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Reference

Mobile app glossary.Definitions for operators.

222 field definitions covering ASO, rankings, monetization, attribution, user acquisition, analytics, and retention.

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222 definitions

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ASOPillarApp Store Optimization (ASO)The practice of improving an app's visibility and conversion on the App Store and Google Play by optimizing metadata, keywords, creatives, and reviews.AttributionPillarApp Tracking Transparency (ATT)Apple's iOS 14.5+ framework requiring apps to display a system prompt and obtain user consent before accessing the IDFA or tracking the user across other apps and websites.UAPillarCost Per Install (CPI)The average amount an advertiser pays for a single install attributed to a campaign — total spend divided by attributed installs.AttributionPillarGDPR (General Data Protection Regulation)The EU's General Data Protection Regulation — the foundational privacy law governing how mobile apps collect, process, and share personal data of European users.MonetizationPillarIn-App Purchase (IAP)Any purchase made inside an app after installation — consumables, non-consumables, or subscriptions. Processed by Apple or Google, who take a 15-30% commission.UAPillarLifetime Value (LTV)The total revenue (or gross profit) you expect a single user to generate over their entire relationship with the app — the denominator of every UA decision.AttributionPillarMobile Measurement Partner (MMP)A third-party attribution provider (AppsFlyer, Adjust, Singular, Branch, Kochava) that adjudicates which ads drove which installs across multiple ad networks, with its own SDK embedded in the app.MonetizationPillarPaywallThe in-app screen that asks the user to subscribe or buy — the single most revenue-sensitive surface in a subscription app.

Definitions

All glossary definitions.

