Mobile Attribution Glossary

• a

• Ad Exchange
• Ad Network
• Ad Revenue Attribution
• Advertisement
• AMP (Accelerated Mobile Pages)
• App Store Analytics
• ARPPU (Average Revenue Per Paying User)
• ARPU (Average Revenue Per User)
• ASO (App Store Optimization)
• Assisted Installs
• Attribution Modeling

• c

• Cohort
• Cohort Analysis
• Configurable Attribution Window
• CPA (Cost Per Action)
• Cross-Device
• CTR (Click Through Rate)

• d

• Deep Linking
• Deferred Deep Linking
• Device ID

• i

• ID Matching
• IDFA (Identity for Advertisers)
• In-App Events
• Install Referrer

• l

• Lifetime Value (LTV)
• Lookback Window

• m

• Marketing Analytics
• MMP (Mobile Measurement Partner)
• Mobile Attribution
• Multi-Touch Attribution

• n

• Non-Organic Install (NOI)

• o

• Organic Install

• p

• Postback
• Probabilistic Modeling
• Push Notification

• r

• Raw Data
• Reattribution Window
• Retargeting Attribution
• Retention
• Rich In-App Events
• ROI / ROAS (Return on Ad Spend)

• s

• SDK (Software Development Kit)
• Segmentation
• Session

• t

• TV Attribution

• u

• Unbiased Attribution
• Uninstall Measurement
• User Acquisition
• User Agent

• w

• Web Attribution