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ASO terminology and definition
Learn all about app growth and app store optimization quickly.
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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.
More >>A/B Testing
A/B testing is the science of conducting an experiment on components within a product page on the app store.
More >>App Ranking
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.
More >>App Single
App Singles are the special display result about one single app in a Google Play search result.
More >>App Ratings
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.
More >>ASO Tools
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
More >>Apple Search Ads (ASA)
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.
More >>App Store screenshots
Top quality App Store screenshots are critical to construct as they have to help promote the advantages of your app to a user compellingly.
More >>App Size
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.
More >>App Store Search
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.
More >>App Store Featuring
App Store featuring is the process whereby App Store editors feature an app in one of a few placement locations within the App Store.
More >>App Store Behavior
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.
More >>App Store Browse
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.
More >>App Store Update
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.
More >>App Store Seasonality
App Store seasonality is the process of updating an app’s product page to coincide with seasonal events/public holidays.
More >>App Tracking Transparency (ATT)
The App Tracking Transparency (ATT) framework was released as part of Apple’s efforts to advance user privacy on the App Store.
More >>Average revenue per user (ARPU)
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.
More >>Accelerated Mobile Pages (AMP)
AMP are a Google framework for building web pages that enhances loading speed and the user experience.
More >>App Store Icon
For organic users that find an app or game through top charts, search, or featuring placements, it appears in every listing.
More >>App Store Keywords Research
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.
More >>App Store Localization
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.
More >>Apple’s Product Page Optimization (PPO)
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.
More >>App Store Product Page
The App Store product page is the landing page for a mobile app or game distributed and published on Apple’s App Store.
More >>App Store Preview Videos
The App Store promo video is a short video that appears on both the App Store product page and within search results.
More >>App Store Pre-Launch
The pre-launch phase focuses on refining and optimizing the marketing messaging for an App Store product page in preparation for the actual launch.
More >>App Store Personalization
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.
More >>App Store Test Traffic
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.
More >>App Store Video Watch Rate
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.
More >>App Install Rates
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).
More >>App Influencer Marketing
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.
More >>App Analytics
App Analytics give you the capability to monitor, and thus gain insight into how your users engage with your app.
More >>Artificial Intelligence (AI)
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.
More >>Average Revenue per Daily Active User (ARPDAU)
The Average Revenue per Daily Active User (ARPDAU) is a mobile marketing metric used to measure how well your monetization strategies are working.
More >>App Store Description Read Rate
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.
More >>Assisted installs
Assisted installs data is critical in the fight against fraud, as it helps marketers to identify click flooding and click hijacking.
More >>App Store and Google Play Keywords Optimization
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.
More >>Apple Arcade
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.
More >>Apple App Store Connect
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.
More >>App Store Audience Testing
App Store audience testing is the practice of testing different segments of an audience and measuring how they respond to app store marketing creatives.
More >>App Store A/B testing
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.
More >>A/B Testing Statistics
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.
More >>App Store Reviews
In the App Store, reviews are presented in the review gallery below-the-fold. This means that only about 20%-25% of users are exposed to it.
More >>App Store Review Engagement Rate
App store review engagement rate is the percentage of users who actually engage with the reviews on an app or game’s product page.
More >>App Store Keywords
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.
More >>App Store Subtitle
The app store subtitle is the caption below the app store title as it appears throughout the app stores on all different placements.
More >>App Re-Engagement
App re-engagement is the process of serving ads to people who have already shown interest in your app and have expressed previous intent to engage.
More >>App Localization
App localization is the process of adapting an app’s functionality. Mobile app usage worldwide is increasing which makes localizing your app very important.
More >>App Discovery
App discovery is the process by which mobile app developers get their app noticed by users.
More >>App Active Users
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.
More >>App Metrics
Mobile app performance metrics, including app usage metrics like DAU and MAU, are used to measure the success of mobile apps.
More >>Ad Mediation
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.
More >>App Store Optimization (ASO)
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.
More >>API(aka Application Programming Interface)
The API uses a set of clearly defined methods of communication to make it easier to develop a computer program by providing all the building blocks.
More >>App category
The app category is the category in which an app is published in the app stores, that reflects an app's purpose.
More >>App Store
iOS Store & Google Play Store be considered to be the main mobile market for Android and iOS applications.
More >>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).
More >>App Name/App Title
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.
More >>App Subtitle (App Store)
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).
More >>B
Boost\Burst Campaign
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
More >>Banner Ad
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.
More >>Bounce Rate
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.
More >>C
Cost Per Action (CPA)
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.
More >>Click through rate (CTR)
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.
More >>CTA(Call To Action)
CTA(Call To Action) is basically a message that nudges your app user, website reader, podcast listener, or customer to undertake a specific action.
More >>Churn Rate
Churn rate is the percentage of users who stopped using your app within a specific time period.
More >>Conversion Rate
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.
