Cost Per View

Learn what Cost Per View (CPV) is, how to calculate it, key use cases in digital marketing, and smart tips to improve ad performance and ROI.

View Through Attribution 

Learn how view through attribution unfolds impression-driven conversions, boosts ROAS accuracy, maps user journeys, and improves overall advertising strategy.

Average Revenue Per Paying User

What is 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 […]

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

What is CTR (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, […]

Identifier for Vendors (IDFV)

Learn what IDFV is, how it works in iOS tracking, key benefits & differences from other identifiers to improve analytics and attribution with clearer insights.

Geofencing

Geofencing refers to a marketing and location-based analytics approach that is based on a virtual boundary surrounding a geographic location. Tap to Know More!

Probabilistic Modeling

What is Probabilistic Modelling? 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 Modelling provides a strong conceptual framework to work with uncertainty. Instead of just telling you “yes” or “no”, the probabilistic modeling […]

Cross Device

Cross device explained for modern marketers. Learn what cross device is, how tracking and attribution work, benefits, challenges, and why it matters today.

Universal Links

Universal Links simplify user journeys, reduce friction, and boost app conversions by ensuring links work across devices, whether apps are installed or not.