• 11 Jan 2023
  • 10 Minutes to read
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  • A/B Testing:
    • A strategy where marketers will compare two versions of an asset (ads, campaigns) to measure their performance and determine the best version.
  • Ad Monetization
    • Revenue generated from displaying ads within your app.
  • Ad revenue attribution
    • Methodology that allows marketers to allocate and measure ad revenue by source of user acquisition.
  • Ad revenue LTV
    • The advertising revenue made by new users when they install the app over the lifetime (or x-days) of their activity. It takes into account user retention, ad impressions, and estimated revenue from all networks for a specific cohort of users.
  • Advertising ID (if available)
    • A unique user ID assigned to a device that helps advertisers track user-level activity and data (available with user consent). Ex: GAID, Huawei OAID, IDFA
  • Affiliate
    • People who promote a product or service and get a commission.
  • Aggregate
    • Calculated by combining several separate units within the same metric.
  • API
    • Acronym for application programming interface; this allows two different applications to talk to one another. It is a set of functions and procedures, allowing applications to access another app or service's features.
  • App Version
    • The version of your app running on the user's device.
  • Apple Search attribution (only for iOS)
    • Attribute app downloads that originate from Apple Search Ads.
  • ARPU (Average revenue per user)
    • Estimates the revenue each user brings in by dividing total revenue by the total number of installs. It helps you understand how your app is performing.
  • ARPDAU (Average Revenue Per Daily Active User)
    • Measures the average revenue earned over a single day, by dividing the total revenue by the Daily Active Users (DAU).
  • ARPPU (Average Revenue Per Paying User)
    • It helps you understand how your paying users are engaging with your app, by dividing total revenue by total number of paying users. ARPPU is greater than ARPDAU since it excludes users that did not generate any revenue.
  • ASO (App Store Optimization)
    • Like SEO optimization for websites, ASO increases app visibility in the app store by optimizing text, screenshots, videos, and icons on an app’s page.
  • Attribution
    • The process of crediting conversions to acquisition sources, such as ad networks. Mobile marketers use 3rd party tools to have an unbiased view of data from multiple sources. We hear that Tenjin is an excellent attribution tool ;)
  • Attribution window
    • Time Frame during which clicks and impressions will be considered as leading to the install.


  • Bid
    • The cost you're willing to incur for an interaction with an ad.
  • Bid management
    • A process to regularly check and update your bids.
  • Bundle ID
    • It is a unique identifier for every app.
  • Burst Campaigns
    • They maximize user installs within a short period of time by spending the campaign budget and exposing the app to more users within 24 to 48 hours.


  • Callbacks
    • Used to route real time event data to any server. Typically used to send event data to ad networks or your own servers.
  • Click URL
    • A click URL is simply a tracking mechanism to gather data when a user clicks on your marketing campaigns.
  • Churn rate
    • A ratio for indicating how many people have stopped using the app.
  • Cohort/cohort analysis
    • A group that shares some experience, such as using the app during a specified week or paying for in-app purchases.
  • Conversion
    • It is the desired outcome from marketing and advertising efforts. Usually in the form of a purchase, download, or user registration.
  • CPC (Cost per click)
    • The cost advertisers pay each time a user clicks an ad.
  • CPI (Cost per install)
    • The cost incurred to get a user install from advertising campaigns.
  • CPM (Cost per thousand impressions)
    • The cost incurred for every one thousand views of an ad.
  • CTR (Click-through-rate)
    • The ratio between the number of ad views and the number of users who click the ad.
  • Custom event
    • Also called post-install events, are user-defined events after the app is installed to understand the value generated by your users.
  • Clicks
    • The number of times an ad was clicked.


  • DARPU (Daily Average Revenue Per User)
    • It is similar to ARPU but calculated for one day. DARPU is the most common variant of ARPU.
  • DAU (daily active user)
    • Daily active user refers to the total number of people that are engaged with your app on a given day.
  • DataVault ™
    • It is Tenjin’s data warehouse as a service that allows you to build custom cohort reporting based on dimensions and metrics that are only accessible with raw data.
  • Device Locale
    • Represents a device's specific region.
  • Device Country
    • Country of origin set on the device by the user.
  • Dimensions
    • They are attributes of your data. For example, country locale, platform, marketing channel.


  • Event
    • An event is counted any time an app logs something to the Tenjin servers. By default, this only happens on app open.


  • Fingerprinting
    • Device fingerprinting is a technique used to recognize or identify which users interact with ads. It works by using the device and request attributes (like IP address, OS Version and other signals) for attribution in the absence of identifiers.
  • Fraud detection
    • measures to identify & prevent loss of property (or digital assets) from being obtained by pretenses.


  • Geotargeting
    • Serving content based on specific geographical locations like a state or country.
  • Granular data / level
    • The lowest level that data can be in a target set.


  • IDFA (Identifier for Advertisers)
    • Apple uses an individual identifier to identify and measure an iOS user device. Persistent across all apps.
  • IDFV (Identifier for Vendors)
    • Based on the Vendor ID + bundle ID, and cannot be shared across vendors. Persistent per app.
  • ILRD (Impression-level revenue data)
    • It allows publishers to see an estimation of how much money they've earned from each served impression. Impression-level revenue data, as described by MoPub, enables full-platform publishers to leverage data better.
  • IAP (in-app purchase)
    • The act of buying or purchasing items inside an app.
  • Impression
    • The moment a user sees an ad counted as a conversion for CPM campaigns.
  • Interstitial ads
    • A type of ad that covers the whole screen of a mobile phone.
  • Install Attribution
    • How advertisers can attribute an app install on a user's device. It is used to measure the user journey and generate revenue from users’ ad interactions.
  • IP address (Internet Protocol address)
    • A numerical label assigned to each device connected to a computer network. It is a number identifying a computer or another device on the Internet. It is similar to a mailing address, determining where postal mail comes from and where it should be delivered. IP addresses uniquely identify the source and destination of data transmitted with the Internet Protocol.


