Reference
Mobile app glossary.Definitions for operators.
221 field definitions covering ASO, rankings, monetization, attribution, user acquisition, analytics, and retention.
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Analytics terms
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A/B Testing (Mobile App)Running controlled experiments where users are randomly assigned to variants of a feature or design, then comparing results to identify the better-performing version.ActivationThe percentage of installs who complete a defined "activation event" — the action that converts a passive install into an active user.Aha MomentThe specific moment in a user's first sessions when they understand the product's core value — the strongest predictor of whether they'll come back.App AnalyticsThe practice and tooling of measuring in-app user behavior — events, funnels, cohorts, retention — to understand and improve how people use a mobile app.App SessionA single period of continuous user activity in an app, from open to close (or background past an inactivity timeout) — the atomic unit on which most engagement metrics are built.ARPDAU (Average Revenue Per Daily Active User)Total revenue in a period divided by the average daily active users in that period — the per-day-per-active-user revenue rate.ARPPU (Average Revenue Per Paying User)Total revenue divided by the number of users who paid at least once in the period — the monetization-per-payer metric, excluding free-tier dilution.ARPU (Average Revenue Per User)Total revenue in a period divided by the user base for that period — the blended revenue-per-user metric, including non-paying users.ARPU vs ARPPU vs ARPDAUThree revenue-per-user metrics that differ only in the denominator: ARPU divides by all users, ARPPU by paying users only, ARPDAU by daily active users. Confusing them is the most common monetization-metrics mistake.ChurnThe rate at which users stop using an app (general churn) or cancel a subscription (subscription churn) over a time window — retention's mathematical complement.Cohort AnalysisA technique that groups users by a shared starting event (usually install or first purchase date) and tracks their behavior over time — the only honest way to read retention, revenue, and churn.Compulsion LoopA psychological pattern — cue → action → variable reward — that drives repeated engagement with an app. Distinct from a "core loop" (game mechanic) by its explicit dependence on variable / dopamine-triggering rewards.Core LoopThe central repeatable engagement cycle in a mobile app or game — the action → reward → progression sequence users return to perform again and again.Crash-Free RateThe percentage of sessions (or users) that did NOT experience an app crash. The headline stability metric for mobile apps — most operators target 99.5%+.Daily Active Users (DAU)The count of unique users who were active in the app on a single calendar day. The most-watched daily engagement signal in mobile apps.Daily StreakA visible counter showing consecutive days of engagement — the single highest-impact gamification mechanic for habit-formation mobile apps.DAU / MAUDaily Active Users = unique users active in a single day. Monthly Active Users = unique users active in a 30-day (or calendar-month) window. The baseline engagement metrics for any mobile app.DAU vs MAUDAU counts unique users active in a day; MAU counts them across a month. The same product reports both — and their ratio, DAU/MAU, is the standard stickiness metric.Dormant UserA user who installed your app but hasn't opened it in a defined inactive window — typically 7, 30, or 90 days. Distinct from a churned user (who uninstalled / cancelled).GamificationThe use of game-like mechanics — points, levels, badges, streaks, leaderboards — in non-game mobile apps to drive engagement and habit formation.In-App MessagingTargeted messages shown to users WHILE they're actively in your app — banners, modals, full-screens, inline cards — typically triggered by behavior or campaign rules.In-App NotificationsMessages displayed to a user while they are actively using the app — banners, modals, tooltips, inboxes — used to guide, convert, and re-engage without relying on push permissions.Install BaseThe cumulative count of devices that currently have the app installed — the "device footprint" of the app, distinct from lifetime downloads.Monthly Active Users (MAU)The count of unique users active in the app across a 30-day window. The denominator of stickiness and the top-of-funnel reach metric.N-Day RetentionA retention measurement where the user must return on EXACTLY day N after install. The strict default for D1 / D7 / D30 retention benchmarks.North Star MetricThe single metric a company aligns around — capturing both growth and value delivery in one number that the whole organization works to move.NPS (Net Promoter Score)A user-satisfaction metric calculated from the question "How likely are you to recommend this app to a friend?" on a 0-10 scale. NPS = % Promoters − % Detractors.OnboardingThe first-time user experience that guides new installs from app launch to the "aha moment" — where they understand the product's value and become more likely to return.Power UserThe small fraction of users who engage with the app far more frequently and deeply than the average — typically the top 5-10% by session count, time-in-app, or revenue contribution.Push NotificationA message delivered to a user's device from your app's server — the single biggest re-engagement lever in mobile, when done well, and a fast path to uninstall when done poorly.Re-EngagementMarketing activity aimed at bringing lapsed users back to the app — through push, email, retargeting ads, deep-linked notifications.Retention (D1 / D7 / D30)The percentage of users from a cohort who return to the app N days after install. D1 = day-1 retention, D7 = 7-day, D30 = 30-day. The single most important non-revenue metric.Rolling RetentionA retention measurement where the user must return on day N OR any day AFTER N. The looser counterpart to N-day retention, smoother for low-frequency products.Session FrequencyThe average number of sessions a user starts in a given window (sessions per day, sessions per active user, sessions per week).Session LengthThe amount of time a user spends in the app per session — from app open to app close (or background after inactivity timeout).Session ReplayA tool that records anonymized user sessions in your mobile app — letting you watch how real users interact with your UI to debug issues and understand behavior.Stickiness (DAU / MAU)The ratio DAU ÷ MAU — how often a typical monthly user comes back within the month. 0.5 = average user is active 15 days out of 30.Uninstall RateThe percentage of users who install an app and subsequently uninstall it within a defined time window (typically D7, D30, D90).Winback CampaignA targeted marketing campaign aimed at users who churned (uninstalled, cancelled subscription, or stopped using) — typically via email, push, retargeting ads, or platform-native subscription winback offers.