Discover the world of mobile marketing terms in our guide! Having this knowledge is like having a secret code for understanding Facebook and Google costs and plans. It’s important to spend money wisely, not forget shipment costs, and increase your marketing information. Discover the secrets behind these crucial words in mobile marketing!

Mobile Game Marketing Glossary A - Z

Table of Contents


Terms Starting with A:

A/B testing:

A/B testing is like a scientific experiment for your ideas. You compare changes to the original and figure out which variation or version is better for your audience using statistical analysis. Also referred to as split testing

Ad exchange:

An ad exchange is like an online market where ads are bought and sold in real time. Advertisers and publishers use it to trade spaces for ads, including display, video, and native ads, on mobile and desktop platforms.

Ad impression:

An ad impression is counted when an ad appears in an app. Impressions and clicks are different. In digital marketing, impressions show how often an ad is seen, not clicked. The definition of ad impressions doesn’t depend on how many times the ad was clicked.

App developers receive payment for every 1,000 ad impressions, and this is measured using eCPM.

Ad inventory:

Ad Inventory is the space for ads that publishers sell to advertisers, whether in print or digital form on websites, videos, mobile apps, or games. Its worth is based on generated traffic, like impressions or views. Valuable ad inventory, such as an app or game homepage, has high customer exposure. Today, ad inventory is often sold automatically through ad exchanges or real-time bidding.

Ad mediation:

Ad mediation helps app developers earn more money by managing multiple ad networks in one place. These platforms create competition among ad networks for ad space, leading to better earnings for developers.

Ad network:

Ad networks are platforms that link advertisers and app developers in order to place ads on websites or apps. Advertisers share their ads with the network, and developers earn money by showing these ads in their apps. Developers need to integrate an SDK to use an ad network.

Ad revenue:

Apps make money through in-app advertising, and app ad revenue is calculated by multiplying ad impressions by eCPM.

Ad revenue = impressions * eCPM.

Ad server:

An ad server is an online tool used by publishers, advertisers, and ad networks to manage and distribute ads on websites and apps. It automates the ad distribution process, tracks impressions, clicks, and overall performance. Ad servers serve various users, including advertisers, publishers, and media agencies, offering functions like placement management, inventory administration, reporting, and ad tag creation. They can be hosted by a service provider or self-hosted on a company’s servers. Ad servers play a crucial role in optimizing and tracking data for effective ad campaigns.

Ad Unit:

An ad unit is a type of ad that app developers put in their apps to make money from user traffic. There are various ad units like banners, pop-ups, videos, and games, each with its own appearance and behavior. Good ads provide diverse mobile formats.

Ad waterfall:

Ad Waterfall is a system that helps developers earn more money by organizing ad networks based on eCPM (revenue potential) and it is considered as a mediation platform. When a developer asks for an ad, the system checks each ad network in order, from highest to lowest eCPM, to see which one is willing to show the ad.

Android app advertising:

Android app advertising is a big opportunity for app marketers, given that Android holds a 71% market share globally. This means marketers can reach a vast audience for performance marketing and later earn substantial revenue.

Active users:

Active users are people who use an app within a period of time, like daily, weekly, or monthly. Counting these users helps app developers gauge the app’s popularity.

This is usually organized as:

  • Daily active user (DAU)
  • Weekly active user (WAU)
  • Monthly active user (MAU)

App localization:

App localization means adjusting your app for worldwide. It includes changing the app’s features, look, and marketing to fit foreign audiences. This helps your app appeal to a wider audience and reduces barriers in different places. For instance, if you’re aiming at French users, make sure to provide a French app description, a French version of your app, and ads translated into French.

App LTV (lifetime value):

App LTV, or lifetime value, is a crucial measure that calculates the total revenue generated by one user during their app usage lifetime. It helps app developers assess the effectiveness of their monetization strategy, aiming for users with high LTV for sustained retention valuable ad revenue and in-app purchases.

App metrics:

App metrics, such as DAU, MAU, eCPM, LTV, crash rate, retention rate, and k-factor, gauge mobile app success by assessing various aspects like usage, business, performance, engagement, and growth. These metrics offer valuable insights for app developers, helping them enhance the user experience and address technical issues.


An API, or Application Programming Interface, is like a set of rules in computer talk. It helps apps talk to each other and share information. Imagine it’s like a phone for apps to have a chat. The API calls one app, gets some info, and brings it to your app. It helps apps get the data they need to solve problems for you, the customer.