222 definitions

A

AnalyticsA/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.MonetizationAbandonment RateThe share of users who start a flow — a purchase, checkout, trial sign-up, or onboarding step — but leave before completing it. The mirror image of completion (conversion) rate.AnalyticsActivationThe percentage of installs who complete a defined "activation event" — the action that converts a passive install into an active user.UATrendingAd CreativeThe visual and audio content of an ad — video, image, copy, sound. The single most important variable in modern mobile UA, lifting IPM and lowering effective CPI.UAAd ExchangeA digital marketplace where DSPs (advertiser side) and SSPs (publisher side) connect through real-time bidding auctions to match ad inventory with bids.AttributionAd FraudFraudulent practices that fake clicks, impressions, or installs to extract ad revenue from advertisers — a persistent industry problem that MMPs and ad networks fight continuously.UAAd ImpressionA single instance of an ad being served to a user — the atomic unit of ad inventory. What counts as "served" vs "viewable" vs "verified" matters enormously for pricing.UAAd MediationThe publisher-side layer that orchestrates multiple ad networks and demand sources to maximize eCPM — the routing infrastructure between an ad slot and the network that fills it.UAAd MonetizationThe practice of generating revenue by showing ads inside an app — the strategy layer of formats, mediation, and optimization that produces ad revenue, the metric it's measured by.UAAd NetworkA platform that aggregates ad demand from many advertisers and matches it to publisher inventory through real-time auctions.UAAd RevenueThe revenue an app earns from showing ads — fundamentally impressions × eCPM, after fill rate and the mediation layer decide which requests get filled and at what price.UAAd ServerThe backend infrastructure that delivers ad creative to ad slots — handling creative storage, targeting rules, frequency capping, tracking pixels, and ad rotation.UAAd SpendThe total dollar amount deployed into paid user acquisition over a defined period — the input variable that drives all UA volume.UAAd UnitA specific ad placement or format inside an app — banner, interstitial, rewarded video, native, app-open, or offerwall — the container an ad renders in and the unit you monetize.UAAd WaterfallThe traditional mediation method that calls ad networks in a fixed, ranked order — one after another until one fills the impression. Largely superseded by unified bidding, but still used for fall-through fill in hybrid stacks.AnalyticsAha 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.ASOAndroid App Bundle (AAB)Google's modern Android distribution format that lets the Play Store generate device-optimized APKs from a single uploaded bundle — reducing average install size by 15-50%.AnalyticsApp AnalyticsThe practice and tooling of measuring in-app user behavior — events, funnels, cohorts, retention — to understand and improve how people use a mobile app.ASOTrendingApp Clip (iOS)A lightweight version of an iOS app — up to 10MB — that launches instantly from QR codes, links, or NFC tags without requiring a full App Store install.ASOApp IconThe square graphic that represents your app across the App Store, Google Play, search results, the home screen, and notifications. The single highest-leverage ASO asset.ASOApp LocalizationAdapting the app and its store listing — text, screenshots, preview video, in-app content — to a specific language and culture for a target market.MonetizationApp MonetizationThe umbrella term for every way a mobile app generates revenue: IAP, subscriptions, ad inventory, paid up-front pricing, sponsorships, and hybrids of the above.ASOApp Preview VideoA short video (15-30 seconds on iOS, up to 30s on Google Play) that demonstrates the app in action, autoplaying on the product page. The most under-used CVR asset.AnalyticsApp 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.ASOApp SizeThe download and on-device footprint of an app. Larger sizes reduce install conversion — through cellular-download warnings, storage friction, and longer waits.ASOApp Store ConnectApple's web portal where developers submit, configure, and manage their iOS apps — metadata, builds, pricing, TestFlight, in-app purchases, and App Analytics all live here.ASOApp Store FeaturedEditorial promotion of an app by Apple's App Store editorial team — placement in the Today Tab, Apps Tab features, or category landing pages drives massive install volume.ASOPillarApp Store Optimization (ASO)The practice of improving an app's visibility and conversion on the App Store and Google Play by optimizing metadata, keywords, creatives, and reviews.RankingsApp Store RankA numeric position (1 = top) that an app holds in a specific store chart (Free, Paid, or Grossing) for a specific country and category — usually updated hourly.ASOApp Title / App NameThe primary name of your app shown on the App Store (up to 30 characters on iOS) and Google Play (up to 50 characters) — the single most keyword-weighted metadata field.AttributionPillarApp Tracking Transparency (ATT)Apple's iOS 14.5+ framework requiring apps to display a system prompt and obtain user consent before accessing the IDFA or tracking the user across other apps and websites.ASOApple Search Ads (ASA)Apple's ad platform for promoting apps in App Store search results and other App Store placements. The highest-intent paid acquisition channel on iOS.AnalyticsARPDAU (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.AnalyticsARPPU (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.AnalyticsARPU (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.AnalyticsARPU 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.MonetizationARR (Annual Recurring Revenue)The annualized version of MRR — total recurring subscription revenue projected over a 12-month period. ARR = MRR × 12.ASOASO AuditA systematic review of an app's App Store / Google Play presence — metadata, creatives, keyword rankings, conversion, ratings, competitor positioning — to identify the biggest improvement opportunities.ASOASO ToolsSoftware platforms that provide keyword research, rank tracking, competitive intelligence, and A/B testing capabilities for App Store and Google Play optimization.AttributionAttribution WindowThe time period after an ad click or impression during which an install will still be credited to that ad — the lookback window that defines what counts as "caused by" the campaign.UAAudience ExclusionA targeting practice that excludes specific audiences from seeing your ads — existing users, recent purchasers, churned high-cost users — preventing wasted spend.UAAudience SegmentationDividing a user base or prospective audience into groups that share traits or behavior, so targeting, messaging, and monetization can be tailored per segment instead of treating everyone the same.MonetizationAverage Order Value (AOV)The average revenue per individual transaction — total revenue divided by number of orders. A monetization metric measuring how much value each purchase event captures.

