Glossary

A

A/B Testing

A controlled experiment that compares two or more versions of an app, game, or specific elements within both, so that the relative effectiveness can be determined. Can also be referred to as split testing.

Active User

Someone who accesses an app or game for a specific period of time. Also used as a unit of measurement that represents individual visitors. These can be abbreviated and as specific as: Daily Active User (DAU), Weekly Active User (WAU), or Monthly Active User (MAU).

Ad Impressions

The number of views a digital advertisement has received. In the mobile gaming industry, this means every time an ad is displayed within an app and a user has seen it. 

Advertiser

Typically an app developer interested in buying digital ad space from publishers to promote an app. Definition specific to the mobile marketing industry.

API

Acronym for application programming interface. An interface that allows software programs to communicate without knowing internal details about each other. Two companies or teams can work completely independently and yet have their software work together as long as they develop and communicate an API that is used to exchange information between the two.

App

Abbreviated from application, a computer program or type of software designed for a mobile device like a smartphone, tablet, or computer. They range in complexity and cost, some being free for all users, some offering in-app purchases or subscriptions, and others costing money to download. These programs or softwares allow users to do certain tasks. For example, if a banking company releases an app, a user could download it to their smartphone and handle banking activities from the app. Game developers also release games via apps, which a user can download and play.

ARPDAU

Acronym for average revenue per daily active user. Used as a key performance indicator, or KPI, and measures the success from monetization strategies for each user everyday. 

ARPPU

Acronym for average revenue per paying user. Can also be used as a KPI. Measures the average revenue generated by each user that has purchased something within the app. ARPPU differs from ARPDAU because it measures revenue only from users that have purchased something. ARPDAU measures revenue from every active user, regardless of if they paid or not.  

C

Cap

Might refer to a budget cap or volume cap. A limit put in place by the advertiser’s budget or performance. A budget cap means the advertiser sets a limit on how much money they want to put towards a specific advertisement, per specific unit of time like day or week. By having a budget cap, the advertiser can ensure they won’t overspend. A volume cap is a limit put in place by an advertiser to control how many people can download an app per specific unit of time.

Call-to-action

Can be abbreviated as CTA. A part of an ad designed to be engaged with by the user. This could be a submit button or trigger.

Casual (game)

A genre of mobile games targeted to a mass market audience. Casual mobile gaming can have any type of game play, but usually incorporates simpler rules, shorter gaming sessions, and is designed for everyone. Casual gaming differs from hyper casual gaming in that casual games require more complicated elements and mechanics. 

Casual gaming usually falls into specific subcategories of game play, such as trivia, match-3 games, puzzles, word games, or endless runners. Some of the more popular games in the last decade in the casual gaming category include Subway Surfers, Match Masters, or Candy Crush.

CR

Acronym for conversion rate. A metric in the mobile games industry that represents the percentage of users who installed an app or made in-app purchases, or completed another desired action. 

CPA

Acronym for cost per action/acquisition. A type of marketing where the advertiser only pays when a user makes a specific action. This action can be installing an app, completing a level of a mobile game, or a user makes a sale. Essentially, the company pays a fee on an advertisement only when a user does a specified action. In the mobile gaming industry, this can also be described as a single-reward campaign. The user receives a reward after a single action, like completing a level, instead of a multi-reward campaign.  

CPE

Acronym for cost per engagement. A pricing model utilized in advertising campaigns where the advertiser decides on an event post-install, and they only pay when users engage in that event.

CPI

Acronym for cost per install. For mobile apps and games, this is the price paid by advertisers when a mobile app or game is installed because of their specific advertisement. Also referred to as CPI ads, it’s a specific pricing model for a specific advertisement.  

CTIT

Acronym for click to install time. A measurement of time, usually in seconds, from the moment a user clicks on an advertisement to when the relevant app has been installed.

CTCT

Acronym for click to conversion time. A measurement of time, usually in seconds, from the moment a user clicks on an advertisement to when a conversion occurs. Conversions vary per advertiser, but typically mean an install, a click through to a website, or another metric like a follow.

D

DSP

Acronym for demand-side-platform. An automated system that bids, buys, and optimizes a wide range of digital ad space, or inventory, from multiple data exchange sources through a single interface on behalf of advertisers, ad networks, and agencies.

E

ECPM

Acronym for effective cost per mille. Can also be referred to as cost per thousand impressions. The revenue that a publisher, or app developer, earns for every 1000 ad impressions on the app.  

