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A
B
C
D
E
F
I
K
L
M
N
O
P
R
S
U
W
A
Accelerated Mobile Pages
Active user
Ad exchange
Advertising network
Ad stacking
Advertisement
App store analytics
App Store Optimization (ASO)
Assisted installs
Attribution fraud
Attribution modeling
Attribution window
ARPPU
Average revenue per user (ARPU)
B
Blacklist
Bots
Brand safety
C
Click farms
Click flooding
Click fraud
Click hijacking
Click injection
Click redirection
CTR
Click to install time (CTIT)
Cohort analysis
Cost per action (CPA)
CPA fraud
Cross-device
D
Deep linking
Deferred deep linking
Device farm
Device ID
Device ID reset fraud
Display fraud
Duplicate IP
E
eCPM
Emulated devices
F
Fake users
I
Identifier for Advertisers (IDFA)
Impression fraud
In-app events
Install fraud
Install hijacking
Install referrer
Install validation
K
K-factor
L
Lifetime value (LTV)
Limit Ad Tracking (LAT)
Lookback window
Loyal user
M
Mobile ad fraud
Mobile attribution
Mobile fraud detection
Mobile malware
Mobile measurement partner (MMP)
Multi-touch attribution
N
Non-organic install (NOI)
O
Organic install
OTT
P
Phone farms
Postback
Probabilistic modeling
Purchase fraud
Push notification
R
Re-engagement
Reattribution window
Receipt validation
Retention rate
Return on ad spend (ROAS)
S
SDK spoofing
Session
SKAdNetwork
U
User acquisition (UA)
W
Web attribution