Learn all about app growth and app store optimization quickly.
HomeGlossary
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
App Store Acquisition Channels
App Store Acquisition Channels are all the potential channels that user acquisition (UA) teams can utilize, usually via a paid ad, to advertise an app or game and generate more visitors.
App Rankings refers to the progress that an app ranks in a search from the App Store, or it can reference the over-all app rankings from the App Store, or from a particular category in the App Store, based on downloads and revenue.
App Rating (App Star Rating) references the total star average from App reviewers. It's a very important ranking factor in both the iOS & Google Play Store.
ASO Tools are the tools that are designed to monitor and capture specific keywords performance data, provide app developers with keyword analytics and suggest ways to optimize a mobile app marketing copy elements such as title, keywords set and des
As an ad’s primary function is to increase discoverability to directly drive downloads, by investing in them there’s scope for real app growth. ASA’s are really high-quality, high-target ad placements as they engage users who have a high intent.
App Size is a megabyte size that determines the amount of storage with which it has to operate on users’ devices. The typical app file size is currently 38 MB to get iOS mobile apps and 15MB for Android Mobile apps.
App Store Search plays a massive part in how users find and get content on the App Store. Discover how you can affect your search result position to help users easily locate and download your app and in-app purchases.
App Store behavior is the science of understanding how users engage with app store pages. By taking a deeper look at user journeys and how they react to the options marketers present them, we can understand how we impact user behavior.
App Store Browse is an organic traffic source that includes all visitors that arrived at an app while browsing Top Charts, Category Charts, the Today tab, or Featuring placements.
App Store update is the process a developer completes in order to update an app in the App Store using App Store Connect, Apple’s platform for releasing new and updated apps.
Average revenue per user (or unit) aka ARPU, is a measurement that helps all types of companies understand how much money, on average, they are generating from a single customer over a set period of time.
App Store keywords research is the process of gathering insightful information that will help a developer or marketer decide which keywords to add to an app listing’s metadata, in order to achieve optimum App Store search success.
App Store localization is the practice of adapting and localizing the metadata (elements) that a user sees on an app’s product page into a target language, in order for the app to be found in the target App Store.
With PPO, developers will be able to run a “test” on their default App Store product page with three different treatments (variations) and their control App Store page.
App Store personalization is Apple’s process in surfacing the most relevant apps to individual users at the most relevant time.Apple is looking to show a user apps that they would most likely want to install.
App stores test traffic is a sample group of users being sent to a replicated app store test which is a statistically representative sample of the traffic an app will target outside the test.
Video watch rate is the percentage of users that start watching a video on a product page. It’s important to look at the watch rate metric against the average video watch duration.
App install rates are the percentage of users that decide to install an app after visiting an App Store or Google Play product page. It can be referred to as a conversion rate (CVR).
Influencers would likely have a sizable following that relates to the audience demographic an app developer/marketer is looking to tap into. Ultimately, an influencer’s recommendations can bring significant traffic.
Artificial Intelligence (AI) stands for artificial intelligence. It is the simulated thought process built into modern software that allows applications to make basic decisions and take the needed actions to achieve goals.
App Store Description Read Rate is the percentage of app users that click the "read more" of the description on an app product page. It still remains at less than 2% in most cases.
App Store and Google Play keyword optimization is the ongoing process of measuring (testing and re-testing) the impact of keywords on an app’s ranking and search traffic.
Apple Arcade is a paid mobile game subscription service on the App Store that allows users to sign up, high-quality games straight from a separate tab in the App Store.
App Store Connect is the platform that Apple provides to app developers to publish and – very important for the ASO and mobile marketing industry – to track their app’s performance on the App Store.
App Store audience testing is the practice of testing different segments of an audience and measuring how they respond to app store marketing creatives.
App stores A/B testing is the science of running an experiment on elements inside a product page on the App Store or Google Play Store to compare two or more variants’ conversion rates with different creatives and to see which one performs better.
A/B testing statistics refers to the statistical model used in the conduction of an A/B test (controlled experiment) which in the App stores is the comparison in performance between two variations of an App store page.
App Store keywords are standalone words or those that form part of a phrase, which are entered as search queries in order to locate an app or game in the App Store.
App localization is the process of adapting an app’s functionality. Mobile app usage worldwide is increasing which makes localizing your app very important.
Active user accesses an app within a given period of time, as daily, weekly, or monthly basis. And understanding your users and a smart optimization strategy is necessary.
Ad mediation is an app monetization solution which lets app developers manage and optimize multiple ad networks in one place, with just one SDK integration.
