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Ad Frequency definition

Ad Frequency

The average number of times an ad is served to the same user. Helps assess saturation and avoid ad fatigue.

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More terms of Metrics

Session Duration mobile-advertising-glossary-metrics

Time spent within an in-app branded experience. Complements session length and reflects depth of engagement.

Metrics

Audible On/Off mobile-advertising-glossary-metrics

Indicates whether video/audio ads were played with sound on. This can impact engagement and brand recall.

Metrics

Session Frequency mobile-advertising-glossary-metrics

How often a user returns to the app in a given time frame. High frequency suggests strong engagement and app stickiness.

Metrics

Session Length mobile-advertising-glossary-metrics

This measures how much time a user spends in the app during a single session. Longer session lengths often indicate deeper engagement.

Metrics

Daily Active Users (DAU) mobile-advertising-glossary-metrics

DAU measures the number of unique users who engage with the app on a daily basis. It's essential for tracking regular usage.

Metrics

Skips / Skip Rate mobile-advertising-glossary-metrics

For skippable ads, this indicates how often users skip. High skip rates can reflect low ad relevance.

Metrics

App Launch Time mobile-advertising-glossary-metrics

Time from tapping the app icon until users see and interact with the app. Includes Time to Initial Display (TTID) and Time to Fully Drawn (TTFD). Typical targets: < 5 s cold start, < 1.5–2 s warm/hot start

Metrics

Cost Per Mille (CPM) mobile-advertising-glossary-metrics

CPM, or cost per thousand impressions, is a metric used to price ad inventory based on 1,000 ad impressions. It’s often used for awareness campaigns focused on visibility rather than clicks or conversions.

Metrics
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