Mobile App Marketing Glossary
- Ad Network
- Ad Campaign
- Ads
- App Analytics
- App Store Optimization
- App Title/Name
- App Listing Page
- Apple App Store
- Apple Search Ads
- ARPU (Average Revenue Per User)
- App Marketing
- App Profile
- App Unit
- App Updates
- Audience Geography
- ASO Report
- App Icon
- Biggest Movers
- Biggest Losers
- Categories
- Category Rankings
- Category Ranking History
- Cost Per Tap (CPT)
- Cost Per Acquisition (CPA)
- Cost Per Install (CPI)
- Chance Score
- Churn
- Conversion
- Conversion Rate
- Click Through Rate
- Conversion Rate Optimization
- CSV (Comma Separated Value)
- Daily Active Users (DAU)
- Developer
- Description (Short, Google Play Store)
- Description (Long, Google Play Store)
- Description (Apple App Store)
- Device
- Downloads
- Download Estimations
- Developer Account Integration
- Editor’s Choice (Google Play Store)
- Freemium
- Free App
- Free (Top Charts)
- Google Play Store
- Google AdWords
- Google Analytics
- Google Play Developer Console
- Google Play Search Ads
- Install
- In-App Purchases
- Internationalization
- Incentivized Installs
- In-App Ads
- Impression
- Impression Share
- Indie Developer
- iTunes Connect
- Keywords
- Keyword Rankings
- Keyword Optimization
- Keyword Suggestions
- Keyword Tracker
- Keyword Ranking History
- Keyword Density
- Keyword Distribution Summary
- Keyword Intelligence
- Localization
- Latest Reviews
- Monetization
- Monthly Active Users (MAU)
- Negative Reviews
- Negative Ratings
- Organic Growth
- Organic User
- Organic Installs
- Overall Ranking
- Paid App
- Preview Video
- Positive Reviews
- Positive Ratings
- Publisher
- Publisher Leaderboards
- Retention Rates
- Reviews
- Ratings
- Revenue Estimation
- ROI (Return of Investment)
- Search Ads
- Seasonality
- Search Ads Intelligence
- Screenshots
- Search Query
- Search Score
- Top Charts
- Top Keywords
- Total Apps (for a keyword)
- Targeted Ads
- Today Page (Apple App Store)
- Usage Data
- User Experience
- User Acquisition
- Visibility
- Visibility Score
- Version History
Platforms that allow the app publishers to connect with the ad agencies in order to run various ad campaigns.
A method of promoting an app through some campaigns that aim to bring traffic to your app. It’s an integral part of paid acquisition.
A specific tool that provides a set of tools designed to measure the performance of a publisher’s app.
The set of practices that aim to increase the visibility of an app in the app stores while also aiming to increase its conversion rates.
The page in each app store that contains all of the creatives of an app and is intended to provide a more detailed presentation of the app. It’s also where the app is downloaded from.
The app store for iOS devices where the users can search for apps and download them from, often referred simply as the App Store.
A calculation that shows the average revenue generated from each user. This is calculated by dividing the total revenue to the total number of users of an app.
A profile page of an app that shows important metrics about the app to show its overall performance in the app markets.
The act of purchasing an app through a single user id. Downloads with the same id on different devices don’t count.
An update to the software of an app or an update to the app’s metadata that is done in order to improve the app, add new features, fix bugs or improve its ASO factors.
A detailed report showing how many keywords an app is ranking in the relevant ranges (Such as in the Top 5 or Top 10 results).
The icon of the app that appears in the app stores, app listing page and is the icon visible in the mobile device the app has been downloaded to.
A section of the Top Charts that shows the apps that climbed the highest number of ranks in the last 24 hours.
A section of the Top Charts that shows the apps that have lost the greatest number of ranks in the last 24 hours.
Both app stores are divided into several categories based on the genre of an app. This makes the app stores easier to navigate and gives apps an increased chance of being discovered.
A chart that shows how the category ranking of an app, or more than one app, has changed over a selected period of time to show how has the app grown over time.