App store optimization(ASO) is the process of increasing your app visibility within the app stores and improving app conversion rates. It is all about applying the scientific method to mobile KPIs that are related to the app stores.
Keywords placed in iOS & Google Play App Store metadata field have the strongest influence for App Store Rank. You’re allowed 30 characters for the App Name.
The app subtitle is one of the fields of the app's metadata on iOS. It exists only on Apple (the corresponding field on Google is the short description).
Boost\Burst Campaign - is an effective app promotion technique which helps you to reach a specific category/overall ranking by driving a large volume of installs in a short period of time, eventually for organic user acquisition. It helps startups an
A Banner Ad is a form of online advertising that is delivered by an ad server and displayed on a website. It is an image-driven visual ad deployed by a marketer, usually located at the top or bottom of a webpage, promoting your brand.
Bounce rate is the percentage of visitors who navigate away from a particular website after viewing only one page. Google Analytics defines bounce rate as the percentage of single-page visits.
CPA refers to a type of pricing model where marketers pay ad networks or media sources for certain conversions that happen inside of an app after engagement with an ad.
Click through rate (CTR) is a ratio of people that click on a given ad, link, email, etc. to the total amount of people that viewed it overall. In mobile marketing, CTR refers to clicks on an ad relative to total views.
Conversion rate(CVR) is the proportion of google play and app store visitors that download your app after viewing your product page – as a key ASO metric to monitor your Ads performance.
Customer lifetime value (CLTV or CLV) is known as lifetime value (LTV), and refers to the profit margin a company expects to earn over the entire time it has a business relationship with an average customer.
Decisive users are visitors that present the following behavior: upon landing on an App Store or Google Play Store product page they make minimal engagement with anything presented to them before deciding to install or drop from the page.
Daily active users (DAUs) is a metric used to gauge the stickiness of your app. DAUs literally measure the number of users who engage in some way with your app at least once a day.
Mobile Deep linking directs a user to a specific in-app content. It provides a way to display products more effectively by directing users to relevant content.
A dashboard is a visual display of all of your data. While it can be used in all kinds of different ways, its primary intention is to provide information at-a-glance, such as KPIs.
Engagement Rate - is a percentage of total impressions which includes ad clicks and other user activity in the app. Incentive installs don't influence engagement rank much but can increase keyword ranks of the app on the market.
Explorative users are visitors that present the following behavior: upon landing on an App Store or Google Play Store product page they explore the content that’s presented to them before making the decision to install or bounce from the page.
In mobile marketing, an engagement is measured by metrics in tandem to produce pictures of how users are interacting with an app, including retention, session lengths & session counts.
Device emulator is used by developers to test the functionality of their apps, but can also be abused by fraudsters to attempt to steal marketers’ ad spend.
Fractional attribution means dividing credit into fractions. Fractional attribution can happen in curve models, equal weighting and various multi-touch methods.
Fake install is a mobile ad fraud tactic. Fake installs defraud everyone along the advertising chain - taking cost away from advertisers and publishers.
Google Play Developer Console - a personal panel of a developer on Google Play. It gives all the necessary stats to measure your app's performance. You can track all installs by specifying the dates when you were promoting your application, using pro
Google Play suggests apps to visitors to the store via a number of top charts that are algorithm dependent but also via specially curated lists, cherry-picked by the Google Play editorial team.
Google Play Search is an organic traffic source that includes all users who find an app after searching for a query or keyword in the search bar in the Play Store.
Google Play ranking has several meanings, the first is ‘keyword ranking’ which is the actual spot an app sits in the search results page, and the second is an app’s ranking in two chart areas of Google Play.
Google Play third-party referrals refer to traffic sourced by users that open a link, usually via an ad on another app such as Facebook, that takes them straight to the product page in Google Play.
Similar to their App Store counterparts, Google Play keywords are single words or part of phrases that a user uses to search for an android app or game.
Google Play personalization is the process of personalizing the Google Play experience for each user, surfacing apps that are relevant to them based on a variety of metrics.
Geofencing is the use of GPS, RFID, or even Bluetooth technology to create a virtual, location-specific boundary.It allows apps to trigger a response when a mobile device enters or leaves the established boundary.
Google Play Experiments(GEx) as an A/B testing functionality tool enables app marketers drive growth by getting Google Play Store pages to be more efficient in capturing installs.
The Growth Loop is a holistic approach to game growth which merges the monetization and user acquisition sides of the business to create a virtuous cycle of growth.
Game technology(gametech) refers to dedicated solutions and services that are used throughout a game lifecycle and are built especially for the purpose of game development.
Gross rating point (GRP), quantify impressions as a percentage of a target audience, is a metric in ad buying that measures the impact of a given ad campaign.