  • K-Factor
    • A measure for an app’s virality, K-factor, is the number of other users that each user brings to your app, typically a figure such as 0.1 (meaning 10% of your users are virally invited).


  • Last-click/ Last-touch attribution
    • It gives credit to the campaign/channel which the user last clicked on. Usually, the attribution window for these campaigns/channels is seven days.
  • LTV (Lifetime Value)
    • A KPI that provides a more detailed look into the revenue generated by each user, and the revenue expected to be generated over time. It is vital for budgeting ad spend, LTV estimates how much a cohort of users will be worth in a certain period.
  • LAT (Limit Ad Tracking)
    • A feature that allows a user to opt-out of having a unique ID for advertisers. This user won't see specific ads targeted to them because there's no device identity.


  • MAU
    • Measures the number of active users per month. App marketers commonly use them to evaluate engagement.
  • Mediation
    • lets you serve ads to your app(s) from multiple sources.
  • Metrics
    • A calculated value. Virtually any number in the dashboard is a metric. Examples include DAU, MAU, today's Ad Revenue, today's IAP revenue, 90-day Total LTV, 4-day Total ROI, etc.
  • Multi-touch attribution
    • An attribution model considers the different places a user might have seen an ad before converting, giving a complete picture of marketing ROI. There are multiple multi-touch attribution models.


  • Native ads
    • An ad format that blends into its environment, appearing seamless with the app or game to its users.
  • NPS (Net Promoter Score)
    • A metric used to measure user sentiment and loyalty.


  • Opt-in
    • A feature where users choose to participate in something, like letting users accept or decline to view an ad.
  • Organic installs/acquisition
    • App installs that resulted from unpaid methods like SEO optimization or App Store features. There are multiple ways to acquire users for free for developers with zero to little marketing budget.
  • OS Platform
    • The environment in which a piece of software is executed. For example, iOS and Android.


  • Parameters
    • A numerical or other measurable factor forms a set that defines a system or sets its operation conditions.
  • Post-install event
    • Any event that occurs after the app is installed.
  • Predictive analysis
    • Uses historical data to predict future events, suggest actions for optimal outcomes.
  • Programmatic Buying
    • An algorithmic system that optimizes and automates bids and ad placements. Interested developers should check out Google’s 5-step guide on programmatic buying.


  • Reach
    • This refers to how many people see your ad or campaign.
  • Re-engagement
    • Use of any strategies like push notifications or retargeting ads to bring lapsed users back into the app.
  • Reported installs
    • installs that an ad network claims to drive to your campaigns. It is the number of installs that have been reported by each ad network based on their concept of attribution.
  • Retention
    • This refers to how long a user keeps and/or uses an app (typically a few weeks or months).
  • Retention rate
    • percentage of all tracked install users that come back to the app after x-days.
  • Rewarded ads
    • A type of video ad where users watch ads in exchange for rewards. This format is a massive hit in mobile game apps.
  • Rich Media
    • Ads with advanced features like interactive elements, video, or audio.
  • ROAS (Return On Advertising Spend)
    • While ROI assumes a profit, ROAS does not. It’s revenue over advertising spend per campaign.
  • ROI (Return On Investment)
    • In mobile marketing, ROI is the profit from ad campaigns. It’s calculated as profit (from the acquired users) over the cost of the campaign.


  • SAN (Self Attributing Networks)
    • "Walled garden networks" that allow marketers to advertise in their content to acquire users. Examples of SANs include Apple, Facebook, Instagram, Google, Snap, etc., where marketers can place ads in each of those content platforms.
  • SDK / API (Software Development Kits / Application Programming Interfaces)
    Code added to a mobile app developer's app that is used to collect install attribution and measurement data. The SDK brings together a group of tools that enable the programming of mobile applications. This set of tools can be divided into SDKs for programming or operating system environments (iOS, Android, etc.)
  • Segments
    • A group of people in an audience that share similar traits. For instance, the segment of females aged 21-35, who prefer shorter session lengths, is where King’s Candy Crush struck gold.
  • Sessions
    • Number of times an app is opened.
  • Session Duration
    • The length of time a user spends inside the app.
  • SKAdNetwork
    • Apple's attribution solution that uses StoreKit (SK)
  • SKAdNetwork Conversion Values
    • Notification sent from Apple to the ad network, letting them know an advertiser-defined conversion value has been logged. Uses the same dimensions as the conversion notification. This is the only post-install data that you can send via SKAdNetwork for optimization or measurement.
    • Must be between 0-63 (6 bits)
    • Must be sent within 24 hours after the initial install
    • Setting a higher conversion value than the existing conversion value resets the clock. Apple sends this value to the ad network only after it can no longer be changed. So the theoretical maximum latency that Apple sends the value 64 days after the install.
  • Spend
    • Amount spent to acquire users


  • Tracked installs
    • installs that an unbiased 3rd party attributes to an ad network.


  • UA (User acquisition)
    • Refers to methods for increasing app users. For instance, paid ads or organic campaigns.
  • ULRD (User-level revenue data)
    • It allows publishers to see an estimation of how much money they've earned from each served per user.


  • Vendor ID (only for iOS)
    • Same as IDFV.
  • View-through attribution
    • Gives credit to the campaign/channel in which the user last viewed the app's content/ad. Usually, the attribution window for these campaigns/channels is 1 hour. This is overridden by any campaign where there was a click.

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