A
A/B Test
An experiment that compares two variants to measure, with statistical rigor, which one performs better.
Read the A/B Test guide →AAA (Advantage+ App Campaigns)
Meta's automated, machine-learning-driven campaign type for app campaigns.
AC (App Campaigns)
Google's app ad type that combines Search, Play Store, YouTube and Display inventory in a single campaign.
Ad Fatigue
The gradual decline in metrics like CTR and conversions when the same ad is shown too often.
Ad Fraud
Illegitimately draining ad budget through fake clicks or installs.
Ad LTV
The lifetime revenue a user generates from ad impressions alone.
Ad Network
An advertising platform that connects advertisers with publishers.
AdMob
Google's advertising and mediation platform for mobile apps.
ANR (Application Not Responding)
An Android state in which an app freezes or stops responding for a set period; it hurts retention.
AOV (Average Order Value)
The average value of an order or purchase.
ARPDAU
Average revenue per daily active user; critical for ad-monetized mobile games.
ARPPU (Average Revenue Per Paying User)
Average revenue per paying user.
ARR (Annual Recurring Revenue)
Annual recurring (subscription) revenue.
ASO (App Store Optimization)
The work of improving an app's store visibility and conversion rate.
Read the ASO guide →Attribution
Determining which marketing source an install or conversion came from.
Read the Attribution guide →Attribution Window
The time period after a click or impression during which a conversion is credited to that source.
B
Banner Ad
A small, persistent ad format shown in part of the screen.
Blended CPI
Average cost per install calculated across all installs, paid and organic.
Bounce Rate
The share of visitors who leave after viewing a single page without interacting.
C
Churn Rate
The percentage of users or subscribers lost over a given period.
Read the Churn Rate guide →CLS (Cumulative Layout Shift)
A Core Web Vitals metric that measures unexpected visual shifts while a page loads.
Cohort
A group of users who share a common trait (e.g., acquired in the same week).
Cohort Analysis
An analysis method that compares how different cohorts behave over time.
Conversion
A user completing a target action (install, sign-up, purchase).
Read the Conversion guide →Conversion Value (SKAN)
The SKAdNetwork schema that encodes early user value and feeds signals back for optimization.
Core Web Vitals
The set of LCP, CLS and INP metrics Google uses to measure page experience.
CPI (Cost Per Install)
Cost per install; the core efficiency indicator for user acquisition.
Read the CPI guide →CPP (Custom Product Page)
An App Store product page tailored to specific keywords or audiences.
CPT (Cost Per Trial)
Cost per free trial.
Creative
The visual, video or copy content of an ad; the biggest lever on performance.
Creative Refresh
Replacing fatigued creatives to sustain performance.
Creative Testing
The process of comparing creatives to find the best performer.
CRO (Conversion Rate Optimization)
Optimization aimed at getting more conversions from existing traffic.
CTV (Connected TV)
Ad inventory delivered on internet-connected TVs.
D
D1 / D7 / D30 Retention
The share of acquired users still active on day 1, day 7 and day 30.
Read the D1 / D7 / D30 Retention guide →Deep Link
A link that opens a specific screen or piece of content inside an app.
Read the Deep Link guide →Deferred Deep Link
A deep link that routes the user to the target content on first open after install.
Read the Deferred Deep Link guide →DSP (Demand-Side Platform)
A platform that automates programmatic ad buying.
E
eCPI (Effective CPI)
Effective cost per install, calculated with all costs included.
eCPM (Effective Cost Per Mille)
The effective revenue a publisher earns per thousand impressions.
Read the eCPM guide →Engagement
The level of interaction a user has with an app or content.
Engagement Rate
The rate of interactions (likes, comments, shares) on content.
Event
A single user action tracked in an app or on a website.
F
Fill Rate
The share of ad requests that are filled (served with an impression).
Fingerprinting
A probabilistic attribution method that relies on device signals.
First Open
The event of a user opening an app for the first time.
Freemium
A business model that offers core features for free and charges for advanced ones.
Frequency
The average number of times a user sees the same ad.
Funnel
The step-by-step conversion journey a user moves through.
G
GMV (Gross Merchandise Value)
Total sales volume transacted on a platform over a given period.
H
Halo Effect
The lift that paid campaigns also create in organic installs.
Header Bidding
A publisher offering its ad inventory to multiple networks in a simultaneous auction.