Incentive (Motivated) Traffic refers to the traffic coming from all types of advertisements in return for a reward. In other words, it's the users who are paid or rewarded in some ways to install an app.
Incentive Acquisition - is a type of paid user acquisition whereby users receive a certain value exchange for installing an app. Examples of incentives include virtual currency or a game item.
In digital marketing, impressions refers to the number of times your content is displayed. As a metric, impressions is one way marketers measure the ROI of ad campaigns.
Install referrer(Google install referrer) is an identifier unique to Android devices which enables marketers to attribute ad activity to media sources for Google Play Store apps.
Install fraud can be categorized into: human and artificial. It is most often perpetrated by ad networks or publishers trying to take advantage of CPI.
While standard in-app events show you the overall behavior of users inside your app, rich in-app events show you the efficiency of your user acquisition efforts a bit deeper.
In-app purchases (IAPs), a new way for app owners to monetize their apps, allows app users to exchange real money via the app store or to exchange for consumable items, non-consumable items, and subscriptions.
The main benefit of in-app bidding/header is that it gives publishers the chance to achieve higher potential revenue from ad sales, not a difficult sales pitch to attract their attention.
Impression level revenue represents the value of the revenue generated by devices from ads viewed in-app. It gives developers a device-level look at how much revenue their ad monetization strategy.
Incrementality testing can be complicated, similar as the regular A/B testing,always used to distinguish our organic traffic from our paid app installs.
Keyword localization is the process of implementing translated and localized keywords/creatives located in the metadata of an app’s product page to enable users to find an app.
K-factor is the virality rate of apps through referral programs, or word-of-mouth for app marketers. It's the combination of the “contagiousness” of your app with the effectiveness of each invite.
Keywords - are words or phrases that represent users search queries. Using keywords in your app's name and description helps users find needed applications faster.
Keyword Promotion - is a process of installing your app by the required keyword (by which a user finds your app). The more keyword installs an app has the higher it's ranked for the keyword.
Keyword research is a process of analyzing and differentiating the most competitive keywords (that could bring the most organic traffic) for a particular app. It is one of the most important, valuable, and high return activities in-app promotion fi
Keyword strategy - is a step-by-step plan of app promotion in order to increase its keyword positions as much as possible, make an app rank for more competitive keywords which will lead to more organic installs and more profit.
Long Tail Keywords are search phrases that are highly relevant to your specific niche, product, service or topic, have low competition level, comparatively low search volume.
A landing page is a targeted web page created to serve as a web visitor’s point-of-entry to your website, which is typically used in digital marketing to capture leads online via a form.
Lifetime value(LTV) is a core metric in mobile business growth, often used to determine how valuable a user is over the span of time that they’re using an app.
The "loyal users" or Customer loyalty mainly refers to groups of users with similarly desirable characteristics such as registrations or purchases activities.
Mobile growth is the science of growing and gaining ground in reaching and retaining users in the App Store or Google Play; in other words, ongoing growth from user satisfaction in an active user base.
Marketing automation is the process of using software tools to accomplish tedious or repetitive marketing tasks. By enabling the automation of these low-level actions, marketers can focus on strategizing and bringing in new customers.
Monthly active users or MAUs refer to the number of users who engage in some way with your app at least once in a month. MAUs are a KPI used to measure the health of an app.
To measure the mobile user acquisition, the most important metrics for acquiring users to your mobile app are the number of app installs and install conversion rate.
Mobile Audience segmentation is the key to harnessing the right data points among millions of users and transforming them into installs, engagement, and revenue.
The mobile interstitials usually lead to more significant impressions and user engagement, and this increased visibility can help boost click-through rates (CTR).
Multi-touch attribution(MTA) normally plays a bigger role in analytics as the uers's path to conversion, and remarketing works. It helps app marketers budget more effectively.
Bid adjustments allow advertisers to increase or decrease their bids for ad groups or campaigns in order to change how frequently their ads are viewed, according to where, when, and how people search.
An attribution window is the time period advertisers pre-set in which publishers can claim credit for a conversion and ultimately be attributed for the install.
Mobile attribution manipulation is the deliberate and fraudulent practice of unnecessarily serving mobile ads to users who are close to conversion, thus misattributing credit for conversions and app installs.
The mobile app market is constantly growing and becoming a more competitive industry, making app growth strategy a complicated and integral part of your app’s success.
Mobile app retention refers to an app’s ability to keep users coming back, and shows time in app lifecycle users begin dropping off and offers growth insight.
Mobile app engagement measures the degree of user interaction with an app. For example, high mobile app engagement means users are in-app for long periods of time.