App promotion:

App promotion is another term for mobile marketing and refers to the process by which app developers advertise their app. With over 2 million apps, standing out is tough. Your app needs a strong marketing strategy for success.

Angel investor:

Angel investors, also is known a private or seed investor, uses their own money to support small startups, often making a one-time investment to help companies in their challenging early stages.

Ad Campaign:

A group of ads (or advertisement messages) with a shared theme and objective.


Stands for artificial intelligence. In mobile marketing, it applies to collecting user data and using that information to run targeted and highly personalized ad campaigns.

App Monetization:

Making money from a mobile app, known as app monetization, involves using various methods. Various strategies, like in-app purchases and ad mediation platforms for in-app ads, are available.

App Personalization:

Customizing the app experience to fit the needs of specific user groups.


ARPU, or Average Revenue Per User, is a metric that shows how much money, on average, each user of an app generates within a certain timeframe. It includes income from in-app advertising and purchases. To find ARPU, divide the total app revenue by the number of active users. A high ARPU indicates effective app monetization.

How to calculate ad revenue per user (ARPU)

ARPU = total app revenue/ number of active users


ARPPU stands for ‘Average Revenue per Paying User’, and it refers to the estimated revenue a single paying user generates during a specified period. Paying users are those who pay money for a service, either by subscribing, making in-app purchases, or paying for a download. This metric removes those users who don’t actively spend any money during the app cycle (for example those who drive revenue for an app developer through engaging with ads).


ARPDAU, or Average Revenue Per Daily Active User, is a key metric measuring app revenue from users who spend money on the app. It’s calculated by dividing the total revenue from a day by the number of unique active users on that day. Monitoring ARPDAU over time helps assess the impact of changes in ad campaigns or in-app purchases on daily app monetization performance. This average is stable, unaffected by fluctuations in the Daily Active Users (DAU), offering a clear daily insight into app monetization.

Looking at ARPDAU over time helps you see how changes in ads or in-app purchases impact revenue.


ARPDEU, or Average Revenue Per Daily Engaged User, is a metric on various platforms’ dashboards, such as ironSource. It measures total revenue divided by engaged users, offering insight into ad interaction in an app.


ASO stands for App Store Optimization, which is the process of improving your mobile app or game’s visibility to rank higher in the Apple App Store and Google Play. This involves optimizing the app name, icon, screenshots, and rating.


Attribution in advertising means figuring out which ad network deserves credit for a user seeing, engaging, and downloading an advertised app. Advertisers often show ads in multiple places, so Attribution Partners help track which ads led to actions like app installs. Mobile app attribution helps marketers understand campaign success.

Advertisers use Attribution Partners to know which ads led users to take actions, like installing the advertised app. Attribution Partners track users who saw the ad and check if they installed the app. This helps marketers track and understand campaign success on different channels.

image 1

Terms Starting with B:

Bounce Rate:

The proportion of website visitors who exit after viewing just one page of Banner ads.

Traditional graphic ads, like billboards and it is a rectangular, system-initiated ads displayed on the top or bottom of a screen, either static or animated. Despite being the oldest form, it’s popular for easy implementation and effectiveness.

Brand safety:

Brand safety ensures ads appear in appropriate spaces, avoiding conflicts with a company’s values. Accidental incidents, like funding terror groups, can harm brand sentiment and revenue. Examples include ads supporting illegal content on YouTube.

Brand Lift:

Brand lift shows how ads impact consumer impressions and behavior. It measures the positive effect of a brand’s digital marketing on customer relationships. Companies use studies to analyze metrics like brand awareness, web traffic, and ad recall (customers remembering specific ads.


A beta release is an early version of a video game released after alpha testing. Developers seek feedback to fix bugs before the official launch.

Blockchain game:

NFT games, or crypto games, use blockchain tech to assign real-world value to digital items. Players often buy, sell, or trade tokens with unique features in the game, like Axie Infinity’s axie creatures, focusing on collectability.

image 2

Terms Starting with C:

Casual games:

Casual games are mobile games genre that everyone and anyone can use it. played on mobile devices. These games have simple rules and short sessions. Genres include match-3, endless runners, trivia, puzzles, adventures, and card games.