Engagement

In the mobile games industry, a metric that measures the desired level of continuation for users. Some apps, or titles, have high levels of engagement because users keep returning for a certain reason – such as aesthetics of the title, involvement in game story, social dynamics, or habit-building. Titles with high levels of engagements generally become successful or popular because more engaged users are more likely to make in-app purchases or tell friends to install the app.

F

F2P

Acronym for free-to-play. A mobile game that is free to install and gives basic access to elements of the game, free of charge. Users then have the option to pay for more advanced features or content later in a storyline.

H

Hardcore (game)

Opposite of casual mobile games, hardcore mobile games are a greater time investment as the gameplay itself is more complex, requires more skills, or has an extensive storyline. Mobile hardcore games therefore have the highest engagement of all mobile game genres. 

Hardcore games have several genres, including multiplayer online battle area (MOBA), first-person shooters (FPS), or massively multiplayer online role-play games (MMORPG).

Hybrid-Casual (game)

A newer subgenre of mobile gaming, hybrid-casual mobile games are a cross between hyper-casual and mid-core games. Hybrid-casual games incorporate the accessibility and easy-to-learn features of hyper-casual games while using more sophisticated gameplay typical of mid-core games. The more sophisticated gameplay usually involves longer progression or a deeper metagame.

Hypercasual (game)

A step beyond hybrid-casual games, hypercasual mobile games are even more accessible and attractive to casual mobile game players. They typically feature even shorter session lengths and mechanics that are immediately compelling. Hypercasual games tend to have short lifespans. Some of the most popular hypercasual games to emerge in the past few years are Flappy Bird, Crossy Road, and Helix Jump.

I

IAP

Acronym for in-app purchase. An asset bought within an app or mobile game using real-world currency. These assets can range from in-game functional units like coins, in-app currency, extra rounds or mistakes, and more. An in-app purchase can also be unlocking further content or bonus features.

IDFA

Acronym for identifier for advertiser. Unique to Apple and their iOS devices, a random device identifier given to each iOS device. Advertisers are able to use this device ID to track data, enabling them to offer customized advertising. 

Following the release of iOS 14.5, advertisers must request permission from a user to track their IFDA. If a user denies permission to the advertiser, advertisers can turn to SKAdNetwork which offers advertisers the data on a broader level – without access to individual user data.

Impression

In the mobile games industry, a metric that measures when a user sees an advertisement. In practice, this metric is tracked when a user opens an app or website that has an advertisement visible. An impression is different from an engagement because an impression only involves seeing an ad displayed, not interacting with it. An engagement only happens when the user sees an ad and then clicks on it.  

IPM

Acronym for installs per mille. A metric that measures the number of times a mobile app has been installed, per one thousand ad impressions. This metric demonstrates the conversion rate of an ad. 

K

KPI

Acronym for key performance indicators. These are a broad range of metrics that can be quantified to measure the success of anything from an app to an advertisement. KPIs are used across most functions of a business, ranging from game performance to user acquisition, to even performance of a business overall. Examples of KPIs can include engagement, revenue, CPI, and more.

L

LTV

Acronym for lifetime value. This is the predicted profit margin from an average user during their overall engagement with a game. These expected profit margins assist companies in setting marketing budgets and pursuing the most cost-effective users.

M

Match-3

A subgenre of puzzle and casual gaming. Players match tiles based on patterns, making them disappear. The goal of these games is to match the same elements, whether that’s in a line, chain, or group of three. Match-3 games are one of the most popular casual or hypercasual games, given their accessibility and simplicity to pick up the game rules. Some of the most popular Match-3 games are Candy Crush and Match Masters.

Mid-core (game)

A genre of mobile gaming that falls between hardcore and casual games. Mid-core games are more complex than a casual game, which in turn increases user engagement. However, they are still more accessible than hardcore mobile games. Mid-core gaming usually simplifies game mechanics from hardcore games so that they can attract a broader audience. 

MMP

Acronym for mobile measurement partner. A company that gathers and organizes data from apps to present overall performance metrics. Common MMP companies are AppsFlyer, Adjust, Singular, Firebase, and more. 

Multi-reward

An cumulative advertising campaign within an app that requires users to complete several actions to earn a reward, instead of receiving a reward after a single action. Rewards can also build up depending on the advertising campaign, so a user receives a small reward after one action but can keep completing actions to receive even more rewards. For example, an advertising campaign might only offer a reward to a user once they have both installed an app and completed 10 levels. 

