Glossary

Active Subscriptions

A number of users who have signed up to access premium or additional features within a mobile application.

Ad Server

A web server that hosts all the information about ads and ensures the distribution of advertising content across various digital platforms, websites, and mobile applications.

App Installs and Uninstalls

Total number of times an app has been downloaded and installed on a device, as well as the number of times it has been removed or deleted from a device.

App Retention

Retention refers to the number of users who continue to utilize your app within a certain time frame.

App Store App Analytics

A tool within App Store Connect to track and analyze the app's performance in the App Store.

App Store Connect Shared Secret

A security credential used to authenticate and validate requests between your server and Apple's server.

Average Revenue Per User (ARPU)

Average revenue generated by an active mobile user over a certain period of time.

Billing Retry State

A state in which the App Store is attempting to retry a failed transaction or renewal.

Cohort Analysis

A method of analyzing the behavior of groups of users who share a common characteristic or experience within a specific time period.

Conversion Rate (CVR)

A percentage of users who complete a desired action or goal within the app.

Cost per Install (CPI)

Cost that an advertiser pays each time a user installs their mobile app after clicking on an ad.

Customer Acquisition Cost (CAC)

The amount spent for each newly-acquired mobile app user over a given time period.

Daily Active Users (DAU)

The number of users who open an app within a 24-hour period.

Deep Linking

The process of utilizing a custom URL to direct users to a specific page within an app is known as mobile deep linking.

Error Rate

The error rate is the proportion of requests that contain errors out of all the requests made during a specified time frame

Flutter

An open-source mobile application development framework created by Google.

IDFA

A unique and random identifier assigned by Apple to every iOS device.

IDFV

A unique code assigned to an iOS device, which remains consistent across all apps released on the App Store by the same developer account.

In-App Event

Actions users take after installing an app.

In-App Notifications

Messages that are displayed to users within an application while the app is already open.

In-App Purchases SDK

In-app purchases SDK enables app developers to integrate purchase functionality within their app through a collection of software tools, code, and instructions provided by the platform.

In-App Subscriptions

A type of in-app purchase that allows users to access content or features for a recurring period, typically weekly, monthly, or annually.

iOS In-App Purchases

An iOS in-app purchase allows developers to charge users for specific functionality or content while using an iOS app.

Lifetime Value (LTV)

The total value that a customer brings to a mobile app over time.

Mobile App Onboarding

Mobile app onboarding  The mobile app onboarding process involves a series of steps that new users take to get started with an app. This process of onboarding in app entails guiding users through the product, providing relevant information, and helping them set up their accounts. During onboarding, you may need to educate new users, collect […]

Native Mobile App

A mobile application that is developed specifically for a particular mobile platform or operating system (such as Android, iOS, or Windows Phone) using platform-specific programming languages and tools.

Organic Installs

App downloads that occur without any direct effort by a marketer to acquire users via paid or owned media campaigns.

Paid Installs

Mobile app installs obtained through paid advertising campaigns.

Paywall

A feature that limits a user's ability to access premium services or content until they have paid a fee.

Paywall A/B Testing

Split A/B testing for evaluating the effectiveness of different mobile app paywalls.

Paywall Optimization

The process of improving the performance and revenue of a mobile app's paywall.

Peer Group Benchmarks

A dashboard within App Analytics provided by Apple designed for iOS app developers to track iOS app performance.  What are peer group benchmarks? The Peer Group Benchmarks is a dashboard that displays percentile information regarding how an app performs in specific metrics relative to other comparable apps. Peer group benchmarks leverage data from the entire […]

Server Receipt Validation

A process of verifying purchases made within an app store to prevent fraudulent in-app transactions.

StoreKit

An iOS framework designed to handle in-app purchases across all Apple platforms.

Subscription (Purchase) Deferral

What is the deferred payment definition, and how to ensure secure purchases for your mobile app users? Read all about it in the Adapty Glossary

Subscription Revenue

The income generated by a recurring payment model within a mobile app.