Mobile App Marketing Terms Defined For You

Jump to
Share this page
A/B Testing
A randomized experiment to see whether the factor “A” or the factor “B” performs better. Users are shown either A or B at random and results are analyzed to identify the higher-performing option. In mobile app marketing, A/B testing can be carried out for various elements such as app screenshots on an app store listing page. Read more
When a user discontinues using an app after one session or use. Read more
Ad Impression
When an ad is shown on a user’s screen. This means the ad was potentially seen by the user. Read more
Ad Network
A marketplace where ad publishers and ad advertisers can buy and sell ad spots. Read more
The mobile operating system developed by Google. Android phone users find and install apps primarily through the Google Play Store Read more
App Icon
The icon that represents your app in the app stores and on a user’s smartphone. App Icons have a significant influence over a person’s first impression of your app and thus their decision to install or not. Read more
App Install Ads
Mobile app installs ads link to your app's listing on Google Play or the Apple App store, and can run on the Google Search and Display Networks, and YouTube. App install ads allow users to install your app directly from your ad.   Read more
App Name
The name of your app for the Apple App Store. Keywords placed in this metadata field have the strongest influence for App Store Rank. You’re allowed 30 characters for the App Name. Read more
App Store
The app store for iOS apps created by Apple. iPhone and iPad users find and install apps through the Apple App Store. Read more
App Store Rank
The position in which your app shows up in the search results of an app store for a certain keyword (search term). App Store Rank can be increased through ASO, CRO, and Paid UA. Read more
App Title
The title of your app for the Google Play Store. Keywords place in this metadata field have the strongest influence for Google Play Rank. You’re allowed 50 characters for the App Title. Read more
Apple Search Ads
The only promotional channel within the actual App Store. Apple Search Ads appear above the first organically ranked app in App Store search results and are shown in a blue box labeled “ad”. Read more
ARPU – Average Revenue Per User
Stands for Average Revenue Per User. This metric shows how monetarily valuable a user is on average to your app business. ARPU is calculated by dividing total revenue by number of users. Read more
ASA – App Store Advertising
Ads that are shown directly within the app store Read more
ASO – App Store Optimization
The process of increasing your app visibility within the app stores and improving app conversion rates. Read more
The price you’re willing to pay for an ad placement. Read more
Churn Rate
The percentage of users who have uninstalled your app after an identified time period. Churn can be measured over days, weeks, months and even years. It’s also the inverse of Retention Rate. Read more
A group of users determined by similarities within any set number of demographics. The Cohort can be identified with a variable a simple as date of the initial install. Read more
Combination Keywords
A keyword phrase consisting of 2 or more keywords. Combination Keywords can make up short-tail keywords and long-tail keywords. Read more
CPA – Cost Per Acquisition
Cost Per Acquisition may also be called Cost Per Action. This metric measures Paid UA spend by showing how much it costs to convert a person who has viewed your ad into an app user. CPA is calculated by dividing the total paid UA campaign costs by the total number of conversions. Read more
CPC – Cost Per Click
CPC is a paid UA metric that measures how much it costs you to get an ad viewer to actually click on your ad. This metric is most commonly seen in PPC (pay-per-click) marketing campaigns. Read more
CPI – Cost Per Install
CPI is specific to the mobile industry and stands for Cost Per Install. It’s a pricing model used in mobile app advertising. Your CPI is how much you’re willing to spend, in other words, bid, to gain 1 app install. In CPI campaigns you are only charged when you obtain an install. Read more
CPM – Cost Per Mille
CPM is Cost Per Mille or Cost Per Thousand. This metric measures how much it costs you to get 1,000 ad impressions. Read more
Creative Assets
Creative Assets include all major visual elements of your app listing page. This includes App Icon, App Screenshots, Preview Video, and Feature Graphic for Google Play. Read more
Creative Set
A group of Creative Assets meant to be used for ad variations in your Apple Search Ads campaigns. You can create Creative Sets with groupings of 3 screenshots. They are used to make your Apple Search Ad more appealing to the target ad groups, which can vary across location, age, etc. Read more
The app listing page element that enables you to further explain what your app offers and also the monetization model it employs if applicable. Keywords in. the description for iOS apps have no affect on app store rank. However, keywords in the description for Google Play apps largely affect app store rank. Read more
eCPI (Effective Cost Per Install)
eCPI measures advertising spending against the cost of getting a new app installs. You can calculate it as follows: total campaign cost is divided by the number of new app installs. Read more
Engagement Rate
How often users interact with or trigger events within your app. Engagement rate can be measured in several ways. One way is to divide the number of active users in a given cohort by the total number of users in that cohort. Read more
Feature Graphic
The Feature Graphic is exclusive to Google Play apps. It’s shown at the top of an app listing page and has a large influence over install conversion. Learn More: Feature Graphic, The Make or Break for Google Play Conversion Read more
Google Play
The major app store for Android apps Read more
IAP – In-App Purchase
All products users are able to purchase within your app. Read more
A term used by app store visitors to search for apps in the app stores. A keyword can be a generic word or the brand name of an app. Read more
Keyword Cannibalization
Keyword cannibalization means placing ads above the organic search results. In other words, you are paying for traffic that would have otherwise been driven organically. Read more
LAT – Limit Ad Tracking
LAT is a privacy option that Apple gives its users. When a user turns on LAT he or she becomes virtually invisible to ad tracking. Read more
MAU – Monthly Active Users
MAU is the number of users who open your app and engage with it for any specified month. The higher your MAU is, the stickier your app is. Read more
Organic Uplift
The increase in organic installs frequently seen when paid UA campaigns are live Read more
Page View
A page view in terms of app analytics is when an app store visitor views your app listing page in full. Read more
Ratings & Reviews
The app stores allow you to prompt users to leave ratings & reviews for your app. They highly influence conversion rates as people are much more likely to install an app with positive ratings and a large number of reviews. Read more
App screenshots are found in. every app listing page. Both Apple App Store and Google Play require a minimum number of screenshots for your app to be published in the stores. Screenshots play a huge part in pushing conversion to install. Learn More: App Store Screenshots, How to Design Amazing Screenshots Read more
TTR – Tap Through Rate
A measure of how many people clicked on your paid app ad or organic search result and were lead to your app listing page. Read more
UA – User Acquisition
The process of purposefully gaining more app users. UA can carried out through paid channels, such as Apple Search Ads, or organic channels, such as ASO. Read more
How strong your app’s presence is in the app stores. ASO increases app store visibility. Apps that rank high for many popular and relevant keywords have good visibility. Read more