Mobile Marketing
Glossary
Accelerated Mobile Pages (AMP)
Discover how AMP reduces lag by delivering cached landing pages, improves user experience with asynchronous ads, and speeds up mobile browsing performance.
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Active User
Understand active users, their role in-app engagement, and how to track them effectively. Boost app growth and retention with actionable insights from Apptrove.
Read Full DescriptionAd 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.
Read Full DescriptionAd Exchange
An ad exchange is a platform that connects app owners with multiple ad networks, enabling real-time bidding and optimization for better ad revenue and eCPM.
Read Full DescriptionAd inventory
Learn what is ad inventory, it's types and learn how to optimize ad placements, improve fill rates, and maximize revenue. Unleash ad potential with Apptrove!
Read Full DescriptionAd Mediation
Ad mediation is a solution that helps app owners manage multiple ad networks, optimizing revenue by increasing fill rates and eCPM through seamless integration.
Read Full DescriptionAd Podding
Ad podding optimizes ad placements in your app. Apptrove maximizes revenue by delivering ads seamlessly in a user-friendly way while maintaining experience.
Read Full DescriptionAd Publisher
An ad publisher is a platform or person that displays ads to earn revenue. Discover how ad publishers operate and ways to optimize earnings with Apptrove now
Read Full DescriptionAd Server
Learn how an ad server works to optimize ad delivery and increase app revenue. Explore the benefits of using Apptrove’s ad server solutions for your app Now.
Read Full DescriptionAd Tag
An ad tag is a code, normally comprising JavaScript, HTML, or an iFrame that indicates to a webpage or mobile app how to ask for, retrieve, and show an ad.
Read Full DescriptionAdvertising Network
An advertising network is the connecting link between advertisers and the developers of apps. Learn how Apptrove can help you monitor ad network performance!
Read Full DescriptionApp Stickiness
App Stickiness measures how often users return to your app. Learn strategies to increase app stickiness through engaging UI/UX, updates, and gamification.
Read Full DescriptionAttribution Window
Understand how attribution window influence app installs & user behavior, and campaign success for insights, so you can measure what really drives growth.
Read Full DescriptionAverage 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 […]
Read Full DescriptionAverage Revenue Per User
The business metric known as Average Revenue Per User is primarily used to determine how much money a company makes per user or customer over a time period.
Read Full DescriptionAVOD (Advertising-Based Video on Demand)
In today’s mobile-first streaming era, your content consumption and monetization strategies are evolving rapidly. One model that’s quickly becoming hard to ignore for you is AVOD (Advertising-Based Video on Demand), which gives your users free access to video content while generating revenue through ads. If you are a mobile marketer, an app developer, a growth […]
Read Full DescriptionBlacklist
Blacklists block fraudulent sources like IPs and bots in real time. Learn how Apptrove ensures precise fraud detection with real-time analytics. Save your app.
Read Full DescriptionBots
Discover how bots can enhance user engagement, automate tasks & optimize marketing efforts. Learn how to leverage bots for improved customer experiences & ROI.
Read Full DescriptionBrand Safety
Learn what brand safety is, why it matters, and how AI-driven strategies protect brand reputation, ad spend, and consumer trust in digital advertising today!
Read Full DescriptionChurn Rate
The churn rate is a metric that keeps you up at night if you are in the subscription or recurring revenue business, especially if you are in the SaaS or mobile app business like Apptrove’s audience. If you want to survive and be successful financially over the long run, it is vital that you understand, […]
Read Full DescriptionClick Farms
Click farms are networks of people or bots paid to generate fake engagement—clicks, downloads, or likes—to manipulate online metrics and deceive platforms.
Read Full DescriptionClick Flooding
Click flooding is a type of ad fraud where bots generate fake clicks to steal attribution. Learn what click flooding is, how it works, and why it matters.
Read Full DescriptionClick Hijacking
Click hijacking refers to fraudulent ad techniques that manipulate genuine clicks in digital advertising, leading to incorrect attribution and revenue losses.
Read Full DescriptionClick Injection
Click injection is a type of ad fraud where fake clicks are injected before installs to claim false attribution. Learn how click injection works and its impact.
Read Full DescriptionClick-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 […]
Read Full DescriptionClick-to-Install Time (CTIT)
Analyze click-to-install time (CTIT) to improve campaign performance and user acquisition. Apptrove helps you understand, optimize, and reduce CTIT to scale.
