Mobile App Marketing Glossary | Mapendo Blog

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Mobile App Marketing Glossary

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.

What is Mobile Ad Spend? And How To Optimize It

This article will explore the key strategies to improve your mobile ad spend efficiency, explaining what mobile ad spend entails and why it matters. It will walk you through calculating your ad spend, analyzing its relationship with Return on Ad Spend (ROAS), and uncovering strategies for optimization.

What is Connected TV ? The ultimate guide to CTV advertising

Connected TV, or CTV, is a term used specifically for advertising, and it refers to advertising campaigns run on TV sets connected to the internet. They can be smart TVs, TVs connected through Amazon Fire Stick or Apple TV, and gaming consoles like Playstation and Xbox.

Affiliate Marketing

A successful mobile user acquisition strategy includes multiple marketing channels in a coherent plan and affiliate marketing is amongst the activities that should be taken into account.

User Acquisition

In this article, we’ll explore the significance of UA for mobile applications, discuss strategies for acquiring users via paid and owned media, and provide you with the tools necessary to measure your efforts.

Mobile Gaming Ads

Mobile gaming ads are specific ads, such as videos, banners, interstitials, etc., designed to encourage users to download and play the promoted mobile game. They can be displayed in mobile apps and websites and even in other mobile games. Indeed, mobile gaming ads play also a crucial role in mobile games’ monetization strategies, together with in-app purchases (IAPs).

Playable Ads

Playable ads are a type of mobile game marketing strategy that allows users to interact with a miniature version of a game before downloading the full game, they also include a call-to-action (CTA) that encourages users to download and play the full game.

In-app Purchase (IAP)

An in-app purchase is an extra content or service that allows users to make purchases directly within the app on a mobile device.

Beatrice Bursese

Cost Per Install (CPI)

Cost per install (CPI) is one of the main metrics used in Mobile User Acquisition. It is defined as the (equivalent) cost needed to generate an app install. The target of Mobile User Acquisition is to increase the number of active users for mobile apps.

AdAttributionKit

AdAttributionKit is a powerful tool designed to help marketers and app developers measure the effectiveness of their advertising campaigns.

Giulia Bergamaschi

ROI (Return on Investment)

User acquisition ROI, often referred to as "user acquisition’s return on investment," is a critical metric in the realm of digital marketing and business development; user acquisition ROI measures the financial returns generated relative to the resources invested in acquiring new users for a product or service: A positive ROI indicates that the revenue generated from acquired users exceeds the costs incurred in acquiring them, signifying a profitable investment.

Pietro Castellani

SKOverlay

SKOverlay is an overlay that recommends another app to the users of your app. In other words we can say that SKOverlay is a mobile banner rendered by Apple and slightly customizable. This banner (or overlay, as we should call it) is available in any context to app developers to suggest or advertise another app, but is usually rendered as an overlay banner over other advertisements.

Mobile Game User Acquisition

App growth is the process of acquiring and retaining users for mobile apps, in particular mobile gaming apps. In a complex and ever changing environment, app marketing is always evolving, thanks to new technologies and new techniques.

Ad Network

An ad network is a bridge between publishers and advertisers, a platform that manages the exchange of ad inventory between publishers and advertisers in an app install campaign. An ad network collects ad inventory from publishers to find the right match with the advertisers’ needs.

Mobile DSP

A Mobile Demand Side Platform is a tool used to buy mobile traffic and optimise it for the sake of mobile advertising activities.A mobile dsp connects to many ad exchanges at the same time, providing a single interface for the buying process. A mobile demand side platform simplifies the way mobile advertising activities are managed.‍

Pay Per Install

Pay per install (PPI) campaigns are a popular method for promoting apps, particularly in the gaming industry. These campaigns involve paying a publisher a fixed amount for each installation of an app that is attributed to their promotion.

Lorenzo Viscanti

User acquisition re-engagement

Re-engagement is a marketing strategy aimed at serving ads to existing users who have already shown their interest through a previous engagement. Re-engagement can also refer to the practice of retaining those users who have uninstalled the app, or those who have not opened it within a specific timeframe.

Beatrice Bursese

Word Games

One of the most simple game genres, word games are also known as word game puzzles or word search games. They can be spoken, board or video games which are designed to test the ability of language.

Subscription Mobile Games

Subscription mobile games are apps that require the player to monthly pay a specific fee to have access to the app or to obtain a premium version of an app.

Simulation Games

A simulation game describes a genre of games designed to closely simulate real-world activities. The purpose of the game may be to teach something to the player, for example how to run a farm or a candy shop.

Racing Games

The racing video games genre allows the player to participate in racing competitions. They can be settled in real-world racing leagues or a fantasy context.

Puzzle Games

Puzzle mobile games are a kind of video game that emphasize puzzle solving. They can test problem-solving skills like logic, pattern recognition, word completion and sequence solving.

