The percentage of ad interactions (clicks, installs, impressions) that are determined to be fraudulent, such as bot activity, fake installs, or click spamming. High fraud rates can skew performance data and waste budget.

Metrics

Ad Frequency mobile-advertising-glossary-metrics

The average number of times an ad is served to the same user. Helps assess saturation and avoid ad fatigue.

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).

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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

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

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

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

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