Your comprehensive guide to mobile marketing terminology. From CPI to ROAS, learn the language of performance advertising.
Technologies and tools used to manage, deliver, and optimize digital advertising campaigns.
Average Revenue Per Daily Active User - measuring daily monetization per engaged user.
Average Revenue Per User - key metric measuring revenue generated per user over time.
Average Revenue Per Paying User - revenue from users who actually make purchases.
App Store Optimization - improving app visibility in app store search results.
The process of identifying which marketing touchpoints led to a conversion or install.
Customer Acquisition Cost - total cost to acquire a new paying customer.
The rate at which users stop using an app or cancel subscriptions over time.
Invalid or fraudulent clicks on ads designed to drain budgets or inflate revenue.
A group of users sharing common characteristics, used for behavioral analysis.
Targeting ads based on page/app content rather than user behavior tracking.
Cost Per Action - pricing model based on specific user actions post-install.
Cost Per Install - the price advertisers pay for each app installation.
Decline in ad performance when audiences see the same creative too often.
Click-Through Rate - percentage of users who click after viewing an ad.
Conversion Rate - percentage of users who complete a desired action.
Percentage of ad requests successfully filled with an advertisement.
Data collected directly from your users through owned properties and interactions.
Deceptive activities designed to steal advertising spend through fake traffic.
Limiting how often a user sees the same ad to prevent fatigue.
Identifier for Advertisers - Apple's device identifier for ad targeting.
A single instance of an ad being displayed to a user.
Measuring the true lift generated by advertising beyond organic behavior.
Percentage of users who install an app after clicking an ad.
Installs Per Mille - app installs per 1,000 ad impressions.
Monthly Active Users - unique users engaging with an app in a calendar month.
Technology that manages multiple ad networks to maximize publisher revenue.
Media Mix Modeling - statistical analysis measuring marketing effectiveness.
Mobile Measurement Partner - third-party attribution and analytics provider.
Percentage of users who return to an app after initial install.
Re-engaging users who previously interacted with your app or ads.
Opt-in ad format where users watch videos for in-app rewards.
Return On Ad Spend - revenue generated for every dollar spent on advertising.