Mobile App Glossary

The world of mobile apps changes quickly.
Here are the terms you should know.

Explore the Glossary

A

A/B TestingActive UserAd ExchangeAd MediationAd NetworkAd Revenue AttributionAd StackingAd Viewer RateAndroidApp Store AnalyticsApp Store OptimizationAppLovin Exchange (ALX)ARPDAUARPPUATTAttributionAttribution ModelingAttribution WindowAuthorized Sellers for Apps (app-ads.txt)

B

BackfillBanner AdsBidstream Data

C

CACCard GamesCasual GamesChurnClick InjectionClick SpamClick ValidationCohortCohort AnalysisContextual Ad TargetingConversionConversion ModelingConversion RateCPACPICPM & eCPMCreatives and AdsCTV

D

DAUDeep LinkingDownstream RevenueDSP

F

Fill RateFirst-party DataFractional Attribution

G

GachaGAIDGDPR

H

Hardcore GamesHeader BiddingHybrid MonetizationHybrid-CasualHyper-Casual Games

I

IDFAIDFVIdle GamesIMPDAUImpressionsIn-App AdvertisingIn-App BiddingIn-App EventsIn-App PurchasesInterstitial AdsiOSIPM

K

KPI

L

LATLatencyLiveOpsLTV

M

Match-Three GamesMAUMediation PlatformMeta GamesMid-Core GamesMMO GamesMMORPGMMPMobile App MonetizationMobile App User AcquisitionMobile AttributionMobile Board GamesMobile Game MonetizationMobile GamingMREC (Medium Rectangle) adsMVP

N

Native Ads

O

Offerwall adsOrganic Installs

P

Paid AppsPlayable AdsPostbackPrivate Marketplace (PMP)Probabilistic AttributionPuzzle Games

R

Racing GamesReal-Time Bidding (RTB)Retention RateRewarded Video AdsROAS

S

SDKsellers.jsonSimulation GamesSKAdNetworkSSPSubscription AppsSupply Path Optimization (SPO)Suppression List

T

Tracker

U

User AcquisitionUser Level Attribution

W

WaterfallWord Games

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