C

UACAC (Customer Acquisition Cost)The total cost of acquiring one customer — paid ads PLUS non-ad acquisition costs (SEO, content, sales, partnerships) divided by acquired customers.UACampaign Budget Optimization (CBO)Meta's campaign-level budget allocation feature — instead of setting budgets per ad set, you set one budget at the campaign level and Meta's algorithm distributes spend across ad sets in real time.MonetizationCasual GamesA broad genre of easy-to-learn, short-session mobile games — the highest-volume segment of mobile gaming, monetized through a hybrid of ads and in-app purchases and grown largely through paid user acquisition.RankingsCategory RankThe position an app holds in its primary App Store category (Finance, Games, Health & Fitness, etc.) as opposed to the Overall chart.AttributionCCPA / CPRA (California Consumer Privacy Act)California's privacy law, expanded by CPRA — the most consequential US state-level privacy regulation for mobile apps, using an opt-out model (vs GDPR's opt-in).AnalyticsChurnThe rate at which users stop using an app (general churn) or cancel a subscription (subscription churn) over a time window — retention's mathematical complement.AttributionClick SpamAn ad-fraud technique where a bad actor fires huge volumes of fake clicks so that, by chance, some precede organic installs — letting the fraudster claim attribution and steal the payout.UAClick-to-Install Rate (CTI)The percentage of users who click an ad and then complete the install — typically 20-50% depending on category and traffic quality.AnalyticsCohort 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.AnalyticsCompulsion 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.UAConnected TV (CTV)A television connected to the internet — via smart-TV software or a streaming device — that can run streaming apps and serve addressable, digitally-bought ads.AttributionConsent Management (CMP)A platform that manages user privacy consent (GDPR, CCPA, others) — the consent UI, the consent string, the vendor preferences, and the audit trail.ASOConversion Rate (Product Page CVR)The percentage of users who visit your App Store / Google Play product page and proceed to install. The CVR multiplier on every traffic source you have.ASOConversion Rate Optimization (CRO)The systematic practice of improving the percentage of users who complete a defined action — typically browse-to-install on the App Store / Google Play product page.AttributionConversion ValueA small integer (0-63 on SKAN 1-3, coarse/fine pairs on SKAN 4) that apps encode post-install user behavior into, returned by Apple in SKAdNetwork attribution postbacks.AnalyticsCore LoopThe central repeatable engagement cycle in a mobile app or game — the action → reward → progression sequence users return to perform again and again.UACost Per Action (CPA)The cost of acquiring one user who completes a defined action — registration, trial start, first purchase — rather than just installing. Always higher than CPI.UACost Per Click (CPC)The price an advertiser pays each time a user clicks their ad. CPC sits between CPM (paying per impression) and CPI (paying per install) on the risk spectrum.UAPillarCost Per Install (CPI)The average amount an advertiser pays for a single install attributed to a campaign — total spend divided by attributed installs.UACost Per Mille (CPM)The price an advertiser pays for 1,000 ad impressions, regardless of whether those impressions drive clicks or installs. "Mille" = Latin for 1,000.UACPV (Cost Per View)The price an advertiser pays per video ad view. What counts as a "view" varies by platform — a few seconds watched, a completed view, or a quartile milestone.AnalyticsCrash-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%+.UACreative FatigueThe performance decline that hits a winning ad creative over time as the target audience becomes saturated with it.UACTR (Click-Through Rate)The percentage of ad impressions that resulted in a click — a creative-quality metric and one of the inputs to ad-platform bidding optimization.ASOCustom Product Page (iOS)An iOS App Store feature that lets you publish up to 35 alternate product-page variants — each with its own screenshots, preview video, and promotional text — addressable by a unique URL.

D

AnalyticsDaily 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.AnalyticsDaily StreakA visible counter showing consecutive days of engagement — the single highest-impact gamification mechanic for habit-formation mobile apps.AnalyticsDAU / 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.AnalyticsDAU 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.AttributionDeep LinkingA link that opens directly to a specific screen inside a mobile app — bypassing the app's landing flow — and gracefully falls back to the App Store / Google Play if the app isn't installed.AttributionTrendingDeferred Deep LinkingA deep-link mechanism that preserves the intended in-app destination across an app install — the user clicks a link, installs the app, and opens directly to the intended screen on first launch.UADemand-Side Platform (DSP)The advertiser-side platform for programmatic ad buying — handles audience targeting, bid optimization, creative serving, and reporting across multiple ad exchanges.AttributionDevice IDA unique identifier assigned to a mobile device (or its advertising profile) used to recognize the same device across apps and sessions — the backbone of deterministic mobile attribution.AnalyticsDormant 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).RankingsDownload VelocityThe rate of change in an app's daily downloads — not absolute volume. The primary signal that moves an app up or down the App Store and Google Play Free charts.ASODynamic Island (iOS)A persistent interactive status surface at the top of compatible iPhone screens that displays Live Activities, notifications, and system status — introduced with iPhone 14 Pro (2022).