Holdout
A control group intentionally shown no ads in order to measure impact.
Hook Rate
The rate at which a video ad holds viewers in its first few seconds.
Hybrid Monetization
A model that combines in-app purchases with ad revenue.
I
IAP (In-App Purchase)
A purchase made inside an app.
Impression
A single view of an ad.
In-App Bidding
Ad networks bidding simultaneously, in real time, within mediation.
Incrementality
The additional conversions a campaign drives that would not have happened without it.
INP (Interaction to Next Paint)
A Core Web Vitals metric that measures responsiveness to user interactions.
Install
An app being installed on a device.
Interstitial Ad
A full-screen ad shown at natural transition points.
IPM (Installs Per Mille)
Installs per thousand impressions; an indicator of creative strength.
K
K-Factor
The average number of new users each user brings in; a measure of virality.
Keyword
A word or phrase targeted in search ads or ASO.
KPI (Key Performance Indicator)
A key metric that measures progress toward a goal.
L
Lapsed User
A user who has been inactive for a while and is targeted for win-back.
LCP (Largest Contentful Paint)
A Core Web Vitals metric that measures how long a page's largest content element takes to load.
Lookalike Audience
An automatically built audience that resembles your existing high-value users.
Read the Lookalike Audience guide →LTV/CAC
The ratio of lifetime value to acquisition cost; the core indicator of profitable growth.
M
Mediation
Managing multiple ad networks under one roof to increase revenue (eCPM).
MMP (Mobile Measurement Partner)
A third party that provides mobile attribution and measurement (AppsFlyer, Adjust, etc.).
Read the MMP guide →MRR (Monthly Recurring Revenue)
Monthly recurring revenue.
N
Native Ad
An ad format that blends into the content feed and looks native to it.
North Star Metric
The single focus metric that represents the core value a product delivers to users.
O
Onboarding
The introductory flow that gets a new user to their first moment of value.
Opt-in
A user giving explicit consent for notifications or data use.
Organic Install
An install that happens without direct paid advertising.
Organic Uplift
The increase in organic installs driven by paid activity.
P
Paid Install
An install that comes from a paid campaign.
Payback Period
The time it takes for a user's revenue to recoup their acquisition cost.
Performance Max
Google's goal-based campaign type that uses all of its inventory in a single campaign.
Playable Ad
An interactive ad format that lets users play a short demo.
Programmatic
Buying and selling ads through automated auctions.
Push Notification
A notification an app sends to users to drive them back.
R
Retargeting
Advertising that re-targets users who have interacted before.
Read the Retargeting guide →Retention
The share of acquired users still active after a given number of days.
Read the Retention guide →Rewarded Ad
An ad format users watch in exchange for an in-app reward.
RTB (Real-Time Bidding)
An ad auction held in real time for each impression.
S
Segmentation
Dividing users into meaningful groups based on shared traits.
SERP (Search Engine Results Page)
The search engine results page.
Session
A single, uninterrupted period of use in an app or on a site.
SKAdNetwork (SKAN)
Apple's privacy-focused iOS attribution and measurement framework.
Read the SKAdNetwork guide →Soft Launch
An early release of a product in limited markets for testing.
Statistical Significance
The level of confidence that a test result reflects a real effect rather than chance.
Stickiness (DAU/MAU)
An engagement ratio showing how often monthly users come back.
Read the Stickiness guide →Subscription
A revenue model that grants ongoing access in exchange for recurring payments.
T
tCPA (target CPA)
An automated bidding strategy that bids toward a target cost per action.
Trial Conversion
The rate at which free trials convert to paid subscriptions.
tROAS (target ROAS)
An automated bidding strategy that bids toward a target ROAS.
TTR (Tap-Through Rate)
In Apple Search Ads, the rate at which impressions lead to taps.
U
UA (User Acquisition)
User acquisition; all activities aimed at winning new users.
Read the UA guide →UGC (User Generated Content)
Content produced by users or creators that feels authentic.
V
View-Through Conversion
A conversion that happens later after a user sees an ad without clicking it.
Virality
Existing users organically bringing in new users.
W
Waterfall
The traditional mediation method in which ad networks are called one after another.
WAU (Weekly Active Users)
The number of weekly active users.
Whale
One of the few very high-spending users who generate most of total revenue.