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

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

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

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

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

Video Duration Metrics mobile-advertising-glossary-metrics

Measures how much of a video ad was watched (e.g., quartile completion, full views, duration rate). Key for video campaign evaluation.

Metrics