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Skips / Skip Rate definition

Skips / Skip Rate

For skippable ads, this indicates how often users skip. High skip rates can reflect low ad relevance.

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More terms of 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

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

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

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

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

DAU/MAU Ratio mobile-advertising-glossary-metrics

This metric indicates user stickiness or loyalty. A DAU/MAU ratio closer to 1 means users return frequently throughout the month.

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

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
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