Mobile Marketing Glossary

the practice to test different experiences within mobile apps

What is an ad exchange? An online, real-time marketplace that enables advertisers and publishers to buy and sell digital advertising space across websites, mobile sites,…

What is an ad impression? An ad impression, also referred to as an ad view, occurs every time an ad is displayed and seen by…

What is ad mediation? Ad mediation is an app monetization tool that enables app developers or marketers to connect various ad networks to their apps…

an integrated system that connects advertisers and publishers to match the inventory of suppliers with the advertiser demand

What is ad revenue? Ad revenue is the income apps earn from in-app advertising which could be banner ads, Interstitial ads, native ads, gamified ads,…

What is an ad server? An ad server is a web-based tool that helps publishers, advertisers, ad agencies, and ad networks to optimize, manage and…

What are the ad units? The term ad unit refers to a type of advertisement that app developers incorporate into their apps in order for…

What is ads.txt? The Authorized Digital Sellers program, or ads.txt, ensures that your digital ad inventory is only sold by authorized sellers. With the Ads.txt…

an organization which focuses on generating sales and leads through conveying its message to the right audience, at the right time

a software interface which allows software components interact with each other using a specific protocol

What is an active user? Users who engage with your app meaningfully within a given period are considered active users. These time periods define the…

advertising which targets mobile devices and embracing all mobile formats For more information about App Advertising (Mobile Advertising), click here.

What is app discovery? Getting users to notice and install an app is called app discovery. As the number of apps increases, the gap between…

What is app localization?   Mobile app localization is the process of adapting a mobile app to suit the linguistic, cultural, and functional requirements of…

What are mobile app metrics? Mobile app metrics measure the performance and success of mobile apps. These include app engagement metrics like retention, DAU &…

What is mobile app monetization? Mobile app monetization is the way in which app developers generate revenue from their apps. There are various monetization strategies,…

What is app promotion? App promotion refers to the process by which app developers advertise their apps. App promotion is critical for apps as there…

What is mobile app rating? App rating allows users to rate an app by giving feedback on their experience. App rating helps both other users…

a process which helps increase your app stores visibility with a focus on optimizing your app content (keywords,description, icon etc.) For more information about App…

What’s ARPU (Average Revenue Per User)? Being a vital metric for marketers, product managers, and executives, ARPU is a measurement that determines how much money…

What is ARPPU? ARPPU (Average Revenue per Paying User) is a measurement of the revenue generated by a single player during a specific period of…

What is mobile attribution manipulation? Mobile attribution manipulation is the process of altering or misrepresenting the source of an installation to receive credit and payment…

an instrument to measure users activities in app and the effectiveness  of marketing campaigns

What’s an attribution window? An attribution window is a period during which publishers request credit for conversion and be attributed for the install. Advertisers set…

Banner ads is an ad unit that appears at the top or bottom of a mobile application allows the advertiser to display text, images, or…

an approach to business or analytics process that mainly emphasizes the use of data and quantitative analysis for decision making

an app marketing technique which helps you to reach a specific category/overall ranking by driving large volume of installs in a short period of time,…

an advertising series that promote a single message or theme

What is a casual game? Casual games are a mobile game genre that is typically simple and easy to learn, with a focus on quick,…

What is the churn rate? The churn rate shows the number of users who stop using or uninstall an app within a given period. It…

an ad interaction type which is mobile specific and popular with paid search- direct respond. It allows mobile users to initiate a mobile phone call…

What is Cost per Action (CPA)? Cost per action (CPA) marketing and advertising is a pricing model where the advertiser pays a fee only when…

cost per acquisition advertising model where the advertiser pays a publisher for each specified action linked to a specific advertisement, like registration after an install

What is the cost per click? (CPC) Cost-per-click (CPC) refers to the concept of mobile user acquisition campaigns, where you pay every time someone clicks…

What is Cost per Completed View (CPCV)? A cost-per-completed-view (CPCV) model is a pricing model in online advertising that charges the advertiser only when the…

What is Cost per Install (CPI)? A cost per install (CPI) is the amount that an advertiser pays a publisher when someone clicks on an…

What is Cost per Mille (CPM)? Cost per mille (CPM) is a pricing model in which advertisers pay per thousand impressions of their ads. “Mille”…

What is Cost per View (CPV)? Cost per view (CPV) is a pricing model used in mobile UA campaigns. In CPV, the advertiser pays each…

What is the conversion rate? (CVR) Out of the total number of users of your ad’s impressions, a conversion rate is a measure of how…

What is (CTR) click-through rate? Click-through rate (CTR) in in-app advertising refers to the number of users who click on an ad displayed in a…

What is customer cohort analysis? Customer cohort analysis evaluates customer behavior by grouping them based on common actions such as first purchase/order or an app…

DAU indicates the number of users on a daily basis. DAU can help you measure the potential for growth and popularity of your app. It…

What is deep linking? Mobile deep linking is a technique used in mobile app marketing that allows users to be directed to a specific page…

What is a demand-side platform (DSP)? A demand-side platform (DSP) is a software platform used by advertisers, agencies, and marketers to purchase and manage digital…

a measurement which gives us the value of a publishers’s inventory on a Cost-per-Mille basis. Formula: eCPM = (Total Spent/Impressions Delivered)X 1000

the users who take action with your app out of the total people that you were able to reach

What is engagement rate? Engagement rate is a metric used to measure how frequently and actively users interact with an app. It calculates the percentage…

What is fill rate? As a metric used in digital advertising, fill rate measures how an ad network or exchange successfully fulfills many ad requests….

