Mobile Marketing Glossary

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  • A/B TESTING

    the practice to test different experiences within mobile apps

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  • AD EXCHANGE

    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,…

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  • Ad Impression

    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…

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  • Ad Mediation

    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…

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  • AD NETWORK

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

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  • Ad Revenue

    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,…

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  • Ad Server

    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…

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  • Ad Units

    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…

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  • ads.txt

    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…

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  • ADVERTISER

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

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  • API (APPLICATION PROGRAMMING INTERFACE)

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

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  • App Active User

    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…

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  • APP ADVERTISING (MOBILE)

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

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  • App Discovery

    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…

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  • App Metrics

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

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  • App Monetization

    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,…

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  • App Promotion (iOS & Android)

    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…

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  • App Rating

    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…

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  • APP STORE OPTIMIZATION (ASO)

    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…

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  • ARPU (Average Revenue Per User)

    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…

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  • ATTRIBUTION TOOL

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

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  • BANNER ADS

    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…

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  • BIG DATA

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

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  • BOOST/BURST CAMPAIGN

    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,…

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  • CAMPAIGN (AD)

    an advertising series that promote a single message or theme

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  • CHURN RATE

    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…

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  • CLICK TO CALL

    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…

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  • COHORT ANALYSIS

    an analysis method which is used to look at certain groups of users and following their behavior over time to keep a pulse on customer…

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  • CPA MOBILE CAMPAIGN

    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

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  • CPC (Cost Per Click)

    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…

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  • CPCV MOBILE CAMPAIGN

    cost per completed view advertising model where the advertiser pays a publisher for user’s completed particular action

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  • CPI MOBILE CAMPAIGN

    cost per install advertising model where the advertiser pays a publisher for each installation linked to the ad, of a mobile app. This action requires…

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  • CR (CONVERSION RATE)

    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…

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  • CTR (CLICK-THROUGH RATE)

    a ratio of clicks to ad impressions which is obtained by dividing the number of users who clicked on an ad by the number of…

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  • Daily Active Users (DAU)

    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…

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  • DEMAND SIDE PLATFORM (DSP)

    a technology platform that enables advertisers to automate and manage ad buying process from multiple publisher sites and simultaneously connect with consumer through a single…

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  • ECPM (EFFECTIVE COST-PER-MILLE)

    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

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  • ENGAGED USER

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

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  • ENGAGEMENT RATE

    percentage of total impressions which include clicks, likes, comments regardless of platform

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  • FILL RATE

    a measure of an inventory’s ability to meet demand which shows the percentage of ad requests that are filled with ads

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  • GEOLOCATION

    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…

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  • GEOTARGETING

    targeting mobile app users according to their locations

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  • IBA (INTERNET-BASED ADVERTISING)

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

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  • IN-APP ADS

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

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  • IN-APP MESSAGE

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

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  • IN-APP PURCHASE

    the spending which arises out of extra content and subscriptions that you can buy in apps on your mobile device or computer

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  • INCENT TRAFFIC

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

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  • INTERSTITIAL ADS

    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…

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  • Lifetime Value (LTV)

    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…

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  • LOCATION-BASED ADVERTISING

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

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  • LONG TAIL KEYWORDS

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

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  • MAU (MONTHLY ACTIVE USERS)

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

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  • MOBILE APP

    an application which is installable and useable on mobile devices

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  • MOBILE MARKETING

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

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  • MOBILE NETWORK

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

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  • NATIVE APP

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

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  • NET PROMOTER SCORE (NBS)

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

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  • NON-INCENT TRAFFIC

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

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  • OEM ADVERTISING

    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…

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  • OEM APPS

    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…

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  • OEMS

    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.

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  • OPT-IN

    permission is given by mobile app users for subscription

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  • OPT-OUT

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

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  • OPTIMIZATION

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

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  • ORGANIC UPLIFT

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

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  • PAY PER DOWNLOAD

    an acquisition technique based on the cost of a single download

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  • PERSONALIZATION

    tailoring the mobile app according to the needs of each user

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  • PREVIEW (APP PREVIEW)

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

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  • PUSH NOTIFICATION

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

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  • REAL TIME BIDDING (RTB)

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

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  • RETARGETING

    directing the visitors to download and use your app

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  • Retention Rate

    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…

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  • ROI

    ROI is measuring and comparing the return gained with the monetary investment made gained through the specific marketing initiatives in order to enhance the effectiveness…

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  • SCREENSHOT

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

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  • SESSION INTERVALS

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

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  • SESSION LENGTH

    how much time that a user spent in your app

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  • SOCIAL MEDIA CAMPAIGN

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

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  • TARGETING

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

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  • THIRD PARTY TOOLS

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

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  • USER EXPERIENCE (UX)

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

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  • USER INTERFACE (UI)

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

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  • VISIBLITY

    a score that measures how visible your app in app stores

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