The percentage of submitted bids that result in an ad impression: Win Rate = (Won Bids / Submitted Bids) * 100. Low win rates might suggest competitive markets or underbidding.

Metrics

DAU/MAU Ratio mobile-advertising-glossary-metrics

This metric indicates user stickiness or loyalty. A DAU/MAU ratio closer to 1 means users return frequently throughout the month.

Metrics

Impression mobile-advertising-glossary-metrics

An impression is counted each time an ad is served and appears on a user’s device screen, regardless of whether the user interacts with it. It is one of the most basic and foundational ad delivery metrics used to measure reach and exposure.

Metrics

Video Duration Metrics mobile-advertising-glossary-metrics

Measures how much of a video ad was watched (e.g., quartile completion, full views, duration rate). Key for video campaign evaluation.

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

Monthly Active Users (MAU) mobile-advertising-glossary-metrics

MAU is the number of unique users interacting with the app over a 30-day period. It's a standard metric for user base size and growth.

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

Session Duration mobile-advertising-glossary-metrics

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

Metrics