Glossary

AdTech industry is vast and ever-changing. It might be hard to keep up with all the new slang, but worry not - our glossary will keep you properly updated!

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K-Factor

What is K-Factor ?

A metric that is used to describe the growth rate of an app. This metric determines how many extra users each of your current active users bring to the app and the efficiency of the incentives for currently active users to share the app with others. When used in UA advertising, K-Factor shows how many new users your campaign brings to the app. Invitations and Conversion are the two parts of K. The K-factor, as the name implies, is a combination of your app's "contagiousness" (how many new users are "infected" by an existing customer through an invite) and the effectiveness of each invite (its associated conversion rate). However, in the actual world, things are not so straightforward. It can be tough to determine the true worth of the K-factor because it can be difficult to determine why an organic user installed your app.

Word-of-mouth marketing is fantastic, but it isn't easy to quantify. Furthermore, not all apps encourage referral programs, and not all users take advantage of referral programs when given. The K-factor can help you understand how non-organic growth influences organic growth and can help you spend your UA advertising more efficiently. A successful UA campaign could result in your software ascending the App Store charts, increasing the possibility of organic user exposure, as well as more users spreading the word about your app via word of mouth and referral programs. Another benefit of keeping an eye on your K-factor is the potential to understand better the success of your app's built-in sharing options and the most effective incentives that your existing users respond to before promoting your app to their friends.

Even by a small percentage, any K-factor greater than one indicates exponential growth and is classified as viral. There are various ways through which K-factors can boost your apps. K-factor enhances your shareability. The items that go viral are the ones that only work once they've been shared. Offering these calls to action during important occasions might be an excellent way to improve this strategy. Utilizing viral platforms like Facebook, which have built-in tools to let your users' friends know what apps they're using, is another effective approach to enhance shareability.

The wall and status updates are ideal real estate for viral marketing. The second is to Incentivize your users. User behavior might be rewarded with in-app currency, discounts, or other benefits, greatly influencing. The third one is related to target the right audience. You may use this information to improve your UA spend after you understand your K-factor. Knowing which kind of users have the greatest impact on your K-factor will allow you to optimize your campaign spend and focus on high-scoring groups.

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