App developers looking to earn revenue from ads typically partner with a mediation platform that aggregates various ad networks and integrate its SDK into their tech stack.
Mobile ad viewability is the percentage of impressions in which 50% of the ad was in view for a minimum of 1 second for display ads, and 2 seconds for video ads.
Mobile ad fraud encompasses a set of techniques employed by fraudsters to deliberately serve mobile ads that have no potential of being viewed by humans.
Mobile user acquisition involves running paid advertising campaigns to acquire new users, with the goal being to maximize profit by acquiring users who eventually monetize.
A native app is a type of mobile application that is stored on the local device. It is developed in a programming language that is native to a particular device.
Organic Flow - is a number of unique users that came from store's search, lists in categories etc. They are all potential customers interested in trying the product.
Offline mobile app marketing is the practice of using non-digital advertising and marketing to drive traffic to an app’s page in the App Store or Google Play store.
Opt-in or opt-out refers to user's decision to receive product information from you. The opt-in rates of first-time users for marketing campaigns hovers at 63%.
Organic installs refers to the app downloads and installs by users that discover apps by themselves through word-of-mouth on app markets, or from an app store keyword searching result.
An organic install happens as the result of a user choosing to install an app on their own, either from actively browsing and searching in an app store, or through word of mouth.
App marketers can advertise directly on OEM devices either through direct partnerships. OEM advertising for apps occurs at many touch points throughout the device lifecycle.
App Package ID install (Package ID install) is a direct install by a package ID of the app or in other words by an app's direct link. The more installs an app has the more reliable it looks to users and therefore attracts more potential customers.
App Promotion Strategy(App Marketing Strategy) - a set of methods to make an app visible on the market. That includes app promotion with AdWords ads, promotion with incentivized traffic, social media promotion and other methods.
Paid user acquisition (UA) is the process of paying to advertise an app or game on UA channels in efforts to drive relevant traffic to an app store and convert new users.
A pre/post App Store test is the practise of testing a creative asset on an App Store page and measuring its impact on mobile marketing and growth KPIs before placement and after, with the aim of improving a specific metric.
Progressive loading is a mechanism exclusive to ironSource that helps ensure a rewarded video is always available to play with zero latency, even just after another rewarded video closes.
Preloaded apps are mobile apps which are installed and licensed on new devices before they’re purchased. It’s a common user acquisition strategy for advertisers who work with OEMs and carriers.
Reward App(Offer-wall) - an app to which users receive tasks to install apps for a certain reward, usually for money. Such apps are created and used by incentive traffic providers or companies to promote apps on app markets.
Re-engagement is vital as it’s a new channel for growth. Any way of increasing growth of an app / game is important to see an increase in installs, or re-installs in this case.
A replicated app store page is a tool that third-party A/B testing platforms like AppFast use to replicate an App Store or Google Play environment in order to understand on-page behavior and run A/B tests.
Average revenue per user (ARPU) is an app metric that calculates revenue from an app’s users. ARPU is calculated by dividing total revenue by the app’s active users.
App Rate - a star point from 1 to 5 that a user gives to an app. The more positive rates an app gets on the store the better it ranks in categories and keyword ranks.
App Reviews - comments that users write on app's page to evaluate the app on Google Play & iOS Store. Users are always tied to a rating, and provide additional information or feedback about the app.
Semantic core - is a set of keywords (key phrases) that describes an application in the clearest way possible. Creating your app's semantic core is one of the most important things in ASO.
An SDK, known as a software development kit or devkit, is a collection of software programs for the purpose of creating applications across web and/or mobile platforms for a particular operating system.
Session length is the amount of time spent by a user inside your app during a session. It tracks how long a user was having a continuous experience in your app and serves as an indicator of user engagement.
SDK integration is the process of importing a library file, known as a software development kit, into your project in order to use that file’s functions.
Update Apps / App Store Update - An upgrade is a newer variant of this application compared to the one that is available to download from the App Store.
Customer lifecycle optimization is a matter of focusing on the entire customer lifecycle requires a larger perspective than just tracking a couple of datas.
User segmentation is the process of dividing an app’s user base into groups based on their behaviors and demographics - such as age, paying or non-paying, in-app purchases, and more.
User engagement measures the degree of user interaction.Key engagement metrics: average session count, average session duration, monthly active users, and daily active users.
Web attribution is the process, and supporting technology, of understanding and attributing the touchpoints of a consumer journey across the web, whether it’s on a desktop or mobile web browser.
Doing ASO for the first time or have no idea how to carry out targeted optimization of your app?
We offer one-on-one customized services provided by app marketing specialists