F

MonetizationF2P (Free-to-Play)A mobile-game business model where the game is free to download and play, with revenue generated through in-app purchases, advertising, and battle passes.MonetizationFamily SharingApple and Google's mechanism for sharing app subscriptions and IAP purchases with up to 5-6 family members under one purchase.UAFill RateThe share of ad requests answered with a paying ad — filled impressions ÷ ad requests. A low fill rate means inventory is being requested but left unmonetized.AttributionFingerprinting (Probabilistic Attribution)Probabilistic identification of devices based on combined signals (IP, device model, OS version, screen size) rather than deterministic identifiers — explicitly restricted by Apple post-ATT.AttributionFirst-Party DataData you collect directly from your users — name, email, in-app behavior, purchase history, preferences. The strategic anchor for marketing as third-party tracking declines.UAFloor PriceThe minimum bid price a publisher will accept for a programmatic ad impression — below the floor, the impression goes unfilled (or falls through to lower-priority demand).UAFree Ad-Supported Streaming TV (FAST)Free Ad-Supported Streaming TV — linear, channel-style streaming services (Pluto TV, Tubi, Roku Channel) that are free to viewers and monetized entirely through advertising.MonetizationFree TrialA subscription introductory offer that grants the user free access for a fixed window (typically 3, 7, or 14 days) before automatic conversion to the paid period.MonetizationFreemiumA business model where the app is free to install and use at a baseline level, with premium features, ad removal, or higher quotas gated behind a one-time or recurring purchase.

I

ASOIcon A/B TestingThe practice of systematically testing alternate app icon variants to find the one that drives the highest browse-to-install conversion.AttributionIdentifier for Advertisers (IDFA)Apple's per-device advertising identifier — historically used for deterministic ad attribution, now only available when the user explicitly opts in via App Tracking Transparency.AttributionIDFV (Identifier for Vendors)Apple's per-vendor device identifier: the same across all apps from one developer on a device, available without ATT consent — but useless for tracking across publishers.ASOIn-App Events (iOS)Time-bound events promoted directly on the iOS App Store — sales, content drops, tournaments, major updates — that appear as cards on your product page and in search results.AnalyticsIn-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.AnalyticsIn-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.MonetizationPillarIn-App Purchase (IAP)Any purchase made inside an app after installation — consumables, non-consumables, or subscriptions. Processed by Apple or Google, who take a 15-30% commission.MonetizationIn-Game CurrencyVirtual currencies used within mobile games — typically a dual system with soft currency (earned through play) and hard currency (purchased with real money).AttributionIncrementalityThe causal lift a campaign produces — installs / conversions that happened BECAUSE of the campaign, not just installs the campaign happened to be present for. Measured via holdout experiments.AttributionInstall AttributionThe process of assigning credit for a new install to the ad, campaign, and network that drove it — so advertisers know what's working and can compensate networks accordingly.AnalyticsInstall BaseThe cumulative count of devices that currently have the app installed — the "device footprint" of the app, distinct from lifetime downloads.AttributionInstall Referrer (Android)Google Play's official mechanism for passing referral / attribution data from the play-store click to the freshly installed app — the cleanest Android attribution signal.UAInstalls Per Mille (IPM)The number of installs generated per 1,000 ad impressions — a creative-quality metric ad networks use to decide which ads to show more often.ASOInstant AppsA Google Play feature that lets users run part of an app instantly — without a full install — to try it before committing, reducing the friction between discovery and first experience.UAInterstitial AdA full-screen ad format shown between app sessions, level transitions, or natural break points. Forced-view (unlike rewarded video), so timing and frequency are critical.MonetizationIntroductory OfferA subscription offer — typically a free trial or discounted first period — available only to users who haven't previously subscribed to that product.ASOiOS WidgetA glanceable home-screen surface for an iOS app — displays info from the app without requiring the user to open it. Available since iOS 14 (2020); interactive widgets since iOS 17 (2023).