Read Full DescriptionConversion Rate
Learn what conversion rate actually means, how to calculate it, key formulas & real examples to help improve your website or campaign performance effectively.
Read Full DescriptionCost Per Action (CPA)
Understand Cost per Action, how it’s calculated, and why it matters for performance marketing. Learn when to use CPA to measure real, outcome-driven results.
Read Full DescriptionCost per Click
Cost Per Click (CPC) shows how much you pay per ad click. Learn how it works and how to optimise it for better results.
Read Full DescriptionCost 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.
Read Full DescriptionCPA Fraud
Stop CPA fraud from draining your budget with Apptrove. Protect your campaigns from fake actions, and ensure ad spend is only credited to real conversions.
Read Full DescriptionCPS (Cost Per Sale)
Cost Per Sale(CPS) explained for marketers. Learn how to calculate CPS, why it matters, how it compares to CPC and CPM, and how marketers use it to improve ROI.
Read Full DescriptionCross Device
Cross device explained for modern marketers. Learn what cross device is, how tracking and attribution work, benefits, challenges, and why it matters today.
Read Full DescriptionCTV (Connected TV)
Connected TV advertising explained. Learn what Connected TV is, how CTV ads work, formats, benefits, stats, and why marketers are shifting budgets to CTV.
Read Full DescriptionCustomer Acquisition Cost (CAC)
The CAC (Customer Acquisition Cost) is a key metric for assessing how well a business turns its marketing and sales expenses into real customers. To put it in a simpler way, the CAC is the aggregate expense that every business incurs to bring in one new customer. For growth-oriented teams utilizing mobile measurement partners such […]
Read Full DescriptionDaily Active Users (DAU)
Daily active users measure real app engagement. Understand what DAU is, how to calculate it, why it matters, and how it connects to MAU, retention, and growth.
Read Full DescriptionDeep Links
No more wasting time! Deep links takes users directly to the right content, making their journey faster, smoother, and more engaging with every click. Read now.
Read Full DescriptionDeferred Deep Linking
Learn what deferred deep linking is, how it works, key benefits for app engagement and user experience, and best practices to boost growth and retention of apps
Read Full DescriptionDemand Side Platform (DSP)
Learn what is a Demand Side Platform (DSP), how it works in programmatic advertising, and why it’s essential for optimizing ad campaigns and maximizing ROI.
Read Full DescriptionDevice ID
Discover what is device ID is, how it works, key use cases, and examples to help improve tracking, ad analytics, and user insights. Click to read every detail!
Read Full DescriptioneCPM
eCPM (Effective Cost Per Mille) measures ad revenue per 1,000 impressions. Learn how it impacts monetisation & boosts ad earnings. Read more now—efficiently!
Read Full DescriptionEmulated Devices
Emulated devices are a program or hardware that allows one computer system (the host) to replicate the functions of another system (the guest). Read More!
Read Full DescriptionGAID
Know GAID's definition, technical implementation, attribution mechanics, privacy implications, and strategies in this guide to Android's advertising identifier.
Read Full DescriptionGeofencing
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!
Read Full DescriptionGoogle Tag Manager (GTM)
Google Tag Manager explained in detail. Learn with Apptrove - what GTM is, how it works, its benefits, setup, and use cases for app marketers and app owners.
Read Full DescriptionIdentifier 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.
Read Full DescriptionIDFA (Identifier for Advertisers)
Explore how IDFA remains a key tool for mobile marketers adapting to privacy-first attribution in the post-ATT era.
Read Full DescriptionImpression
An impression is one of those words app marketers see so often that it almost fades into the background. It sits quietly at the top of dashboards, inflates numbers in weekly reports, and is often used as shorthand for “reach” or “visibility.” At Apptrove, we see this confusion play out regularly, where impressions are celebrated […]
Read Full DescriptionIn-App Bidding
In-app bidding: A real-time auction system where multiple advertisers bid for ad impressions, revenue & efficiency for app publishers. Click to know the details
Read Full DescriptionIn-App Events
In-app events are user actions within an app, like purchases or sign-ups, providing insights into behavior, engagement, and retention for app growth.
