Mobile Marketing Glossary


A/B Testing

A/B testing for ASO is a process of comparing two different versions of an app store listing to determine which one performs better in terms of attracting users and driving conversions. The goal of A/B testing is to optimize an app's store listing elements, such as its title, description, screenshots, and icon, to increase its visibility, downloads, and ultimately revenue.

By conducting ASO A/B testing, app developers and marketers can gain insights into what resonates with their target audience and optimize their store listing to drive more downloads and revenue.

ASO Audit

The ASO Audit process helps app developers and marketers gain valuable insights into how their app is positioned in the app stores and understand the factors that impact its performance. By identifying areas for optimization, they can make data-driven changes to increase the app's visibility, attract more organic downloads, and ultimately improve its rankings and conversions.

To learn more about ASO audits and how they can benefit your mobile app, please click here.

Ad Impression

An ad impression refers to the instance when an advertisement is displayed on a user's screen, whether it's on a website, mobile app, or any other digital platform. Ad impressions are counted when an ad is potentially viewable by the user, regardless of whether or not they interact with it.



In the world of advertising, a bid is the amount of money that an advertiser is willing to pay for a specific ad placement. When an advertiser wants to place an ad on a particular platform , such as Google Ads or Facebook Ads, they will enter into an auction process with other advertisers who are also competing for the same ad placement.

Bid Request

A bid request in ASO (App Store Optimization) is a request for an ad placement on an app store. Advertisers bid for these placements, and the highest bidder gets their ad shown. Bid requests typically include information about the app being advertised, the target audience, and the budget for the campaign. The process of bidding on these requests can help app developers increase visibility and downloads for their apps.



Cannibalization in ASO occurs when multiple pages or elements within an app target the same keyword, causing them to compete against each other instead of complementing each other, ultimately leading to a decrease in overall app visibility and downloads.

Conversion Rate

Conversion rate refers to the percentage of users who download an app after visiting its app store listing. A higher conversion rate indicates that the app listing is attracting the right audience and effectively conveying the value of the app. Improving conversion rates is a key goal of ASO, as it can lead to increased visibility, downloads, and revenue for the app. Strategies for improving conversion rates include optimizing app titles, descriptions, screenshots, and reviews to better appeal to the target audience


A cohort refers to a group of individuals who share common characteristics or experiences within a set demographic, such as age, gender, location, or date of initial install. Cohorts are often used in marketing and research to better understand and analyze consumer behavior and trends. By studying how cohorts behave, businesses can gain insights into how to improve their products, services, and marketing strategies. Cohort analysis can also help identify patterns, such as changes in consumer behavior over time or the impact of specific events on consumer behavior.

Combination Keywords

In App Store Optimization (ASO), Combination Keywords refer to keyword phrases that consist of two or more words. These phrases can be short-tail or long-tail keywords, depending on the number of words they contain. Combining relevant keywords into a single phrase can increase the visibility of an app in search results, as it makes it easier for users to find the app they are looking for. Therefore, choosing and optimizing Combination Keywords is an important part of ASO strategy for app developers and marketers.

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.



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.


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.


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


Google Play

Google Play is a digital distribution service operated by Google that serves as the official app store for devices running on the Android operating system. It allows users to download and install applications, games, movies, TV shows, and books onto their devices.

Google Play Store Install Keywords

The most commonly used search terms on Google Play that result in app installations are known as Google Play Install Keywords. This information, provided by Google, can be useful in assessing your app's performance.

Google Play Developer Console

The Google Play Developer Console is a platform provided by Google for developers to manage and publish their apps on the Google Play Store. It provides app analytics, including user acquisition, engagement, and revenue metrics, as well as tools for managing app updates, user ratings and reviews, and in-app purchases. The console also allows developers to set up and manage app promotions and advertising campaigns. Overall, the Google Play Developer Console is a valuable tool for developers to monitor and optimize their app's performance on the Google Play Store.

Google Play Search Ads

Google Play Search Ads refer to a paid advertising service offered by Google, enabling businesses to compete for keywords and secure the top position in keyword search results through ad placement. e.


IAP – In-App Purchase

In-App Purchase (IAP) refers to the ability for users to purchase digital content or services within an app, such as premium features, virtual currency, or subscriptions. These purchases are typically made using the user's Apple ID or Google Play account and are processed by the app store. IAP is a common revenue model for app developers and allows them to offer additional value to users while generating income.


IOS is a mobile operating system developed by Apple Inc. exclusively for its hardware devices such as iPhone, iPad, and iPod Touch. It is known for its sleek user interface and user-friendly design, as well as its tight integration with Apple's hardware and software ecosystem. iOS is updated regularly with new features and improvements, and it also has a vast library of apps available through the Apple App Store. iOS is widely regarded as one of the most secure mobile operating systems due to its strict app review process and encryption technology.


