Mobile App Marketing Terms Defined For You

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. 


When a user discontinues using an app after one session or use

Ad Impression

When an ad is shown on a user’s screen. This means the ad was potentially seen by the user. 

Ad Network

A marketplace where ad publishers and ad advertisers can buy and sell ad spots. Find out more: What are Mobile Ad Networks


The mobile operating system developed by Google. Android phone users find and install apps primarily through the Google Play Store 

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. Learn More: App Store Icon, Why First Impressions Count

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.

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”. Want more app installs with Apple Search Ads? Contact our growth team today

App Store 

The app store for iOS apps created by Apple. iPhone and iPad users find and install apps through the Apple App Store

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.

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. 

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. 

ASA – App Store Ads

Ads that are shown directly within the app store

ASO – App Store Optimization

The process of increasing your app visibility within the app stores and improving app conversion rates. Learn More: ASO Academy


The price you’re willing to pay for an ad placement. 

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. 


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.  

Combination Keywords

A keyword phrase consisting of 2 or more keywords. Combination Keywords can make up short-tail keywords and long-tail keywords

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. 

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. 

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. 

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.

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. 

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. 

CRO – Conversion Rate Optimization

CRO involves optimizing your app listing page so that conversion from impression to page view, impression to install, and page view to install increases.  The major elements that affect CRO are Creative Assets and Ratings & Reviews.

CPT – Cost Per Tap

CPT is the pricing model for Apple Search Ads Advanced. It’s how much you’re willing to spend, in other words, bid, for a tap through from the Search Ad to your app listing page

CTA – Call to Action

A prompt for a user or visitor to perform a specific action

CTR – Click through Rate 

A  metric that measures the conversion between impressions of an actionable element such as an ad or CTA and the amount of people who clicked 

CVR or CR – Conversion Rate

A conversion rate measures how successful one action is at transferring a user or visitor to another action. Conversion rate is simply calculated by dividing the total number of action A by total number of action B. For example, the conversion rate for an app install ad campaign in the number of ad impressions divided by the number of app installs, which came from the ad 

DAU – Daily Active Users

DAU is the number of users who open your app and engage with it for any specified day. The higher your DAU the stickier your app is.


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.


A value calculated by our ASO Tool for keywords. It shows you how hard it will be for your app to rank in the app stores for any given keyword. A difficulty of 0 is extremely easy to rank for and a difficulty of 100 is extremely difficult to rank for. 

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. 


Any user action within your app that can be tracked and later measured to improve app performance

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 

Google Play 

The major app store for Android apps

Google UAC 

Google UAC short for Google Universal App Campaign is Google’s ad platform where app install ads are automatically displayed across Google’s products. This includes the Google Play Store, Youtube, Search, and Display. Want more app installs with Google UAC? Contact our growth team today. 

IAP – In-App Purchase

All products users are able to purchase within your app 

Influencer Marketing

The collaboration with individuals, organizations, or brands with large and loyal audiences to drive app installs


A user has successfully downloaded your app and opened it for the first time


The operating system for Apple products including iPhone and iPad


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

Keyword Density 

How often a keyword is repeated in the metadata for an Android app listed in the Google Play Store

Keyword Field

The Keyword Field is a metadata field specific to iOS apps listed in the Apple App Store. Here you can implement keywords and have an allowance of 100 characters. The field is hidden for App Store visitors. Learn More: App Store Keywords, How to Optimize iOS keyword Field for ASO

KPI – Key Performance Indicator 

KPIs are metrics that you can use to measure whether or not you’re reaching your goals. For example, DAU and Retention Rate can both be a KPIs for app growth. 

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. 

Listing or Product Page

Your listing is your app’s page that lives on the app stores. App listings are optimized for app store rank and conversion rates through implementing relevant keywords in the metadata and designing visually attractive creative assets. Learn More: App Listing Page, Create an App Store Page for Better Conversions

Locale or Localization

A region grouped mainly by language that you can create an app listing page for. You can easily add, manage, and optimize localizations with our AI-powered ASO Tool


Meaning to translate all textual elements within an app and also on an app listing page into the target region’s or territory’s native language

Long-Tail Keyword

A long-tail keyword is a keyword combination that consists of 3 or more words. These are usually less competitive than stand-alone keywords and can be lucrative for app growth in saturated niches.

LTV – Lifetime Value

A prediction of the monetary value a type of user will bring to your mobile business over the course of their engagement with your app. 

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.


All text elements in your app listing page. These includes fields that are both visible to and hidden from app store visitors. For example, app name, description and iOS keyword field are all metadata fields. Relevant keywords that you want your app to rank for in the app stores are placed in the metadata. 

MMP – Mobile Measurement Partner

An MMP integration is required when running multiple paid UA campaigns. The integration helps you to track which campaigns brought in what users and also how these users then interacted with your app

Monetization Model

For apps companies who want to make money with their apps. Monetization models come in all different shapes and sizes. These include subscription, freemium, IAPs, and flat out pay-for apps.

Organic Uplift 

The increase in organic installs frequently seen when paid UA campaigns are live

Page View

A page view in terms of app analytics is when an app store visitor views your app listing page in full.  


A value calculated in our ASO Tool for keywords. It shows you how large the search volume is for any given keyword. In other words, the higher the popularity, the more people are searching for that keyword in the app stores. A popularity of 5 signals a negligible amount of searches for the keyword. A popularity of 100 means the search volume is extremely high.

Preview Video 

Both Apple App Store and Google Play allow you to integrate an app Preview Video in your app listing page. The video gives app store visitors a look into what your app is about and how it can benefit them. Learn More: App Preview and Promo Videos, How to Make the Most of Your App Store Videos


The remaining monetary gains after considering costs. Profit is calculated by total revenue minus expenses, costs, and taxes.

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. 

Retention Rate 

Retention rate is the amount of users who are still using your app after a certain period of time. A high app retention rate shows good stickiness. Retention rate is calculated by dividing number of installs in a time period by number of active users in the same time period.


Total winning from sales without taking out expenses, costs, and taxes.

ROAS – Return on Ad Sales

A specific type of ROI used to measure how successful ad campaigns are in monetary terms. ROAS is calculated by dividing revenue produced through ads by total ad costs.

ROI – Return on Investment 

A popular KPI for many companies. ROI measures how much your company gets back from its investments. These investments can be money, time, labor, etc. The return can also be money, time, and in the case of apps, app installs. ROI is calculated by dividing the return by the investment. 


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 

Session Length

How long a user spends inside your app from the first to the last action they made within a single session

Search Results 

The results page that an app store visitor gets when they search for something in the app stores. You can increase your rank in the search results for certain keywords using ASO

Short Description

The short description is part of an app listing page in Google Play and is visible to app store visitors. Keywords in this field are indexed by Google and affect app store rank. You have a character count of 80 here. 

Social Media Campaign

Using social media ads to run app install campaigns

SOV – Share of Voice

The share of ad impressions you hold for a specified ad spot

Store Impression

When your app listing is shown to an app store visitor. This can be through search or browse. A store impression is not a full page view


A metadata field exclusive to iOS apps and the App Store. It’s visible to app store visitors and play a role in both ASO and CRO. Keywords placed here are indexed by Apple for app store rank. Learn More: iOS Subtitle, How to Write A Perfect App Subtitle

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

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

UI – User Interface 

All designs in an interface, for example your app’s navigation bar, that a user can interact with. UI influences app performance and user satisfaction. 

UX – User Experience 

How a user flows through your app and what their experience is with the varying functionalities. A good UX is inituitive and easy to learn for the user. 


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.