App Store Optimization
Terminology | Glossary

Everything you need to know for App Store & Google Play success and beyond.



    A A/B Testing Statistics
    A/B testing statistics refers to the statistical model used in the conduction of an A/B test.
    Read More
    Ad Exchange
    What is an Ad Exchange? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    Ad Impression
    What is an Ad Impression? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    Ad Mediation
    What is an Ad Mediation? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    Ad Network
    What is an Ad Network? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    Ad Revenue
    What is an Ad Revenue? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    Ad Server
    What is an Ad Server? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    Ad Unit
    What is an Ad Unit? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    App Store A/B testing
    App Store A/B testing is the science of running an experiment on elements inside a product page on the app stores in order to compare two or more variants.
    Read More
    App Store Acquisition Channels
    App Store Acquisition Channels are all the potential channels that user acquisition (UA) teams can utilize, to advertise an app or game and generate more visitors.
    Read More
    App Store Analytics: Active In Last 30 Days
    What are App Store Analytics: Active in Last 30 Days? Get the full definition and learn more about new iOS 15 features and capabilities.
    Read More
    App Store Analytics: App Referrer
    What is App Store Analytics: App Referrer? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    App Store Analytics: App Store Active Devices
    What are App Store Analytics: App Store Active Devices? Get the full definition and learn more about new iOS 15 features and capabilities.
    Read More
    App Store Analytics: App Version
    What is App Store Analytics: App Version? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    App Store Audience Testing
    App Store audience testing is the practice of testing different segments of an audience and measuring how they respond to app store marketing creatives.
    Read More
    App Store Optimization (ASO)
    App store optimization, or ASO for short, is the science of improving the performance of an app store listing.
    Read More
    Apple App Store Connect
    App Store Connect is the platform that Apple provides to app developers to publish and to track their app’s performance on the App Store.
    Read More
    Apple Arcade
    Apple Arcade is a paid mobile game subscription service on the App Store that allows users to sign up and enjoy high-quality games straight from a separate tab.
    Read More
    ARPU – Average Revenue Per User
    What is ARPU (Average Revenue Per User)? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    Attribution
    Attribution is the science of attributing a user to its source.
    Read More
    Average Revenue Per Daily Active User (ARPDAU)
    What is ARPDAU (Average Revenue Per Daily Active User)? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    Average Revenue Per Daily Engaged User (ARPDEU)
    What is ARPDAU (Average Revenue Per Daily Active User)? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    Average Revenue Per Paying User (ARPPU)
    What is ARPPU (Average Revenue Per Paying User)? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    Mobile App Growth
    What is Mobile App Growth? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    C App Clip Active Devices
    What are App Clip Active Devices? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    App Clip Card Views
    What are App Clip Card Views? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    App Clip Card Views (Unique)
    What are App Clip Card Views (Unique)? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    App Clip Crashes
    What are App Clip Crashes? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    App Clip Installations
    What are App Clip Installations? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    App Clip Sessions
    What are App Clip Sessions? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    App Conversion Rate
    What are App Conversion Rates? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    App Store Analytics: App Store Crashes
    What are App Store Analytics: App Store Crashes? Get the full definition and learn more about new iOS 15 features and capabilities.
    Read More
    App Store Analytics: Campaign
    What is App Store Analytics: Campaign? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    App Store Categories
    Apps are listed and categorized according to the requirements a user needs them.
    Read More
    App Store Conversion Rate
    App conversion rate = total conversions/app store impressions OR app store product page views.
    Read More
    App Store Creatives
    App store creatives are all the visual elements that appear on an App Store or Google Play product page.
    Read More
    App Store Culturalization
    App Store culturalization is the practice of changing an app’s product page to be in line textually and visually with the region’s unique nuances and values.
    Read More
    Apple’s Custom Product Pages
    What are Apple’s Custom Product Pages? Get the full definition and learn more about the new iOS 15 feature.
    Read More
    Casual Games
    What is an Casual Games? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    Churn Rate
    What is Churn Rate? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    Cost Per Action (CPA)
    What is Cost Per Action (CPA)? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    Cost Per Click (CPC)
    What is CPC (Cost Per Click)? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    Cost Per Engagement (CPE)
    What is Cost Per Engagement (CPE)? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    Cost per Install
    Cost per install (CPI) is the term that describes the pricing model of mobile user acquisition (UA) efforts to drive installations.
    Read More
    Cost Per Mille (CPM)
    What is Cost Per Mille (CPM)? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    Cost Per View (CPV)
    What is Cost Per View (CPV)? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    Cross Promotion
    What is Cross Promotion? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    CTR (Click Through Rate)
    What is CTR (Click Through Rate)? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    Google Play Creatives
    Google Play creatives are all the visual elements that appear in a Google Play product page.
    Read More
    D App Store Analytics: App Download Date
    What is App Store Analytics: App Download Date? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    App Store Analytics: App Store Deletions
    What are App Store Analytics: App Store Deletions? Get the full definition and learn more about new iOS 15 features and capabilities.
