100 Must-Know App Marketing Terms For 2023
How many times have you quickly had to look up a marketing term or acronym straight after (or during) a conversation? It happens to me constantly, and I’ve been a marketer for years.
Digital marketing lingo can be intimidating for both beginners and experienced marketers, especially in the mobile app world which is newer to the marketing scene. The digital and mobile marketing language is filled with abbreviations, acronyms and jargon specific to different practices, such as paid media, owned media, ASO (App Store Optimization) and so on, that we as marketers are expected to know.
If you are new to the digital marketing or mobile app world, or if you simply want a refresh, you can browse the below and get yourself up-to-date with the latest terms being used in the digital marketing and mobile advertising world.
Active users
Active users refer to the number of unique users who engage with an app or a website during a predefined period of time, and is a metric designed to measure growth, churn, and product stickiness.
Ad exchange
An ad exchange is a digital marketplace, where advertising inventory is bought and sold.
Ad mediation
Ad mediation is the management of multiple ad networks through a single SDK to help publishers increase CPMs, fill rates, and efficiency.
Ad network
Ad networks connect advertisers to publishers/websites with valuable impressions. The essential function of an ad network is to take the collection of ad supplies from publishers and match it to advertisers’ demands.
Ad publisher
An ad publisher is a digital property owner that sells advertising space in its property to a third party.
Ad server
An ad server is a software platform that manages the distribution of digital advertising campaigns.
Ad stacking
Ad stacking is a type of mobile display and impression fraud where mobile apps or websites stack multiple ads beneath one another in a single ad placement.
Ad tag
A piece of HTML or JavaScript code added to the source code of a publisher’s website or app, ad tags trigger an ad request and help deliver relevant ads to the right audience at the right time. They are also known as creative tags or placement tags
Ad unit
Ad units are placeholders that show ads to users to monetize traffic on an app or website. They contain code that calls ads from ad servers to show ads in different formats within a platform.
Advertising
An advertisement, or ad for short, is a paid method of presenting a product, brand, or service.
App stickiness
An app’s stickiness is determined by the extent to which users engage with it on a regular basis. The higher user engagement is, the stickier the app is.
App store analytics
App store analytics give app owners important insights into their app’s success.
App Store Optimization (ASO)
App Store Optimization, or ASO, is a process of optimizing and improving an app’s visibility in an app store — it’s kind of like SEO, but for apps.
App Tracking Transparency (ATT)
App Tracking Transparency, or ATT for short, is Apple’s opt-in privacy framework that requires all iOS apps to ask users for permission to share their data. This is done in the form of a popup where users can either consent or deny tracking.
Assisted installs
Assisted installs are app installs that happened as a result of multiple touchpoints made by the user along the journey to installing an app. These touchpoints (clicks and/or views) prior to the final install are known as “assists.”
Attribution fraud
Attribution fraud is a type of mobile ad fraud where criminals attempt to steal credit for app installs, by reporting fake clicks as the last engagement right before the app is first launched by a legitimate user.
Attribution modeling
Attribution modeling refers to a framework for analyzing which touchpoints receive credit (and how much) along the journey to conversion.
Attribution window
An attribution window is the period of time in which a media partner can claim a click or impression engagement they generated, and that has materialized into an install of an advertiser’s app.
Average Revenue Per Daily Active User (ARPDAU)
ARPDAU, or average revenue per daily active user, is a key performance indicator (KPI) that measures app monetization per active user per day. This method of measurement is useful for identifying when or if changes made to an app begin to impact the app’s ability to monetize its users.
Average revenue per paying user (ARPPU)
Average revenue per paying user (ARPPU) is a measurement that app marketers use to figure out how much revenue is generated by paying users and players, on average, over a certain time period.
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.
Bid request
A bid request is a piece of code used to sell display ads and inventory details. It allows visitors to see ads most suited to them, and for multiple advertisers to utilize the same ad spot on a given publisher’s platform.
Blacklist
A blacklist in the world of mobile fraud describes a database of known fraud signal providers.
Bots
A bot, in the most general sense, refers to an autonomous program designed to carry out pre-determined tasks over the internet. While the tasks run by bots are typically simple, over time these software programs have been developed to tackle increasingly complex things — both good and bad.
Broadcaster Video on Demand (BVOD)
On-demand video content from traditional broadcasters is called Broadcaster Video on Demand (BVOD), which includes high-quality, professionally-produced content available online and on-demand.
