Due to the particularity of financial products, in order to obtain more traffic, we often place advertisements on some platforms, including third-party apps, application markets, advertising alliances, etc., in order to attract more users. Generally, our common Internet traffic settlement modes are: CPC, UV, CPM, CPA, CPS, CPT, CPD, etc. When these settlement modes are combined with financial products, they are different. The following is a brief introduction to several common settlement modes in financial products. CPC (Cost Per Click, pay per click), product advertisements are generally placed on the platform, including banner, icon, feed stream advertisements, etc. The calculation formula is: cost = number of clicks * unit price. CPD (Cost Per Download, pay by download), due to the long application process for financial products, involving application, credit, borrowing, and lending, the launcher will guide users to download the app to operate in order to better serve users throughout the life cycle. , the calculation formula: cost = number of downloads * unit price.
UV According to the above CPC method, there will be a situation where the same user clicks multiple times. This means that the advertiser has to pay more advertising fees, but the conversion situation has not improved. Therefore, in actual situations, CPC is rarely used for settlement; in order to avoid the above-mentioned problems, UV settlement is adopted, that is, access is made between 00:00-24:00. An individual user of an ad counts as a billing number. So how to define an independent user? There are many ways to define an independent user, and which one to use needs to be combined with the actual business, such as the user's mobile phone number, ID number, device number of the mobile phone, IP address, browser cookies, etc. For example, some functions can only be operated after the user is forced to log in. In this case, it is more accurate Phone Number List to use the mobile phone number to calculate the number of users than the mobile phone device number.
It should be noted that using the mobile phone device number as the identifier of an independent user is: Whether it can be collected, some systems like Android cannot collect information on mobile devices such as IMEI, so these factors need to be taken into account when choosing an independent user ID. CPA (Cost Per Action, charging by behavior), charging by behavior, that is, after the user completes a specified operation behavior, the payment processing is performed on the delivery platform. In financial products, the commonly used designated behaviors are: registration, completing the filling of the four elements, and completing the basic credit submission. At this time, the user has completed 30% or more of the process operation. Using this method to charge is more beneficial to the advertiser. The calculation formula is: cost = specified behavior completed quantity * unit price;