Session Length

This measures how much time a user spends in the app during a single session. Longer session lengths often indicate deeper engagement.

Metrics

More terms of Metrics

Cost Per Action (CPA) mobile-advertising-glossary-metrics

CPA is the amount spent to drive a specific user action (e.g., a subscription, sign-up, or in-app purchase). It’s commonly used in performance-based advertising models.

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

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

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

Win Rate mobile-advertising-glossary-metrics

The percentage of submitted bids that result in an ad impression: Win Rate = (Won Bids / Submitted Bids) * 100. Low win rates might suggest competitive markets or underbidding.

Metrics

Cost Per Mille (CPM) mobile-advertising-glossary-metrics

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

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

Ad Fill Rate mobile-advertising-glossary-metrics

The percentage of ad requests that are successfully filled with an ad impression: Fill Rate = (Filled Requests / Total Requests) * 100. Low fill rates may suggest weak demand or misconfiguration.

Metrics