P

Postback

Also referred to as a callback. An exchange of data between servers. This data is a collection of a user’s actions and behaviors within an app or website. 

Programmatic Advertising

A system that automates the processes and transactions involved in buying and placing ads on websites or apps in less than a second, used by OpenRTB. It usually does this through an exchange or DSP.

Puzzle Mobile Game

A genre of mobile games that test and practice a user’s problem-solving skills. There are several subgenres of mobile puzzle games, including match-3, word, and trivia games. Puzzle games usually generate most revenue through IAPs. Some of the most popular puzzle mobile games are Tetris, Cut the Rope, Two Dots, and Candy Crush Saga.

R

ROAS

Acronym for return on ad spend. An important KPI for advertisers, as this is a metric measuring the profit returned to the company for each dollar spent on advertising. Essentially, how much money a company makes back from spending money on an advertisement. This metric enables the company to understand which ad campaigns were successful based on how much money they were able to make. 

ROI

Acronym for return on investment. Similar to ROAS, this is a KPI measuring how much money was earned compared to how much money was spent. To calculate ROI, subtract cost from profit. ROIs tell a company how much money they made, or lost, after investing in a project. 

RPG (Role-playing game)

Acronym for role-playing game. A sub-genre of hardcore games, RPGs are typically characterized by players having to act as a specific person within the game. The specific person can either be a depiction of themselves, or a predetermined character. RPGs focus greatly on tactics and strategy, often including first-person shooters. Mobile RPGs are usually set in fantasy or science fiction storylines, with complex stories and many quests. Popular mobile RPGs are Dragon Quest, Stardew Valley, Star Wars: Knights of the Old Republic, Exiled Kingdoms, Pokémon Go, and Harry Potter: Hogwarts Mystery. Many mobile RPGs are adapted from successful movie franchises or PC/console games. 

RTB

Acronym for real-time bidding. A method of bidding which displays an ad to a user after companies finish bidding, all in less than a second. The bidding is an instant programmatic auction, where companies buy and sell ad impressions.

S

SDK

Acronym for software development kit. An installable package of software development tools that enable the creation and programming of mobile applications. Each SDK is unique to a particular device and operating system.

Simulation Game

A genre of gaming where a user mimics activities typically done in the real world. This can include cooking, fishing, farming, or running a business. Simulation games typically feature casual and hypercasual elements, making the games easy to grasp and learn while being mass marketed. There are usually very little goals or levels, making simulation games more hypercasual than casual. Popular mobile simulation games are Animal Crossing: Pocket Camp, Real Flight Simulator, Sims Freeplay, and Stardew Valley.

SKAN

Also referred to as SKAdNetwork, which is short for StoreKit Ad Network. An interface operated by Apple, helping advertisers and ad networks measure and optimize ad campaigns. Advertisers are able to view ad activities like impressions, clicks, or app installs on a broad basis. By not giving advertisers access to individual user data, SKAN is privacy-centered while allowing advertisers to view important insights. SKAN is the alternative for iOS devices, if users deny permission to use IDFA. 

Social Casino Game

A genre of mostly free-to-play mobile app games where players have an imitation real-world gambling experience, without real-world currency payout. Social casino mobile apps do not pay out real money after a win; instead they give in-app currency. There are extensive sub verticals of mobile social casino games, such as poker, bingo, blackjack, multiplayer card games, and more.

Strategy (game)

A sub-genre of hardcore mobile gaming. Mobile strategy games are mobile games involving strategic and planned game play, usually containing combat and warfare gameplay. In battle strategy games, users are typically very committed and have long-lasting engagement with the app. There are several distinct characteristics of casual strategy games, including features like multiplayer battle arena (MOBA), asymmetric survival, and 4x (abbreviation for Explore, Expand, Exploit, Exterminate). Some of the most popular mobile strategy games are Clash of Clans, Rise of Kingdoms, and Clash Royale.

Suppression List

In mobile app marketing, a list shared with an ad network of an advertiser’s prior audience. This list is used by the ad network to specifically not target that audience during user acquisition campaigns, as they have already installed the game.

U

UA

Acronym for user acquisition. The process of obtaining new users for an app, mobile game, platform, or service. In the mobile gaming industry, UA means users installing an app. 

User Segmentation

The process of dividing an app’s user base into groups based on their behaviors and demographics – such as age, gender, paying or non-paying etc.

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