Mobile Marketing Glossary: Terms You Need to Know

Mobile Marketing Glossary: Terms You Need to Know

by Andrea Knezovic

ARPDAU, CPC, MAU, DAU, ASO… No, I’m not having a stroke. I’m just listing some terms from our mobile marketing glossary. Do you know what all of them mean?

If you work or have an interest in mobile marketing, you probably hear many technical terms being thrown around. As new mobile marketing practices emerge, we need a way to effectively describe and communicate them. That’s why new words and terms are being invented all the time.

That’s all fine and dandy, but keeping up with mobile marketing terminology is challenging. Let’s be honest – it can get quite confusing, no matter how knowledgeable you are. That’s why you need to go through this mobile marketing glossary. Nobody wants to look stupid in front of a coworker or during a business meeting.

If you’re a beginner and just getting into mobile marketing, this glossary is the perfect cheat sheet. Read it, learn it, and master it, because you’re going to need it.

If you’re an expert in the field – congratulations! You probably know most of these terms. But don’t be so quick to dismiss our glossary. It’s always a good idea to refresh your memory. It will help you stay on top of your game. And who knows – perhaps you’ll find a couple of mobile marketing terms you weren’t familiar with.

This mobile marketing glossary will be helpful regardless of your level of expertise. So, let’s take a deep dive into the mysterious and often confusing world of mobile marketing terminology. Once we’re done, you’ll know it like the back of your hand!

App Analytics Tools


A/B Testing

A method of comparing two variants to learn which performs better. Also known as split testing.

Ad Campaign

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

Ad Network

An ad network is a platform that connects advertisers and publishers in order 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 personalized ad campaigns.

App Analytics Tools

Tools used for analytics purposes like tracking in-app event data or the app’s performance.

App Monetization

App monetization is a way of making money from a mobile app through different techniques.

App Personalization

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

You can learn more about mobile app personalization here.


ARPU is a metric that stands for Average Revenue Per User. It measures the average revenue generated by each active app user over a certain period.


ARPDAU is a metric that stands for Average Revenue Per Paying User. It measures app revenue generated only by users that spent money on the app (install or in-app purchases).


A metric that stands for Average Revenue Per Daily Active User.

Find out more about ARPU and ARPDAU here.


Stands for App Store Optimization – a process of optimizing the app store page to increase the visibility of an app.

If you want to learn more about app store optimization, check out our simple ASO guide.


Assigning value to different actions users had taken until they completed a conversion (e.g., app install).


Inbound links to a webpage.

Banner Ad

An ad format that uses static images to engage users.

Bounce Rate

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

Churn Rate

Churn rate is the percentage of users who discontinued using an app.


The chatbot is an AI software that engages with real people in mimicked conversations in real-time.

Click to Call

Mobile ads that allow dialing a phone number only by clicking on it, created with the goal of getting people to call a business.


A metric that stands for Cost Per Acquisition. It calculates the cost for a specific action user takes.


A pricing model that stands for Cost Per Click. It entails the cost of one ad click in a pay-per-click campaign, which is calculated by dividing the cost of a paid advertising campaign by the number of clicks.


A pricing model that stands for Cost Per Completed View. It is calculated by dividing the advertising cost by the number of completed video views.


A pricing model that stands for Cost Per Engagement. It is a price that the advertiser pays when a user engages with the ad.


A pricing model that stands for Cost Per Install. It is a price that the advertiser pays every time a user installs the app.


It stands for Call to Action. It is a piece of content (textual, visual, etc.) that encourages a user to take a specific action.


A metric that stands for Click-Through Rate. It is a ratio of the users who click on an ad to the number of impressions (times an ad is shown).


An action that happens when a user interacts with an ad and/or completes a desired goal. Usually, it’s a response to a CTA.


A pricing model that stands for Cost Per Mile. It measures how much a thousand ad clicks or views cost, and it’s the most commonly utilized online advertising payment model.


Stands for Conversion Rate. It is the ratio of clicks to conversions.


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 behavior of groups of similar users (cohorts).

Customer Journey

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

mobile device active 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.


eCPM is 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.

Fill Rate

A metric that measures ad network performance. It refers to the number of ads that are filling out an app’s ad space.


A type of app installs attribution. It provides advertisers with information about users drawn from their metadata (IP address, device type, etc).


A location-based mobile marketing technique of targeting users who are in near proximity to your competitor’s location.


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.


IDFA is short for “Identifier for Advertisers”. It helps advertisers get information about their app users in order to create personalized ad campaigns. 

In-App Ads

In-app ads are 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.

Incentivized Traffic

A marketing strategy in which users are rewarded for interacting with an ad.



An individual who has authority in their field, great connection with their audience, and can influence people’s purchasing decisions.

Interstitial Ads

Interstitial ads are 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.


One of the key parts of search engine optimization. Keywords are the phrases people use to conduct a search.


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

Landing Page

A standalone web page created with the goal of conversions.


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

Lifecycle Tracking

Analyzing user behavior 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 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 geotargeting and geo-conquesting.

You can learn more about location-based marketing here.

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.

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.

pay per click


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.

QR Code

A barcode that is scannable with mobile devices.


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.

search engine optimization


Stands for search engine optimization. It’s the process of optimizing 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.

Social Media Campaign

App campaigns on social media platforms used for different goals like driving installs, increasing app awareness, or engagement.


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.

To Summarize

Hopefully, now you have a much better grasp of mobile marketing terminology. Bookmark it and come back to it whenever you need it. Our memory is a tricky thing, so it’s always good to have a reminder.

Also, we’ll keep updating our mobile marketing glossary with new terms, so check in from time to time to get the new updates.

Have we missed any important marketing terms? Let us know! If you need more clarification on a specific term you find hard to understand, reach out to us in the comments below!


About Udonis

Udonis is an independent full-service mobile marketing agency that acquired more than 200,000,000 users for mobile games since 2018.

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