Attribution
Mobile attribution is the method of determining which marketing channel receives credit for a conversion, whether it’s from impressions, clicks, downloads, or other actions. It involves tracking user interactions from the initial ad exposure to app installation and beyond. Marketers work with attribution partners to analyze campaign performance across different platforms and channels. This data […]
Attribution Models
Attribution modeling is a crucial process for advertisers seeking to evaluate the impact of different marketing channels on conversions. By analyzing user behavior data, attribution models help trace conversions back to specific marketing efforts. Various models, including first touch, last touch, multi-touch, and view-through, assign credit to different touch points along the customer journey. Both […]
Attribution Window
An attribution window is a defined time frame during which a marketing attribution provider or media partner tracks ad clicks or impressions to determine if they result in an app installation or other conversions. This window is typically configurable but commonly set at around seven days. If a click or impression occurs within this window […]
Average Revenue Per user
Average Revenue Per User (ARPU) is a key metric used to calculate the average revenue generated by each active user of an app within a specified period. Originally used in the telecom industry, ARPU aids in assessing the value of individual users or user segments based on their activity. While similar to lifetime value (LTV), […]
B2B (Business-to-Business)
Refers to transactions or advertising strategies focused on selling products or services from one business to another, rather than to consumers.
B2C (Business-to-Consumer)
Pertains to transactions or advertising strategies where businesses sell products or services directly to consumers.
Banner ads
Banner ads are rectangular advertisements, whether static or animated, positioned at the top or bottom of a mobile app screen during user sessions. They serve as a straightforward and efficient way for app developers to boost visibility and generate revenue within their apps and games.
Behavioral Targeting
A technique used by online publishers and advertisers to increase the effectiveness of campaigns through data collected on an individual’s web-browsing behavior, such as pages visited or searches made.
Bid
The amount of money an advertiser is willing to pay for a desired action on their ad, such as a click, view, or impression.
Bid Strategy
In digital advertising, this refers to the approach an advertiser uses to determine how much they are willing to pay per click or impression on their ads.