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

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

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

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

Fraud Rate mobile-advertising-glossary-metrics

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

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