CPC is the average amount paid by the advertiser for each user click on their ad. It's a common pricing model in paid search and social media advertising.

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

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 Install (CPI) mobile-advertising-glossary-metrics

CPI measures the cost to acquire a single app install: CPI = Total Spend / Number of Installs. It’s a standard KPI for user acquisition campaigns in the mobile app ecosystem.

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

Session Duration mobile-advertising-glossary-metrics

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

Metrics

Social Media Metrics mobile-advertising-glossary-metrics

Includes shares, comments, mentions, and sentiment around a campaign. Particularly relevant for cross-channel or influencer campaigns.

Metrics

Attention Metrics mobile-advertising-glossary-metrics

Metrics that assess how much attention users give to an ad, using data signals like eye tracking, time in-view, or interaction depth.

Metrics

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