    Read More
    App Store Analytics: Device
    What is App Store Analytics: Device? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    App Store App Description
    The app description is a text paragraph explaining to users about the app or game.
    Read More
    App Store Description Read Rate
    Description read rate is the percentage of users that tap to read more of the description on a product page, past the text that shows at a first impression.
    Read More
    Daily Active Users (DAU)
    What is DAU (Daily Active Users)? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    Deep Linking
    What is Deep Linking? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    Google Play Long Description
    The Google Play long description is a full paragraph of text describing an app or game that appears on a product page.
    Read More
    Google Play Short Description
    The Google Play short description is a sentence that’ll appear in the first impression of your Google Play product page below the screenshot.
    Read More
    I App Influencer Marketing
    Influencer marketing is the practice of using influencers from an app’s industry or category in order to promote and bring traffic to an app/game.
    Read More
    App Install Rates
    App install rates are the percentage of users that decide to install an app after visiting an App Store or Google Play product page.
    Read More
    App Store Analytics: Installations
    What are App Store Analytics: Installations? Get the full definition and learn more about new iOS 15 features and capabilities.
    Read More
    App Store Icon
    The app store icon is the only creative element that appears throughout the user journey in the app stores.
    Read More
    App Store Impressions
    What are App Store Impressions? Get the full definition and learn more about the mobile growth realm.
    Read More
    App Store Impressions (Unique Devices)
    What are App Store Impressions (Unique Devices)? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    App Store In-App Purchases
    What are App Store In-App Purchases? Get the full definition and learn more about new iOS 15 features and capabilities.
    Read More
    Identifier for Advertisers (IDFA)
    What is Apple's Identifier for Advertisers (IDFA)? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    In-App Advertising
    What is In-App Advertising? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    In-App Bidding
    What is In-App Bidding? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    In-App Events
    In-app events (IAE) are live events that happen inside iOS apps. There are plenty of options available to you: game competitions, movie premiers, livestream experiences and more.
    Read More
    Interactive Ads
    What is Interactive Advertising? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    Interstitial Ads
    What is an Interstitial Ad? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    M Mobile Ad Fraud
    What is Mobile Ad Fraud? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    Mobile Ad Viewability
    What is Mobile Ad Viewability? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    Mobile App Advertising
    What are Mobile App Ads? Mobile app ads are exactly what they sound like: advertisements that appear in mobile apps. Developers can drive revenue from their apps by allowing marketers to advertise products and/or services to their app’s user base. To take advantage of mobile app advertising, developers typically partner with mediation platforms, which use
    Read More
    Mobile App Monetization
    What is Mobile App Monetization? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    Mobile App Onboarding
    What is Mobile App Onboarding? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    Mobile App Retention
    What is Mobile App Retention? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    Mobile Attribution Manipulation
    What is Mobile Attribution Manipulation? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    Mobile Attribution Window
    What is a Mobile Attribution Window? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    Mobile Bid Adjustment
    What are Mobile Bid Adjustments? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    Mobile Delivery Platform
    What is a Mobile Delivery Platform? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    Mobile Game Business Model
    What is a Mobile Game Business Model? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    Mobile Game Marketing
    What is Mobile Game Marketing? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    Mobile Game Monetization
    What is an Mobile Game Monetization? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    Mobile Growth
    Mobile growth is the science of growing and gaining ground in reaching and retaining users in the App Store or Google Play.
    Read More
    Monthly Active Users (MAU)
    What is Monthly Active Users (MAU)? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    P App Store Analytics: Page Type
    What is App Store Analytics: Page Type? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    App Store Analytics: Platform Version
    What is App Store Analytics: Platform Version? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    App Store Analytics: Pre Orders
    What are App Store Analytics: Pre Orders? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    App Store Analytics: Product Page
    What is App Store Analytics: Product Page? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    App Store Analytics: Purchasable Item
    What is App Store Analytics: Purchasable Item? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    App Store Page Scroll Rate
    The App Store page scroll rate is the percentage of users that scroll down an App Store product page in the direction of the reviews section.
    Read More
    App Store Paying Users
    What are App Store Paying Users? Get the full definition and learn more about new iOS 15 features and capabilities.
    Read More
    App Store Personalization
    App Store personalization is Apple’s process in surfacing the most relevant apps to individual users at the most relevant time.
    Read More
    App Store Pre-Launch
    App Store pre-launch is a phase in marketing directly before the launch of a new game or app.
    Read More
    App Store Pre-Orders
    What are App Store Pre-Orders? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    App Store Preview Videos
    The App Store promo video is a short video that appears on both the App Store product page and within search results.
    Read More
    App Store Proceeds
    What are App Store Proceeds? Get the full definition and learn more about the app store's features and capabilities.
    Read More
    App Store Product Page
    The App Store product page is the landing page for a mobile app or game distributed and published on Apple’s App Store.
    Read More
    App Store Product Page Views
    What are App Store Product Page Views? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    App Store Product Page Views (Unique Devices)
    What are App Store Product Page Views (Unique Devices)? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    Apple’s Product Page Optimization (PPO)
    Apple's new feature, coming with iOS 15 in the fall of 2021, will allow developers to test their default App Store Product Page with three different variations and against the control.
