(Customer) Churn
Number of paying customers who fail to become repeat customers and no longer use the product.
(Customer) Retention
The process of getting existing customers to continue purchasing your services or products.
(Mobile) Subscription
Renewable or auto-renewable product that grants the user access to certain features of the app for a limited period of time in exchange for a certain amount money.
(Paywall) A/B test or A/B testing
Randomized experimentation process where two or more versions of the paywall are shown to different segments of app users at the same time to determine which version leaves the maximum impact and drives business metrics.
API
Application Programming Interface, which is a software intermediary that allows two applications to communicate to each other.
ARPPU
Average Revenue Per Paying User. Metric that measures how much money a company earns for each paying customer.
ARPU
Average Revenue Per User. Metric that shows the earnings generated per user or unit.
ARR
Annual Recurring Revenue. This metric is used to show the money that comes in every year for the whole life of a subscription (or contract).
Active subscription
The number of subscriptions that are currently active.
Active user
Unique users who access an app for a definite period of time.
Ad server
A platform for managing ad campaigns.
App
Short for mobile application.
App Store Connect
Platform created by Apple for developers which they use to publish their apps on the App Store.
App Tracking Transparency (ATT)
It’s a framework on iOS, iPadOS and tvOS that is used to ask an app users for permission to share their data.
App revenue
Income from the application.
App store optimization (ASO)
Process of optimizing the visibility of your app in an app store’s search results.
Attribution
Process that includes identification of user events that contribute to a desired outcome and the vakue assignment to each of these events.
Auto-renewable product
Subscription product that is automatically purchased after the end of each billing period (each month, year, etc., depending on the access period granted by the product).
Billing Retry State
State, where the store attempts to collect the payment for up to 60 days from the user experiencing billing issues.
Billing issue
Situation when the user cannot renew their subscription because of certain problems, like invalid bank card info, issues with the bank, not enough money on the account, etc.
Click through rate (CTR)
The ratio of users who click on a specific link to the number of total users who view a certain page or screen in the app.
Click to install time (CTIT)
The time interval between when the user clicks on an ad and the app is opened for the first time.
Cohort
Set of users grouped together because of a common characteristic.
Cohort analysis
Process of breaking a large group of users down into smaller segments with specified characteristics or features over a certain period of time.
Conversion
Point at which a user performs a desired action.
Cost per action (CPA)
Pricing model in digital advertising that allows to charge an ad network only for a certain action taken by a customer (like purchase or registration).
Cost per click (CPC)
In online advertising, a model where an advertiser pays for every ad click made by a user.
Cost per engagement (CPE)
Pricing model in digital advertising where advertisers pay for ads within the app only after the user interacted with them in a specified way.
Cost per install (CPI)
An advertising metric used in mobile Internet marketing, which shows the cost of installing an application.
Daily active users (DAU)
A number of unique users that access an app within 24-hours.
Deep linking
Directing users to a specific page on the website or specific content in an app.
Device ID
A unique combination of numbers and letters associated with a specific device.
Eligibility/to be eligible
State of posessing certan criteria to be granted access to certain material, discount, features, etc.
Event
Any activity in the app or the server that can be tracked.
Flutter
Relatively new framework developed by Google which lets you quickly create cross-platform apps.
Funnel
The way a potential customer goes through to purchae your good or service.
GAID (Google Advertising ID)
A unique advertising identificator provided by Google Play services.
Google Play Billing Library
Service that allows selling digital products and content in the Android apps.
Grace Period
Period between the end of a billing cycle and the date the next payment is due.
Identifier for vendors (IDFV)
A unique identificator assigned to all the apps of one developer.
Identity for advertisers (IDFA)
A unique advertising identificator provided by Apple for iOS devices.
In-app notifications
Messages that developers can send to users within their app.
In-app purchase (IAP)
Subscription or any other product that can be purchased from an app.
In-app subscription
Subscription product (usually auto-renewable) that can be purchased from an app.