Click farms
Click farms, in the most general sense, refer to any physical location set up with devices to generate clicks, in bulk (and usually not for good purposes).
Click flooding
Click flooding is a type of mobile ad fraud that occurs when networks intentionally report a large number of fraudulent clicks in hopes of taking credit for the last click before an app install happens, so that they can take all the credit.
Click fraud
Click fraud is a genre of fraud where bad actors force clicks to increase revenue (in the case of ad networks or publishers/websites) or drain advertising budgets on campaigns that pay out by the click (such as PPC, CPC, CPI, etc.).
Click hijacking
Click hijacking is a type of mobile ad fraud where bad actors try get credit for a given app install by being the last touch before an app is launched.
Click injection
Click injection is an Android-specific form of mobile ad fraud where a click is triggered just before an app is fully installed so that the fraudster will get credit (rather than the real media source or ad network).
Click redirection
Click redirection is a type of click fraud commonly found on mobile web, where publishers run a script that causes the first click on their site, or the first click on a link on their site, to load a third-party page.
Click through rate (CTR)
Click through rate, or 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.
Click to install time (CTIT)
Click to install time, or CTIT for short, describes the interval of time between when user clicks on an ad and an app is opened. It’s a very handy metric to look at in detecting and preventing mobile ad fraud perpetrated by bad actors looking to fake last clicks.
Cost per action (CPA)
CPA refers to a type of pricing model where marketers pay ad networks or media sources for certain conversions (such as a purchase or registration) that happen inside of an app after engagement with an ad.
Cost per click (CPC)
Cost per click (CPC) is a term used in paid online advertising to demonstrate what an advertiser pays every time their ad receives a click.
Cost per completed view (CPCV)
Ad pricing model that stands for Cost Per Completed View, which is calculated by dividing advertising cost by completed video views
Cost per engagement (CPE)
Cost Per Engagement (CPE) is an advertising pricing model in which advertisers pay whenever a user takes a specific desired action within the app.
Cost per install (CPI)
Cost per install (CPI) is used as a pricing model for mobile app user acquisition campaigns.
Cost per mille (CPM)
CPM / cost per thousand is a marketing phrase used to indicate the cost of one thousand ad impressions on a web page. The “M” in CPM stands for “mille,” which is Latin for a thousand.
CPA fraud
CPA (cost per action) fraud is a type of click fraud aimed draining advertisers marketing budgets by faking actions post-app install.
Cross-device
Cross-device refers to the measurable scenario in which users move through and convert along the conversion funnel, via two or more devices.
Daily active users (DAU)
The number of unique users that engage with your app within a 24-hour window. DAU is typically used by businesses where users are expected to interact with the app on a daily basis (e.g. Gaming).
Deep linking
Deep linking is technology used by marketers to direct users to specific content inside of a website or app.
Deferred deep linking
Deferred deep linking is a form of deep linking that leads users who click on a promotion (paid or owned) to a specific page inside an app they haven’t yet installed.
Demand-side platform (DSP)
A software platform that allows advertisers to manage data exchange accounts and multiple ad exchange accounts through one interface. DSPs are an effective marketing automation tool because they enable advertisers to buy high-quality impressions at scale with minimal friction.
Device farm
Device farms are a type of mobile ad fraud where fraudsters manually perform actions (such as clicks, installs, and other forms of engagement) to create the illusion of legitimate activity, draining advertising budgets.
Device ID
A device ID is a unique, anonymized identifier made up of a combination of numbers and letters that is associated with a single mobile device: a smartphone, tablet, or a wearable such as a smart watch.
Device ID reset fraud
Device ID reset fraud is a type of fraud that simulates installs from new users. To fake these installs, fraudsters click on ads, install an app, generate in-app engagement, and later reset the device ID of the phone or tablet before uninstalling and reinstalling a given app.
Differential privacy (DP)
Differential privacy is a system for publicly sharing information about a dataset by describing the characteristics of groups within the dataset, without compromising individual-level information within the dataset.
Display fraud
Display fraud is a type of fraud where criminals defraud advertisers and networks running CPM (cost per mille) and video view campaigns.
