- A/B Testing
- Ad Impression
- Ad Network
- App Icon
- App Name
- Apple Search Ads
- App Store
- App Store Rank
- App Title
- ARPU (Average Revenue per User)
- ASA (App Store Ads)
- ASO (App Store Optimization)
- Churn Rate
- Combination Keywords
- CPA (Cost Per Acquisition)
- CPC (Cost Per Click)
- CPI (Cost Per Install)
- CPM (Cost Per Mille)
- Creative Assets
- Creative Set
- CRO (Conversion Rate Optimization)
- CPT (Cost Per Tap)
- CTA (Call to Action)
- CTR (Click Through Rate)
- CVR or CR
- DAU (Daily Active Users)
- Engagement Rate
- Feature Graphic
- Google Play
- Google UAC (Universal App Campaign)
- IAP (In-App Purchase)
- Influencer Marketing
- Keyword Density
- Keyword Field
- KPI (Key Performance Indicator)
- LAT (Limit Ad Tracking)
- Listing or Product Page
- Locale or Localization
- Long-Tail Keywords
- LTV (Lifetime Value)
- MAU (Monthly Active Users)
- MMP (Mobile Measurement Partner)
- Monetization Model
- Organic Uplift
- Page View
- Preview Video
- Ratings & Reviews
- Retention Rate
- ROAS (Return on Ad Sales)
- ROI (Return on Investment)
- Session Length
- Search Results
- Short Description
- Social Media Campaign
- SOV (Share of Voice)
- Store Impression
- TTR (Tap Through Rate)
- UA (User Acquisition)
- UI (User Interface)
- UX (User Experience)
Mobile App Marketing Terms Defined For You
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
When an ad is shown on a user’s screen. This means the ad was potentially seen by the user.
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
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
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.
The app store for iOS apps created by Apple. iPhone and iPad users find and install apps through the Apple App Store
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
ASA – App Store Ads
Ads that are shown directly within the app store
The price you’re willing to pay for an ad placement.
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.
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.
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.
Any user action within your app that can be tracked and later measured to improve app performance
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
IAP – In-App Purchase
All products users are able to purchase within your app
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
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
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
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
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 ModelFor 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.
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.
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 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.
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
How long a user spends inside your app from the first to the last action they made within a single session
SOV – Share of Voice
The share of ad impressions you hold for a specified ad spot
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.
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.