Read Full DescriptionIn-App Purchase (IAP)
Discover how in-app purchases work, their types, benefits, and challenges, plus why they’re vital for app monetization, user engagement, and revenue growth.
Read Full DescriptionInstant Apps
Instant Apps let users try your app without installing it, cutting friction & boosting conversions. Learn how they work and why they matter, with Apptrove.
Read Full DescriptionInterstitial Ads
Learn how interstitial ads drive higher engagement rates with full-screen displays. Explore interstitial web ads, banner formats, and video options.
Read Full DescriptionK – Factor
Analyze the virality of your app with K Factor metrics. Discover how users influence growth and optimize growth through smarter marketing with Apptrove.
Read Full DescriptionLifetime Value (LTV)
Lifetime Value (LTV) measures the total revenue a user generates over time. Higher LTV means better retention & profitability. Learn why it matters!
Read Full DescriptionLimit Ad Tracking (LAT)
Limit Ad tracking is a technique through which users can opt-out for their personal data like device ID being exposed on the internet.
Read Full DescriptionMedia Mix Modeling (MMM)
Learn how Media Mix Modeling analyzes historical, aggregated data to optimize budget allocation, improve ROI, and support privacy-first marketing decisions.
Read Full DescriptionMobile Ad
Mobile ad is a digital ad shown on smartphones or tablets. Read the glossary to see how it taps into your screen time and boosts results for brands.
Read Full DescriptionMobile Ad Fraud
What is Mobile Ad fraud? Mobile Ad Fraud occurs when scammers deceive advertisers by forging clicks, downloads, or views on ads displayed on mobile devices such as smartphones or tablets. It is kind of like if you suggest that you finished your homework, but in reality, you have just stolen somebody’s solutions. Advertisers suffer financial […]
Read Full DescriptionMobile Attribution
Mobile attribution tracks how users discover, engage with, and interact with an app, helping businesses measure and optimize the effectiveness of marketing.
Read Full DescriptionMobile Fraud Detection
Detect and prevent fake installs and clicks with Apptrove. Use advanced mobile fraud detection tools to safeguard your budget and ensure real campaign results.
Read Full DescriptionMobile Geofencing
Mobile geofencing enhances app marketing by targeting users based on location, driving engagement, increasing foot traffic, and boosting conversions.
Read Full DescriptionMobile Malware
Mobile malware puts apps at risk by stealing data and generating fake traffic. Learn how to protect your apps from harmful threats with Apptrove’s solutions.
Read Full DescriptionMonthly Active Users
Learn what Monthly Active Users are, how they're calculated, and why they matter for tracking app or website engagement and growth.
Read Full DescriptionNative Advertising
Learn what Native Advertising is, how Native Ads work, types, examples, and best practices to improve engagement, trust, and conversions in digital marketing.
Read Full DescriptionNon-organic install (NOI)
Discover what non-organic installs (NOI) are, how they drive app growth, and how paid ads can help with user acquisition. Learn more with Apptrove!
Read Full DescriptionOfferwall: A Complete Guide for Beginners
Discover how Apptrove’s smart offerwalls boost app engagement, increase user retention, reward users, and drive higher revenue with innovative ad solutions.
Read Full DescriptionOrganic install
Learn about organic installs and how they contribute to app growth through natural user acquisition. Boost your app’s success with Apptrove’s strategies!
Read Full DescriptionOTT (Over-the-top) Platforms
Explore Apptrove’s OTT solutions to enhance user engagement, personalize content, and improve monetization strategies for streaming platforms and app marketers.
Read Full DescriptionOTT Advertising
Advertisements are everywhere. You move your head and your eyes will probably stumble upon an ad placement. Just like Search Engines, Websites, and YouTube, OTT platforms have also emerged as a beneficial way for advertisers to reach their target audience. Such is a massive rise of OTT advertising accelerated by Covid-19, that the industry itself is […]
Read Full DescriptionPhone Farm
Phone farms drive fraudulent clicks and installs, harming ad performance. Apptrove provides tools to identify and eliminate ad fraud risks effectively.
Read Full DescriptionPostback
Learn what is a postback, how it works in mobile marketing, and why it’s essential for tracking installs, conversions, and optimizing ad performance.
