Glossary - Apptrove

View Through Attribution

To determine how users interact with advertising, digital advertisers must do more than just count clicks; that’s where view through attribution is needed for digital advertising’s success. Marketers can use view through attribution to determine how many conversions resulted from an ad impression, even if the user doesn’t click on the ad. This allows them […]

Average Revenue Per Paying User (ARPPU)

When it comes to generating revenue from mobile apps, tracking how much revenue your paying users contribute to your business is critical to ensuring the growth and survival of your application in the marketplace. To achieve this understanding, many app developers, marketers and other performance teams use a metric called Average Revenue Per Paying User […]

Ad Creative

“Ad Creative” encompasses every visible and interactive aspect of advertising. It includes not only graphic design, but it is also the overall brand representation for your ad.

Click-Through Rate

Click-Through Rate or CTR is a performance metric that indicates how many users clicked on a link after seeing it. It is calculated by dividing the number of clicks by the number of impressions, then multiplying the result by 100 to get a percentage. A higher CTR often reflects relevance, clarity in messaging, and alignment […]

Identifier for Vendors (IDFV)

The Identifier for Vendors (IDFV) is a unique, privacy-safe code Apple assigns to all apps from the same developer on a device. It enables first-party analytics, cross-promotion, and engagement tracking across a developer’s app ecosystem without requiring user consent or exposing personal data.

Geofencing

Geofencing is a marketing and location-based analytics approach that uses a virtual boundary around a geographic location.

Probabilistic Modeling

In the current data-driven environment, uncertainty is inevitable. Whether forecasting consumer behavior, studying user journeys, or managing ad campaigns, you are continuously working with incomplete, noisy or uncertain data. Probabilistic Modeling provides a strong conceptual framework to work with uncertainty. Instead of just telling you “yes” or “no”, the probabilistic modeling approach gives you probabilities, […]