Keyword Cannibalization

In the context of ASO (App Store Optimization), keyword cannibalization refers to a situation where multiple pages or elements within an app store listing (such as title, subtitle, and keyword fields) are optimized for the same keyword, leading to competition among themselves for ranking and potentially reducing the visibility and effectiveness of the overall ASO strategy. It is important to identify and address instances of keyword cannibalization in order to optimize each element for unique and relevant keywords, ultimately improving the app's discoverability and downloads.

Keyword density

Keyword density refers to the frequency of a particular keyword appearing on a webpage or within a body of text, relative to the total number of words. When optimizing your app's keywords on Google Play, it is crucial to consider the keyword density as a significant factor.

Keyword Rankings

The position of an app in the list of search results that appear when a user searches for a particular keyword on the app stores is known as the keyword ranking for that keyword.

Keyword volume

The keyword volume pertains to the frequency of a particular keyword being utilized to search for an application in app stores. This metric is unique and varies across countries due to the fact that individuals from different cultural and linguistic backgrounds may not employ the same keywords or thought processes when searching for the same application.


LAT – Limit Ad Tracking

Limit Ad Tracking (LAT) is a privacy feature offered by Apple to its users, which allows them to opt-out of being tracked by advertisers. Enabling LAT makes it harder for advertisers to collect user data and deliver targeted ads. By choosing to use LAT, Apple users can take control of their online privacy and limit the amount of data that is shared with advertisers.


Localization involves customizing an application to cater to the specific needs of a particular country. This can include translating the metadata into the language of the target country and adapting the promotional videos and screenshots. It is highly advisable to localize your app, especially in countries where it is most crucial for its success.


MAU – Monthly Active Users

Monthly Active Users (MAU) is a metric used to measure the number of unique users who actively engage with an app within a given month. In the app store, MAU is an important indicator of an app's popularity and can help developers and marketers understand how frequently users are using their app. The higher the MAU, the more engaged and loyal the user base, which can lead to increased revenue and growth opportunities.

Mobile fraud detection

Mobile fraud detection refers to a range of methods and technologies designed to identify fraudulent activities such as fake installs, clicks, and impressions in the mobile advertising industry. These techniques leverage advanced algorithms and data analysis to detect anomalous behavior and patterns in mobile user data, helping advertisers and app developers to mitigate the risks of fraud and protect their investments. By identifying fraudulent activities, mobile fraud detection tools can help improve the accuracy of mobile ad campaigns, increase user trust, and ultimately drive higher returns on investment for advertisers.


Non-organic install (NOI)

A non-organic install (NOI) is an app download that occurs through marketing efforts such as advertising or promotions, as opposed to organic installs that happen naturally without any marketing efforts.


Organic Uplift

Organic uplift refers to the increase in organic app installs that often occurs when paid user acquisition (UA) campaigns are running. This is because the increased visibility and exposure from the paid campaigns can lead to more people discovering and downloading the app through organic means, such as through app store search or word-of-mouth referrals. However, the extent of the organic uplift can vary depending on various factors such as the quality of the app and the effectiveness of the paid UA campaigns.

Organic installs

Organic installs are app downloads that occur without any direct involvement or promotion from marketers through paid or owned media campaigns. Instead, users find the app through organic discovery channels such as search engine results, word-of-mouth referrals, or app store recommendations. These types of installs are considered valuable as they indicate genuine user interest and can lead to long-term user engagement and retention.


Page View

A page view refers to a complete view of an app's listing page by a visitor on an app store. This term is commonly used in app analytics to track the number of times an app's listing page has been viewed by users or potential users.

Private marketplace (PMP)

A private marketplace (PMP) is an exclusive auction where publishers limit the audience of advertisers. PMPs offer greater control over ad placement and usually provide premium placement opportunities.

A page view refers to a single instance of a webpage or app screen being displayed on a user's device. In app analytics, a page view is recorded when a visitor views an app's listing page in its entirety on the app store.


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.


Ratings are scores given by users to indicate their opinion of an app, typically on a 1-5 star scale. Ratings can significantly impact an app's overall ranking in the app store and serve as a valuable tool for potential users to assess the app's quality.


Reviews are user-generated comments that come with a rating, providing feedback and information about an app. Monitoring and responding to reviews is crucial for app developers to maintain a positive reputation and address user concerns.

Retention rate

Retention rate is a metric that shows the proportion of customers or users who continue to use your business or product over a specific time frame, indicating the level of loyalty and satisfaction among your audience.

