Mobile Marketing Glossary

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  • A/B TESTING

    the practice to test different experiences within mobile apps

  • 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

  • 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.

  • ARPU (AVERAGE REVENUE PER USER)

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

  • ATTRIBUTION TOOL

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

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  • 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

  • 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

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  • CAMPAIGN (AD)

    an advertising series that promote a single message or theme

  • CHURN RATE

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

  • 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

  • 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

  • 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

  • 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

  • CR (CONVERSION RATE)

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

  • 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

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  • DAILY ACTIVE USERS (DAU)

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

  • 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.

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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

  • ENGAGED USER

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

  • 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 technologies

  • 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

    • 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

    • 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

    • 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

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        • 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

        • LOCATION-BASED ADVERTISING

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

        • 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

        • 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

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        • NATIVE APP

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

        • NET PROMOTER SCORE (NBS)

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

        • 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 on new devices and increase brand awareness among competitors based on age, geo, and gender.

        • 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 manufacturer devices.

        • 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.

        • OPT-IN

          permission is given by mobile app users for subscription

        • OPT-OUT

          refusal of a mobile app user for a 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

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        • PAY PER DOWNLOAD

          an acquisition technique based on the cost of a single download

        • PERSONALIZATION

          tailoring the mobile app according to the needs of each user

        • PREVIEW (APP PREVIEW)

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

        • 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

          • 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

          • 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

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          • 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

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          • TARGETING

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

          • Test

          • 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

          • 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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