Churn Rate:

The churn rate is the percentage of users who stop using an app. It is measured at different intervals after users install the app, revealing when users start disengaging.

Click to Call:

Clickable mobile ads are designed for users to call a business by tapping on a phone number.


CPA, or Cost Per Acquisition, is a metric that calculates the cost for a specific user action.

In this pricing model, advertisers pay only for users who engage in a chosen post-install action. In CPA advertising, advertisers choose the action they want, like signing up for a free trial, registering for a free download, or buying a product.

CPA = advertising cost /number of actions


Cost Per Click (CPC) is a pricing model where app advertisers pay for each click on their in-app ad in a click campaign.

CPC = advertising cost/number of clicks


CPV, or cost per view is a pricing model for mobile ads where advertisers pay whenever their video ad is watched.

CPV = advertising cost/video views


CPCV, or Cost Per Completed view, is a pricing model where advertisers pay for each video view that is watched to completion. The CPCV model offers advertisers an optimal opportunity to make a significant impact on their audiences and achieve the highest return on investment for their campaign.

CPCV = advertising cost / completed video view.


CVR, or conversion rate, measures the percentage of users who clicked on an app-install ad and completed a specific action. It indicates how well an ad converts users. The definition of ‘conversion’ depends on the pricing model, such as app installs or engagement events. CVR is vital for measuring ad performance in marketing. It show the effectiveness of an ad in persuading users to take action. This measure is commonly applied in performance camping.

CVR = (# of users who took action / # of users who clicked on the ad) x 100 For instance, if 1000 users saw an ad and 15 installed the app, the CVR would be 1.5%. CVR is vital for measuring ad performance in marketing.


CPE, or Cost Per Engagement, is a pricing model where advertisers pay for user interaction and are engaged with an ad. The cost for while users engage with the ad, and the nature such as clicking through the website of engagement may vary based on advertiser preferences. It is a low-risk strategy; The defined engagement events can include playing specific levels, registering for an account, completing an in-app demo, or finishing a specific challenge.

CPE = advertising cost / engagements

Cross Promotion:

Cross-promotion in-app marketing involves promoting one app within another app from the same developer. It’s effective for developers with multiple games, helping move users between titles and scale each app. Hyper-casual publishers often use cross-promotion to retain users within their app portfolio, especially when retention rates are relatively low.


Cost Per Install or CPI is a pricing model where advertisers pay for each app installation.

This means advertisers only give costs when users download and install the promoted app. It is a straightforward model for tracking user acquisition expenses. It is a widely used pricing model and especially it is designed for mobile apps.

When buying on a cost-per-install (CPI) basis, consider these factors, each affecting the CPI price and ROI.

1. install location by country

  • CPI varies by country based on audience size, spending habits, and ad types.
  • The US often has higher CPIs, subject to daily fluctuations.
  • Monitor CPI benchmarks for optimization.

2-Device platform:

  • Android and IOS generate different CPIS.
  • Apple users tend to spend more on in-app purchases, resulting in a higher CPI.

3- Advertising Network:

  • Different media sources offer varied CPI rates.
  • CPI on in-app and networks may differ from social media or search channels.

4- App Category and Genre:

  • The specific app category and genre significantly impact CPI.
  • Mobile games generally have higher CPIS, with certain genres like casino games demanding above-average CPIs.

CPI = total ad spend / total installs


CTA or Call to Action, encourages users to do a specific action, it is a marketing term that points to the next step or action the marketer wants the consumer to take.


CTR, or click-through rate, is a measure used by advertisers to show the percentage of users who clicked on an ad out of the total users it was shown to. In-app- advertising, it indicates the ratio of users who clicked on an app-install ad and went to the app store.

It is a key measure of how well users engage with a mobile ad, showing how interesting or relevant the ad is to them.

CTR = (clicks / impressions) x 100

For example, if a mobile ad gets 15 clicks out of 1,000 times it’s shown, the click-through rate (CTR) is 1.5%. This means 1.5% of users clicked on the ad and went to the app store to install the advertised app.


Cations occur when a user interacts with an ad and achieves a specific goal. All in all, it is a reaction to a Call to Action. (CTA).


CPM, or Cost Per Mille, is a common pricing model in online advertising. It measures the cost advertisers pay for displaying 1000 impressions. This model helps advertisers understand the expense of reaching a thousand users with their ads.


