Mobile App Glossary

The world of mobile apps changes quickly.
Here are the terms you should know.

Explore the Glossary

A

A/B TestingActive UserAd EngagementAd ExchangeAd InventoryAd MediationAd NetworkAd Revenue AttributionAd ROASAd StackingAd Viewer RateAffiliate NetworkAffiliate PlatformAffiliate/Affiliate PartnerAI in Marketing and User AcquisitionAlgorithmAndroidApp Cross-PromotionApp EngagementApp Store AnalyticsApp Store OptimizationAppLovin Exchange (ALX)ARPDAUARPPUArtificial Intelligence (AI)ATTAttributionAttribution ModelingAttribution WindowAuthorized Sellers for Apps (app-ads.txt)Automation

B

BackfillBanner AdsBidstream Data

C

CACCard GamesCasual GamesChurnClick InjectionClick SpamClick ValidationCohortCohort AnalysisContextual Ad TargetingConversionConversion ModelingConversion RateCost-Per-Event (CPE)Cost-Per-Purchase (CPP)CPACPICPM & eCPMCreatives/ Mobile Ad CreativesCTR (Click-through Rate)CTV (Connected TV)CTV Halo Effect

D

DAUDeep LinkingDown-funnel eventDSPDual ScreeningDynamic Creative Ads

E

E-CommerceEvent Callbacks

F

FASTFill RateFirst-party DataFractional AttributionFull-funnel Marketing

G

GachaGAIDGDPR

H

Hardcore GamesHeader BiddingHybrid MonetizationHybrid-CasualHyper-Casual Games

I

IAP ROASIDFAIDFVIdle GamesIMPDAUImpressionsIn-App AdvertisingIn-App BiddingIn-App EventsIn-app Purchases (IAPs)IncrementalityInterstitial AdsiOSIPMIR (Install Rate)

K

KPI

L

LATLatencyLearning PhaseLinear TVLiveOpsLTV

M

M-CommerceMachine LearningMatch-Three GamesMAUMediation PlatformMerchantMeta GamesMid-Core GamesMMO GamesMMORPGMMPMobile Ad NetworksMobile Ad ViewabilityMobile Affiliate MarketingMobile App MonetizationMobile App User AcquisitionMobile AttributionMobile Board GamesMobile Game MonetizationMobile GamingMREC (Medium Rectangle) adsMVP

N

Native Ads

O

OEMOEM AdvertisingOfferwall adsOn-Device AdvertisingOrganic InstallsOTTOut-of-the-Box Experience (OOBE)

P

Paid AppsPerformance MarketingPlayable AdsPostbackPreloadPrivate Marketplace (PMP)Probabilistic AttributionPromptPuzzle Games

Q

Query

R

Racing GamesReal-Time Bidding (RTB)Retention RateRewarded Video AdsROASROI (Return on Investment)

S

SDKsellers.jsonSimulation GamesSKAdNetworkSSPSubscription AppsSupply Path Optimization (SPO)Suppression List

T

Telecom CarrierTracker

U

User AcquisitionUser Level AttributionUser Segmentation

V

View-Through Attribution (VTA)

W

Waterfall (Advertising Waterfall)Word Games

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