Click-Through Rate (CTR)
The Click-Through Rate (CTR) quantifies the percentage of users who engage with a specific call-to-action (CTA) within an ad, offer, or push notification by completing a desired action, such as downloading an app, signing up, or making a purchase. It serves as a pivotal conversion metric calculated by dividing the total number of users who […]
Cohort/ Cohort Analysis
A cohort refers to a group of users categorized together based on a shared characteristic or behavior. This characteristic could range from users located in a specific region to those who installed an app during a particular time frame. Cohort analysis allows marketers to examine engagement patterns within a specific cohort, offering valuable insights for […]
Connected TV (CTV)
Connected TV advertising, also referred to as CTV marketing, involves reaching consumers through internet-connected devices such as smart TVs, gaming consoles, and streaming devices. This form of advertising encompasses various content delivery methods, including smart TVs, streaming media, over-the-top (OTT) services, and gaming consoles. CTV advertising enables marketers to target specific audiences based on demographics, […]
Conversion / Conversion Rate
The conversion rate represents the percentage of users who take a desired action after interacting with an ad, offer, or push notification. This action may include app downloads, installations, sign-ups, or purchases. Marketers calculate the conversion rate by dividing the number of users who completed the desired action by the total number of users who […]
CPA
Cost per action (CPA) or cost per acquisition is a pricing model where advertisers pay a predetermined fee for a user’s completion of a specific post-install event, such as making a purchase or registering. Advertisers are only charged for users who perform the desired action. CPA is calculated by dividing the total campaign cost by […]
CPC
Cost per click (CPC) is a payment model utilized in online advertising and mobile app marketing, wherein advertisers pay for each click on their ads. Advertisers establish a maximum bid, and they are charged either the actual cost per click or the maximum bid, whichever is lower. CPC is influenced by various factors including keyword […]
Creatives
Creatives encompass the visual or audiovisual content utilized in mobile marketing advertisements. They play a vital role in attracting new users to apps and games, influencing user engagement and download rates. With the app marketplace becoming increasingly competitive, the quality of creatives has significantly elevated over time.
Cross-device Tracking
Cross-device tracking involves monitoring user interactions across various devices and linking them to the same individual using common identifiers. This method allows marketers to comprehend the user’s journey and evaluate campaign performance, regardless of the device utilized.
Deep Linking
Deep linking enhances user engagement and efficiency by directing users to precise content within a mobile app, rather than just its homepage or app store listing. It enables marketers to offer a personalized experience, utilizing custom URLs that open the app directly if it’s installed. Deep linking is versatile and can be integrated into various […]
Demand-side Platform
A demand-side platform (DSP) is essential software for advertisers seeking to efficiently purchase ad inventory across numerous real-time bidding networks. It simplifies the process of acquiring ad impressions at scale by enabling advertisers to oversee multiple accounts from a unified interface. DSPs automate bidding, negotiate prices, and control ad placement frequency, empowering marketers to achieve […]