Marketing Glossary
Plain-English definitions for paid media, attribution, and agentic marketing terms used in app and game growth.
Performance Metrics
Performance Metrics
ARPU: What Average Revenue Per User Tells You
ARPU (Average Revenue Per User) measures how much revenue each user generates over a given period. Learn how to calculate ARPU correctly, how it relates to LTV, and what benchmarks look like by app category.
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Click-Through Rate (CTR): What It Measures and Why It Matters
CTR is the percentage of people who click your ad after seeing it. Learn what drives CTR up or down, how to benchmark it by channel, and what a strong CTR actually indicates about your campaign.
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Conversion Rate (CVR): Definition and How to Measure It
CVR measures the percentage of users who complete a desired action after an ad click or app install. Learn what affects CVR, how to benchmark it, and which CVR in the funnel actually matters most.
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Customer Acquisition Cost (CAC): Definition and Benchmarks
CAC is the total cost to acquire one paying customer, covering ad spend, team, and tools. Learn how to calculate it accurately, what drives it up, and how to bring it down.
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eCPM: What Effective Cost Per Mille Means for App Revenue
eCPM (effective cost per mille) measures how much revenue an app earns per 1,000 ad impressions. Learn how it's calculated, what drives it up or down, and how to use it to optimize your ad monetization.
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ROAS: What It Means and How to Improve It
ROAS (Return on Ad Spend) measures how much revenue you earn for every dollar spent on advertising. Learn how to calculate it, what benchmarks actually mean, and how to improve it.
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What Is a Good ROAS? The Real Answer by Channel and Business Model
A good ROAS depends entirely on your margins, channel, and business model. Learn what ROAS targets actually mean, why 3x ROAS can be losing money, and how to calculate the minimum ROAS your business needs.
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Attribution & Tracking
Attribution & Tracking
Marketing Attribution: How to Track What's Driving Revenue
Marketing attribution is the process of assigning credit to the ads, channels, and touchpoints that lead to a conversion. Learn how attribution models differ and which one to use for app campaigns.
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MMP (Mobile Measurement Partner): What It Does and Why You Need One
An MMP (Mobile Measurement Partner) is a third-party attribution platform that tracks where app installs come from and what users do after installing. Learn what MMPs do, how they differ from ad platform attribution, and which one to choose.
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Mobile Attribution: How App Installs Get Credited to Ad Campaigns
Mobile attribution is the process of matching app installs and in-app events to the ad campaigns that drove them. Learn how device-level attribution works, what changed after iOS 14.5, and why attribution data can be misleading even when it's technically accurate.
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Campaign Operations
Campaign Operations
Ad Fatigue: Why Creative Performance Drops and How to Fix It
Ad fatigue happens when an audience sees the same ad too many times and stops engaging. Learn how to spot it early, how frequency drives it, and what rotation cadences actually work.
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CPA Marketing: How Cost Per Acquisition Works in Paid Media
CPA (Cost Per Acquisition) is the amount you pay each time a user completes a desired action, from an install to a subscription purchase. Learn how CPA bidding works, how it differs from CAC, and when to use it.
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Incrementality Testing: Measuring What Your Ads Actually Cause
Incrementality testing measures whether your ad spend is causing conversions or just taking credit for them. Learn how holdout tests work, when to run them, and what the results actually mean for budget decisions.
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Retargeting: How to Re-Engage Users Who Didn't Convert
Retargeting shows ads to people who have already interacted with your app or website but haven't completed the desired action. Learn how retargeting works, when it helps, and when it's just burning budget on users who were never going to pay.
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