Mobile attribution Mobile attribution is a method for determining which campaigns, media partners, and channels delivered specific app installs. What is mobile attribution? In the simplest terms, mobile attribution ties app installs to marketing efforts. It’s important for marketers because […]

Predicted lifetime value (pLTV) The predicted or potential value of a customer, which combines past learnings with current measurements, in order to allow marketers to build and optimize campaigns around their audience’s predicted consumer trends.   What is predicted lifetime […]

Privacy-preserving technologies (PPTs) Privacy-preserving technologies (PPTs) offer comprehensive data protection capabilities that minimize personal data use and maximize data security while enabling marketers to gain campaign insights, analyze audience data, and optimize their reach.   What are privacy-preserving technologies? Privacy-preserving […]

Device farms are a form of mobile ad fraud in which scammers manually carry out actions (like clicks, installs, and other types of engagement) to give the appearance of legitimate activity while sapping advertising budgets.  What is a device farm? […]

Daily active users are a key metric you should follow when you’re in the subscription business. When your DAU is high, it can be a great sign. It’s evidence that your customers are using your product and more customers are […]

What is deep linking? Deep links are a type of link that sends users directly to an app instead of a website or a store. They are used to send users straight to specific in-app locations, saving users the time […]

Effective cost per thousand impressions (technically, “effective cost per mille”). Definition eCPM helps compare media with different pricing methods by converting everything to a common metric. This can be helpful when you have a mix of ad buys denominated in […]

Emulated devices, often known as device emulators, are non-mobile devices that run mobile operating systems. Most developers use device emulators on their laptops to test their products on various devices or operating systems without having to buy and set up […]

A reattribution window refers to a set period of time set during which a user re-installs an app. How do reattribution windows work? Reattribution happens when an install is generated by a user who had previously uninstalled a given app, […]