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.
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Ad Exchange
What is an Ad Exchange? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
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Ad Impression
What is an Ad Impression? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
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Ad Mediation
What is an Ad Mediation? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
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Ad Network
What is an Ad Network? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
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Ad Revenue
What is an Ad Revenue? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
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Ad Server
What is an Ad Server? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
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Ad Unit
What is an Ad Unit? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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App Store Optimization (ASO)
App store optimization, or ASO for short, is the science of improving the performance of an app store listing.
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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.
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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.
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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.
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Attribution
Attribution is the science of attributing a user to its source.
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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.
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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.
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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.
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Mobile App Growth
What is Mobile App Growth? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
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B
App Store Behavior
App Store behavior is the science of understanding how users engage with app store pages.
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App Store Browse
App Store Browse is an organic traffic source which includes all visitors that arrived to an app while browsing Top Charts, Category Charts, the Today tab or Featuring placements.
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Banner Ads
What is an Banner Ads? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
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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.
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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.
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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.
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App Clip Crashes
What are App Clip Crashes? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
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App Clip Installations
What are App Clip Installations? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
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App Clip Sessions
What are App Clip Sessions? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
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App Conversion Rate
What are App Conversion Rates? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
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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.
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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.
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App Store Categories
Apps are listed and categorized according to the requirements a user needs them.
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App Store Conversion Rate
App conversion rate = total conversions/app store impressions OR app store product page views.
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App Store Creatives
App store creatives are all the visual elements that appear on an App Store or Google Play product page.
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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.
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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.
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Casual Games
What is an Casual Games? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
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Churn Rate
What is Churn Rate? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
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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.
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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.
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Cost Per Completed View (CPCV)
What is Cost Per Completed View (CPCV)? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
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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.
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Cost per Install
Cost per install (CPI) is the term that describes the pricing model of mobile user acquisition (UA) efforts to drive installations.
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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.
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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.
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Cross Promotion
What is Cross Promotion? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
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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.
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Google Play Creatives
Google Play creatives are all the visual elements that appear in a Google Play product page.
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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.
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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.
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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.
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App Store App Description
The app description is a text paragraph explaining to users about the app or game.
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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.
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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.
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Deep Linking
What is Deep Linking? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
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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.
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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.
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E
eCPM (Effective Cost Per Mille)
What is eCPM (Effective Cost Per Mille)? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
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Google Play Explore
Google Play Explore is an organic traffic source that includes all visitors arriving at an app listing while exploring and navigating.
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F
App Store Featuring
App Store featuring is the process whereby App Store editors feature an app in one of a few placement locations within the App Store.
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App Store First Time Downloads
What are App Store First Time Downloads? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
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Google Play Featuring
Google Play Featuring refers to an app being ‘featured’ on the Google Play Store in one of a number of different types of featured apps lists.
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G
Game Bundles
What are Game Bundles? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
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Gametech (Game Technology)
What is Game Technology? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
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Google Advertising ID (GAID)
What is GAID (Google Advertising ID)? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
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Google Play Developer Console
Google Play Developer Console is the platform that Google provides for Google Play and Android developers to publish and monitor their app’s performance in the Google Play store.
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Google Play Experiments
Google Play Store listing experiments or GEx, is the A/B testing functionality provided by Google.
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Google Play Pass
Google Play Pass is a paid for subscription service that provides access to high-quality, curated games without ads and in-app purchases.
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Google Play Points
Google Play Points are part of an award system whereby Google Play users earn points on their regular behavior in the Google Play store.
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Growth Loop
What is a Growth Loop? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
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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.
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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.
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App Store Analytics: Installations
What are App Store Analytics: Installations? Get the full definition and learn more about new iOS 15 features and capabilities.
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App Store Icon
The app store icon is the only creative element that appears throughout the user journey in the app stores.
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App Store Impressions
What are App Store Impressions? Get the full definition and learn more about the mobile growth realm.
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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.
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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.
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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.
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In-App Advertising
What is In-App Advertising? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
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In-App Bidding
What is In-App Bidding? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
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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.
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Installs Per Mille (IPM)
What are Installs Per Mille (IPM)? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
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Interactive Ads
What is Interactive Advertising? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
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Interstitial Ads
What is an Interstitial Ad? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
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K
App Store and Google Play Keywords Optimization
Keyword optimization is the ongoing process of measuring and improving the impact of keywords on an app’s ranking and search traffic.
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App Store Keywords
App Store keywords are standalone words or those that form part of a phrase, which are entered as search queries in order to locate an app or game.
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App Store Keywords Research
A keywords research is the process of gathering information to help a mobile marketer decide which keywords to add to an app listing’s metadata.
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Google Play Keywords
Google Play keywords are single words or part of phrases that a user uses to search for an android app or game.
