Glossary

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A|B|C|D|E|F|G|H|I|J|K|L|M|N|O|P|Q|R|S|T|U|V|W|X|Y|Z

A

A/B Testing
Ad Monetization / Ad Revenue
Ad Network
Ad Revenue Attribution / Ad Revenue LTV
Advertising ID
API
App Monetization
Average Revenue Per Daily Active User (ARPDAU)
Average revenue per user (ARPU)
App Store Optimization (ASO)
App Tracking Transparency (ATT)
Attribution
Attribution Window

B

Bid management
Bundle ID

C

Click-Through Rate (CTR)
Clicks (Tracked + Reported)
Cohort / Cohort Analysis
Conversion Rate (CVR)
Cost Per Click (CPC)
Cost Per Install (CPI)
Cost Per N-Day Retained User
Cost Per Tracked Install (tCPI)
Cost per 1000 impressions (CPM)
Custom Event

D

DataVault
Daily Active Users (DAU)

E

Effective Cost Per Click (eCPC)
Effective Cost Per Mille (eCPM)
Extract Transform Load (ETL)

F

Fraud Detection

G

Granular Data / Raw Data

I

In-App Advertising (IAA)
In-App Purchases (IAP)
Identifier for Vendors (IDFV)
Impressions & Impression-level Revenue Data (ILRD)
Incrementality
Install
Interstitial Ads

K

K-factor

L

Last-click Attribution
Lifetime Value (LTV)
Lifetime Active Days per User
Limit Ad Tracking (LAT)

M

Mobile Marketing Metrics
Mobile measurement partner (MMP)

P

Predictive Analysis
Programmatic Buying / Programmatic Advertising

R

Re-engagement
Reported Installs
Retention Rate (RR)
Rewarded Ads
Return on Ad Spend (ROAS)
Return on Investment (ROI)

S

Self-Attributing Networks (SANs)
Software Development Kit (SDK)
Session
Site ID
SKAdNetwork
Spend

T

Tracked Installs
Total Revenue