More >>Customer Lifetime Value (CLTV or CLV)
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.
More >>Click to install time (CTIT)
Click to install time (CTIT) is one of the first and key measurements to examine when analyzing potential fraud attempts on your traffic.
More >>Cost Per Install (CPI)
Cost per install (CPI) is the term that describes the pricing model of mobile user acquisition (UA) efforts to drive installations.
More >>D
Decisive Users
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.
More >>Daily Active Users (DAUs)
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.
More >>Deep Linking
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.
More >>Dashboard
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.
More >>E
Engagement Rate
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.
More >>Explorative Users
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.
More >>Effective Cost per Mille (eCPM)
The term eCPM stands for 'effective cost per mille' and is used to describe the ad revenue generated per 1,000 ad impressions.
More >>Engagement
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.
More >>Emulated Devices
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.
More >>F
Fractional attribution
Fractional attribution means dividing credit into fractions. Fractional attribution can happen in curve models, equal weighting and various multi-touch methods.
More >>Fake Installs
Fake install is a mobile ad fraud tactic. Fake installs defraud everyone along the advertising chain - taking cost away from advertisers and publishers.
More >>G
Google Play Developer Console
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
More >>Google Play Creatives
Google Play creatives are all the visual elements that appear in a Google Play product page.
More >>Google Play Long Description
The Google Play long description is a full paragraph of text describing an app or game that appears on a product page.
More >>Google Play Short Description
The Google Play short description is a sentence that’ll appear in the first impression of your Google Play product page below the screenshot.
More >>Google Play Featuring
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.
More >>Google Play Explore
Google Play Explore is an organic traffic source that includes all visitors arriving at an app listing while exploring and navigating.
More >>Google Play Search
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.
More >>Google Play Ranking
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.
More >>Google Play Third-party Referral
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.
More >>Google Play Keywords
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.
More >>Google Play Personalization
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.
More >>Google Play Product Page
The Google Play product page is the landing page for a mobile app or game distributed and published on the Google Play store.
More >>Geofencing
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.
More >>Google Play Experiments
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.
More >>Growth Loop
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.
More >>Gametech
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.
More >>Game Bundles
Game bundles offer users the option to buy several game apps in a single purchase. Game bundles are available for Android and iOS.
More >>Gross Rating Point GRP
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.
More >>I
Incentive (Motivated) Traffic
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.
More >>Incentive Acquisition
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.
More >>Impressions
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.
More >>Install referrer
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.
More >>Install hijacking
Both install hijacking and click flooding are real installs from real users where the attribution was compromised or hijacked.
More >>Install fraud
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.
More >>Install validation
As a key signal in the fight against mobile app install fraud, install validation is an important indicator for app promotion performance measurement.
More >>In-app events
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.
More >>In-app purchase (IAP)
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.
More >>In-app bidding
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.
More >>Installs per Mille (IPM)
IPM stands for Installs per Mille. It is a metric that is used to track the number of app installs per thousand ad impressions.
More >>iOS IDFA
An acronym for The Identity for Advertisers, IDFA is the unique identifier given by Apple to each device.
More >>Interstitials
Interstitial ads are full-screen ads which engage users at natural pauses in an app’s flow, like between levels.
More >>In-Game Purchase
Users can make in-game purchases within apps to buy virtual goods, like in-game currency, upgrades, or new levels and features.
More >>Impression Level Revenue
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.
More >>Incrementality
Incrementality testing can be complicated, similar as the regular A/B testing,always used to distinguish our organic traffic from our paid app installs.
More >>K
Keyword Localization
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.
More >>K-factor
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.
More >>Knowledge Graph
The Knowledge Graph often feels like an encyclopedia entry, combining information from Wikipedia, as well as other high-authority that they index.
More >>Keywords
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.
More >>Keyword Promotion
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.
More >>Keyword research
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
More >>Keyword strategy
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.
More >>L
Long Tail Keywords
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.
More >>Landing Page
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.
More >>Lifetime value (LTV)
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.
More >>Loyal user
The "loyal users" or Customer loyalty mainly refers to groups of users with similarly desirable characteristics such as registrations or purchases activities.
More >>M
Mobile Growth
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.
More >>Marketing Automation
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.
More >>Monthly Active Users (MAUs)
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.
More >>Mobile User Acquisition Measurement
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.
More >>Mobile Audience Segmentation
Mobile Audience segmentation is the key to harnessing the right data points among millions of users and transforming them into installs, engagement, and revenue.
More >>Mobile interstitials
The mobile interstitials usually lead to more significant impressions and user engagement, and this increased visibility can help boost click-through rates (CTR).
More >>Multi-touch attribution
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.
More >>Mobile Bid Adjustments & Multi-Bidding
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.
More >>Mobile Attribution Window
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.
More >>Mobile Attribution Manipulation
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.
More >>Mobile App Growth
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.