A campaign method in search ads campaigns where the payment of the ad is collected only after the user taps on the ad. This is set as default in Apple Search Ads Advanced.
Allows the publisher to select a goal for average cost per acquisition in Apple Search Ads to better manage their budget.
A campaign method in search ads campaigns where the payment of the ad is collected only after the user installs the app. This is set to default in Apple Search Ads Basic.
A score that, based on the competitiveness of the keyword, shows how likely an app is to rank in the top 10 results for that keyword.
The rate on how many page visits convert into installs. Calculated by dividing the number of conversions to the total number of app page visits.
The rate of how many of the total impressions were clicked by a person. This is calculated by dividing the total click numbers on an ad to the total number of impressions an ad gets.
The process of optimizing the creatives of your app listing page to get more conversion and increase the rate of conversions.
A format which allows the person to extract reports that have the values separated by commas. This enables them to be easily imported to and exported to different platforms.
The first 80 characters of the description of the apps in the Google Play Store. This is the visible part of the description in the App Listing Page.
The entire description of an app in the Google Play Store, often referred as the long description. Users will have to tap on the ‘read more’ link to read the rest of the description. The long description is limited to 4000 characters and apps are indexed for the keywords they use in their descriptions.
A body of text limited to 4000 characters that is used to provide a more detailed information about an app that can be accessed from app listing page.
Estimations provided by various ASO tools to show the estimated download numbers an app is getting daily, monthly or yearly.
The process of integrating a developer account (such as, Google Play Developer Console or iTunes Connect) to an ASO Tool or any other analytics tool.
Analytical tool provided by Google to track the performance of an app or website. Provides a wide scope of analytical data to measure performance.
The app developer service of Google Play Store. This account is used to publish apps into the Google Play Store.
Ads that are available in the Google Play Store that appear at the results of specific search queries.
Micro-transactions that can be done from inside an app that makes an app ad-free or allows the user to buy some in-app goods.
Installs that are incentivized by the publisher or a 3rd party in exchange of money, in-app features or any kind of benefit.
A developer that is not associated with any company and is developing apps with their own resources.
The developer account for the Apple App Store. This account is used to publish apps into the Apple App Store.
The process of finding, choosing and refining the keywords to find the best possible set of keywords to represent an app in the app stores.
A specific tool that is designed to track the performance of keywords and see relevant metrics such as the search score or chance score of those keywords.
The process of making an app suitable for a specific foreign geography. This includes translating the app entirely into the native language as well as optimizing creatives to fit the cultural trends in the target localization.
Users that come from organic search results. These users find your app through search queries and are the group of users that are most likely to spend money on your app.
Installs that happen after a user visits your app listing page and decides to download your app. Installs coming from ads or websites are excluded in organic installs.
A video available in the app’s listing page in both app stores that serves the purpose of briefly showcasing the primary functions of an app.
A person or entity that is responsible for publishing an app into the app stores. This can be the same entity as the developer as well as someone entirely different.
Small comments that are designed to collect feedback from users. Reviews are publicly visible, therefore they also affect conversion rates as they act as referrals for other users.
Apps can be rated with stars to show the overall satisfaction/dissatisfaction of a user. Ratings range from 1 stars to 5 stars.
The act of preparing custom marketing campaigns for seasonal events such as Christmas, Halloween etc.
A tool that is created specifically to provide publishers the necessary tools and data to excel at Apple Search Ads.
Screen captures of an app that gives a bit more insight about the app. Screenshots are usually accessed through the App Listing Page.
A vital metric that shows the search volume of a keyword. The higher the search score is the more it is being searched for.
The leaderboards of the app stores. Shows the top ranking apps in each category and in the overall app store as well.
Ads that are targeted to a specific audience. These audiences can be selected based on age, gender, location etc.
The page on the Apple App Store that shows the featured app choices of the day that allows users to explore new apps by looking at curated apps to discover more interesting apps to improve overall user experience.
The overall process of monitoring, analyzing the overall experience of the users with your app to pinpoint what features can be improved or scrapped.
A score calculated to show how visible an app is in the app stores by looking at its keyword rankings, download numbers and numerous variables.
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