Duplicate IP
Duplicate IPs are a mobile fraud tactic where app installs are generated from clicks under the same IP over a short period of time.
eCPM (Effective cost per mille)
eCPM, or effective cost per mille, is the revenue earned by a publisher (app developer) for every one thousand ad impressions displayed on their app. Publishers use eCPM to optimize ad placements, monitor monetization campaigns, and measure overall ad monetization performance.
Emulated devices
Emulated devices, sometimes called device emulators, are programs running on computers that simulate devices and operating systems.
Fake users
Fake users are exactly what they sound like — “users” that aren’t actually real, generated by fraudsters to simulate actions such as impressions, clicks, and installs with the intention of draining ad budgets.
GAID (Google Advertising ID)
Google Advertising ID — aka GAID, aka Android ID, aka Android Advertising ID (AAID) — is a device unique identifier that enables app developers and marketers to measure campaign performance and user behavior across media sources, without compromising user privacy.
Header bidding
Also known as advanced bidding or pre-bidding, header bidding is a programmatic approach to selling advertising space in real-time where publishers auction inventory to multiple ad exchanges that bid for the highest price
Identifier for vendors (IDFV)
IDFV, or Identifier for Vendors, is an alphanumeric identifier assigned to users on apps that can be shared across all apps under one developer (company).
Identity for advertisers (IDFA)
An IDFA is a unique, random identifier that Apple assigns to every device.
Impression fraud
Impression fraud is a type of mobile ad fraud where criminals create the appearance that an ad got a view, even if it really didn’t.
In-app bidding
In programmatic advertising, in-app bidding is a sales method that allows mobile publishers to offer their ad inventory in an auction where all advertisers can participate simultaneously in a fair competition for ad space.
In-app purchase (IAP)
An in-app purchase (IAP) is extra content, goods or services that a user can buy within an app on a mobile device.
In-game purchase
An in-game purchase is any fee paid by a user within a mobile gaming app beyond the initial download or purchase.
Install fraud
Install fraud refers to a genre of mobile ad fraud — ranging from low tech schemes like device farms to relatively complex tactics like SDK spoofing — where criminals find ways to fake app installs.
Install hijacking
Install hijacking is a class of mobile fraud that uses mobile malware to hijack attribution for an install. Install hijacking is a broad term which includes “click injection”, “referrer hijacking” and click hijacking.
Install referrer
An install referrer is a unique, anonymous string of numbers specific to Android devices.
Install validation
Install validation is a verification by the App Store or Google Play that an app was in fact installed for a given campaign.
Instant apps
Android instant apps allow users to access an app’s content without having to install the app. This saves the user space on their device because it will deep-link to an app’s precise function only.
K-factor
In mobile marketing, K-factor is a metric that defines your app’s virality by factoring in how many new users the average existing user introduces to your app.
Last-click attribution
The last-click attribution model credits the final touchpoint in the buyer’s journey as the influencing factor that converted a lead into a customer.
Lifetime value (LTV)
Lifetime value, or LTV, is an estimate of the average revenue a customer will generate over the time that they use a given product or service.
Limit ad tracking (LAT)
Limit ad tracking (LAT) is a feature on iOS devices that allows users to opt-out of personalized advertising.
Lookback window
A lookback window is the period of time (after an ad is clicked or viewed) within which an install can be attributed, or matched to that ad.
Mobile ad fraud
Mobile ad fraud describes a variety of techniques criminals use to exploit systems that deliver or measure the ROI on advertisements.
Mobile attribution
Mobile attribution is a method for determining which campaigns, media partners, and channels delivered specific app installs.
Mobile interstitials
Mobile interstitials are full-screen ad placements situated between standard interactions during a user’s experience on a site, game, or app. These types of ads materialize between blocks of content, and at natural transition points like when moving from game level to another or in between articles on a news site.
Mobile measurement partner (MMP)
A mobile measurement partner, or MMP, is a company that helps apps measure campaign performance across advertising marketing channels, media sources, and ad networks.
Monthly Active Users (MAU)
The number of unique users that engage with your app within a 30-day window. Unlike daily active users (DAU), MAU is typically used by traveling or financial apps where users are expected to interact a few times a month or less (e.g. banking apps).
Multi-touch attribution
Multi-touch attribution, or MTA, is a measurement methodology that determines the value of every touch point along the path to conversion.
Multichannel Video Programming Distributor (MVPD)
An MVPD is a multichannel video programming distributor providing bundled TV channels for purchase to consumers through cable, fiber, or satellite.