Conversion rate (CR) is the proportion of clicks to conversions.


Conversion Rate Optimization (CRO) is the practice of enhancing conversions using various methods and strategies.


When the user uses different devices in the process until they complete a conversion.

Cohort Analysis:

Studying the behavior of groups of similar users, known as cohorts.

Customer Cohort Analysis:

Customer cohort analysis is a method to study groups of users who perform similar actions within a specific time frame. It helps app developers track user engagement over time, analyze metrics like LTV and retention, and make informed decisions for in-app advertising and user engagement strategies.

Cost per order:

Cost per order (CPO) is a pricing model in mobile apps that manages user acquisition and sales. Unlike cost per acquisition (CPA), CPO includes new and returning customers. The CPO calculation is essential for understanding the expenses related to each order in the app. CPO: marketing costs over a certain time period/ orders over the same time period

image 18

Terms Starting with D:


DAU, or daily active users, represents the percentage of unique users who visit an app or website daily. It’s a key metric showing app success, indicating user engagement. Some platforms such as the IronSources ad mediation platform provide analytics, including DAU and MAU (monthly active users), for both iOS and Android apps.

A deep link is a special type of link that takes users directly to a specific location within an app instead of a website. It ensures users reach the exact in-app spot related to the product or service they clicked on in the ad.

Mobile deep linking:

Deep linking is a special link, known as a deep link URL, that guides users to a particular part of in-app content. In simpler terms, it allows you to link directly to a specific piece of content inside your app, even from outside the app itself.

image 19

Terms Starting with E:


eCPM, or effective cost per mile, measures the revenue generated per one thousand ad impressions. It compares earnings across variables like ad network and location. For user acquisition, it involves multiplying installs per one thousand impressions by the cost per install bid. A higher eCPM signifies greater campaign buying power.

For user acquisition managers, eCPM is crucial. It shows the strength of their campaigns in the ad network. A higher eCPM means the campaign can achieve more scale and impressions.

eCPM = (total earnings/total impressions) x 1,000 eCPM = IPM * CPI

Engagement Rate:

Engagement rate is the proportion of app users who interact with in-app ads. It is calculated by dividing engaged users by total active users. Engagement, in a broader sense, refers to players’ desire to return to specific games, influenced by aesthetics, involvement, social dynamics, and habit-building.

Engagement rate = engaged users / total active users.


ERG stands for Employee Resource Group.

image 20

Terms Starting with F:


It’s a marketing model that explains the expected path a customer follows from learning about a product to buying it.

Fill Rate:

A metric measuring ad network performance, specifically the number of ads filling an app’s ad space. App developers assess not only the eCPM but also the fill rate, indicating the network’s ability to meet app requests. A higher fill rate leads to increased ad revenue for developers.

fill rate = impressions/ ad requests

Frequency Capping:

Frequency capping is how often a user views a specific ad to prevent ad fatigue and

allows publishers to limit the number of times a user sees a particular ad within a designated period of time. This feature helps maintain click-through rates by avoiding overexposure. It’s beneficial in campaigns prioritizing user engagement rather than brand awareness.


A method for app install attribution that gives advertisers details about users based on their metadata, like IP address and device type.


An abbreviation for free-to-play. It’s a key concept in mobile games, allowing basic game access for free, while advanced features or a significant part of content requires payment.

image 3

Terms Starting with G:


Using a phone strategy to reach people close to where your competition is.


A strategy in mobile game marketing to put an imaginary boundary around a specific place, aiming to reach people who go enter it.


A special kind of geo-fencing. It’s a way to aim at players by where they are and what kind of people they are.


 A process of identifying a device’s geographic location.


Games-as-a-service (GaaS) is like games with ongoing money-making. They keep getting new paid stuff for a long time. They’re also called live service games and help F2P (free-to-play) models.


Gacha is a game thing like surprise toy machines. When you buy something, you get a random item. It’s like loot boxes and uses game money and real money.

Game Bundles:

Game bundles let you buy many game apps at once. They started on computers and are now on phones too. Usually, they have puzzle and arcade games, but now they’re in other types like saga and action. Developers can make bundles for paid or free apps, and you can pay once or subscribe to play all games in the bundle. Game bundles work on Android and iOS.


