DAU/MAU Ratio

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

Metrics

More terms of Metrics

Daily Active Users (DAU) mobile-advertising-glossary-metrics

DAU measures the number of unique users who engage with the app on a daily basis. It's essential for tracking regular usage.

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

Cost Per Mille (CPM) mobile-advertising-glossary-metrics

CPM, or cost per thousand impressions, is a metric used to price ad inventory based on 1,000 ad impressions. It’s often used for awareness campaigns focused on visibility rather than clicks or conversions.

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

Bid Rate mobile-advertising-glossary-metrics

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

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

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