M

AttributionMarketing Mix Modeling (MMM)A statistical method that estimates how each marketing channel contributes to overall installs / revenue, using aggregated data — no user-level identifiers required.MonetizationMetagamingThe systems that sit around a game's core loop — progression, collection, base-building, social and event layers — that give long-term purpose and drive retention and spend beyond moment-to-moment play.MonetizationMobile Game MonetizationThe set of mechanics by which mobile games generate revenue — IAP, ads, battle passes, subscriptions, and hybrids of these.UAMobile MarketingThe full discipline of acquiring, converting, and retaining users for a mobile app — spanning ASO, paid user acquisition, lifecycle/retention marketing, and analytics.AttributionPillarMobile Measurement Partner (MMP)A third-party attribution provider (AppsFlyer, Adjust, Singular, Branch, Kochava) that adjudicates which ads drove which installs across multiple ad networks, with its own SDK embedded in the app.AnalyticsMonthly 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.UAMRAID (Mobile Rich Media Ad Interface Definitions)The IAB standard JavaScript API that lets interactive HTML5 ads run inside mobile app webviews — providing access to device capabilities (expand, resize, video, location) in a sandboxed way.MonetizationMRR (Monthly Recurring Revenue)The total recurring revenue from active subscriptions normalized to a monthly basis — the central financial metric for any subscription-based mobile app.AttributionMulti-Touch Attribution (MTA)An attribution model that distributes install credit across multiple touchpoints in the user journey — not just the last click.UAMVPD (Multichannel Video Programming Distributor)A Multichannel Video Programming Distributor — a traditional cable or satellite company that bundles and delivers multiple TV channels via subscription, the incumbent being disrupted by streaming.

P

UAPaid UA (Paid User Acquisition)Mobile app user acquisition via paid advertising channels — Meta, TikTok, Google, AppLovin, ironSource, and other ad networks.MonetizationPay-to-Win (P2W)A monetization design where paying real money gives meaningful in-game power advantages over non-paying players — a contentious pattern that polarizes player communities.UAPayback Period (CAC Payback)The time it takes for cumulative revenue from an acquired cohort to equal what you paid to acquire it — the moment a cohort turns cash-flow positive. A duration, not a ratio.MonetizationPillarPaywallThe in-app screen that asks the user to subscribe or buy — the single most revenue-sensitive surface in a subscription app.MonetizationPity SystemA guarantee mechanic in gacha mobile games: after a defined number of pulls without a rare drop, the next pull (or a small subsequent number) is guaranteed to yield the rare reward.UAPlayable AdAn interactive ad format that lets users play a 15-60 second mini-experience demonstrating the app — typically 2-5× higher IPM than video ads but more expensive to produce.UATrendingpLTV (Predicted Lifetime Value)A class of machine-learning models that predict a user's eventual lifetime value within hours or days of install, based on early-funnel signal — not observed multi-year revenue.AnalyticsPower 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.ASOPre-RegistrationA pre-launch mechanism where users sign up to install your app before launch — they're notified when the app goes live and the install proceeds automatically.UAPreloaded AppsApps installed on a device before the user receives it — through deals with device manufacturers (OEMs) or carriers — as an alternative distribution channel to the app stores.MonetizationPrice LocalizationSetting different IAP / subscription prices per country to match local purchasing power and pricing expectations — supported natively by Apple and Google price tiers.AttributionTrendingPrivacy Sandbox (Android)Google's multi-year initiative to introduce privacy-preserving alternatives to GAID-based ad tracking on Android — the platform's eventual SKAN equivalent.UAPrivate Marketplace (PMP)An invitation-only programmatic auction where a publisher (or curated group of publishers) makes premium inventory available to a select set of advertisers at agreed floor prices.AttributionProbabilistic AttributionAttribution that statistically estimates which ad click drove an install using non-unique signals (IP address, user agent, timestamp) when a deterministic device ID is unavailable.UAProgrammatic AdvertisingThe automated buying and selling of digital ad inventory through real-time auctions, replacing direct deal-making between advertisers and publishers.MonetizationProgression CurveThe designed pace at which players advance through levels, content, or rank — typically tuned to balance free-player engagement with paid-monetization opportunities.MonetizationPromotional OfferA discount Apple or Google lets you grant to existing or former subscribers — eligible to users who have already redeemed an intro offer on the product.ASOPromotional TextA 170-character iOS field visible at the top of your App Store listing that can be updated without an app review — useful for time-limited offers and announcements.AnalyticsPillarPush 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.