    Read More
    Google Play Personalization
    The process of personalizing the Google Play experience for each user, surfacing apps that are relevant to them based on a variety of metrics.
    Read More
    Google Play Product Page
    The Google Play product page is the landing page for a mobile app or game distributed and published on the Google Play store.
    Read More
    Pay Per Install
    What is Pay Per Install? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    Playable Mobile Ads
    What are Playable Mobile Ads? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    Post-Install Event
    What is a Post-Install Event? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    Pre/Post App Store Tests
    A pre/post App Store test is the practise of testing a creative asset and measuring its impact on mobile marketing and growth KPIs before placement and after.
    Read More
    Preloaded Apps
    What are Preloaded Apps? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    Proceeds Per Paying Users
    What are Proceeds Per Paying Users? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    Product Page Conversion Rate
    What is Product Page Conversion Rate? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    R App Retention Rate
    What are App Retention Rates? Get the full definition and learn more about new iOS 15 features and capabilities.
    Read More
    App Store Analytics: Region
    What is App Store Analytics: Region? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    App Store App Referral
    App Store app referral is a traffic source that includes visitors that come to an app store listing via apps (not from the web).
    Read More
    App Store Ranking
    If an app’s discoverability is low, this will result in fewer impressions and limited growth.
    Read More
    App Store Ratings
    In the App Store, each app gets a rating of 0.0-5 which is based on users’ opinions.
    Read More
    App Store Redownloads
    What are App Store Redownloads? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    App Store Review Engagement Rate
    A review engagement rate is the percentage of users who actually engage with the reviews on an app or game’s product page.
    Read More
    App Store Reviews
    In the App Store, reviews are presented in the review gallery below-the-fold. This means that only about 20%-25% of users are exposed to it.
    Read More
    App Store Web Referral
    App Store web referral is a traffic source which includes all visitors that arrive at an app listing from an external source (mobile web), most commonly the iOS Safari browser.
    Read More
    Google Play Ranking
    Google Play ranking is a crucial element to an app’s visibility and audience impressions which is why the industry and ASO teams look to it as a priority when strategizing.
    Read More
    Google Play Third-party Referral
    Google Play third-party referrals refer to traffic sourced by users that open a link, that takes them straight to the product page in Google Play.
    Read More
    Re-engagement
    Re-engagement is the marketing strategy that targets and entices users who are no longer engaged in an app when once they were via a campaign, usually of the ad variety.
    Read More
    Real-Time Bidding (RTB)
    What is Real-Time Bidding (RTB)? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    Replicated App Store Page
    A replicated App Store page is a tool that third-party A/B testing platforms use to replicate an App Store or Google Play environment in order to understand on-page behavior and run A/B tests.
    Read More
    Return on Ad spend (ROAS)
    What is ROAS (Return on Ad Spend)? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    Rewarded Video Ads
    What are Rewarded Video Ads? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    S App Size
    Every app has a megabyte size which determines the amount of storage it requires in order to run on on users’ devices
    Read More
    App Store Analytics: App Store Sessions
    What are App Store Analytics: App Store Sessions? Get the full definition and learn more about new iOS 15 features and capabilities.
    Read More
    App Store Analytics: Source Type
    What is App Store Analytics: Source Type? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    App Store Analytics: Standard Downloads
    What are App Store Analytics: Standard Downloads? Get the full definition and learn more about new iOS 15 features and capabilities.
    Read More
    App Store Sales
    What are App Store Sales? Get the full definition and learn more about new iOS 15 features and capabilities.
    Read More
    App Store Screenshot View Rate
    Screenshot view rate is the percentage of users that view each screenshot in the gallery section of an app’s product page.
    Read More
    App Store Screenshots
    App Store screenshots are the main visual element within the App Store product page.
    Read More
    App Store Search
    App Store Search is an organic traffic source that includes all users who find an app after searching for a query or keyword in the search tab in the App Store.
    Read More
    App Store Seasonality
    App Store seasonality is the process of updating an app’s product page to coincide with seasonal events/public holidays.
    Read More
    App Store Subtitle
    The app store subtitle is an element all users view in their journey to install an app.
    Read More
    Apple Search Ads
    Apple search ads (ASA) are paid adverts located at the top of the search results page on the iOS App Store.
    Read More
    Google Play Search
    Google Play Search is an organic traffic source that includes all users who find an app after searching for a query or keyword in the search bar in the Play Store.
    Read More
    Sales Per Paying User
    What are Sales Per Paying User? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    Sessions Per Active Device
    What are Sessions Per Active Device? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    SKAdNetwork
    SKAdNetwork is a privacy-centric API that was designed to help App Store advertisers measure ad performance while limiting their access to users' private information.
    Read More
    Soft Launch
    What is a Soft Launch? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More
    Software Development Kit (SDK)
    What is a Software Development Kit (SDK)? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
    Read More

    Join 10,000 other mobile marketers and stay on top of your craft with the mobile growth newsletter