A
Active User: A unique user who engages with an app or website within a specified time frame, indicating user retention and app health.
Ad Exchange: A digital marketplace where advertisers and publishers buy and sell advertising space, often through real-time auctions.
Ad Inventory: The available ad space that a publisher or advertising network has dedicatedly for sales to advertisers.
Ad Mediation: Platforms that help app publishers manage multiple ad networks on one centralized platform, streamlining reporting and optimization.
Attribution Window: The time between an ad interaction and a conversion, helping marketers track what drives real results.
Average Revenue Per User (ARPU): A business metric used to determine how much money a company makes per user or customer over a given period.
B
Blacklist: A list of entities or activities that are identified as fraudulent or undesirable, helping in fraud prevention and maintaining data quality.
Bots: Automated software applications that perform repetitive tasks, often used in fraudulent activities like generating fake clicks.
Brand Safety: Ensuring ads appear in the right context, safeguarding reputation, ad spend, and consumer trust.
C
Click Farms: Locations that generate internet traffic in bulk for various purposes, often used to artificially inflate engagement metrics.
Click Flooding: A fraudulent practice where numerous fake clicks are generated, hoping one will be counted as the last click before an app is downloaded.
CPS (Cost Per Sale): A marketing term used to measure the amount spent to generate a sale through an ad campaign.
Cross Device: Links user behavior across devices to help marketers track, attribute, and personalize the user journey.
In-App Events: User actions that occur after an app is installed, such as app opens, purchases, or level completions, helping businesses understand user behavior.
In-App Purchase (IAP): Monetary transactions made within an app, often unlocking premium features or content.
D
Deep Linking: A method of linking to a specific page or content within a mobile app, improving user experience and engagement.
Dynamic Creative Optimization (DCO): A strategy that uses data to automatically tailor ad creatives to individual users, enhancing relevance and performance.
E
eCPM (Effective Cost Per Mille): A metric that calculates the revenue earned per 1,000 impressions, helping to compare performance across different ad formats.
Event Tracking: Monitoring specific user actions within an app, such as button clicks or page views, to gather insights and optimize user experience.
F
Fraud Prevention: Strategies and technologies used to detect and prevent fraudulent activities, such as click fraud or install hijacking, ensuring the integrity of marketing campaigns.
First-Party Data: Data collected directly from users through interactions with an app or website, providing valuable insights for personalization and targeting.
G
GAID (Google Advertising ID): A unique identifier for Android devices, used for tracking and attributing user interactions in mobile marketing.
Growth Hacking: A marketing strategy focused on rapid experimentation across various channels to identify the most effective ways to grow a business.
H
Header Bidding: An advanced programmatic technique where publishers offer inventory to multiple ad exchanges before making calls to their ad servers.
Hybrid App: An application built using web technologies and wrapped in a native container, allowing it to run on multiple platforms.
I
Incrementality Testing: A methodology to determine the true lift of a marketing campaign by comparing exposed and unexposed user groups.
Integrated Marketing: Coordinated marketing efforts across multiple channels to deliver a consistent message and user experience.
J
Journey Mapping: Visual representation of a user's experience with an app, identifying touchpoints and opportunities for optimization.
Just-in-Time Messaging: Contextual messages delivered to users at the optimal moment to drive engagement or conversions.
K
K-Factor: A metric that measures the viral growth rate of an app, indicating how many new users each existing user brings.
Key Performance Indicators (KPIs): Quantifiable metrics used to evaluate the success of marketing activities, such as CPI, CVR, and LTV.
L
Lifetime Value (LTV): The predicted net profit attributed to the entire future relationship with a user.
Lookalike Audiences: User segments created by identifying characteristics of existing high-value users to target similar prospects.
Location-Based Targeting: Delivering content or ads to users based on their geographic location.
Lapsed Users: Users who have stopped engaging with an app after a period of activity.
M
Mobile Measurement Partner (MMP): Third-party service that tracks and attributes user interactions across various marketing channels.
Multi-Touch Attribution (MTA): Attribution model that assigns value to multiple touchpoints in the user journey.
Mobile App Analytics: Tools and platforms that collect and analyze data on app usage, user behavior, and performance metrics.
Monetization Strategy: Approach to generating revenue from an app, including in-app purchases, ads, and subscriptions.
N
Native Advertising: Ads that match the look and feel of the platform on which they appear, providing a seamless user experience.
Non-Organic Installs: App installations driven by paid advertising or other promotional efforts.
Net Promoter Score (NPS): Metric that measures user satisfaction and loyalty by asking how likely users are to recommend the app.
O
Organic Installs: App installations that occur without paid promotion, often through word-of-mouth or search.
Onboarding Process: The initial user experience in an app, guiding them through setup and introducing key features.
Opt-In Rate: Percentage of users who consent to share their data or receive communications.
P
Push Notifications: Messages sent to users' devices to re-engage them with the app.
Programmatic Advertising: Automated buying and selling of digital ad inventory in real-time.
Personalization: Tailoring content, messages, or offers to individual users based on their behavior or preferences.
Postback: Data sent from one system to another, often used to attribute conversions back to the original source.
Q
Quality Score: A metric used by advertising platforms to measure the relevance and quality of ads and landing pages.
Query Parameter: Additional information appended to a URL to pass data between systems.
R
Retention Rate: The percentage of users who continue to use an app over a specified period.
Return on Ad Spend (ROAS): Revenue generated for every dollar spent on advertising.
Real-Time Bidding (RTB): Auction-based method of buying and selling digital ad inventory in real-time.
Referral Program: Incentivized system encouraging existing users to refer new users to the app.
S
Session Duration: The amount of time a user spends in an app during a single visit.
Segmentation: Dividing users into groups based on shared characteristics for targeted marketing.
SKAdNetwork: Apple's framework for measuring ad campaign effectiveness while preserving user privacy.
Social Proof: Displaying user reviews, ratings, or testimonials to build trust and encourage conversions.
T
Targeting: The process of directing marketing efforts toward specific user segments.
Time-In-App: The total amount of time a user spends within an app over a given period.
Trial Conversion Rate: The percentage of users who convert from a free trial to a paid subscription.
U
User Acquisition (UA): The process of attracting new users to an app through various marketing strategies, such as paid advertising, organic growth, and partnerships.
Universal Links: Links that work across both iOS and Android devices, directing users to specific content within an app or a website.
User Engagement: The level of interaction users have with an app, including metrics like session duration, frequency of use, and in-app actions.
V
View-Through Attribution (VTA): A model that attributes a conversion to an ad impression, even if the user didn't click on the ad but later converted.
Video Ads: Advertisements in video format, often used in mobile apps to engage users and promote products or services.
W
Walled Garden: A closed ecosystem where a company controls the content, services, and user data, limiting access to external platforms.
Whitelist: A list of approved entities or activities that are granted access to systems, applications, or ad networks, ensuring quality and security.
X
Cross-Platform: Refers to apps or tools that are compatible with multiple operating systems, such as iOS and Android.
XML Feed: A data format used to transfer structured information, often used in mobile marketing for delivering ads or content.
Y
Yield Optimization: The process of maximizing revenue from ad inventory by adjusting pricing, targeting, and ad placements.
YouTube Ads: Advertisements displayed on YouTube, including skippable and non-skippable video ads, banners, and overlays.
Z
Zero-Party Data: Data that users intentionally and proactively share with a company, such as preferences and feedback, enhancing personalization.
Zero-Click Attribution: A model where conversions are attributed without any direct user interaction, often used in view-through scenarios.
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