Glossary
Active Subscriptions
Active Subscriptions count users on recurring paid plans for premium app features.
Ad Server
Ad servers manage a campaign's creative elements (images, audio, videos) and select versions for specific audiences.
App Installs and Uninstalls
App installs gauge an app's popularity and success, a key metric in mobile app marketing.
App Retention
App retention is an app's ability to keep users engaged and active for a period after downloading and installing it.
App Store App Analytics
App Analytics is a segment within App Store Connect that is solely focused on measuring the performance of iOS apps.
App Store Connect Shared Secret
Apple's App-Specific Shared Secret is a 32-character key for auto-renewable subscription receipts.
Average Revenue Per User (ARPU)
Average Revenue per User measures the average revenue from all active users, while ARPPU focuses only on paying users.
Cohort Analysis
Cohort analysis groups data by shared characteristics or experiences, typically within a specific time frame, for analysis.
Conversion Rate (CVR)
App conversion rate is the percentage of users completing goals like purchases, signups, subscriptions, or surveys.
Cost per Install (CPI)
CPI (Cost Per Install) is the cost an advertiser pays per mobile app install from an ad click.
Customer Acquisition Cost (CAC)
The amount spent for each newly-acquired mobile app user over a given time period.
IDFA
IDFA is a unique, random alphanumeric code assigned to each iOS device by Apple.
IDFV
Identifier for Vendors is a 32-character code used to distinguish devices interacting with an app.
In-App Event
In-app events refer to activities that users perform on an app post-installation.
In-App Notifications
In-app notifications can highlight updates, welcome users, or offer usage guidance.
In-App Purchases SDK
An in-app purchases SDK is a toolkit from platforms like Apple or Google that lets developers enable purchases within their app.
In-App Subscriptions
In-app subscriptions charge users regularly for access to premium content or features.
iOS In-App Purchases
iOS developers use in-app purchases to monetize apps beyond the initial price or support a freemium model.
Paid Installs
Paid installs (non-organic installs) happen when users download an app after seeing a marketing campaign.
Paywall
A paywall functions as a digital blockade that restricts users from accessing certain content.
Paywall A/B Testing
Paywall A/B testing is a method to evaluate mobile paywall effectiveness through controlled experiments.
Paywall Optimization
The paywall is where users are asked to pay for premium content or features.
Peer Group Benchmarks
An Apple App Analytics dashboard helps iOS developers track app performance.
Server Receipt Validation
Server validation verifies the authenticity of in-app purchases.
StoreKit
StoreKit lets developers add in-app purchases to iOS, macOS, watchOS, and tvOS apps.
Subscription (Purchase) Deferral
The Google Play Developer API allows temporary deferral of subscription purchases.
Subscription Revenue
Subscription revenue is income from users paying a regular fee for premium app content or features.
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