Mobile Marketing Glossary – The Cheat Sheet you never knew you needed.

MMP, DSP, CPC, MAU, DAU, ASO… these are just a few of the terms from our mobile marketing glossary.

Mobile marketing has its very own lexicon and lingo. The challenge in marketing is keeping up with marketing terminology. Honestly, it can get quite confusing at times, no matter how knowledgeable you are.

Brush up and be in the know with this helpful easy-to-use mobile marketing glossary. 

If you’re a beginner, it’s the perfect cheat sheet. If you’re an expert you probably already know many of these terms, but it’s always a good idea to refresh your memory. It will help you stay on top of your game.

So, let’s jump right into the puzzling world of mobile marketing terminology.

A/B Testing

Also known as split testing. A process of comparing two variants.

Ad Campaign

A set of advertisement messages that have a common idea and goal.

Ad Network

Platforms that connect mobile advertisers and publishers to place ads on websites or apps.


Stands for artificial intelligence. In mobile marketing, it applies to collecting user data and using that information to run targeted and highly personalised ad campaigns.

App Analytics Tools

Tools that are used for analytics purposes like measuring in-app events or performance

App Marketing

App marketing involves all efforts in earning (and keeping) app users. App marketing involves everything from promoting your app to drive installs, to improving your app’s UX and sending the right messages to keep users engaged.

App Personalisation

A process of personalising the app experience in order to meet the needs of specific groups of users.


The average revenue per paying user (that spends money on installation or in-app purchases).


Stands for App store optimization. A process of optimising the app store page to increase the visibility of an app.


Assigning value to different actions the user took until he completed a conversion (e.g. app install).

Banner Ad

An ad format that uses static or animated images or video to engage users.

Bounce Rate

Percentage of website visitors who leave the site after viewing only one page.

Churn Rate

A percentage of users who discontinued using an app.

Click to Call

Mobile ads that are created with the goal of getting people to call a business.


Stands for cost per acquisition. It’s a metric that calculates the cost for a specific action user takes.


Stands for cost per click. The cost of one ad click in a pay-per-click campaign.


Stands for cost per completed view. It measures the cost of one completed video view.


Stands for cost per engagement. It measures how much you pay when a user engages with an ad.


Stands for cost per install. It measures the cost of one install of a mobile app.


Stands for a call to action. It is a piece of content (text, image, etc.) that encourages a user to take a specific action.


Stands for click-through rate. It is a ratio of users who click on an ad to the number of impressions (times an ad is shown).


A conversion happens when the user completes a desired goal or takes a specific action. Usually, it’s a response to a CTA.


Stands for cost per mile. It measures how much one thousand ad clicks or views cost.


Stands for conversion rate. It is the number of users who have taken the desired action.


Stands for conversion rate optimization. It is a process of increasing conversions through different methods and strategies.


When the user used multiple devices in the funnel until he converted.

Cohort Analysis

A method of studying the behaviour of groups of similar users (cohorts).

Customer Journey

Includes all interactions a user has with an app. It starts from the moment of discovery and ends with a destination (e.g. becoming a loyal user).


Stands for daily active users. It is the percentage of unique daily users that visit a website or use an app.

Deep Link

A type of link that directs users to an app instead of a website. It allows users to land in an exact in-app location of the product or service they were looking for when they clicked the ad.


A demand-side platform is a system that allows buyers of digital advertising inventory to manage multiple ad exchange and data exchange accounts through one interface.


Short for effective cost per mile. It is a measurement that shows the amount of revenue generated per one thousand ad impressions.

Engagement Rate

It measures how much users engage with a piece of content.


It is a model used in marketing that describes an assumed journey a customer takes from awareness to purchase.


A location-based mobile marketing technique of setting a virtual fence around the desired location with the goal of targeting users who enter it.


A subdomain of geo-fencing. It is a technique of targeting users based on their location and demographics.


A process of identifying a device’s geographic location.


