In programmatic advertising, this is the proportion of total ad requests for which a DSP submits a bid. A low bid rate might indicate strict targeting or bidding filters.

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

Click-Through Rate (CTR) mobile-advertising-glossary-metrics

CTR is the ratio of clicks to impressions, expressed as a percentage. It shows how effective an ad is at encouraging users to engage: CTR = (Clicks / Impressions) * 100. High CTR often indicates strong ad relevance and appeal.

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

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

Cost Per Action (CPA) mobile-advertising-glossary-metrics

CPA is the amount spent to drive a specific user action (e.g., a subscription, sign-up, or in-app purchase). It’s commonly used in performance-based advertising models.

Metrics

Ad Frequency mobile-advertising-glossary-metrics

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

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