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    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 is the opposite of the retention rate. The lower churn rate is a good indicator of a healthy mobile app. The churn rate is calculated as:
    Churn rate = 1 – (number of monthly active users/number of monthly installs)


    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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    CPCV (Cost Per View)

    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

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