Definition of Terms
We have listed the nouns and data metrics used in the TradPlus backend as below, along with explanations to help you quickly get started with TradPlus!
1. Basic Terms
| Term | Defination |
|---|---|
| App | Apps created on TradPlus by developers with the need to do ad monetization. |
| Ad Unit | Ad units created on TradPlus by developers. SDK gets ad config & loads ads through it. |
| Network | Ad Network Mediated by TradPlus. |
| Ad Source | The unique network placement ID that you create on network. |
| Country | The countries your app is running for business, such as, the US, the UK, etc. |
| Ad Scene | TradPlus supports creating multiple ad scenes under one ad unit to track different impressions and clicks. |
| Segments | Developers can segment users based on rules like attributes, behavior, and location. TradPlus also supports custom metrics and rules. Developers can set different bidding and waterfall for different segments for refined operation. |
| UA Channel | Used to distinguish user sources, channel information is uploaded to TradPlus by the app. |
| Ad Format | The format of ads shown to users include splash ads, native ads, rewarded ads, interstitial ads, banners, and offer walls. |
| OS | Android/iOS. |
| SDK Version | TradPlus SDK version. |
| App Version | App version defined by the developer. |
| Delivery Mode | Header Bidding/Standard. |
| IDFA | Whether iOS users can grant access to IDFA. You can refer to specific rules in Apple's guidelines. |
| Overview | Overview report combines TradPlus and third-party ad data, offering 50+ metrics like ARPU, impressions, bidding, requests, readiness, clicks, and revenue for analysis and troubleshooting. |
| Hourly | Hourly data from TradPlus allows timely observation of ad performance and gives guidance for adjustment to UA strategies. |
| User Activity | Used to analyze user ad behavior and ad value. |
| LTV | User Lifetime Value (LTV) analyzes the ad revenue brought by new users. Developers can make adjustments to UA strategies based on it. |
| Retention | Analyze retention rates of new users. |
| Cohort | Analyze values of retained users across multiple dimensions, such as ad engagement rate, ARPU, average impressions per user, and average active time per user. |
| Funnel Data | Funnel Data report is to show statistics based on the funnel model. It includes ad monetization events and core funnel conversion rates. |
| Live Alert | Developers can flexibly set the alert rules and trigger conditions based on their business needs. When the data meets the conditions, TradPlus automatically generates an alert report to help developers quickly identify abnormal data. |
| App Management | Manage developers' apps on the TradPlus VisiM backend, including adding, deleting, and other operations for apps, ad units, and ad scenes. |
| Segments | Allows tailored ad source configuration for different user segments. Supports rules like segment users by country, app version, and SDK version, etc. |
| A/B Test | Randomly assign users to A/B group with different strategies. Compare the monetization data of each group to select the most effective strategy. |
| Cross Promotion | Supports cross-promotion between different products under one developer or direct media buy to boost user growth and revenue. |
| Test Mode | After SDK integration, use test mode to verify if ads from ad networks display correctly. |
| Sub Account | Supports adding other accounts for management or viewing specific apps under the main account. flexible menu and app permissions settings. |
| Time Zone | This time zone is based on the time zones supported by networks. TradPlus' data report supports switching time zones for data statistics. |
| Currency | Currency used for payment settlement by the network. |
2. 数据指标
Data metrics have two sources: [retrieved from API] and [reported by TradPlus].
Retrieved from API: Data comes from third-party ad network APIs, requiring API authorization in the [Networks] menu.
Reported by TradPlus: Data comes from TradPlus tracking, needing SDK integration.
API data is generally more accurate, so it is recommended to prioritize viewing API data, but TradPlus data can be used as a supplement when API data is slow or lacks certain metrics.
