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Mobile Marketing Glossary

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a

A/B Testing

A randomized experiment to see whether the factor “A” or the factor “B” performs better. Users are shown either A or B at random and results are analyzed to identify the higher-performing option. In mobile app marketing, A/B testing can be carried out for various elements such as app screenshots on an app store listing page.

Abandonment

When a user discontinues using an app after one session or use.

Ad Impression

When an ad is shown on a user’s screen. This means the ad was potentially seen by the user.

Ad Network

A marketplace where ad publishers and ad advertisers can buy and sell ad spots.

Android

The mobile operating system developed by Google. Android phone users find and install apps primarily through the Google Play Store

App Icon

The icon that represents your app in the app stores and on a user’s smartphone. App Icons have a significant influence over a person’s first impression of your app and thus their decision to install or not.

App Install Ads

Mobile app installs ads link to your app's listing on Google Play or the Apple App store, and can run on the Google Search and Display Networks, and YouTube. App install ads allow users to install your app directly from your ad.

App Name

The name of your app for the Apple App Store. Keywords placed in this metadata field have the strongest influence for App Store Rank. You’re allowed 30 characters for the App Name.

App Store

The app store for iOS apps created by Apple. iPhone and iPad users find and install apps through the Apple App Store.

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). App Store Rank can be increased through ASO, CRO, and Paid UA.

App Title

The title of your app for the Google Play Store. Keywords place in this metadata field have the strongest influence for Google Play Rank. You’re allowed 50 characters for the App Title.

Apple Search Ads

The only promotional channel within the actual App Store. Apple Search Ads appear above the first organically ranked app in App Store search results and are shown in a blue box labeled “ad”.

ASA – App Store Advertising

Ads that are shown directly within the app store

ASO – App Store Optimization

The process of increasing your app visibility within the app stores and improving app conversion rates.

b

Bid

The price you’re willing to pay for an ad placement.

c

Churn Rate

The percentage of users who have uninstalled your app after an identified time period. Churn can be measured over days, weeks, months and even years. It’s also the inverse of Retention Rate.

Cohort

A group of users determined by similarities within any set number of demographics. The Cohort can be identified with a variable a simple as date of the initial install.

Combination Keywords

A keyword phrase consisting of 2 or more keywords. Combination Keywords can make up short-tail keywords and long-tail keywords.

CPA – Cost Per Acquisition

Cost Per Acquisition may also be called Cost Per Action. This metric measures Paid UA spend by showing how much it costs to convert a person who has viewed your ad into an app user. CPA is calculated by dividing the total paid UA campaign costs by the total number of conversions.

CPC – Cost Per Click

CPC is a paid UA metric that measures how much it costs you to get an ad viewer to actually click on your ad. This metric is most commonly seen in PPC (pay-per-click) marketing campaigns.

CPI – Cost Per Install

CPI is specific to the mobile industry and stands for Cost Per Install. It’s a pricing model used in mobile app advertising. Your CPI is how much you’re willing to spend, in other words, bid, to gain 1 app install. In CPI campaigns you are only charged when you obtain an install.

CPM – Cost Per Mille

CPM is Cost Per Mille or Cost Per Thousand. This metric measures how much it costs you to get 1,000 ad impressions.

Creative Assets

Creative Assets include all major visual elements of your app listing page. This includes App Icon, App Screenshots, Preview Video, and Feature Graphic for Google Play.

Creative Set

A group of Creative Assets meant to be used for ad variations in your Apple Search Ads campaigns. You can create Creative Sets with groupings of 3 screenshots. They are used to make your Apple Search Ad more appealing to the target ad groups, which can vary across location, age, etc.

d

Description

The app listing page element that enables you to further explain what your app offers and also the monetization model it employs if applicable. Keywords in. the description for iOS apps have no affect on app store rank. However, keywords in the description for Google Play apps largely affect app store rank.

e

eCPI (Effective Cost Per Install)

eCPI measures advertising spending against the cost of getting a new app installs. You can calculate it as follows: total campaign cost is divided by the number of new app installs.

Engagement Rate

How often users interact with or trigger events within your app. Engagement rate can be measured in several ways. One way is to divide the number of active users in a given cohort by the total number of users in that cohort.

f

Feature Graphic

The Feature Graphic is exclusive to Google Play apps. It’s shown at the top of an app listing page and has a large influence over install conversion. Learn More: Feature Graphic, The Make or Break for Google Play Conversion

g

Google Play

The major app store for Android apps

H

A/B Testing

A randomized experiment to see whether the factor “A” or the factor “B” performs better. Users are shown either A or B at random and results are analyzed to identify the higher-performing option. In mobile app marketing, A/B testing can be carried out for various elements such as app screenshots on an app store listing page.

I

IAP – In-App Purchase

All products users are able to purchase within your app.

J

A/B Testing

A randomized experiment to see whether the factor “A” or the factor “B” performs better. Users are shown either A or B at random and results are analyzed to identify the higher-performing option. In mobile app marketing, A/B testing can be carried out for various elements such as app screenshots on an app store listing page.

K

Keyword

A term used by app store visitors to search for apps in the app stores. A keyword can be a generic word or the brand name of an app.

Keyword Cannibalization

Keyword cannibalization means placing ads above the organic search results. In other words, you are paying for traffic that would have otherwise been driven organically.

L

LAT – Limit Ad Tracking

LAT is a privacy option that Apple gives its users. When a user turns on LAT he or she becomes virtually invisible to ad tracking.

M

MAU – Monthly Active Users

MAU is the number of users who open your app and engage with it for any specified month. The higher your MAU is, the stickier your app is.

N

A/B Testing

A randomized experiment to see whether the factor “A” or the factor “B” performs better. Users are shown either A or B at random and results are analyzed to identify the higher-performing option. In mobile app marketing, A/B testing can be carried out for various elements such as app screenshots on an app store listing page.

O

Organic Uplift

The increase in organic installs frequently seen when paid UA campaigns are live

P

Page View

A page view in terms of app analytics is when an app store visitor views your app listing page in full.

Q

A/B Testing

A randomized experiment to see whether the factor “A” or the factor “B” performs better. Users are shown either A or B at random and results are analyzed to identify the higher-performing option. In mobile app marketing, A/B testing can be carried out for various elements such as app screenshots on an app store listing page.

R

Ratings & Reviews

The app stores allow you to prompt users to leave ratings & reviews for your app. They highly influence conversion rates as people are much more likely to install an app with positive ratings and a large number of reviews.

S

Screenshot

App screenshots are found in. every app listing page. Both Apple App Store and Google Play require a minimum number of screenshots for your app to be published in the stores. Screenshots play a huge part in pushing conversion to install. Learn More: App Store Screenshots, How to Design Amazing Screenshots

T

TTR – Tap Through Rate

A measure of how many people clicked on your paid app ad or organic search result and were lead to your app listing page.

U

UA – User Acquisition

The process of purposefully gaining more app users. UA can carried out through paid channels, such as Apple Search Ads, or organic channels, such as ASO.

V

Visibility

How strong your app’s presence is in the app stores. ASO increases app store visibility. Apps that rank high for many popular and relevant keywords have good visibility.