Glossary
A
Ad Impression
An ad impression is counted whenever an ad is displayed within an app.Ad imp...Ad Mediation
Ad mediation and ad network mediation Ad mediation Ad mediation is an app mone...Ad Network
Ad networks connect advertisers and app developers. Advertisers submit their ad...Ad Revenue
Ad revenueWhat is ad revenue? Ad revenue is the money apps generate from i...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
Mobile game whales and ad whales What is a whale in gaming? In mobile games, w...Ads.txt
Ads.txtWhat is ads.txt? Ads.txt stands for Authorized Digital Sellers and i...App Metrics
App Analytics
Mobile app metrics Mobile app KPIs Mobile app performance metrics are used to ...App Monetization
App monetization is a means by which app developers generate revenue, or make mo...App Rating
App ratings and reviews App rating App Rating is a way for users to give feedb...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...ARPDEU
Average Revenue per Daily Engaged User
ARPDEU stands for 'average revenue per daily engaged user'. It is the total reve...ARPPU
Average Revenue Per Paying User
ARPPU What is ARPPU? ARPPU stands for ‘Average Revenue per Paying User’, a...ARPU
Average Revenue Per User
ARPU, or average revenue per user, is an app metric which measures the average r...C
Casual Games
Casual mobile games What is a casual game? Casual games are a mobile game genr...Churn Rate
App churn rate What is churn rate? App churn rate is the percentage of users wh...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
Cost per completed view (CPCV) What is CPCV? CPCV stands for Cost Per Complet...CPE
Cost Per Engagement
Cost per engagement, or CPE, is a pricing model used in mobile user acquisition ...CPI
Cost Per Install
CPI Cost Per Install What is cost per install? Cost per install or CPI is a pr...CPM
Cost Per Mille (Thousand)
CPM: Cost per milleWhat is CPM? CPM, or Cost Per Mille, is a pricing model ...CPV
Cost Per View
Cost per view (CPV) advertising What is cost per view (CPV)?CPV, or cost pe...Cross Promotion
What is cross promotion? What's the meaning of cross promotion? Cross promotion...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
Conversion rate (CVR) in marketing: Meaning, formula and how it's calculated Wh...I
In-App Advertising
In-app advertising is a popular app monetization strategy, in which app develope...In-App Header Bidding
In-app header bidding What is in-app header bidding? In-app header bidding is ...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 ...iOS IDFA
iOS IDFA: Apple’s Advertising IdentifierWhat is IDFA? An acronym for The ...IPM
Installs Per Mille
IPM (installs per mille) advertising in marketing IPM advertising metric: Insta...M
MAU
Monthly Active Users
Monthly active users What is MAU? Monthly active users (MAU) is an app usage m...Mobile Ad Fraud
Mobile ad fraud What is mobile ad fraud Mobile ad fraud encompasses a set of t...Mobile Attribution
Mobile attribution What is mobile attribution? Mobile attribution refers to tr...Mobile Attribution Manipulation
Mobile attribution manipulation is the deliberate and fraudulent practice of unn...Mobile Game Business Models
Mobile game business modelsWhat is a mobile game business model? A mobile g...Mobile Game Marketing
Mobile game marketing How to market your mobile game The most effective way t...Mobile Game Monetization
Mobile game monetization How do you monetize a game app? Building your mobile...S
SDK
Software Development Kit
SDK stands for Software Development Kit and is a piece of code, which when imple...SDK Integration
Our guide to SDK integration What is SDK Integration? SDK integration is the p...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