Mobera Glossary
The ultimate guide to every term you need to know around mobile app marketing.
A/B Testing
A method of testing two different versions of an element in a mobile app to determine which one performs better in terms of user engagement, retention, or conversion.
App store analytics
Data and insights collected from mobile app stores to track and measure the performance of an app, including downloads, user ratings, reviews, and revenue.
Ad Campaign
A series of advertisements created and launched to promote a mobile app, with specific objectives and goals such as driving installs, engagement, or sales.
Aha moment
An Aha moment is the point at which a user experiences the value of your product for the first time.
App Store Optimization (ASO)
The process of optimizing a mobile app’s visibility and ranking in the app store search results by optimizing its metadata, such as title, description, keywords, and screenshots.
Acquisition loops
Acquisition loops are a closed system where the inputs, through some process, generate an output that can be directly reinvested in the inputs. One example is when a user refers your product to other users for personal, financial or social gain.
Attribution modeling
The process of identifying and assigning credit to the various touchpoints or channels that lead to a conversion event, such as an app install or purchase.
Average revenue per user (ARPU)
A metric that measures the average amount of revenue generated by each user over a specific period of time, usually a month or a quarter.
ARPPU
App Analytics Tools
Software tools that collect and analyze data related to app usage and performance, providing insights into user behavior, retention, and engagement.
Brand safety
The measures taken by mobile marketers to ensure that their ads are placed in a safe and appropriate context, without appearing next to offensive or inappropriate content.
Banner Ad
Bid request
A request sent by an ad network or exchange to a mobile app developer or publisher, asking for ad inventory to fill with an ad.
Churn Rate
The percentage of users who stop using a mobile app over a specific period of time, usually a month or a quarter.
Click through rate (CTR)
A metric that measures the percentage of users who click on an ad after seeing it.
Cost per engagement (CPE)
The amount of money paid by a mobile marketer for each user who engages with an ad, such as by watching a video or commenting on the ad.
Cost per install (CPI)
The amount of money paid by a mobile marketer for each app install generated by an ad campaign.
Cost per mille (CPM)
The cost of displaying an ad to one thousand users, regardless of whether they click on it or not.
Cost per view (CPV)
Cost per action (CPA)
The cost of a specific action taken by a user, such as making a purchase or registering for a service.
Daily active users (DAU)
The number of unique users who use a mobile app on a daily basis.
Deep link
Demand-side platform (DSP)
A platform used by advertisers and agencies to purchase and manage digital ad inventory from multiple sources through one interface. It enables targeted and data-driven buying of ad impressions in real-time auctions.
eCPM
An abbreviation for “effective cost per thousand impressions”, eCPM is a metric used to measure the revenue generated per thousand ad impressions. It is calculated by dividing total earnings by the number of impressions and multiplying by 1,000.
Engagement Rate
Engagement/Habit loops
Engagement/habit loops refer to the cyclical process by which users become habitual users of a product or service. Habit loops have three general steps. First, there is a trigger that inspires action. Second, the user takes the action in response to the trigger. And third, they get a reward for taking that action.
Fill Rate
Fingerprinting
A technique used to track users across apps and websites by collecting information about their device and browser, such as screen resolution and installed fonts.
GAID (Google advertising ID)
A unique identifier assigned to Android devices for advertising purposes. It allows advertisers to track user activity across multiple apps and deliver targeted ads.
Geo-Fencing
A location-based mobile marketing technique that uses GPS or RFID technology to create a virtual boundary around a physical location. When a user enters or exits the geo-fence, they may receive targeted ads or notifications.
Geo-Targeting
A technique used to deliver targeted ads to users based on their geographic location. It can be based on GPS coordinates, IP address, or other location data.
Geo-Location
Growth loops
Growth loops are closed systems where the inputs, through some process, generate an output that we can directly reinvest in the input. Growth loops can be split into Acquisition loops and Engagement loops.
Impressions
The number of times an ad is served or displayed to a user. Impressions are a basic metric used to measure the reach of an ad campaign.
Incrementality testing
Incrementality testing is a way of measuring the true incremental impact of a media channel, campaign, ad set, or tactic to business results.
Identifier for Advertisers (IDFA)
A unique identifier assigned to iOS devices for advertising purposes. It allows advertisers to track user activity across multiple apps and deliver targeted ads.
Identifier for vendors (IDFV)
A unique identifier assigned to iOS devices for tracking purposes. It is used to identify a device across multiple apps owned by the same developer.
