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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    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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    Attribution
    Attribution is the science of attributing a user to its source.
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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
    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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    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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    Google Play Creatives
    Google Play creatives are all the visual elements that appear in a Google Play product page.
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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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    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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    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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    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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    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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