The percentage of ad requests that are successfully filled with an ad impression: Fill Rate = (Filled Requests / Total Requests) * 100. Low fill rates may suggest weak demand or misconfiguration.

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

Install Rate (IR) mobile-advertising-glossary-metrics

The percentage of users who clicked on an ad and went on to install the app. It helps advertisers evaluate how compelling their app offering is post-click.

Metrics

Audio Duration mobile-advertising-glossary-metrics

Captures how long a user listens to an audio ad (e.g., complete plays, average duration, listen-through rate).

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

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

Click mobile-advertising-glossary-metrics

A click occurs when a user taps or interacts with an ad, typically leading to a destination such as an app store page, website, or landing page. Clicks are crucial for measuring engagement.

Metrics

App Crashes mobile-advertising-glossary-metrics

The rate at which an app unexpectedly closes during user sessions. Expressed as (Crashes ÷ Sessions) × 100%. High crash rates degrade UX and negatively impact app ratings.

Metrics