Intro offer
Pricing option that the clients can only purchase one time. Usually offers a discount or free tiral.
JSON
(JavaScript Object Notation) is a text-based data exchange format. Used in Adapty to change paywall elements in an app throgh Remote config
Lifetime (subscription)
Same as Non-renewable. In theory, must be available to the user forever after the purchase.
Lifetime value (LTV)
Total revenue a customer will generate over the time of using a certain product or service.
MMP
Mobile Measurement Partner. Company that helps app developers check the campaign performance of their app through all advertising channels.
MRR
Monthly Recurring Revenue. It’s the Income a company can reliably predict every 30 days.
MTR
Monthly Tracked Revenue. It’s the amount of revenue tracked by Adapty (in USD, and before the platform cut) during a one-month billing period.
Monthly Active Users (MAU)
A number of unique users that access an app within 30 days.
Native
A mobile app created exclusively for a single platform, built with the programming language and tools specific to this platform only (e.g. iOS or Android).
Non-organic install (NOI)
App install that took place because of marketing or advertising activities.
Non-renewable product
Lifetime product, purchased only once.
OTT (Over-the-top)
Content delivery directly to the user via Internet.
Organic install
App install that occurs when the user deliberatley installs the app they searched for.
Pay as you go
Introductory offer, where new subscribers pay an introductory price each billing period for a specific duration (for example, $1.99 per month for 3 months).
Pay upfront
Introductory offer, where new subscribers pay a one-time introductory price for a specific duration (for example, $1.99 for 2 months).
Paywall
Screen/page in your app that offers the user to purchase one or more in-app products.
Postback
A process of sending by a mobile app data to external servers, usually the ones of marketing companies or ad networks.
Predicted lifetime value (pLTV)
Prediction of LTV based on historical data.
Private marketplace (PMP)
A private auction where premium publishers make their inventory available to select buyers only.
Production server
Server used for deploying and hosting live websites or web apps.
Promo offer
Special commerical offer made to the user in order to persuade them to use or purchase something (usually in the form of discount).
Purchase validation
Process of confirming the act of purchasing of an in-app product.
Purchase/subscription implementation/integration
Process of inserting special code into your app that will enable you to sell purchasable in-app products.
Push notification
A pop-up message sent by a mobile app to the user.
React Native
Open-source UI software framework created by Meta Platforms, Inc., used to develop cross-platform apps.
Receipt validation
Protection means against fraudulent in-app purchases in the App Store and Play Market. Used to confirm that transactions were made correctly.
Refund
A chargeback for the purchase.
Return on ad spend (ROAS)
Metric that shows the amount of revenue generated from advertising.
SDK
Software Development Kit. It’s a set of software tools and programs used by developers to create apps for specific platforms.
SKError
Error codes for StoreKit errors.
Sandbox
Testing environment that emulates the true-to-life conditions.
Segment
Category of customers who share similar charachteristics.
Server notifications
Server-to-server service that notifies you in real time when the status of in-app purchases and refunds changes.
Server-side
Happening in the server, not in the app.
Shared secret
Special key to receive receipts for auto-renewable in-app subscriptions.
Split-test or Split-testing
Same as A/B test.
StoreKit
Framework that allows purchasing digital goods or services in the apps across all Apple platforms.
Process of returning the money spent by the user on buying an in-app purchase. Usually comes along with the revocation.
Subscription renewal
Extending the access to the subscription features for the next period.
Subscription revocation
Process of cancelling the user’s subscription by the developer.
Subscription/renewal cancellation
State when the user is unwilling to pay and calls off the subscription. Also occurs as a result of billing issues.
Trial/Free trial
Introductory offer, where new subscribers access content for free for a specified duration. Subscriptions begin immediately, but subscribers won’t be billed until the free trial period is over.
Unity
Cross-platform game engine.
User acquisition (UA)
Webhook
A method on the web that allows apps and services to send a web-based notification to other apps whenever a specific event occurs.