Click-Through Rate (CTR)

What is Click-Through Rate? The CTR is the ratio of clicks to impressions on a certain campaign. This figure is calculated by taking the number of clicks on a campaign and diving it by the amount of impressions it received and converting it into a percentage. In short, CTR = # Clicks / # Impressions ...

Offer Wall

What is an Offer Wall? An offer wall is a monetization solution that appears on a page either in-app or on the web that gives users rewards in exchange for completing offers. For example, a user can take surveys, complete quizzes, play new games, or try new apps to earn. Offer walls provide users an ...

Monthly Active User (MAU)

What is a MAU? Monthly active users is an app usage metric that reveals the amount of users who visit a site or app within a 30 day period. This statistic helps app developers and marketers understand how popular their app is and whether or not the app is trending upwards or downwards.

Daily Active User (DAU)

What is a Daily Active User? Daily active users is a metric which indicates the total amount of users who visit the site/app per day. DAU informs developers and markets how well and frequently users return to the app. An app is “sticky” when it has a high DAU value.

Cost per Install (CPI)

What is Cost per Install? Cost per install, or CPI, is a pricing model used in mobile user acquisition campaigns. The advertiser pays the publisher every time a user clicks on an offer for an app and then goes on to install it. This particular payment mechanic is one of the most widely used in ...

Conversion Rate (CR)

What is a Conversion Rate? Conversion rate is the percentage of users who complete a desired goal. This number is calculated by dividing the number of successful completions by the number of attempts and converting this figure into a percentage. In Short, CR = # Conversions / # Clicks. For example, if there are 100,000 ...

Cost per Engagement (CPE)

What is Cost per Engagement? Cost per engagement, or CPE, is a pricing model used in mobile user acquisition campaigns. The app advertiser chooses a post-install event within the app and only pays for the users who reach or engage with that specific event.  For example, CPE campaigns typically require the user to reach level ...