What is frequency capping? In digital advertising, frequency capping limits how often a particular ad is shown to a single user over a fixed period….

What is a game bundle? A game bundle is a collection of video games that are sold together as a package deal, usually at a…

What is game tech? Game tech refers to the hardware and software technologies for developing and operating video games. The term encompasses a wide range…

the term refers to the ability to determine position of a person or a device by using their geographical coordinates through any of the availabile…

targeting mobile app users according to their locations

What is a growth loop? A growth loop, also known as a feedback loop, is a cyclical process that companies use to accelerate their growth….

type of advertising concept that involves tracking of consumers’ online activities to deliver tailored advertising

a type of advertising that appear within a mobile app. It can be standart banners, videos, native advertising, and rich media ad formats

What is in-app advertising? In-app advertising is one of the most popular ways of monetizing apps. App developers get paid to show ads to their…

What is in-app header bidding? In-app header bidding is a programmatic advertising technique that allows multiple ad exchanges to compete for ad impressions within a…

What is in-app marketing? In-app marketing is a type of marketing campaign that is designed for and implemented within a mobile app. Its main focus…

the term refers to broadcast message to customers when they are using the app, directly within the app itself

What are in-app purchases? IAPs are a type of digital transaction that allows users to buy extra content, features, and services within mobile apps. IAPs…

the term which refers to the traffic coming from all types of advertisements in return for a reward

a type of full screen advertising that covers the interface of their host application and appears between two views within a mobile website or mobile…

What is app LTV (lifetime value)? LTV is an essential metric that measures the revenue generated by a single user over time. App developers can…

a type of advertising which is based on specific geographic coordinates of target audiences

the longer and more specific keyword phrases that visitors are more likely to use when they are searching something they needed

a metric that shows the number of unique users who are interacting with your app monthly

an application which is installable and useable on mobile devices

What’s mobile attribution? If you’re a digital marketer or app developer, then mobile attribution is a crucial aspect of your strategy. Mobile attribution is the…

What are mobile bid adjustments? Mobile bid adjustments are critical features of mobile advertising that allow advertisers to increase or decrease their bids for specific…

What’s a mobile delivery platform? Mobile delivery platforms enable mobile operators (like T-Mobile) and device manufacturers (like Samsung) to connect advertisers with mobile device users….

Mobile gaming has become a multi-billion dollar industry, with many mobile games generating significant revenue for their developers. So, how do mobile games make money?…

simply a marketing practice which is conducted on mobile devices For more information about Mobile Marketing, click here.

the basic infrastructure of mobile operators which allows for voice and data transfers through the usage of radio frequencies

an app which is developed for a specific device or a platform

a metric indicating the level of loyalty of an app’s user on a scale of 1 to 10

a traffic coming from ads that don’t include a reward as distinct from incentivized traffic

Mobile publishers have many opportunities to reach mobile app users directly on OEMs with partners like App Samurai. Advertisers can reach new customers by being…

In the mobile industry, OEMs refer to companies that manufacture their phones in their own factories. App Samurai’s OEMs offers advertisers app placements inside premium…

OEM stands for “Original Equipment Manufacturer.” OEM means a company whose products are used in another company’s products sell the final product to users.

permission is given by mobile app users for subscription

refusal of a mobile app user for a subscription of any kind of texting

making the app/app store page, app elements, and ad campaigns ideal by modifying them to increase the visibility and number of organic downloads

indicating the percentage of increase in organic download between before and after an ad campaign

an acquisition technique based on the cost of a single download

tailoring the mobile app according to the needs of each user

a video explaining the app and emphasizing benefits of an app in app store pages

a communication technique to remind the app itself by sending alerts or messages

a real time auction of ad impressions that provides highly qualified users

directing the visitors to download and use your app

What is retention rate? Being an essential KPI for especially gaming apps, retention is related to user loyalty. Retention rate is the percentage of users…

In the fiercely competitive mobile app market, user acquisition is a top priority for developers and marketers alike. But, it’s not just about acquiring users;…

visuals including captures of your app to use in app store pages

a metric showing how frequently your one user open the app by calculating the time between the last and the next sessions

how much time that a user spent in your app

a campaign that is created in a social media platform like Facebook or Instagram to increase brand awareness and number of downloads

What is a supply-side platform (SSP)? A supply-side platform (SSP) is a technology platform used by publishers to sell their advertising space to potential buyers….

differentiating the potential users according to specific criterias to increase the efficiency of mobile marketing operations

tools to see and measure the in-app events and performance metrics

simplicity performance that a user experiences while using and navigating your app

app parts of a mobile app in terms of design that a user experiences

a score that measures how visible your app in app stores