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Terminology

Last Updated: Aug 24, 2021

The following terms are sorted in alphabetical order.

A

Activity
Also known as the marketing activity, it refers to the time and frequency of material display in the booth, as well as the rules of advertisement delivery, such as the control process of delivery location, platform, application version, and target group.

Activity unit
Activity unit refer to a collection of a series of marketing activities created for the marketing purpose. In one activity unit, there can be multiple activities with the same theme.

Advertisement space
The position used to display advertising materials in the booth. One advertisement space can display one material, and one booth can contain multiple advertisement spaces.

B

Booth
The area on the client page for displaying content (advertising materials).

C

Critical event occurrences
The number of occurrences of the MAS event associated with the activity after users click the activity advertisements during a certain period of time.

D

Deduplicated reach devices
The sum of the total amount of deduplicated devices that display any advertising materials in the marketing activity and the number of devices that successfully receives pushes during a certain period of time.

Deduplicated share devices
The total number of unique devices on which the Share button is clicked on the activity landing page during a certain period of time. And the implementation depends on the accuracy of the customer-side tracking.

Device ID
Advertise to the delineated device IDs (utdid). Regardless of whether the user ID is logged on or not, the delivered advertisements will be displayed, as long as the app is opened on the delineated device.

Devices with critical event occurrence
The total number of unique devices on which the MAS event associated with the activity occurs after users click the activity advertisement during a certain period of time.

Display position
The position of the booth on the page, such as top and bottom.

Display style
The display style of the booth on the page, such as banner and bulletin.

Dynamic booth
A booth that is accessed through dynamic configuration. The display process for such a booth must be controlled through the information issued by the server (console).

E

Event conversion rate
Refers to the proportion of devices on which the MAS event associated with the campaign occurs in responding devices.

F

Fatigue
Refers to the setting of an upper limit for the total reach of a single user/device in an unit of time.

I

Interactive marketing activity
Targeted marketing and promotion activities triggered by one or more behavior of users in the future. For example, if active users browse wealth management products for 3 consecutive days during the activity period, targeted advertisements for wealth management products will be delivered on the application home page.

M

Multi-frame booth
Refers to the booth with more than 1 advertisement space frames.

N

Number of advertisement space frames
Refers to the number of advertisement spaces in a booth, that is, the number of campaign materials that can be displayed in the booth when the booth is occupied by the campaign.

P

Preset booth
Booths accessed through client configuration. The display positions of such booths must be fixed by codes on the client.

Proactive marketing activity
Direct marketing and promotion activities for targeted group. For example, send a push message offering rewards for logon to users who have not logged on in the last 15 days.

R

Reach count
The sum of the number of exposures of an activity advertisement and the number of successful pushes during a certain period of time.

Response count
The sum of the number of advertisement clicks and the number of push clicks during a certain period of time.

Response rate
Refers to the proportion of responding devices in reached devices.

Responding devices
The sum of the number of users who click advertisements and the total number of unique devices on which the pushes are clicked during a certain period of time.

Retention rate
Retention rate is a statistical indicator used to reflect the operation of websites, Internet applications, or online games. It is the average number of daily active users in the statistical cycle (week/month) who still launch the App on the Nth day. And N is usually 2, 3, 7, 14, and 30, which correspond to the next-day retention rate, three-day retention rate, weekly retention rate, half-month retention rate, and monthly retention rate, respectively.

S

Share rate
Refers to the proportion of devices with sharing operations in responding devices.

Share count
The number of clicks to share the activity on the landing page during a certain period of time. And the implementation depends on the accuracy of the customer-side tracking.

Single-frame booth
Refers to the booth with one advertisement space frames.

U

User ID
Advertise to the delineated user IDs (userId). When a user logs in to a device by using a grouped user ID, the delivered ad is displayed to the user. When a user logs in to multiple devices by using the same user ID, the delivered ad is displayed on all the devices.