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

Unique Reach mobile-advertising-glossary-metrics

The number of unique users (or devices/households) exposed to an ad at least once. Useful for understanding total unduplicated audience.

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

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 Duration mobile-advertising-glossary-metrics

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

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

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

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

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