Mobile Board Games

A Mobile Board Game adapts traditional board games, which include dice, a board and cards, to mobile phones.

MMORPG

MMORPG stands for Massively Multiplayer Online Role-Playing Games and they could also be a type of MMO game.

MMO Games

MMO Games, or Massively Multiplayer Online Games, refer to online video games that allow a large number of players on the same server. These games can be found in environments where players can cooperate and compete with each other, also interacting with people all around the world.

Mid-Core Games

Mid-core games are more complex than hyper-casual and casual games because they are not designed for a sporadically game, since they require skills and strategy to progress, investing more time than a typical casual game.

Meta Games

In mobile gaming, meta games are all the activities perceived as external or peripheral to the game, while being important to the game experience. The word meta refers to the parts of gameplay such as systems and loops that a player has to repeat in order to advance in the game.

Match-Three Games

Match-three games are also known as tile-matching games or puzzle games where the player needs to move a series of tiles to make them disappear. The goal of this video game is to form lines, chains or groups of three or more elements.

Idle Games

Idle games, also known as incremental games, clicking games or offline games, are video games whose players perform simple actions such as clicking repeatedly on the screen or swiping to make currency.

Hyper-Casual Games

Hyper-casual games are characterized by lightweight, instantly playable games that players revisit often because of short sessions length and fun game mechanics. They are easy-to-play because users can quickly play with them after downloading, usually without any tutorial or instructions.

Hybrid-Casual Games

Hybrid-casual is a new type of mobile game that represents the combination of hyper-casual gameplay and more elaborated mechanics that also appeal to mid-core audience. They are the representation of the recipe for long-term engagement.

Hardcore Games

Games that require players a high level of engagement and time are usually called hardcore games. The main purpose is to test the skills of the player in a top-level competition environment.

Casual Games

Casual games are characterized by a mass-market audience, as opposed to hobbyist gamers of the hardcore game. They generally involve simple rules and few specific skills. The majority of these casual games have been developed across the history of video games.

Card Games

Card games can refer to different kinds of games, such as Poker, Solitaire and Blackjack. Mobile card games involve tactical play with multiple players or can be played solo, depending on what the game is.

App Install Campaign

The first goal with any app is to encourage people to download and use it right? The way to achieve this is through an app install campaign, i.e tailoring your strategy to get users to download your app.

Creatives

In the process of running app install campaigns, advertisers provide their marketing partners with creatives to show to potential users in order to make them download their app.

User Acquisition

User acquisition can be defined as the strategy employed to drive new users to an app, achieved through marketing and advertising campaigns. The two main forms of user acquisition are organic and non-organic (or paid) acquisition.

Mobile App Growth

Mobile app growth is what app developers and advertisers need in order to face the cut-throat competition and grow their app user base while generating revenues too. It includes both organic and paid efforts to boost the number of users, increase the retention rate and generate in-app revenues by targeting and acquiring high-LTV users.

App Promotion

In the context of UA, App promotion is a strategy designed around generating installs, usually achieved by advertising campaigns and promotional offers, ie. paid activities. Lets looks at these app promotion channels in more depth

Carlotta Pasqualini

Demand Side Platform

Within the context of mobile app marketing nowadays DSPs, together with SSPs play a major role. Thanks to their artificial intelligence technology they make advertisers and publishers’ lives a lot easier in the context of app install campaigns and programmatic advertising. Here is everything you need to know about what a DSP really is.

Real Time Bidding

Nowadays, in mobile app marketing, programmatic advertising is essential. In this context, we need to take some time to talk about one type of programmatic advertising: Real-time bidding

eCPA

eCPA is the effective price paid for a pre-selected action driven by a media source: it can be obtained by dividing the total spending for the app install campaign by the number of selected actions in a given period of time.

eCPI

eCPI can be calculated by dividing the total spending related to marketing campaigns by the total number of installs driven.

App Store Optimization (ASO)

App Store Optimization (ASO) can be defined as a process aiming at optimizing the visibility of an app in app stores.

Mobile Measurement Partner (MMP)

A mobile measurement partner, or MMP, can be defined as a third-party company that provides help to app advertisers for collecting app data, measuring campaign performance and attributing results to different marketing channels and media sources.

Non Organic Installs

The basic distinction we can make in the field of mobile user acquisition is between organic installs and non-organic installs.

Organic Installs

We can make a distinction between organic installs and non-organic installs: the difference between the two lies in the source driving the app install.

Lifetime Value (LTV)

Lifetime value (LTV) is a core metric in mobile app marketing. Lifetime value can be defined as the revenue coming from a single app user, on average, during their “life” within the app, that is to say, during the entire period of time in which they are using the app.

Mobile User Acquisition

Mobile User Acquisition (UA) is usually done by marketers through a combination of organic activities, branding activities and paid marketing. The target of mobile user acquisition is to generate new installs for mobile apps at a cost that is less than the Lifetime Value (LTV) generated by the same users.