Game technology, or gametech, is special tools and services for making and growing games. It’s not like regular products; it’s made just for game developers. According to Newzoo, game tech is spilt into four groups:

  • Development: Tools to build the game, like engines and art tools
  • Operation: Solutions for running the game, including marketing, analytics, and customer engagement.
  • Market Analysis: Tools to study the game market.

Growth: Tools for making the game popular, like ads and influencers.

Growth loop:

The Growth Loop is a way to make a game grow by combining making money and getting more players. There are four steps:

  • Get Players: Find players without paying or by using ads. The goal is to get players who will make more money than it costs to get them.
  • Make Money from Players: Earn money from players through ads or purchases. The goal is to make a lot of money while keeping players happy.
  • Improve Money Strategy: Test and improve how money is made, using A/B testing. Make important numbers like LTV and ARPU better.

Improve Getting Players: Make getting players better to make more money, using creative ideas, anti-fraud methods, and smart bidding. Then, go back to the first step and do it again.

image 4

Terms Starting with H:

Hardcore (games):

Hardcore games need players to spend a lot of time and effort to fully enjoy them. These games, like multiplayer online battle arena (MOBA) and first-person shooters (FPS), get the most attention and engagement among all mobile game types.


Hybridcasual games are a mix of easy-to-play games (hypercasual) and more complex ones. They aim to strike a balance, offering simple playability like hypercasual games but with added features like progression or deeper gameplay for a bit more engagement, trying to reach a wider audience.


Hyper-casual games are very popular mobile games. They are simple, easy to play, and grab players’ attention quickly. These games focus more on getting new users than keeping them interested for a long time. As a result, they don’t last as long as other types of games.

image 5

Terms Starting with I:


IAA or In-App Advertising is a way for mobile games to make money by showing ads on the screen. They can use different kinds of ads, like banners or playable ones.


The number of times that people saw an ad, even if they did not click on it.

Impression level Revenue:

Impression level revenue shows how much money ads make for developers from each device in their app. It helps developers see if their ads are making good money and if the users they get from ads are valuable. This gives developers a clear view of how much ad money comes from users they got through ads. It helps them see which ads and channels bring in the best users and money. Developers can use this tool on different platforms such as ironSource’s platforms for getting users and managing ads.


IAP or in-app purchases which means extra stuff in apps using real money. Any kind of extra content or features app users can purchase by using real money. These things can be functional items, cool looks, or full access to the game.


IDFA or Identifier for Advertisers. This is a random code from Apple for a user’s device. It lets advertisers follow users and collect data, playing a big role in making personalized ads. After Apple’s updates, IDFA still works, but now users need to say okay.

In-App Ads:

Ads served inside mobile apps are called In-App ads.

In-App Advertising:

Showing ads inside an app is a common way for app developers to make money. They connect to an ad network using a special tool (SDK) and place ads in a way that users find friendly. Developers earn money when users engage with these ads. Nowadays, most of the money made from mobile apps comes from in-app advertising. You can learn more about mobile app advertising.

In-App Events:

Actions users do after installing an app, such as signing up, logging in, making in-app purchases, etc.

In-App Messages:

Messages that show up for app users while they’re using the app.

Incentivized Traffic:

A plan to give users rewards when they engage with an ad.


Someone who is an expert in their fields has a good connection with their audience and can influence what people buy.

Interstitial Ads:

Fullscreen interstitial ads are a widely used advertising format.

Incent Traffic:

A kind of traffic where users get a reward for doing something, like installing an app.


Also called a ‘view-through,’ impressions happen when a player sees an advertisement. This is different from engagement, which tracks when players choose to interact with an ad.


IPO stands for Initial Public Offering. It’s when a private company sells shares to the public for the first time, usually by creating new stocks. After the IPO, anyone can buy and sell these shares on the open market.

In-App purchase:

In-app purchases are virtual goods users buy within apps, such as in-game currency, recurring subscriptions, and more. There are various types of in-app purchases: content which users pay to unlock new levels and features; upgrades such as new characters or gear; and currency which are purchased in bulk to extend app use. In addition to mobile app advertising, in-app purchases are used by app developers as an app monetization strategy. The best strategies combine both. For example, game developers often integrate ad units such as rewarded videos as a way to increase in-game purchases.

