The Mobile App Advertising Glossary Flashcards
CPC: Cost Per Click
A metric that tracks the amount an advertiser is paying per click for an ad. This term is used in both web and mobile advertising.
PPC: Pay Per Click
Another term for cost per click, pay per click, is a model in which an advertiser pays a fee each time their ad is clicked. PPC is commonly associated with search engine advertising ( like Google Search Ads).
CPI: Cost Per Install
In CPI campaigns, advertisers pay a fee each time their application is installed after a user clicks an ad. Publishers place digital ads across a range of media to drive installations of the advertised mobile app. The cost per install is determined by dividing the ad spend by a specific period of time by the number of new installs from that same period.
CPA: Cost Per Action
Advertisers who want to optimize their ad campaigns for a specific user action, like app install/sign ups, add to carts, or purchases, will analyze the effectiveness of each campaign by the cost it takes to drive those user actions – or the CPA. Cost Per Action is calculated by dividing the overall cost of the campaign by the total number of users’ actions.
CPV: Cost Per View
A bidding method for video campaigns where advertisers pay a fee each time their video ad is viewed – i.e., when a viewer watches 30 seconds of a video ad ( or the duration if it’s shorter than 30 seconds) or interacts with the ad, whichever comes first.
CTR: Click-Through Rate
This ratio allows advertisers to understand what language, image, or content is driving clicks and engagement (high CTR) - and is particularly important for A/B testing. CTR is determined by dividing the number of click by the number of impressions.
TTR: Tap Through Rate
Like click through rate, but specific for mobile ( Since you tap with your finger) – namely Apple search ads. TTR is determined by dividing the number of times an ad was tapped by customers by total impressions the ad received.
CR: Conversion Rate
Conversion rate is the rate at which users taking a desired conversion action. This rate can vary, but should reflect what is truly viewed as ‘ success’ within your organization. Popular conversion events include mobile app download, user activation or sign up, mobile in-app purchase, click to install, etc.
IR: Install Rate
In mobile app advertising, install rate refers to how many clicks on a given ad it takes to generate an app install. IR is determined by dividing the number of times an app was installed by the total clicks the ad received.
ARPU: Average Revenue Per User
ARPU is a metric that allows app developers and their business stakeholders to understand the average number of dollars each one of their active users generates over a certain period of time. ARPU is calculated by dividing total revenue by the number of subscribers or paying customers in that period.
IDFA: Identifier/ID for Advertisers
Apple adopted this standard to allow mobile advertising networks to track users and serve them targeted ads. The IDFA is unique to each IOS device, but IOS users can reset their IDFA and control settings to grant more or less access to advertisers.
SSP: Supply Side Platform
A platform that works with publishers to help them sell advertising space(inventory) in the most effective way possible.
DSP: Demand-Side Platform
A platform that allows media buyers of digital advertising inventory (advertisers) to manage multiple ad exchange and data exchange accounts through one interface.
Fingerprinting
A mobile identification technique that relies on matching a “snapshot” of the user’s device at the time of the click. The snapshot collects information like: user-agent, OS, and IP, and is then used to attribute installs.
Ad Network
A company that connects advertisers to apps and websites that want to host advertisements to promote their products and services. If a publisher isn’t selling ad space themselves, ad networks will work with them to sell impressions.
