A

 

Ad Network

 

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

 

Ad Server

 

a web server which stores the advertising content and delivers it to mobile apps, web pages and other advertising mediums. It effectively uses technology to manage and measure ad campaigns’ performance to increase campaign efficiency for both advertisers and publishers

 

Advertiser 

 

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

 

API (Application Programming Interface)

 

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

 

App Monetization 

 

through advertising, app downloading promotion and other methods, making money from a mobile app

 

ARPU (Average Revenue Per User)

 

a ratio which is calculated by dividing total revenue by total active users

 

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 Store Optimization,click here.

 

Attribution Tool

 

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

 

A/B testing

 

the practice to test different experiences within mobile apps

 

 

B

 

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, eventually to attract organic users thanks to higher visibility in the category and overall charts

 

Banner Ad

 

a type of advertising which is placed at the top or bottom on the web page or app

 

Big Data

 

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

 

C

 

(Ad)Campaign

 

an advertising series that promote a single message or theme

 

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 by clicking within a mobile ad

 

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

 

CPC Mobile Campaign 

 

cost per click advertising model where the advertiser pays a publisher for every user click on the ad. Formula: CPC = Cost/Number of Clicks

 

CPCV Mobile Campaign

 

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

 

CPE Mobile Campaign

 

cost per engagement advertising model where the advertiser pays a publisher for user interaction with an ad. For instance, choosing to expand an 3D ad unit

 

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 first app open. Formula: CPI = Cost/Number of Installs

 

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 total impressions. Formula: CTR = Number of Clicks/Impressions

 

CR (Conversion rate)

 

a measurement which gives us how many users take action beyond viewing or interacting with an add

 

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 loyalty and app churn rate

 

Churn Rate

 

a ratio which indicates how many users leave over app a given period

 

 

D

 

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 interface. It’s an all-in-one platform for advertisers in terms of giving chance to buying, delivering, tracking of ads efficiently.

 

Daily Active Users (DAU)

 

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

 

 

E

 

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

 

Engagement Rate

 

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

 

Engaged User 

 

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

 

 

F

 

Fill Rate

 

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

 

 

G

 

Geotargeting

 

targeting mobile app users according to their locations

 

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 technologies

 

 

I

 

IBA (Internet-Based Advertising)

 

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

 

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

 

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 app

 

In-App Message

 

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

 

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

 

Incent Traffic 

 

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

 

 

L

 

Location-based advertising

 

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

 

Lifetime Value (LTV)

 

the revenue metric which represents the financial value of your app in relation to how much each user is worth in his or her lifetime

 

Long Tail Keywords

 

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

 

 

M

 

(Mobile) App Advertising

 

advertising which targets mobile devices and embracing all mobile formats

For more information about App Advertising (Mobile Advertising), click here.

 

Mobile app

 

an application which is installable and useable on mobile devices

 

Mobile Marketing

 

simply a marketing practice which is conducted on mobile devices

For more information about Mobile Marketing, click here.

 

Mobile Network

 

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

 

MAU (Monthly Active Users)

 

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

 

 

N

 

Net Promoter Score (NBS)

 

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

 

Native app

 

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

 

Non-incent traffic

 

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

 

O

 

Opt-in

 

permission given by mobile app user for subscription

 

Opt-out

 

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

 

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

 

Organic uplift 

 

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

 

 

P

 

Preview (app preview)

 

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

 

Personalization

 

tailoring the mobile app according to the needs of each user

 

Pay per download

 

an acquisition technique based on the cost of a single download

 

Push notification

 

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

 

 

R

 

Real Time Bidding (RTB)

 

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

 

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 of future marketing investments

 

Retargeting

 

directing the visitors to download and use your app

 

Retention Rate

 

a metric indicating how frequently a user open the app after downloading the app

 

 

S

 

Screenshot

 

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

 

Session Intervals

 

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

 

Session Length

 

how much time that a user spent in your app

 

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

 

 

T

 

Third party tools 

 

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

 

Targeting

 

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

 

 

U

 

User experience (UX)

 

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

 

User interface (UI)

 

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

 

 

V

 

Visiblity 

 

a score that measures how visible your app in app stores