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A
A/B Test
A/B test is a common user research methodology for developers. A/B test usually compares two versions (A&B) of one single variable to test which is more effective.
Ad Exchange
On an ad exchange (ADX) platform, advertisers from a demand-side platform (DSP) engage in real-time bidding (RTB) for the ad inventory made available by publishers on the supply-side platform (SSP).
Ad Format & Ad Creative
Ad formats refer to the type of ads that are displayed in the apps. The common ad formats are banner ads, native ads, interstitial ads, and rewarded ads. Ad creatives are ads served on apps, which determines how ads look like. Ad creatives can be text, images, videos and other formats.
Ad Placement
Ad placement is a location where ads can be shown. Publishers can set the entire screen as an ad placement, or set the ad placement only in a specific location of the screen.
Ad Network/ADN
The ad network connects app developers and advertisers, acting as an intermediary between publishers and advertisers. For advertisers, they can submit their ads here to promote products or services. For app developers, ad network helps them get revenue from displaying ads to their users.
Ad Inventory
Ad inventory is a term to measuring the number of ad space a publisher can offer to sell to advertisers.
Ad Revenue
Ad revenue is the money app developers can get from in-app advertising. The ad revenue formula is: Ad revenue equals ad impressions * eCPM/1000.
AEO
AEO refers to app event optimization. Unlike optimization of events such as installation and application activation, AEO enables ads to be delivered to users who are more likely to complete such in-app events that advertisers define valuable to their business. For example, if advertisers want to acquire users who may make purchase, ads will be delivered to users who are likely to complete purchase.
ARPU
ARPU refers to average revenue per user, measuring the average revenue each user generates from in-app advertising and in-app purchases. It can also be calculated as the total revenue divided by the total users.
Attribution
Attribution is an indispensable part of precise ad targeting. Advertisers use attribution to understand their successfully converted users, including their conversion journey, resulting behaviors, and implicit value.
ARPDAU
ARPDAU (refers to average revenue per daily active user) is a key performance metric (KPI) for app monetization strategies. It tells how much daily revenue your active users generate from your app or game.
C
Casual Game
Different from core games, casual games have simpler game mechanics and rules and do not require players to invest a lot of time and energy to learn and improve their in-game skills.
Core Game
Unlike hyper-casual and casual games, core games require players to engage for longer gaming sessions. The gaming experience is more complex and the game mechanics are more challenging.
CPA
CPA, or cost per action, is a kind of advertising pricing model. Advertisers are charged for ads based on the users' specific actions such as registrations or purchase. The formula of CPA equals advertising costs/specific actions.
CPC & oCPC
Cost per click is a kind of pricing model for delivering ads that charges advertisers every time a user clicks on an ad.
CPI
CPI refers to cost per install, which is used to calculate the cost of each install. This metric is usually used to measure the actual effectiveness of an advertising campaign that is aiming to maximize install.
CPM & eCPM
CPM, or cost per mile, is a pricing model that advertisers pay for ads based on every 1,000 impressions. The formula of CPM equals advertising cost/impresions*1000. eCPM, or effective cost per mille refers to the advertising revenue publishers can get from each 1000 impressions. eCPM is a parameter used to reflect the monetization capability of an app. The formula of eCPM equals total advertising revenue/impressions*1000.
CTR
CTR, or click through rate refers to the percentage of users' clicks on the link after they view an ad. The formula of CTR =total clicks/ad impressions*100.