Video Duration Metrics

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

Metrics

More terms of 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

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

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

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

App Launch Time mobile-advertising-glossary-metrics

Time from tapping the app icon until users see and interact with the app. Includes Time to Initial Display (TTID) and Time to Fully Drawn (TTFD). Typical targets: < 5 s cold start, < 1.5–2 s warm/hot start

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

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

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