Unique Reach

The number of unique users (or devices/households) exposed to an ad at least once. Useful for understanding total unduplicated audience.

Metrics

More terms of 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

Session Duration mobile-advertising-glossary-metrics

Time spent within an in-app branded experience. Complements session length and reflects depth of engagement.

Metrics

Click-Through Rate (CTR) mobile-advertising-glossary-metrics

CTR is the ratio of clicks to impressions, expressed as a percentage. It shows how effective an ad is at encouraging users to engage: CTR = (Clicks / Impressions) * 100. High CTR often indicates strong ad relevance and appeal.

Metrics

Audible On/Off mobile-advertising-glossary-metrics

Indicates whether video/audio ads were played with sound on. This can impact engagement and brand recall.

Metrics

Install Rate (IR) mobile-advertising-glossary-metrics

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

App Crashes mobile-advertising-glossary-metrics

The rate at which an app unexpectedly closes during user sessions. Expressed as (Crashes ÷ Sessions) × 100%. High crash rates degrade UX and negatively impact app ratings.

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

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).

Metrics