Real-time bidding (RTB)

Real-time bidding (RTB) is an automated process used in digital advertising, where demand-side platforms (DSPs) bid for ad impressions in real-time, typically within the seconds it takes for a webpage to load.

Return on ad spend (ROAS)

ROAS is a marketing metric that measures the revenue generated by an ad or campaign compared to the cost of that ad or campaign. It helps advertisers determine the effectiveness of their marketing efforts and make informed decisions about future investments.

Return on Investment (ROI)

Return on Investment (ROI) is a comprehensive performance metric used to assess the profitability of an investment. It evaluates the ratio of the net profit gained from an investment to the cost of the investment itself, expressed as a percentage. ROI considers all costs associated with an investment, including initial expenses and ongoing costs, in relation to the return generated. A positive ROI suggests that an investment has generated more profit than it cost, while a negative ROI indicates a loss. ROI is a versatile metric applicable to various types of investments, from marketing campaigns and business initiatives to financial investments.



Screenshots are visual representations of an app's user interface that are typically included in app listings. They are important for convincing potential users to download the app, and both the Apple App Store and Google Play require a minimum number of screenshots for app publication. Well-designed screenshots can be a significant factor in increasing app downloads.


In the context of app stores, a session refers to the period of time during which a user interacts with an app they have downloaded. This could include opening the app, browsing through its features, using its functions, and eventually closing the app.

The length of a session can vary depending on the user's behavior and the nature of the app. For example, a gaming app might have longer sessions as users spend more time playing, while a news app might have shorter sessions as users quickly read through articles.


TTR – Tap Through Rate

TTR, or Tap Through Rate, is an essential metric used in mobile app marketing to measure the effectiveness of an app's promotional campaigns. TTR is calculated by dividing the number of taps on an app's listing page by the total number of impressions it receives.

TTR is used to track the number of people who clicked on an app's ad or organic search result and landed on its app listing page. This metric helps developers and marketers to gauge how well their app is performing in terms of attracting users, and it provides insights into the effectiveness of their promotional campaigns.

TVOD (Transactional video on demand)

TVOD, or Transactional Video On Demand, is a monetization model for video content where users pay a one-time fee to access the content they want to watch, rather than paying a recurring subscription fee. This allows for more flexibility in payment options and can be used for both renting and purchasing video content.


User Acquisition (UA)

User acquisition, also known as UA, refers to the process of attracting and acquiring new users to a mobile app. It involves various marketing techniques and strategies to increase app downloads and user engagement. UA is a critical aspect of app development and growth, as it helps to expand the user base and increase revenue.



Visibility refers to the degree to which your app is discoverable and accessible in the app stores. Having good visibility means your app has a strong presence in the app stores, making it easier for potential users to find and download it. App Store Optimization (ASO) plays a critical role in increasing app store visibility, as apps that rank high for popular and relevant keywords are more likely to be visible to users searching for those terms.

View through rate (VTR)

View-through rate (VTR) is a critical metric used by marketers to evaluate the success of video advertising campaigns. VTR is defined as the percentage of viewers who watch a video ad all the way through to the end, without skipping or abandoning it before completion.

VTR is an important measure of engagement because it indicates how compelling the content of a video ad is to the target audience. A high VTR indicates that the ad is resonating with viewers and effectively conveying its message, while a low VTR may suggest that the ad is not engaging viewers or is not being targeted to the right audience.

View-through attribution (VTA)

View-through attribution (VTA) is a method used by advertisers and marketers to measure the impact of their digital ad campaigns. It involves attributing conversions, such as app installs, re-attribution, or re-engagement, to ad impressions rather than clicks. This means that if a user sees an ad but doesn't click on it, but later goes on to complete the desired action, the conversion will still be attributed to that ad impression.

VTA is also known as impression tracking because it allows advertisers to track the number of times an ad is displayed to a user, even if they don't click on it. This can provide valuable insights into the effectiveness of an ad campaign and help advertisers optimize their targeting and messaging.


Weekly active users (WAU)

Weekly active users (WAU) is a metric that measures the number of unique users who engage with an app or platform within a 7-day period. This metric is often used by businesses that expect their users to interact with their app or platform on a weekly basis, such as analytics tools.

Web attribution

Web attribution refers to the process of identifying and crediting the various touchpoints in a user's journey that ultimately lead to a conversion. It helps marketers understand the effectiveness of their marketing efforts and make informed decisions on how to allocate resources.

White-label DSP

A white-label DSP is a customizable demand-side platform used by marketers and advertisers for ad placements, allowing integration with multiple ad exchanges and SSPs for access to a wide range of audience segments.

Didn't find the term you need?

Kindly type here the ASO term you were seeking, and and we'll add it here for you.