Lorenzo Viscanti

App Install Ads

App Install Ads are advertisements which contain deferred deep links, that bring users who click on the ads directly to the app store, Google Play or App Store depending on the operating system.

Roberto Tranquilli

Retention Rate

Retention rate can be defined as the percentage of users who continue to use a given app for a pre-set period after having installed it. The retention rate can be calculated by dividing the number of users active on a certain day after the app install by the total number of users who have installed the app in the time period considered.

Device ID

The device ID is a unique and anonymized identifier associated with a mobile device – smartphones, tablets, or any other kind of device. The device ID is made up of numbers and letters and it does not contain any personal information related to the user, such as name, address, email, etc.

Web Attribution

Web attribution can be defined as the process of identifying and attributing the steps of a consumer journey across the web – on a desktop or mobile browser – leading to a conversion. Web attribution works together with mobile attribution, allowing advertisers and marketers to understand the overall journey leading users to conversions.

In-App Events

In-app events, or post-install events, are those actions taken by users after having installed an app. In-app events may include, for example, item order or purchase, registration, subscription, etc.

Attribution Technology

Attribution technology is the piece of software that can help advertisers identify the way users are led to conversions, identify the most effective ads and, as a result, invest the available budget more properly and increase the app install campaign ROAS.

Attribution Modeling

Attribution modeling is defined as the method used by advertisers to attribute conversions to advertising campaigns, giving credit to the touchpoints leading to conversions, such as app installs or in-app events.

Click-Through Attribution

Advertisers rely on Mobile Measurement Partners (MMPs) in order to measure their app install campaigns as MMPs leverage different attribution technologies such as click-through attribution and view-through attribution.

Publisher

Publishers are at the bottom of the supply chain in the mobile marketing ecosystem, as opposed to advertisers, who represent the demand side.

Advertiser

In the mobile app marketing ecosystem there are two indispensable players: the advertiser and the publisher. The advertiser can be defined as the main reason to exist for app install campaigns and any other app marketing-related activity.

App Tracking Transparency

Apple’s release of iOS 14.5 has been a pivotal event for the app marketing ecosystem. Indeed, ATT forced marketers to rethink the way of running paid user acquisition campaigns.

Identifier For Advertisers (IDFA)

IDFA is a unique device identifier associated with every Apple’s device and it is used in order to track users’ activities for advertising purposes.

Media Buying

In the advertising ecosystem, advertisers entrust their marketing partners with media buying, which is the buying of advertising space to promote their business.

Creative A/B Testing

App install campaigns can work with many creatives and different ad formats but not all of them are effective in achieving results. Creative A/B testing is a powerful tool to assess the performance of different creatives.

Mobile Attribution

Advertisers and app developers who want to grow their app user base often rely on app install campaigns run by several marketing partners.

Programmatic

In the context of mobile app marketing, programmatic refers to programmatic advertising or programmatic media buying.

View-Through Attribution

View-through attribution is one of the three main attribution models together with last touch attribution and multi-touch attribution.

Supply Side Platform

Within the context of programmatic advertising nowadays Supply Side Platforms (SSPs), together with Demand Side Platforms (DSPs), play a major role.

Return On Ad Spend

In app install campaigns it is essential to keep an eye on your efforts and spending in order to see if your campaigns are successful and if your users are high-quality users. In this context, keeping track of the ROAS is extremely helpful.

SKAdNetwork

In mobile app marketing, SKAdNetwork has a big impact, and it is pivotal especially in the context of app install campaigns after the introduction of Apple’s iOS14 update.

Probabilistic Attribution

In the context of app install campaigns, measurement is key. Deterministic attribution technology is the most accurate way to do it, but nowadays (after the launch of iOS14) more and more users hide their IDFA making deterministic attribution impossible. That’s where Probabilistic Attribution kicks in.

Limited Ad Tracking

In mobile app marketing, Limited Ad Tracking (LAT) existed already before iOS 14 privacy features and the introduction of the ATT (App Tracking Transparency).

Deterministic Attribution

In Mobile app install campaigns and mobile app marketing, measurement is very important and deterministic attribution technology is the most accurate way to measure your campaign impact. The attribution technology is used to attribute every action in mobile marketing to a given source that generated it.

Cost Per Action

In the context of Mobile App Marketing Campaigns there are different pricing models, that is to say the ways in which advertisers pay DSPs (Demand-Side-Platforms) or other media sources, and CPA is one of the most effective ones.

Average Revenue Per User

When we have a mobile app, it is very important to keep an eye on some monetization metrics to understand and predict how much profit we can expect from the users who use the app. One of these metrics is ARPU.

Ad Exchange

In the anatomy of an app install campaign, and especially in programmatic advertising and real-time bidding, Ad Exchanges play a key role between publishers and advertisers.

Roberto Tranquilli

Creative Rotation

In mobile app marketing creative rotation is a key tool for advertisers to optimize their app campaign performance and their user acquisition strategy.

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