Mobile LTV (lifetime value):

Mobile LTV is a measure of how much money a user can bring to a mobile app over their entire time using it. It considers money from in-app purchases and ads. High LTV means users stick around and spend a lot, which is good for the app’s overall income.

image 6

Terms Starting with K:


KPI stands for key performance indicators. It’s like a measure that shows how well a company is doing in reaching its goals. In apps or games, KPIs are specific and measurable numbers that help check if the app or game is successful. They can include things like how well the game works, how many users it gets, how much money it makes, and how it contributes to the overall success of the business.

image 7

Terms Starting with L:

Landing Page:

A standalone web page designed to achieve conversions.


Means Limit Ad Tracking. It’s when users choose not to share their device info with advertisers.


LTV stands for lifetime value, showing how much money each user brings to the app over their whole time using it. It’s different from another LTV, which stands for loan-to-value, used by financial institutions to measure lending risk. The LTV in the context of games is a key performance indicator (KPI) that predicts the profit from an average player throughout their entire time playing the game.

image 8

Terms Starting with M:


 MAU stands for monthly active users. It’s a percentage of the unique users who visit an app or website in a month. MAU helps app developers know if their app is becoming more popular, less popular, or staying the same. It’s a metric to understand how many people are using the app regularly. Platforms like ironSource’s ad mediation provide analytics, including MAU, to track app usage on iOS and Android.

Mid-core (games):

Mid-core games are more complicated than casual and hypercasual games, but not as hard as hardcore games. They try to keep players interested while being easier to play

A really tough game. These games often take the hard parts of serious games and make them simpler to attract a wider audience.

Mobile attribution:

Attribution helps marketers figure out exactly how users or players found their app or game.

Mobile App Growth:

The mobile app market is getting bigger and more competitive. Having a good strategy for growing your app is important for its success. App growth means keeping users, getting new users who bring in more money, and making sure your app stays popular in a competitive market.

Mobile App retention:

Mobile app retention is about how well an app can keep users coming back. It’s crucial because it helps app developers understand when users start leaving the app and why some don’t come back.

Mobile Game Business Models:

When beginning a mobile game company, it’s essential to have a clear way to make money. This is called a mobile game business model. Developers can choose to earn revenue through one-time payments, in-app purchases (microtransactions), or ads.

Mobile Game Monetization:
Making money from your mobile game is called mobile game monetization. App developers use different methods to earn money, like showing ads in the app, letting users buy things in the app, charging a one-time payment, or having a subscription.

mobile user acquisition:

Getting new users for your app through paid advertising is called mobile user acquisition. The idea is to make more money from the users you get than what you spend on getting them in the first place. It’s an important part of how apps are promoted.

image 9

Terms Starting with N:

Non-Incent Traffic:

It is traffic generated naturally through advertising efforts.

Non-Organic Install:

App installations that happened because of marketing. This includes paying to get users or using your own campaigns.

NFT stands for non-fungible token, which is a special digital ticket showing ownership of a unique digital item. These tokens are usually stored on the blockchain, like the Ethereum blockchain, to confirm who owns them. 

image 10

Terms Starting with O:


This is a way to help new users learn and understand mobile apps.

image 12

Terms Starting with P:

Programmatic Media Buying:

Automating the process of buying advertisements.

Push Notifications:

A message that pops up on the user’s mobile device from an app


Play-to-earn, abbreviated as P2E, means playing games that let you earn things in the game that actually have value in the real world. To learn more, check out information on blockchain gaming.

Playable ads

Ads that let players try out or get a feel for a product without needing to download or stream the full thing.

Pay per install:

In the pay-per-install model, advertisers pay for each installation that their ad campaign generates.

If Advertiser X sets aside money to bid $0.80 for displaying their ad after a device update for the users they want, and the campaign gets 8,000 installs, then the advertiser will pay ($0.80 x 8,000) = $6,400.

Performance Advertising:

Performance advertising is a strategy where advertisers only pay when they get specific measurable results, like making money or gaining loyal customers. This approach helps them make the most of their budget and get a good return on investment. It’s different from brand advertising, which aims to create a certain brand image, because performance advertising is all about getting clear and measurable outcomes.

playable mobile ads:

Playable mobile ads let users try a bit of a game before they decide to install it. These ads make the experience fun and engaging. Programmatic advertising is a smart way for mobile advertisers to buy ad space. Instead of the traditional manual methods, it uses technology to choose the right ads based on data and algorithms. It’s not entirely automatic, but it saves time for marketers, letting them focus on improving their campaigns. Different types include real-time bidding, Private Marketplace, and Programmatic Direct.

image 13

Terms Starting with Q:

QR Code:

A barcode that can be scanned using mobile devices.

image 14

Terms Starting with R:

Real-time Bidding:

An automatic process of buying and selling ad impressions in real time. 


