8\u201d\u5356\u70b9\u7684\u6d77\u62a5\u8ba9\u7528\u6237\u53d1\u670b\u53cb\u5708\u65f6\u6bd4\u8f83\u62a2\u773c\u3002\u540c\u65f6\u5206\u4eab\u6d41\u7a0b\u4e5f\u8981\u505a\u5145\u5206\u7684\u5f15\u5bfc\uff0c\u6bd4\u5982\u201c\u957f\u6309\u56fe\u7247\uff0c\u53d1\u9001\u7ed9\u670b\u53cb\u201d\u3002<\/p>\n<div class=\"img-container\"><\/div>\n<p>3\u3001\u8bf1\u5bfc\u5206\u4eab\u673a\u5236<\/p>\n<p>\u6d3b\u52a8\u6709\u62a5\u540d\u8d39\uff0c\u6240\u4ee5\u8bbe\u8ba1\u4e86\u201c\u62a5\u540d\u6210\u529f\u540e\u5206\u4eab\u6d3b\u52a8\u9875\u5230\u670b\u53cb\u5708\u7acb\u8fd420\u5143\u73b0\u91d1\u201d\u7684\u5956\u52b1\u3002\u56e0\u4e3a\u8dd1\u6b65\u7528\u6237\u4e4b\u95f4\u6709\u516c\u7528\u7684\u5fae\u4fe1\u7fa4\uff0c\u6240\u4ee5\u5fc5\u987b\u662f\u7528\u6237\u5206\u4eab\u670b\u53cb\u5708\u624d\u6700\u6709\u6548\u3002\u540c\u65f6\u53c8\u62c5\u5fc3\u7528\u6237\u53d1\u670b\u53cb\u5708\u65f6\u9009\u62e9\u90e8\u5206\u53ef\u89c1\uff0c\u6216\u53d1\u5b8c\u7acb\u5220\uff0c\u6240\u4ee5\u8865\u5145\u4e86\u201c\u9700\u898110\u4eba\u901a\u8fc7\u670b\u53cb\u5708\u70b9\u5f00\u4f60\u7684\u5206\u4eab\u201d\u8fd9\u4e2a\u673a\u5236\u3002<\/p>\n<p>A\u3001\u5206\u4eab\u673a\u5236\u7684\u8be6\u7ec6\u8bf4\u660e<\/p>\n<div class=\"img-container\"><\/div>\n<p>B\u3001\u5bf9\u5206\u4eab\u6807\u9898\u505a\u6539\u7248\uff0c\u5e26\u6765\u4e8c\u6b21\u5206\u4eab\uff0c<\/p>\n<p>\u51e1\u662f\u53ef\u4ee5\u6570\u636e\u5316\u7684\u5730\u65b9\u5c31\u80fd\u505a\u6210\u6392\u884c\u699c\uff0c\u7528\u6237\u90fd\u5728\u6652\u81ea\u5df1\u662f\u7b2c\u51e0\u4e2a\u62a5\u540d\u7684\uff0c\u80fd\u6fc0\u53d1\u4eba\u7c7b\u5fc3\u4e2d\u6500\u6bd4\u70ab\u8000\u7684\u5fc3\u7406\uff0c\u8fd9\u5c31\u4fc3\u6210\u4e86\u5206\u4eab\u3002<\/p>\n<div 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