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K-Factor
What is K-Factor? Get the full definition and learn more about the app mobile growth realm with Storemaven's glossary.
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Keyword Localization
App Keyword localization is the process of implementing translated and localized keywords/creatives located in the metadata of an app’s product page.
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L
App Store Localization
App Store localization is the practice of adapting and localizing the elements that a user sees on an app’s product page into a target language.
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Mobile Lifetime Value (LTV)
What is Mobile Lifetime Value (LTV)? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
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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.
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Mobile Ad Viewability
What is Mobile Ad Viewability? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
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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
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Mobile App Monetization
What is Mobile App Monetization? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
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Mobile App Onboarding
What is Mobile App Onboarding? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
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Mobile App Retention
What is Mobile App Retention? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
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Mobile Attribution Manipulation
What is Mobile Attribution Manipulation? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
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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.
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Mobile Bid Adjustment
What are Mobile Bid Adjustments? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
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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.
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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.
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Mobile Game Marketing
What is Mobile Game Marketing? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
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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.
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Mobile Growth
Mobile growth is the science of growing and gaining ground in reaching and retaining users in the App Store or Google Play.
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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.
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O
OEM Advertising
What is OEM Advertising? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
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Offerwall Ads
What are Offerwall Ads? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
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Offline App Marketing and TV user acquisition
Offline mobile app marketing is the practice of using non-digital advertising and marketing to drive traffic to an app’s page in the App Store or Google Play.
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Organic Installs
What are Organic Installs? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
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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.
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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.
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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.
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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.
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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.
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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.
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App Store Paying Users
What are App Store Paying Users? Get the full definition and learn more about new iOS 15 features and capabilities.
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App Store Personalization
App Store personalization is Apple’s process in surfacing the most relevant apps to individual users at the most relevant time.
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App Store Pre-Launch
App Store pre-launch is a phase in marketing directly before the launch of a new game or app.
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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.
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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.
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App Store Proceeds
What are App Store Proceeds? Get the full definition and learn more about the app store's features and capabilities.
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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.
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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.
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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.
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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.
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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.
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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.
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Pay Per Install
What is Pay Per Install? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
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Performance Marketing
What is Performance Marketing? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
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Playable Mobile Ads
What are Playable Mobile Ads? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
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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.
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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.
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Preloaded Apps
What are Preloaded Apps? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
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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.
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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.
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R
App Retention Rate
What are App Retention Rates? Get the full definition and learn more about new iOS 15 features and capabilities.
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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.
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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).
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App Store Ranking
If an app’s discoverability is low, this will result in fewer impressions and limited growth.
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App Store Ratings
In the App Store, each app gets a rating of 0.0-5 which is based on users’ opinions.
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App Store Redownloads
What are App Store Redownloads? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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Rewarded Video Ads
What are Rewarded Video Ads? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
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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
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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.
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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.
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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.
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App Store Sales
What are App Store Sales? Get the full definition and learn more about new iOS 15 features and capabilities.
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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.
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App Store Screenshots
App Store screenshots are the main visual element within the App Store product page.
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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.
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App Store Seasonality
App Store seasonality is the process of updating an app’s product page to coincide with seasonal events/public holidays.
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App Store Subtitle
The app store subtitle is an element all users view in their journey to install an app.
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Apple Search Ads
Apple search ads (ASA) are paid adverts located at the top of the search results page on the iOS App Store.
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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.
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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.
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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.
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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.
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Soft Launch
What is a Soft Launch? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
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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.
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Supply Side Platform
What is a Supply Side Platform (SSP)? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
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T
App Store Analytics: Territory
What is App Store Analytics: Territory? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
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App Store Test Traffic
App store test traffic is a sample group of users being sent to a replicated app store test which is a statistically representative sample of the traffic an app will target outside the test.
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App Store Title
The app store title is the name of a mobile app or game as it appears throughout the app stores on all different placements.
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App Store Total Downloads
What are App Store Total Downloads? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
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U
App Store Update
An update is a newer version of the app than the one that’s available to download in the App Store.
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Decisive Users
Decisive users are visitors that upon landing on an App Store or Google Play Store product page make minimal engagement before deciding to install or drop.
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Explorative Users
Explorative users are visitors that upon landing on a store page explore the content that’s presented to them before making the decision to install or drop.
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Organic User Acquisition
Organic app user acquisition (UA) is the science of leveraging a set of marketing initiatives to drive organic app installs.
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Paid App User Acquisition
Paid app user acquisition is the process of paying to advertise an app or game on UA channels in efforts to drive relevant traffic to an app store and convert new users.
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User Acquisition for Mobile Apps
What is User Acquisition for Mobile Apps? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
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User Segmentation
What is User Segmentation? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
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