In-app events
Actions taken by users within a mobile app, such as making a purchase or completing a level. In-app events can be used to track user behavior and optimize ad campaigns.
In-app purchase (IAP)
A purchase made within a mobile app, typically for additional features or content. In-app purchases are a common way for developers to monetize their apps.
In-app messaging
Instant apps
K-factor
A metric used to measure the viral growth of a mobile app. It represents the number of new users generated by each existing user.
Last click attribution
An attribution model that gives credit for a conversion to the last click that a user made before completing the conversion. This model is often used in performance-based advertising.
Lifetime value (LTV)
A metric used to estimate the total revenue generated by a user over the course of their lifetime. LTV takes into account factors such as retention rate and average revenue per user.
Limit Ad Tracking (LAT)
Location-Based Mobile Marketing
A form of mobile marketing that delivers personalized advertising to users based on their physical location.
Marketing Automation
The use of software tools to automate repetitive marketing tasks such as email marketing, social media posting, and ad campaigns.
Media mix modeling
Media mix modeling is a statistical analysis technique used to determine the optimal mix of advertising channels for a particular campaign or product.
Mobile attribution
The process of determining which marketing campaigns or channels are responsible for driving app downloads, installs, and other desired actions on mobile devices.
Mobile ad network
A mobile ad network is a platform that connects mobile app publishers with advertisers, enabling them to display ads within their apps and generate revenue.
Mobile ad fraud
Mobile ad fraud refers to fraudulent activity in which illegitimate traffic is generated in order to artificially inflate the number of ad impressions or clicks.
Mobile measurement partner (MMP)
Monthly Active Users (MAU)
A metric that measures the number of unique users who have interacted with an app or website in a given month.
Native App
A mobile app designed specifically for a particular operating system (such as iOS or Android) and installed directly onto a user’s device.
Network effects
Network effects occur when the value of a product or service increases as more people use it.
Non-Organic Install (NOI)
North star metrics
North star metrics are the key performance indicators (KPIs) that a company uses to measure success and guide decision-making.
Onboarding
Offerwall
A mobile ad format that rewards users with virtual currency or other in-app benefits in exchange for completing specific actions or watching ads.
PPC
Pay-per-click advertising, a marketing model where advertisers pay a fee each time a user clicks on their ad.
Push Notifications
A form of mobile app messaging that sends alerts or updates directly to a user’s device, even when the app is not in use.
Predicted lifetime value (pLTV)
An estimate of the revenue a user is likely to generate over the course of their lifetime as a customer.
Premium video on demand (PVOD)
A movie rental or purchase model where users pay a premium price to watch newly released movies at home.
Private marketplace (PMP)
Product-led growth
Product-led growth is a business strategy that prioritizes the product or service itself as the primary driver of growth.
ROAS
Return on Ad Spend, a measure of the revenue generated by a marketing campaign compared to the amount spent on advertising.
ROI
Return on Investment, a measure of the profitability of a marketing campaign or business initiative.
Remarketing
A marketing strategy that targets users who have already interacted with an app or website with personalized ads and offers.
Re-engagement
Retention rate
A metric that measures the percentage of users who continue to use an app or service over time, often seen as a key indicator of app success.
Safeframe
A standard set of API (Application Programming Interface) specifications used to ensure secure and reliable communication between ads and the web page they are displayed on.
SDK spoofing
A fraudulent technique used by hackers to manipulate app data and deceive ad networks by pretending to generate legitimate user traffic through the app.
Supply-side platform (SSP)
A platform used by publishers to manage and optimize the sale of their advertising inventory.
SKAdNetwork (SKAN)
Self-serve DSP
A demand-side platform (DSP) that allows advertisers to manage their own ad campaigns without the need for a third-party agency.
Time of Inactivity
TVOD (Transactional video on demand)
A video streaming model where users pay to rent or purchase individual pieces of content, such as movies or TV episodes, for a one-time fee.
User acquisition (UA)
User acquisition typically involves a combination of marketing strategies and tactics aimed at driving traffic and increasing installs.
UX
UI
The visual and interactive elements of a mobile app or website that a user interacts with.
View through rate (VTR)
A metric used to measure the percentage of users who viewed an ad but did not click on it.
View-through attribution (VTA)
Visibility
The degree to which an ad is viewable by a user. Ad visibility is influenced by factors such as ad placement, ad format, and screen size.
Weekly active users (WAU)
The number of unique users who engage with a mobile app or website during a given week.