| Terms | Defination |
|---|---|
| DAU | The number of users who launch the app (initialize the TradPlus SDK) each day. |
| DEU | Daily ad viewers. |
| New User | The number of users who launch the app (initialize the TradPlus SDK) for the first time. |
| New Users / DAU | The proportion of new users. |
| D2 Retention Rate | The proportion of new users who remain active the next day. |
| Engagement Rate | The proportion of daily ad viewers, calculated as DEU/DAU. |
| Number of Sessions | Average app launches per user, calculated as total launches / DAU. |
| Active Time | Average daily usage time per user, calculated as total daily usage time / DAU. |
| Session Time | Average session duration, i.e., total daily usage time / total launches. |
| Bid Request API | The number of bid requests retrieved from the ad network's reporting API. |
| Bid Request | The number of bid requests recorded by TradPlus. |
| Bid Response API | The number of bid responses retrieved from the ad network's reporting API. |
| Bid Response | The number of bid responses recorded by TradPlus. |
| Bid Rate API | Bid response API/bid request API. |
| Bid Rate | Bid response/bid request. |
| Win Rate API | Request API/bid response API. |
| Win Rate | Request/bid response. |
| App Request | The number of requests successfully sent by the app to the TradPlus SDK. |
| App Fill | The number of successful ad returns after the app sends a request to the TradPlus SDK. |
| App Fill Rate | App fill/App request. |
| App Fill Time | Average time taken from app request to app fill. |
| Request API | The number of ad requests retrieved from the ad network's reporting API. |
| Request | The number of ad requests recorded by TradPlus. |
| Ad Source Fill API | The number of ad fills retrieved from the ad network's reporting API. |
| Ad Source Fill | The number of ad fills returned after TradPlus SDK sends requests to the ad networks. |
| Fill Rate API | Ad source fill API/request API. |
| Fill Rate | Ad source fill/request. |
| Ad Ready Rate | The proportion of ads that are ready when users arrive at ad scenes. |
| isReady Call | App calls TradPlus SDK's isReady interface. |
| isReady Yes Rate | The proportion of ads that are ready after app calls TradPlus SDK's isReady interface. |
| Show Call | App calls TradPlus's show interface. |
| Show Call Rate | Show call/arrive at ad scene. |
| Impression API | The number of impressions retrieved from the ad network's reporting API. |
| Impression | The number of impressions recorded by TradPlus. |
| Impression Gap | The percentage difference between TradPlus and API impressions, calculated as (Imp. - Imp. API) / Imp. API * 100%. |
| IMP API / DAU | Average ad impressions per user, which refers to the number of ads viewed by each active user. |
| IMP API / DEU | Average ad impressions per user, which refers to the number of ads viewed by each user who views ads. |
| IMP / DAU | Average ad impressions per active user recorded by TradPlus SDK. |
| IMP / DEU | Average ad impressions per engaged user recorded by TradPlus. |
| Show Rate API | Impression API/ad source fill API. |
| Show Rate | Impression/ad source fill. |
| Show Call Success | Successfully triggered the network's ad show call. |
| Show Success Rate | Impressions/show call success. |
| Click API | Clicks retrieved through ad network's reporting API. Note: Some APIs do not return this metric. |
| Click | Ad clicks recorded by TradPlus. Note: Some ad networks may not provide click callbacks. |
| Click Gap | The percentage difference between TradPlus and API clicks, calculated as (click - click API) / click API * 100%. |
| CTR API | Click API/impression API. |
| CTR | Click/impression. |
| eCPM API | Ad revenue per thousand impressions. |
| eCPC API | Average ad revenue per click retrieved from ad network's reporting API. |
| Est. Revnue API | Estimated revenue retrieved from ad network's reporting API. |
| Est. Revenue | Revenue calculated based on the price of every impression. For bidders with price callbacks, the calculation uses real-time prices; otherwise, relies on system estimates or developer-entered prices. |
| eCPM | Ad revenue per thousand impressions estimated by TradPlus, calculated as est. revenue / impression * 1000. |
| eCPC | Average ad revenue per click estimated by TradPlus, calculated as est. revenue/click. |
| ARPDAU | Average ad revenue per active user, calculated as revenue/DAU. |
| ARPDEU | Average ad revenue per engaged user, calculated as revenue/DEU. |
| LTV | Lifetime value of a user. |
| DEU/Retention Users | The proportion of retained users who view ads, calculated as DEU/retention user. |
| Revenue/Retention Users | Average ad revenue per retention user, calculated as total cohort total revenue/retention user. |
| IMP/Retention Users | Average ad impressions per retained user on day N, calculated as cohort impressions/day N retention users. |
| Revenue/New Users | Average ad revenue per new user on day N, calculated as total cohort impressions/day N new users. |
| IMP/New Users | Average ad impressions per new user on day n, calculated as total cohort impressions/day N new users. |
| Retention eCPM | Ad revenue per thousand impressions of retention users. |
| New Users' Active Time | Average daily usage time per new user, calculated as total cohort daily usage time/new users. |
| Launch App | App initializes TradPlus SDK. |
| Read configuration | The SDK retrieves configurations from the server. |
| Arrive at Ad Scene | App calls TradPlus SDK' interface of EntryAdScenario. |
| Ad Scene Arrival Rate | The ratio of users arriving at ad scenes to users launching the app. |