R

AnalyticsRe-EngagementMarketing activity aimed at bringing lapsed users back to the app — through push, email, retargeting ads, deep-linked notifications.UAReal-Time Bidding (RTB)The auction protocol underlying programmatic advertising — each ad impression auctioned in 50-150 milliseconds via the OpenRTB specification.UAReferral ProgramA program that rewards existing users for inviting new ones — typically with in-app credit, premium time, or content. The primary driver of viral-coefficient lift.AttributionReinstallWhen a user downloads an app they previously had installed and removed — a distinct event from a true new install, handled by attribution via reattribution rules.UARetargetingPaid advertising targeted at users who already installed your app — typically aimed at re-engaging lapsed users or driving specific in-app actions.AnalyticsPillarRetention (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.RankingsRevenue EstimationThird-party modelled estimates of an app's total revenue (paid downloads + IAP + subscriptions) based on rank signals, panel data, and price tiers.ASOReview Response StrategyThe practice of systematically responding to app store reviews — particularly negative ones — to recover the original rating, retain the user, and signal active development to the algorithm.UARewarded VideoA video ad format that users opt-into voluntarily in exchange for an in-app reward (currency, lives, extra content). The highest-eCPM mobile ad format because the user actively chose to watch.UAROAS (Return On Ad Spend)Campaign revenue divided by campaign cost over a defined time window — the core profitability ratio for paid user acquisition.UAROI (Return on Investment)Net profit divided by total investment — the bottom-line profitability measure, distinct from ROAS because ROI nets out platform commission, cost of goods, and overhead.AnalyticsRolling 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.

S

ASOScreenshotsThe images shown on your product page on the App Store and Google Play — the single biggest driver of browse-to-install conversion rate.AttributionSDK (Software Development Kit)A packaged set of code, libraries, and tools a developer drops into an app to add a capability — the integration unit for attribution, analytics, ads, and monetization platforms.UASeasonalityThe predictable, calendar-driven cycles in install demand, ad costs, and conversion that recur across the year — and a core input to UA budget planning.AttributionSelf-Attributing Network (SAN)An ad network that handles its own install attribution natively — sends conversion postbacks directly to MMPs without click-tracker URL wiring.AttributionServer-to-Server (S2S) PostbackA backend-to-backend HTTP request that delivers conversion event data from your servers to ad networks / MMPs — bypassing client-side SDK reliance.AnalyticsSession FrequencyThe average number of sessions a user starts in a given window (sessions per day, sessions per active user, sessions per week).AnalyticsSession LengthThe amount of time a user spends in the app per session — from app open to app close (or background after inactivity timeout).AnalyticsSession 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.ASOShort Description (Google Play)The 80-character text snippet shown in Google Play search results and at the top of the listing — the second-most-important text field for Google Play ASO after the app title.AttributionPillarSKAdNetwork (SKAN)Apple's privacy-preserving attribution framework for iOS — returns install credit to ad networks with a deliberate delay and aggregation, without exposing any device-level identifier.MonetizationSoft LaunchLaunching a mobile game (or major app update) in a small subset of markets first — to validate retention, monetization, and balance before committing to global release.AttributionSource Identifier (SKAdNetwork)The SKAdNetwork field that identifies which ad campaign drove an install in Apple's privacy-preserving postback — formerly the 2-digit "campaign ID," now a 4-digit source identifier.ASOStaged Rollout (Google Play)A Google Play release mechanism that ships a new app version to a configurable percentage of users (1% → 5% → 20% → 100%) — limiting exposure to bugs and letting developers monitor crash rates before full rollout.RankingsStar RatingThe 1-5 star average users give your app on the App Store and Google Play — a primary ranking signal and one of the biggest conversion drivers on your product page.AnalyticsStickiness (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.ASOTrendingStore Experiments (Google Play A/B Testing)Google Play's native A/B testing platform for store-listing assets — icon, screenshots, short description, feature graphic, promo video. iOS has no direct equivalent.MonetizationPillarSubscriptionA recurring in-app purchase that charges the user on a fixed cadence (weekly, monthly, annual) until they cancel.MonetizationSubscription Purchase Deferral (Billing Retry)The mechanism by which Apple or Google automatically retry a failed subscription renewal payment (expired card, insufficient funds) before treating the subscription as cancelled.MonetizationSubscription TierA distinct subscription level with its own price and feature set — typically 2-4 tiers (e.g., Free / Plus / Pro / Premium) covering different willingness-to-pay segments.ASOSubtitle (iOS)A 30-character field on the iOS App Store that sits beneath the app name — second only to the title in keyword weight.UASupply-Side Platform (SSP)The publisher-side platform for programmatic ad selling — routes inventory to ad exchanges and manages floor prices, demand partners, and yield optimization.