Mobile Marketing Glossary: Key Terms for Growth Marketers

Navigating the world of mobile marketing can be challenging due to its specialized terminology. This mobile marketing glossary breaks down essential concepts—from A/B testing to ad mediation—to help you master the language of mobile marketing and enhance your growth strategies.

1. A/B Testing
A method of comparing two different versions of an ad, app feature, or landing page to see which one performs better. Marketers use this to optimize engagement and conversion rates.

2. Ad Exchange
A digital marketplace where advertisers and publishers buy and sell ad inventory in real time through an automated bidding system. Think of it as a stock exchange, but for ads.

3. Ad Impression
Each time an ad is displayed on a user’s screen, it counts as an impression. High impressions indicate visibility, but engagement depends on clicks and interactions.

4. Ad Mediation
A tool that helps app developers work with multiple ad networks to maximize revenue. It automatically picks the highest-paying ad to display.

5. Ad Network
A platform that connects advertisers with publishers, helping brands distribute ads across various mobile apps and websites. Examples include Google AdMob and Unity Ads.

6. Ad Revenue
The earnings generated by an app through in-app advertising. This can come from banner ads, interstitial ads, video ads, and rewarded ads.

7. Ad Server
A platform that helps businesses manage, distribute, and track digital ads. It determines which ad gets shown to which user, optimizing targeting and performance.

8. Ad Units
Different types of ad formats used within an app. These include:

Banner Ads – Small ads that appear at the top or bottom of the screen.
Interstitial Ads – Full-screen ads that show between user actions.
Native Ads – Ads designed to blend seamlessly into app content.
Rewarded Ads – Ads that offer users in-app perks (like extra lives or currency) in exchange for watching.

9. Cost Per Install (CPI)
A pricing model where advertisers pay each time their app is installed as a result of an ad. CPI is commonly used in mobile app marketing.

10. Cost Per Mille (CPM)
A model where advertisers pay for every 1,000 ad impressions, regardless of whether users click on the ad.

11. Cost Per Click (CPC)
A performance-based model where advertisers only pay when a user clicks on their ad.

12. Cost Per Action (CPA)
A model where advertisers pay only when a specific action is completed, such as signing up for a free trial or making a purchase.

13. Lifetime Value (LTV)
The total revenue a business expects to earn from a single user over their entire engagement with the app. High LTV users are the most valuable.

14. Return on Ad Spend (ROAS)
A metric that calculates how much revenue is earned for every dollar spent on advertising. A higher ROAS indicates a more successful campaign.

15. Ads.txt
A public file that app developers and publishers use to prevent unauthorized sellers from fraudulently selling their ad inventory. This helps ensure ad revenue goes to the right sources.

16. Click Fraud
A deceptive practice where fake clicks on ads are generated to manipulate ad performance metrics. Fraud detection tools help advertisers identify and block these fake interactions.

17. Attribution
The process of tracking which marketing channel or campaign led to a specific user action, like an app install or purchase. This helps marketers optimize budget allocation.

18. Deep Linking
A technique that sends users directly to a specific page within an app instead of just opening the app’s homepage. It improves user experience and boosts conversions.

19. Retargeting
A strategy where ads are shown to users who have previously interacted with an app but didn’t complete a desired action, such as making a purchase.

20. Lookalike Audiences
A targeting method that finds new users who share similar behaviors and characteristics with an app’s existing high-value users.

21. Organic vs. Paid Traffic
Organic Traffic – Users who discover an app naturally (e.g., via App Store search, word of mouth, or social media).
Paid Traffic – Users who install an app after clicking on a paid ad.

22. Churn Rate
The percentage of users who stop using an app over a given period. A high churn rate suggests a problem with user retention.

23. API (Application Programming Interface)
A set of tools that allows different apps or platforms to communicate. In mobile marketing, APIs are used for ad tracking, analytics, and automation.

24. SDK (Software Development Kit)
A collection of software tools and code libraries that developers integrate into their apps to enable third-party features like ads, analytics, and payment processing.

25. MMP (Mobile Measurement Partner)
A third-party service that helps track and attribute app installs, user actions, and ad performance across multiple platforms. Examples include Adjust and AppsFlyer.