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Install definition

Install

In mobile advertising, an install refers specifically to when a user downloads and successfully installs an app on their device, often following an ad interaction.

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More terms of 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

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

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

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

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

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

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

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
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