Read Full DescriptionPredicted Lifetime Value (pLTV)
Understand predicted lifetime value (LTV) and how it helps forecast revenue. Learn strategies to optimize LTV and boost app success with Apptrove’s insights.
Read Full DescriptionPrivacy Cloud Application (PCA)
Apptrove's Privacy Cloud Application (PCA) helps manage data protection and user privacy effortlessly, ensuring compliance and security for your app's user data.
Read Full DescriptionPrivacy Preserving Technologies
Protect user data with privacy-preserving technologies. Learn how Apptrove enables secure data analysis for optimized marketing and campaign insights.
Read Full DescriptionProbabilistic 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, […]
Read Full DescriptionPush Notifications
Push notifications provide instant, personalized updates that drive action. Explore their types and benefits to unlock better user experiences and ROI.
Read Full DescriptionQuery Parameters
Query parameters help marketers track campaigns, traffic sources, and user journeys. Learn how they power mobile attribution and marketing analytics.
Read Full DescriptionReattribution Window
Track reinstall behavior with Apptrove. Understand reattribution windows to engage users during reinstalls and improve app retention with clear insights.
Read Full DescriptionRetail Media Networks
Discover how Retail Media Networks use first-party data to deliver personalized, high-ROI mobile ads and close the gap between discovery and purchase.
Read Full DescriptionRetention Rate: A Complete Glossary
Learn what is a retention rate, look at this insightful glossary! Enhance your knowledge to boost your mobile marketing campaigns & level up your app growth.
Read Full DescriptionReturn On Ad Spend (ROAS)
Understand what is return on ad spend, why it matters in marketing & how to use the ROAS formula to measure, analyze, and improve your ad campaign performance.
Read Full DescriptionReturn on Investment (ROI)
Learn what ROI is, how to calculate it, why it matters for marketing, apps, and business. Compare channels, measure returns, and optimize spend with Apptrove.
Read Full DescriptionSDK Spoofing
Learn about SDK spoofing, how it impacts mobile campaigns, and ways to detect and prevent this ad fraud. Protect your app’s ROI with expert insights from Apptrove!
Read Full DescriptionSession
A session is a full visit to the app. By tracking user actions and app performance in each session, we can see if our app truly goes beyond expectations.
Read Full DescriptionSKAdNetwork (SKAN) – A Comprehensive Guide
Discover what SKADNetwork is and how it protects your campaigns from different types of fraud. Also, find out the evolution of SKADNetwork.
Read Full DescriptionSupply Side Platform
Understand what a Supply Side Platform is, how it differs from Demand Side Platforms, and how publishers use Advertising Supply Side Platforms.
Read Full DescriptionTVOD (Transactional Video On Demand)
Explore terms in our TVOD glossary. Read the full article to deepen your understanding of this streaming model and how it drives premium video monetization.
Read Full DescriptionUniversal Links
Universal Links simplify user journeys, reduce friction, and boost app conversions by ensuring links work across devices, whether apps are installed or not.
Read Full DescriptionUser Acquisition
Understand what is user acquisition, why it matters, and how to do it right. Get smarter with real strategies and metrics that drive app growth.
Read Full DescriptionView Through Attribution
Learn how view through attribution unfolds impression-driven conversions, boosts ROAS accuracy, maps user journeys, and improves overall advertising strategy.
Read Full DescriptionVTR (View-through rate)
VTR (view-through rate) explained: definition, formula, examples, benchmarks, and industry use cases to measure video ad attention and performance.
Read Full DescriptionWalled Garden
Explore the meaning of walled garden in marketing. Learn how walled garden advertising affects app marketers & how to get better results.
Read Full DescriptionWeb SDK
Learn how Web SDKs track user interactions, improve attribution accuracy, and help marketers optimize campaigns and performance across web journeys.
Read Full DescriptionWhat is a hybrid app?
A hybrid app has similarities to native binaries in that it is packaged as a native binary, but a majority of the logic for the hybrid app is executed in a webview.
Read Full DescriptionWhat Is CPM?
Learn about CPM (Cost Per Mille), its benefits, limitations, and how it helps advertisers measure cost, reach, and campaign effectiveness in digital marketing.
Read Full DescriptionWhat Is Device Farm?
Device farms simulate fake engagement to exploit ad budgets. Discover how Apptrove’s solutions protect against mobile ad fraud and ensure campaign success.
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