A plan to display ads to people who have already been to your website before.


A tactic in which apps aim to involve users on multiple occasions..

Retention Rate:

It tells you how many people keep using your app after they install it. The app retention rate is the percentage of users who stay engaged with the app over time, usually measured at 30 days, 7 days, and 1 day after the first installation.

App retention = # of monthly active users/# of monthly installs

rewarded video:

Rewarded video is an ad that gives users something in return for watching it. Users get free in-app stuff, developers make good money, and advertisers get more visibility and clicks. It’s a win-win-win situation for everyone.


Retention is an important measure in games, showing how many players keep playing your game after they first download it. We usually check this on the first day, seventh day, and thirtieth day after they download it.

ROAS (return-on-assets)

ROAS (Return on Assets) stands for how good a company is at making money from its resources. It helps measure how well the company is managed in turning its assets into earnings.

ROAS (return-on-ad-spend)

ROAS (Return on Ad Spend) is an important measure that tells how much money a business makes for every dollar it spends on advertising.

RPG (role-playing game)

RPG or role-playing games are A favorite type of games on mobile, console, and. In these games, players take on different roles, either as themselves or as predefined characters. The main focus is on making smart decisions rather than quick reflexes, like in first-person shooter games.

image 15

Terms Starting with S:


SEO stands for search engine optimization. It means adjusting a website to get more natural visitors.


An SDK, short for Software Development Kit, is a set of tools designed to aid in the swift creation of apps and games. SDKs are crafted for specific platforms or programming languages.

Soft launch:

 A soft launch is like a practice run for a new app or game before the big launch. It happens in specific places, like Australia and New Zealand, and is a bit like a rehearsal to fix any problems. Unlike the official launch, it’s low-key and helps developers see how people really use the app. They can find and fix issues, test marketing strategies, and slowly introduce the service to users. It’s a way for companies to make sure everything works smoothly before the full launch.


An SSP, which stands for Supply Side Platform, helps publishers get the best price for their ads. It’s like a technology middleman connecting publishers to places that want to buy ads, such as ad networks. Ad mediation is an example of an SSP that helps publishers handle multiple ad networks using a single integration, making it easier to make money from their app.


SPO, or Supply Path Optimization, is a way for the industry to simplify the process of showing ads online. It aims to cut down the steps between advertisers and publishers, making the connection more direct. In simpler terms, SPO helps advertisers find the best and most direct ways to show ads to their audiences.

image 16

Terms Starting with T:

It means picking a specific group of people you want to connect with through your marketing.

Time of Inactivity:

The time that has gone by since the user last did something in the app.

image 17

Terms Starting with T:


UX stands for user experience. It’s about how a person feels when they use your app or website.


UI stands for the user interface. It’s about how the app looks and is designed overall.

User Acquisition:

Getting new users for an app or website is called user acquisition. It’s a crucial part of the app’s marketing plan, requiring the right channels, technology, and creative strategies to bring in users who stick around and bring in revenue.

user engagement:
User engagement is how much users interact with an app. Important metrics include how often they use it, how long each use lasts, and the number of users each month and day. If users spend a lot of time in the app, it shows high engagement. App developers use strategies like easy starting, regular new content, and personalized plans to increase user engagement.

user segmentation:

User segmentation means dividing an app’s users into different groups based on things like how they use the app, where they’re from, their age, and more. This helps app developers offer personalized experiences, like showing fewer ads to paying users or giving extra rewards to users in certain countries. It’s a way to customize the app for different groups of users.


UA stands for user acquisition. It means getting new users for an app, game, platform, or service. For mobile, it often involves using ads and promotions to encourage people to install and use the app.

To summarize:

I hope that now you have a much better understanding of mobile marketing terminology. Keep it on your bookmarks and check it out whenever you need it.

Additionally, our mobile marketing glossary will be updated periodically with new terms, so check back for updates.

Is there anything we missed that’s important to know about marketing? Let us know!

Leave a Comment

For security, use of Google's reCAPTCHA service is required which is subject to the Google Privacy Policy and Terms of Use.