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

AdAttributionKit
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

Card Games
Casual Games
Click-Through Attribution
Cost Per Action (CPA)
Cost Per Install (CPI)
Creatives
Creative A/B Testing
Creative Rotation
CTV (Connected TV)

D

Demand Side Platform (DSP)
Deterministic Attribution
Device ID

E

eCPA
eCPI

H

Hardcore Games
Hybrid-Casual Games
Hyper-Casual Games

I

Identifier For Advertisers (IDFA)
Idle Games
In-App Events
In-App Purchase

L

Lifetime Value (LTV)
Limited Ad Tracking (LAT)

M

Match-Three Games
Media Buying
Meta Games
Mid-core Games
MMO Games
MMORPG
Mobile App Growth
Mobile Attribution
Mobile Board Games
Mobile DSP
Mobile Game User Acquisition
Mobile Gaming Ads
Mobile Measurement Partner (MMP)
Mobile User Acquisition

N

Non Organic Installs

O

Organic Installs

P

Pay Per Install
Playable Ads
Probabilistic Attribution
Programmatic
Publisher
Puzzle Games

R

Racing Games
Real Time Bidding (RTB)
Retention Rate
Return On Investment (ROI)
Return On Ad Spend (ROAS)

S

Simulation Games
SKAdNetwork
SKOverlay
Subscription Mobile Games
Supply Side Platform (SSP)

U

User Acquisition
User Acquisition re-engagement

V

View-Through Attribution

W

Web Attribution
Word Games