Non-organic install (NOI)
A non-organic install (NOI) refers to an app download that happened as the result of marketing activity (e.g. a paid or owned media campaign).
Offerwall
Offerwalls are in-app ads that help developers reward user engagement and create a revenue stream from paid and free users alike, who serve businesses with an opportunity to boost app revenue and improve its user engagement and retention.
Organic install
Organic installs are app downloads that occur without any direct effort by a marketer to acquire users via paid or owned media campaigns.
OTT (Over-the-top)
OTT (over-the-top) is a method of delivering movies, shows, songs, and other digital content over an existing internet connection instead of using broadcast airwaves or cable boxes.
With OTT, consumers stream media directly from content producers’ apps and websites instead of through a distributor, such as cable, broadcast, or telecommunications providers.
Owned media
Owned media refers to any online property under the direct control of the company, such as a website, social media profile, app, newsletter etc.
Postback
A postback is the exchange of information between servers to report a user’s action on a website, network, or app.
Predicted lifetime value (pLTV)
The predicted or potential value of a customer, which combines past learnings with current measurements, in order to allow marketers to build and optimize campaigns around their audience’s predicted consumer trends.
Preferred Deals
Also known as programmatic non-guaranteed, a preferred deal is an arrangement where a publisher (seller) agrees to provide an advertiser (buyer) with preferential access to inventory. The advertiser, in turn, gets early-bird inventory access in exchange for a fixed, pre-negotiated CPM
Private marketplace (PMP)
A private marketplace (PMP) is an auction with a limited audience of advertisers selected by the publisher. Private marketplaces offer more control in ad placement and typically offer prime placement.
Probabilistic modeling
Probabilistic modeling is a statistical technique used to take into account the impact of random events or actions in predicting the potential occurrence of future outcomes.
Programmatic guaranteed
A type of programmatic direct deal that involves one-on-one contact between a publisher (seller) and an advertiser (buyer). The publisher agrees to offer a fixed number of impressions while the advertiser commits to a pre-negotiated price to procure them.
Push notification
A push notification is a message sent by an app (kind of like a text message) that appears on a user’s mobile device.
Re-engagement
Re-engagement is a marketing strategy aimed at encouraging inactive users, customers, and subscribers to resume activity within a website or mobile app. Re-engagement tactics include serving push notifications, ads, and emails to people who have reached a pre-set level of inactivity (like not logging in for 14 days or leaving products abandoned in their shopping cart).
Real-time bidding (RTB)
The process of employing demand-side platforms (DSPs) to bid automatically for ad impressions. The bidding happens in real time, “in the fraction of a second between the time a prospect lands on a page, and that page has fully loaded.”
Reattribution window
A reattribution window refers to a set period of time set during which a user re-installs an app.
Receipt validation
Receipt validation is a way to protect against fraudulent in-app purchases made in the iOS and Android app stores, and is used to ensure transactions occurred as reported.
Retention rate
Retention rate refers to the percentage of customers that stay with a company (or app) over a set period of time.
Return on ad spend (ROAS)
Return on Ad Spend (ROAS) calculates how much revenue was generated from a specific ad or campaign.
SDK spoofing
SDK spoofing if a type of mobile ad fraud where criminals fake installs and in-app events on real devices.
Self-serve DSP
A self-serve demand-side platform (DSP) is one way advertisers manage their data exchange accounts and multiple ad exchange accounts through a single interface. A self-serve DSP gives advertisers complete control over the ad buying process, from selecting inventory to targeting and campaign management.
Session
A session is a single instance of active engagement by a user in an app or on a website.
SKAdNetwork
StoreKit Ad Network, or SKAdNetwork, is a privacy-centric API operated by Apple. It helps ad networks and advertisers measure their ad activity (such as impressions, clicks, and app installs) on an aggregated level.
Supply-side platform (SSP)
A technology platform or software that manages a publisher’s ad impression inventory across multiple ad exchanges. SSPs are effective marketing tools because they automate and optimize the sales of a publisher’s media space, helping to fill it with ads and generate revenue.
User acquisition (UA)
User acquisition is the method of driving new users to a mobile app through marketing activity.
View-through attribution (VTA)
View-through attribution (VTA) refers to attributing conversions (app installs, re-attribution, re-engagement) to ad impressions. Also known as impression tracking, VTA helps measure and optimize the performance of your ad campaigns.
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