Glossary
Active Subscriptions
Active Subscriptions count users on recurring paid plans for premium app features.
Active Users
Active users is a fundamental metric that counts the number of unique individuals who engage with your mobile app within...
Ad Server
Ad servers manage a campaign's creative elements (images, audio, videos) and select versions for specific audiences.
App engagement
App engagement is the degree to which users interact with a mobile application, measured by how often they open it,...
App Installs and Uninstalls
App installs gauge an app's popularity and success, a key metric in mobile app marketing.
App Links
App Links are special URLs that take users directly to a specific screen or piece of content inside a mobile...
App Retention
App retention is an app's ability to keep users engaged and active for a period after downloading and installing it.
App Size
App size refers to the amount of storage space a mobile application occupies, measured at different stages of its lifecycle...
App Store App Analytics
App Analytics is a segment within App Store Connect that is solely focused on measuring the performance of iOS apps.
App Store Connect Shared Secret
Apple's App-Specific Shared Secret is a 32-character key for auto-renewable subscription receipts.
App Store Optimization (ASO)
App Store Optimization (ASO) is the process of improving a mobile app's visibility and conversion rate within app stores such...
App Store Visibility
App Store visibility refers to how easily and frequently a mobile app appears to potential users across app store surfaces,...
App Title
An app title is the official name of your mobile application as it appears in app stores, serving as the...
App Tracking Transparency (ATT)
App Tracking Transparency (ATT) is Apple's privacy framework, introduced with iOS 14.5 in April 2021, that requires every iOS, iPadOS,...
Apple fiscal calendar
The Apple fiscal calendar is the financial calendar Apple uses to organize its accounting year, built from four 13-week quarters rather than...
Apple Receipt Validation
Server validation verifies the authenticity of in-app purchases.
Average Revenue Per Daily Active User (ARPDAU)
ARPDAU, or Average Revenue Per Daily Active User, measures the average revenue generated by each active user on a daily...
Average Revenue Per Paying User (ARPPU)
ARPPU, or Average Revenue Per Paying User, measures the average revenue generated by users who actually make payments within your...
Average Revenue Per User (ARPU)
Average Revenue per User measures the average revenue from all active users, while ARPPU focuses only on paying users.
Churn Rate
The percentage of users who stop using your mobile app over a specific time period. Churn rate is the inverse...
Cohort Analysis
Cohort analysis groups data by shared characteristics or experiences, typically within a specific time frame, for analysis.
Conversion Rate (CVR)
App conversion rate is the percentage of users completing goals like purchases, signups, subscriptions, or surveys.
Cost per Install (CPI)
CPI (Cost Per Install) is the cost an advertiser pays per mobile app install from an ad click.
Customer Acquisition Cost (CAC)
The amount spent for each newly-acquired mobile app user over a given time period.
Daily Active Users (DAU)
DAU refers to the app's popularity, as it tracks the number of users who visit it every day.
Deep Linking
Mobile deep linking uses a custom URL to direct users to a specific app page.
Deferred app linking
Deferred deep linking is a mobile marketing technique that routes users to a specific page or content inside an app,...
Flutter
Flutter is an open-source UI framework developed by Google that allows developers to build natively compiled applications for mobile (iOS...
Free trial
A free trial is a customer acquisition model that gives prospective users no-cost access to a product or service for...
Freemium
Freemium is a business model where a company provides a basic version of its product or service at no cost,...
Funnel analysis
Funnel analysis is the process of measuring how users progress through a defined sequence of steps toward a specific goal...
IDFA
IDFA is a unique, random alphanumeric code assigned to each iOS device by Apple.
IDFV
Identifier for Vendors is a 32-character code used to distinguish devices interacting with an app.
In-App Event
In-app events refer to activities that users perform on an app post-installation.
In-App Notifications
In-app notifications can highlight updates, welcome users, or offer usage guidance.
In-App Purchases SDK
An in-app purchases SDK is a toolkit from platforms like Apple or Google that lets developers enable purchases within their app.
In-App Subscriptions
In-app subscriptions charge users regularly for access to premium content or features.
Indie Developer
What is an indie developer? An indie developer (short for "independent developer") is an individual or a small team that...
iOS In-App Purchases
iOS developers use in-app purchases to monetize apps beyond the initial price or support a freemium model.
Mobile App Onboarding
The mobile app onboarding process involves a series of steps that new users take to get started with an app.
Mobile Attribution
Mobile attribution is the process of connecting app installs and in-app actions to specific marketing campaigns, ads, or channels that...
Monthly Active Users (MAU)
Monthly Active Users (MAU) represents the number of unique users who engage with your app within a 30-day window. Unlike...
Paid Installs
Paid installs (non-organic installs) happen when users download an app after seeing a marketing campaign.
Paywall
A paywall functions as a digital blockade that restricts users from accessing certain content.
Paywall A/B Testing
Paywall A/B testing is a method to evaluate mobile paywall effectiveness through controlled experiments.
Paywall Optimization
The paywall is where users are asked to pay for premium content or features.
Peer Group Benchmarks
An Apple App Analytics dashboard helps iOS developers track app performance.
Push Notification
Push notifications are short, clickable messages sent directly to a user's device by mobile apps or websites, even when the...
SDK
An SDK, or software development kit, is a packaged collection of software tools, libraries, APIs, documentation, and code samples that...
StoreKit
StoreKit lets developers add in-app purchases to iOS, macOS, watchOS, and tvOS apps.
Subscription (Purchase) Deferral
The Google Play Developer API allows temporary deferral of subscription purchases.
Subscription fatigue
Subscription fatigue is the overwhelm and frustration consumers feel when they manage too many recurring services at once — when...
Subscription Revenue
Subscription revenue is income from users paying a regular fee for premium app content or features.
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