Glossary
A
Ad Impression
An ad impression is counted whenever an ad is displayed within an app.Ad imp...Ad Mediation
Ad mediation is an app monetization solution which lets app developers manage an...Ad Network
Ad networks connect advertisers and app developers. Advertisers submit their ad...Ad Revenue
Ad revenue is the money apps generate from in-app advertising. App ad revenue is...Ad Server
An ad server is a web-based application used by publishers, ...Ad Unit
An ad unit is a kind of ad, which app developers integrate into their apps and d...Ad Whales
Ad whales are a small percentage of app users who generate a great deal of mobil...App Metrics
App Analytics
App metrics are used to measure the success of mobile apps. There are many types...App Monetization
App monetization is a means by which app developers generate revenue, or make mo...App Rating
App Rating is a way for users to give feedback on their experience with an app w...App Session
The number of app sessions measures how frequently users interact with...AR Advertising
Augmented Reality Advertising
AR advertising is a mobile ad unit which uses the smartphone camera to superimpo...ARPDAU
Average Revenue Per Daily Active User
ARPDAU stands for Average Revenue Per Daily Active User. It is a metric for meas...ARPPU
Average Revenue Per Paying User
ARPPU stands for ‘Average Revenue per Paying User’, and it refers to the est...ARPU
Average Revenue Per User
ARPU, or average revenue per user, is an app metric which measures the average r...C
Churn Rate
App churn rate is the percentage of users who uninstall or stop engaging with an...CPA
Cost Per Action
CPA or cost per action marketing is a pricing model used in mobile user acquisit...CPC
Cost Per Click
Cost per click advertising (CPC) is a pricing model used in mobile user acquisit...CPCV
Cost Per Completed View
CPCV stands for Cost Per Completed View (advertising cost / completed video view...CPE
Cost Per Engagement
Cost per engagement, or CPE, is a pricing model used in mobile user acquisition ...CPI
Cost Per Install
Cost per install, or CPI, is a pricing model used in mo...CPM
Cost Per Mille (Thousand)
CPM, or Cost Per Mille, is a pricing model referring to the cost of 1,000 ad imp...CPV
Cost Per View
CPV or cost per view advertising is a pricing model use...Cross Promotion
Cross promotion is an app marketing strategy in which app developers promote one...CTR
Click Through Rate
CTR, or click through rate, is the percentage of users who saw an ad and clicked...Customer Cohort Analysis
Customer cohort analysis is a tool which lets app developers track and study use...CVR
Conversion Rate
CVR, or conversion rate, in in-app advertising is the percentage of users who sa...I
In-App Advertising
In-app advertising is a popular app monetization strategy, in which app develope...In-App Purchase
In-app purchases are virtual goods users buy within apps, such as in-game curren...Interactive Ads
Interactive Mobile Ads
Interactive ads are a type of mobile ad unit which is designed for user interact...Interstitials
Interstitial ads are full-screen ads which engage users at natural pauses in an ...IPM
Installs Per Mille
IPM stands for Installs per Mille. It is a metric that is used to track the numb...M
MAU
Monthly Active Users
Monthly active users (MAU) is an app usage metric which reve...Mobile Ad Fraud
Mobile ad fraud encompasses a set of techniques employed by fraudsters to delibe...Mobile Attribution
Mobile attribution refers to crediting a marketing channel, partner, or campaign...Mobile Attribution Manipulation
Mobile attribution manipulation is the deliberate and fraudulent practice of unn...R
Retention Rate
App retention rate is the percentage of users who continue engaging with an app ...Rewarded Video
Rewarded video is an ad unit which offers users a clear value exchange - user...ROAS
Return On Ad Spend
Return On Advertising Spend (ROAS) is a revenue-based metric used to calculate t...S
SDK
Software Development Kit
SDK stands for Software Development Kit and is a piece of code, which when imple...Soft Launch
A soft launch refers to the common strategy of releasing a product ahead of its ...SSP
Supply Side Platform
A supply-side platform (SSP), also called a sell-side platform, is a technology ...Suppression List
A Suppression List is an audience list that advertisers share with an ad network...U
