Glossary

App Growth Glossary

Fast, no-fluff definitions for app growth teams, deep linking, attribution, engagement, measurement, and more.

B
Background Push NotificationBenchmarkingBeta TestingBiased AttributionBid RequestBlacklistBotsBrand SafetyBranded LinkBrowserBVOD (Broadcaster Video on Demand)
C
Chrome IntentsChurn RateClick FarmsClick FloodingClick FraudClick HijackingClick InjectionClick RedirectionClick SpamClick to Install Time (CTIT)Click ValidationClick-Through Rate (CTR)Closed-Loop AttributionCohortConnected TV (CTV)Consent Management Platform (CMP)Content PreviewContextual Deep LinkingConversionConversion Rate (CVR)Conversion TrackingConversion ValueCookie StuffingCost AggregationCost ModelsCost Per Action (CPA)Cost Per Click (CPC)Cost Per Completed View (CPCV)Cost Per Engagement (CPE)Cost Per Install (CPI)Cost Per Lead (CPL)Cost Per Mille (CPM)Cost Per Order (CPO)Cost Per Sale (CPS)Cost Per View (CPV)CPA FraudCross Channel AttributionCross Platform AttributionCross-Device AttributionCustom Product Page (CPP)Customer Acquisition Cost (CAC)
D
Daily Active Users (DAU)Data Clean RoomData Driven AttributionData Management Platform (DMP)Deep Linked EmailDeep LinkingDeferred Deep LinkingDemand-side Platform (DSP)Deterministic MatchingDevice emulatorDevice farmDevice FingerprintDevice IDDevice ID reset fraudDifferential privacy (DP)Digital Out-of-Home (DOOH)Display fraudDormant UserDuplicate IPDynamic Product Ad (DPA)
E
E-commerceEarned MediaEffective Cost per Mille (eCPM)Email MarketingEmulated DevicesEngagementExtract, Transform, and Load (ETL)
F
Fake InstallsFake UsersFallbackFAST Channel (Free Ad-Supported Streaming TV)Fill rateFingerprintingFirst touch attributionFractional attributionFragmentationFrequency capping
G
GametechGeofencingGoogle Advertising Identifier (GAID)Google Tag Manager (GTM)Gross Rating Point (GRP)
H
Header BiddingHomomorphic Encryption (HE)Hosted Deep LinksHybrid AppHybrid Video on Demand (HVOD)
I
Identifier for Advertisers (IDFA)Identifier for Vendors (IDFV)ImpressionImpression FraudIn App PurchaseIn-AppIn-App BiddingIn-App EventsIn-App Header BiddingIn-App NotificationsIn-Game PurchaseIn-stream adsInfluencersInstallInstall HijackingInstall ReferrerInstall ValidationInstant AppsIntelligent Tracking Prevention (ITP)Interstitial Ads (Interstitials)IP AddressIP FilterIPv4IPv6
K
K factorKey Performance Indicator (KPI)
L
Last click attributionLast Touch Attribution (LTA)Lifecycle TrackingLifetime Value LTVLimit Ad Tracking (LAT)Linear AttributionlockWindowLookback Window
M
M-CommerceMedia Mix ModelingMediation PlatformMicrotransactionsMobile Ad FraudMobile AdvertisingMobile AnalyticsMobile Analytics ToolsMobile BannersMobile Fraud DetectionMobile InterstitialsMobile Linking Platform (MLP)Mobile MalwareMobile MarketingMobile Measurement Partner (MMP)Mobile SEOMobile User AcquisitionMobile User RetentionMonthly Active Users (MAU)Multi Touch AttributionMVPD (Multichannel Video Programming Distributor)
N
Native AdvertisingNon-Organic Install (NOI)
O
OfferwallOpenRTBOrganic InstallOver the Top (OTT)Owned Media
P
Phone FarmPost Roll AdsPostbacksPredicted Lifetime Value (pLTV)Predictive AnalyticsPredictive ModelingPreferred DealsPremium video on demand (PVOD)Privacy Cloud Application (PCA)Privacy ManifestPrivacy Preserving Technologies (PPTs)Privacy SandboxPrivacy-Enhancing Technologies (PETs)Private Marketplace (PMP)Private Set Intersection (PSI)Probabilistic ModelingProgrammatic GuaranteedProgrammatic Media BuyingProgrammatic TVPublisherPurchase FraudPurchase FrequencyPush Notification
R
Re-engagementReal Time Bidding (RTB)Reattribution WindowReceipt ValidationRemarketingRetail Media NetworksRetargetingRetargeting AdRetention RateReturn On Advertising Spend (ROAS)Return On Investment (ROI)
S
SafeFrameSDK spoofingSDK spoofingSearch Engine Optimization (SEO)Second price auctionSelf Attributing Network (SAN)Self serve DSPServer to server tracking (S2S)SessionSideloadingSKAdNetworkSmart BannerSoft LaunchSoftware Development Kit (SDK)Sub publisherSubscription Video On Demand (SVOD)Supply side platform (SSP)
T
Target Rating Point (TRP)TargetingTemporary AttributionThird party CookiesTime Decay AttributionTime of InactivityTouchpointTracking LinkTracking ParameterTracking PixelTransactional Video on Demand (TVOD )
U
UninstallUninstall TrackingUniversal LinksUrchin Tracking Module (UTM)URI Redirect ModeURI SchemesUser Acceptance Testing (UAT)User AcquisitionUser AgentUser Experience PersonaUser LoyaltyUser Stickiness
V
vCPM Viewable Cost Per MilleVideo Completion Rate (VCR)Video on demand (VOD)View Through AttributionView Through Rate (VTR)ViewabilityViral IndexVirtual multichannel video programming distributor (vMVPD)
W
Walled GardenWeb attributionWeekly Active Users (WAU)What is Ad InventoryWhat is AdAttributionKitWhat is Ads.txtWhat is ARPPUWhite label DSP