The number of times an ad has been shown to the target audience, regardless of whether the users clicked on it or not.


Stands for in-app purchases. Any kind of extra content or features app users can purchase by using real money.


Short for “Identifier for Advertisers”. It helps advertisers get information about their app users in order to create personalised ad campaigns.

In-App Ads

A type of ads served inside mobile apps.

In-App Events

Activities users take after they install an app. For example, registration, login, in-app purchase, etc.

In-App Messages

Messages that appear to app users while they are actively using an app.

Interstitial Ads

A popular type of full-screen ad format.

Incent Traffic

A type of traffic where users receive a reward for completing an action like installing an app.


Stands for key performance indicators. It measures a company’s progress towards achieving the desired goals.


Stands for Limit Ad Tracking. The option for users to opt-out from sharing their device data with advertisers.

Lifecycle Tracking

Analysing user behaviour in different stages of the funnel.

Long-Tail Keywords

Phrases people are likely to write in search engines. They are more specific than just the keyword and consist of several words.


Stands for lifetime value. It is a metric that shows you the revenue that each user got you in the entire lifetime of using the app.

Location-based Mobile Marketing

A marketing strategy that targets mobile users based on their geographic location using different techniques like geo-targeting and geo-conquesting.

Marketing Automation

Using different software tools that can automate performing repetitive tasks instead of doing it manually.


Stands for monthly active users. It is a percentage of unique monthly users that visit a website or use an app.

Mediation Platform

A mediator between app publishers and ad networks. It is used to send ad requests to several ad networks.


Mobile app promotions is the creation of marketing campaigns that effectively speak to your users at every stage of the customer journey; from driving people to your app to download, or when they initially downloaded your app through to when they became a brand advocate who makes multiple in-app purchases.


A mobile measurement partner, or MMP, is a company that helps apps measure campaign performance across advertising marketing channels, media sources, and ad networks.

Native App

An app that is created for use on a specific platform or device.

Non-incent Traffic

It is organic traffic achieved by advertising.

Non-organic Install

App installs that occurred as a result of marketing efforts. This includes paid user acquisition or owned campaigns.


It is a process used to get new users familiar with a mobile app.


App users can choose whether they want to be involved in something. Mostly refers to watching in-app ads.

Organic Traffic

It is a type of non-paid traffic that comes from search engines.


Stands for pay-per-click. A type of advertising where you pay every time a user clicks on your ad.

Programmatic Media Buying

Use of automation when purchasing ads.

Push Notifications

A pop-up message from an app that appears on the user’s mobile device.


Short for return on ad spend. A metric that measures the amount of revenue you will receive for every dollar spent on advertising.


Stands for return on investment. It measures the net profit of an investment relative to the amount of money that was invested.


The number of users who have seen an ad.

Real-Time Bidding

An automatic process of buying and selling ad impressions in real-time.


A strategy of showing ads to users who have visited your website previously.


A strategy where apps try to engage users repeatedly.

Retention Rate

It shows you how many users return to your app after installing it. Read about why you need to track user retention in mobile apps and games here.


The process of diving users into groups based on similar characteristics.


Stands for search engine optimization. It’s the process of optimising a website with the goal of getting more organic traffic.

Session Intervals

The amount of time that passes between two app sessions.

Session Length

The amount of time a user spends using the app.


It refers to selecting a group of people you want to reach with your marketing efforts.

Time of Inactivity

The amount of time that has passed from the user’s last interaction with an app.


Stands for user experience. It refers to the experience a user has while using your app or website.


Short for the user interface. This refers to the overall app design.

User Acquisition

The process of acquiring new users on a platform like an app or website.


How visible an app is across the app stores. ASO is done to increase app visibility.

If all of this still seems like mambo jumbo, contact us and we will walk you through these terms and your mobile journey.

 Get in Touch with us.

Kim McLeod

National Sales Manager


Ryan Bolt

MAP Business Lead