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Aggregate Attribution
Aggregate attribution measures campaign performance using grouped data instead of individual user tracking. Learn how it works in a privacy-first world.
Ad Network
An ad network aggregates ad inventory from publishers and sells it to advertisers. Learn how ad networks work, types, and how to evaluate them for mobile growth.
Attribution Fraud
Attribution fraud manipulates mobile attribution to steal credit for organic installs. Learn common fraud types, detection methods, and prevention.
Attribution Window
An attribution window is the time period after an ad interaction during which an install or event can be credited to that interaction.
Audience Builder
An audience builder is a tool that creates targeted user segments from behavioral and demographic data for ad targeting and personalization.
App Links
Android App Links let users open your app directly from verified HTTPS URLs. Learn setup, Digital Asset Links, and growth best practices.
App Tracking Transparency (ATT)
ATT is Apple's iOS framework requiring apps to get user consent before tracking across apps and websites. Learn its impact on attribution and ads.
C
Conversion Value
A conversion value is a numeric signal sent to ad networks representing user quality after install. Learn how it works with SKAN and campaign optimization.
Campaign Optimization
Campaign optimization is the process of improving mobile ad performance through data-driven adjustments to targeting, creatives, and budgets.
Churn Rate
Churn rate measures the share of users who stop using your app over a period. Learn how to calculate it, how it relates to retention, and how to reduce it.
Classic Retention
Classic retention measures the share of an install cohort that opened your app on exactly Day N. Learn how it works and why it is the benchmark standard.
Click Injection
Click injection is a mobile ad fraud technique that fires fake clicks moments before an install to steal attribution credit. Learn detection and prevention.
Click Spamming
Click spamming floods attribution systems with fake clicks to steal credit for organic installs. Learn how it works, detection signals, and prevention.
Click-Through Attribution
Click-through attribution credits a conversion to the last ad a user clicked before installing or converting. Learn how it works and when to use it.
Click-to-Install Rate (CTI)
Click-to-Install Rate (CTI) measures the percentage of ad clicks that convert into app installs. Learn how to calculate, benchmark, and improve CTI.
Cohort Analysis
Cohort analysis groups users by shared traits to track behavior over time. Learn how mobile teams use cohorts to measure retention, LTV, and campaign quality.
Cost Per Action (CPA)
Cost Per Action (CPA) measures the cost of a specific user action like a purchase or signup. Learn how to calculate, optimize, and benchmark CPA.
Cost Per Install (CPI)
Cost per install measures how much you pay for each app download from a paid campaign. Learn CPI benchmarks, optimization strategies, and how to reduce costs.
Creative Intelligence
Creative intelligence uses data analytics to measure, predict, and optimize ad creative performance across mobile campaigns.
Cumulative Retention
Cumulative retention measures the share of an install cohort that returned to your app at least once by a given day. Learn how it works and when to use it.
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Data Clean Room
A data clean room is a secure environment where multiple parties analyze combined datasets without exposing raw user-level data to each other.
Deep Link URI Scheme
A deep link URI scheme is a custom protocol that opens specific content in a mobile app. Learn how URI schemes work, their limits, and alternatives.
Deep Linking
Deep linking sends users directly to specific in-app content instead of a generic home screen. Learn types, implementation, and best practices.
Deferred Deep Linking
Deferred deep linking routes users to specific in-app content after they install the app. Learn how it works and why it boosts conversions.
Deterministic Attribution
Deterministic attribution uses exact device identifiers to match ad clicks to installs with near-perfect accuracy. Learn how it works.
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IDFA (Identifier for Advertisers)
IDFA is Apple's unique device identifier used for ad targeting and attribution on iOS. Learn how it works, ATT impact, and alternatives.
Incrementality Testing
Incrementality testing measures the true causal impact of ad campaigns by comparing exposed users to a holdout group. Learn methods and best practices.
Install Attribution
Install attribution identifies which ad or campaign drove an app install. Learn how it works, methods used, and how to set it up correctly.
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Last-Touch Attribution
Last-touch attribution credits the final touchpoint before conversion. Learn how it works, its limitations, and when to use it.
Lifetime Value (LTV)
Lifetime value measures the total revenue a user generates over their entire relationship with your app. Learn how to calculate, predict, and optimize LTV.
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Mobile Measurement Partner (MMP)
A Mobile Measurement Partner (MMP) is a third-party platform that tracks and attributes app installs and events to marketing campaigns.
Media Mix Modeling (MMM)
Media mix modeling uses statistical analysis to measure the impact of each marketing channel on business outcomes and optimize budget allocation.
Mobile Attribution
Mobile attribution identifies which ads, campaigns, or channels drive app installs and in-app events. Learn how it works and why it matters.
Multi-Touch Attribution
Multi-touch attribution distributes conversion credit across multiple marketing touchpoints. Learn models, implementation, and mobile-specific challenges.
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Postback
A postback is a server-to-server callback that notifies ad networks of conversion events like installs and purchases. Learn how postbacks power attribution.
Post-Install Event Tracking
Post-install event tracking measures user actions after an app install. Learn how to track in-app events, optimize campaigns, and measure user quality.
Privacy Sandbox
Privacy Sandbox is Google's initiative to replace third-party cookies and advertising IDs with privacy-preserving APIs. Learn its mobile impact.
Probabilistic Attribution
Probabilistic attribution uses statistical signals like IP and device data to infer which ad drove an install when device IDs are unavailable.
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Remarketing
Remarketing targets users who previously interacted with your app or brand with tailored ads to drive re-engagement and conversions.
Retargeting
Retargeting serves ads to users who previously interacted with your app or website. Learn strategies, privacy considerations, and best practices.
Retention Curve
A retention curve plots the share of a cohort still active against days since install. Learn how to read it, what a healthy curve looks like, and why the flattening point matters.
Retention Rate
Retention rate measures the percentage of users who return to your app over time. Learn how to calculate, benchmark, and improve mobile app retention.
Return on Ad Spend (ROAS)
ROAS measures the revenue generated for every dollar spent on advertising. Learn how to calculate, benchmark, and optimize ROAS for mobile app campaigns.
Rolling Retention
Rolling retention measures the share of an install cohort still active on Day N or any later day. Learn how it works and why the number keeps rising.
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Self-Attributing Network (SAN)
A Self-Attributing Network (SAN) performs its own attribution instead of relying on third-party MMPs. Learn how SANs work and how to manage them.
Smart Link
A smart link is a single URL that dynamically routes users to the right destination based on device, platform, and context. Learn how they work.
SDK (Software Development Kit)
An SDK is a packaged set of tools and libraries that developers integrate into apps to add functionality like attribution, analytics, and ad serving.
Server-to-Server Tracking (S2S)
Server-to-Server (S2S) tracking sends conversion data directly between backend servers, bypassing client-side limitations. Learn setup, benefits, and use cases.
SKAN Attribution
SKAN (SKAdNetwork) is Apple's privacy-preserving attribution framework for iOS. Learn how it works, its limitations, and optimization strategies.
Stickiness (DAU/MAU Ratio)
Stickiness is the ratio of daily active users to monthly active users, showing how often your users return. Learn how to calculate and benchmark the DAU/MAU ratio.
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Universal Links
Universal Links let iOS users tap a URL and land directly inside your app. Learn setup, validation, and best practices for mobile growth.
User-Level Data
User-level data tracks individual user actions and attributes for attribution, personalization, and analytics. Learn its role and privacy impact.
Start measuring the installs your team cares about
Bring attribution, deep links, SKAN, cohorts, and campaign intelligence into one workflow your growth team can trust.