Mobile Growth Glossary

A

• Accelerated Mobile Pages (AMP)
• Active User
• Ad Network
• Ad Stacking
• Android App Links
• API
• App Clips
• App Indexing
• App Links
• App Monetization
• App Onboarding
• App Referrals
• App Store Optimization (ASO)
• App Tracking Transparency (ATT)
• Apple App Site Association (AASA)
• Apple Search Ads
• Application
• ATT Opt-in Rate
• Attribution
• Attribution Modeling
• Attribution Window
• Audience Building
• Average Revenue Per User (ARPU)

B

• Background Push Notification
• Biased Attribution
• Bots
• Browser

C

• Chrome Intents
• Click Flooding
• Click Fraud
• Click Hijacking
• Click Injection
• Click Spam
• Click-through Rate (CTR)
• Cohort
• Connected TV (CTV)
• Content Preview
• Contextual Deep Linking
• Conversion
• Conversion Rate
• Conversion Value
• Cookie Stuffing
• Cost Per Action (CPA)
• Cost Per Click (CPC)
• Cost Per Engagement (CPE)
• Cost Per Install (CPI)
• Cost Per Mille (CPM)
• Cross-channel Attribution
• Cross-device Attribution
• Cross-platform Attribution
• Customer Acquisition Cost (CAC)

D

• Daily Active Users (DAU)
• Data Clean Room
• Deep Linked Email
• Deep Linking
• Deferred Deep Linking
• Demand-side Platform (DSP)
• Deterministic Matching
• Device Fingerprint
• Device ID
• Dormant User

E

• Email Marketing
• Emulated Devices

F

• Facebook App Links
• Fake Installs
• Fingerprinting
• Fragmentation

G

• Geofencing
• Google Advertising Identifier (GAID)
• Google Privacy Sandbox

H

• Hosted Deep Links

I

• Identifier for Advertisers (IDFA)
• Identifier for Vendors (IDFV)
• Impression
• In-app Purchase
• Influencers
• Install
• Intelligent Tracking Prevention (ITP)
• IP Addresses
• IP Filter
• IPv4
• IPv6

K

• K-factor
• Key Performance Indicator (KPI)

L

• Lifetime Value (LTV)

M

• M-Commerce
• Mobile Ad Fraud
• Mobile Advertisement
• Mobile Analytics
• Mobile Analytics Tools
• Mobile Banners
• Mobile Interstitials
• Mobile Linking Platform (MLP)
• Mobile Marketing
• Mobile Measurement Partner (MMP)
• Mobile SEO
• Mobile User Acquisition
• Mobile User Retention
• Monthly Active Users (MAU)
• Multi-Touch Attribution

O

• Organic Install
• Over-the-Top (OTT)

P

• Phone Farm
• Postbacks
• Predictive Modeling
• Privacy Manifest
• Privacy-Enhancing Technologies (PETs)
• Probabilistic Modeling
• Programmatic Media Buying
• Push Notification

Q

• Query Parameters
• Quick Response (QR) Code

R

• Retargeting
• Retention Rate
• Return On Advertising Spend (ROAS)

S

• Self-attributing Network (SAN)
• Session
• Sideloading
• SKAdNetwork
• Smart Banner
• Software Development Kit (SDK)
• Supply-side Platform (SSP)

T

• Third-party Cookies
• Time of Inactivity
• Tracking Pixel

U

• Uninstall Tracking
• Universal Links
• URI Redirect Mode
• URI Schemes
• User Agent
• User Experience Persona

V

• View-through Attribution
• Viral Index

W

• Walled Garden