More >>Mobile app monetization
Mobile app monetization is a means by which app developers generate revenue, or make money, from their app.
More >>Mobile App Retention
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.
More >>Mobile App Engagement
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.
More >>Mobile App Ads
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.
More >>Mobile Ad Viewability
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.
More >>Mobile Ad Fraud
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.
More >>Mobile User Acquisition
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.
More >>Mobile Game Marketing
The most effective way to market your game is with a comprehensive mobile game marketing strategy.
More >>Mobile Game Business Models
Starting a mobile game company? A mobile game business model is a monetization strategy developers use to drive revenue for their app.
More >>Mobile Delivery Platform
Mobile delivery platforms are the middlemen that help mobile operators and device manufacturers connect advertisers with users of mobile devices.
More >>Mobile CPI
CPI, or cost per install, is a pricing model in which app advertisers pay each time a user installs their app from their ad.
More >>Mobile-First Design
Mobile-First Design was developed to help web designers and developers improve mobile experiences by designing with the mobile use-case in mind first.
More >>N
Native App
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.
More >>Non-organic install (NOI)
Non-organic installs, also be known as paid traffic, happen when a user chooses to download and install an app after seeing a marketing campaign.
More >>Native Ads
Native advertising is a fully customizable system-initiated ad unit that appears as a seamless part of the app’s design, matching its look and feel.
More >>O
Organic Flow
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.
More >>Organic User Acquisition
Organic user acquisition (UA) is the science of leveraging a set of marketing initiatives to drive organic installs.
More >>Offline App Marketing and TV user acquisition
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.
More >>Opt-in / Opt-Out
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%.
More >>Organic install
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.
More >>Organic App Installs
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.
More >>OEM Advertising
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.
More >>P
Package ID
Package ID is a unique name that identifies your app that can be found in your URL address.
More >>Package Install (Package ID Install)
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.
More >>Positions(App Ranking)
App Positions(App Ranking) - is the ranked position of an app within the app store listings or 3rd party app catalog listing.
More >>Promotion Strategy(App Marketing Strategy)
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.
More >>Paid App User Acquisition
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.
More >>Pre/Post App Store Tests
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.
More >>Pay Per Install
Mobile CPA is a pricing model used in mobile marketing and user acquisition campaigns that stands for Cost Per Action.
More >>Progressive loading
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.
More >>Preloaded Apps
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.
More >>Post-Install Event
A post-install event is any user action or event that happens during usage of an app, after the app has been installed.
More >>Playable Mobile Ads
Playable mobile ads are ad units which offer users a snippet of interactive gameplay, letting users try out the advertised app before installing.
More >>R
Reward App
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.
More >>Re-engagement
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.
More >>Replicated App Store Page
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.
More >>Rewarded Video
Rewarded video is an ad unit which offers users a clear value exchange - users opt-in to watch a video ad and receive in-app rewards in return.
More >>Revenue Per User
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.
More >>Rate
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.
More >>Referral Program
Referral Program - is a way to encourage people to tell other people about a product or service, offering special bonuses.
More >>Retention Rate
Retention Rate(user retention) - a metric indicating how frequently a user opens the app after downloading the app.
More >>Review
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.
More >>S
Semantic core
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.
More >>Short Tail keywords
Short Tail keywords - are very competitive keywords and they have high search volume. Usually contains up to 3 words.
More >>SDK
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.
More >>Session Length
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.
More >>Supply-side platform (SSP)
SSPs help publishers automate the selling, managing, and optimizing of their ad inventory on the web and on mobile devices.
More >>Suppression List
A Suppression List is an audience list that advertisers share with an ad network in order to enhance ROI during UA campaigns.
More >>Soft Launch
A soft launch refers to the common strategy of releasing a product ahead of its scheduled launch with little or no marketing push.
More >>SDK Integration
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.
More >>U
Uninstall Rate
App Uninstall Rate - a ratio of app uninstalls to app installs (daily, monthly, yearly).
More >>User acquisition
User acquisition - is a process that can include a variety of marketing initiatives, with the goal of increasing the number of users of your app.
More >>Update Apps
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.
More >>User Lifecycle Optimization
Customer lifecycle optimization is a matter of focusing on the entire customer lifecycle requires a larger perspective than just tracking a couple of datas.
More >>User Behavioral Analytics (UBA)
Mobile User Behavioral Analytics (UBA) is a progress about tracking, collecting and assessing of user data
More >>User Segmentation
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.
More >>User Engagement
User engagement measures the degree of user interaction.Key engagement metrics: average session count, average session duration, monthly active users, and daily active users.
More >>V
Visibility
App Visibility - is a score that measures how visible your app is in app stores. High visibility will lead to more downloads and vice versa.
More >>View-Through Attribution
View-Through Attribution measures how many users download an app after viewing an ad, rather than clicking on it.
More >>W
Web attribution
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.
More >>
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