Mobile App Marketing Glossary

Mapendo Team
March 31, 2022
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Mobile App Marketing Glossary

Mobile App Marketing is a world with its own distinct language, which can be tricky for both newcomers and experts. However, a thorough understanding of the terminology is essential to the success of your app install campaign and to your app user acquisition strategy. Knowing every secret of real time bidding or the benefits and drawbacks of attribution technologies is the key to grow your app with high-quality users.  

Our team here at Mapendo has put together a comprehensive mobile app marketing glossary in order to help you succeed in the industry. We have defined everything from general subjects like user acquisition and media buying to specific terms such as SKAdNetwork and probabilistic attribution

We hope this glossary can help both advertisers and marketers navigate through the ever-changing mobile advertising landscape, where every acronym has its own unique meaning. Every update, like Apple’s iOS 14.5, can suddenly shake things down and introduce new topics.  

Whether you are new to the industry or just want to expand your knowledge, we welcome you to take a deep dive into Mapendo’s Mobile App Marketing Glossary, along with the other resources on our site like case studies and reports.

A

Ad Exchange
Ad Network
Advertiser
Affiliate Marketing
App Install Ads
App Install Campaign
App Promotion
App Store Optimization (ASO)
App Tracking Transparency (ATT)
Attribution Modeling
Attribution Technology
Average Revenue Per User (ARPU)

C

Click-Through Attribution
Cost Per Action (CPA)
Cost Per Install (CPI)
Creatives
Creative A/B Testing
Creative Rotation

D

Demand Side Platform (DSP)
Deterministic Attribution
Device ID

E

eCPA
eCPI

I

Identifier For Advertisers (IDFA)
In-App Events

L

Lifetime Value (LTV)
Limited Ad Tracking (LAT)

M

Media Buying
Mobile App Growth
Mobile Attribution
Mobile Measurement Partner (MMP)
Mobile User Acquisition

N

Non Organic Installs

O

Organic Installs

P

Probabilistic Attribution
Programmatic
Publisher

R

Real Time Bidding (RTB)
Retention Rate
Return On Ad Spend (ROAS)

S

SKAdNetwork
Supply Side Platform (SSP)

U

User Acquisition

V

View-Through Attribution

W

Web Attribution