Install Rate (IR) definition

Install Rate (IR)

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

Collections

Ad Fraud and Scamming in Digital Advertising Glossary

Ads.txt / App-ads.txt Glossary

Mobile Advertising Glossary: Metrics and KPIs

oRTB Glossary

OTT / CTV Programmatic advertising glossary

Performance Marketing Glossary

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KPIs

Measurement Frameworks

Metrics

Alphabetical index archive

A ⁽⁹⁾B ⁽²⁾C ⁽¹⁰⁾D ⁽²⁾E ⁽¹⁾F ⁽²⁾I ⁽⁵⁾L ⁽³⁾M ⁽²⁾P ⁽¹⁾R ⁽²⁾S ⁽⁵⁾U ⁽¹⁾V ⁽¹⁾W ⁽¹⁾

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More terms of 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

Session Frequency mobile-advertising-glossary-metrics

How often a user returns to the app in a given time frame. High frequency suggests strong engagement and app stickiness.

Metrics

Install mobile-advertising-glossary-metrics

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.

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

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

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

Cost Per Click (CPC) mobile-advertising-glossary-metrics

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

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