Glossary

A

A/B Testing Accounts Receivable (AR)Ad Clicks Ad Impressions Ad Network Alternative Finance Annual Percentage Rate (APR)App Event Optimization (AEO)App Store Advertising (ASA)App Store Optimization (ASO)Apple App Store Attribution Average Revenue Per Daily Active User (ARPDAU)Average Revenue Per User (ARPU)

B

C

Churn Rate Click-Through Rate (CTR)Clickbait Cohort Compound Interest Conversion Rate Cost Per Click (CPC)Cost Per Install (CPI)Cost Per Mille (CPM)Creative Assets Credit Line Customer Acquisition Cost (CAC)

D

Daily Active Users (DAU)Discounted CPM (dCPM)

G

Geotargeting Google Play

H

Header Bidding Hyper Casual Games

I

Identifier For Advertisers (IDFA)In-App Purchase (IAP)Intellectual Property (IP)

K

Key Performance Indicators

L

Lifetime Value (LTV)

M

Mergers & Acquisitions (M&A)Mobile App Installs (MAI)Monthly Active Users (MAU)

O

Organic Installs

R

Real-Time Bidding Residual Value Retargeting Retention Return on Ad Spend (ROAS)Return on Investment (ROI)Revenue Based Finance (RBF)Revenue Based Lending (RBL)

S

U

User Acquisition (UA)

V

Value Optimization Venture Capital Funding Venture Debt

W

Waterfall Bidding

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