By Mitchell Fox, dimoso
We love working in the mobile sector, it’s dynamic and fast paced. It’s also a leader for data analysis and using data to drive business and marketing decisions.
But, it also has a tendency to drink the Kool-Aid of buzzwords and jargon. So we’ve created this plain English glossary of key terms that you’re likely to run into. We hope it helps! If you come across something you think we should add to the list, or would like to know more about something, be sure to get in touch!
1. Jargon and acronyms related to app economics
Organic Users – essentially a user who comes to your game on their own fruition. They discover and download your app without clicking on an advert.
Retention – the percentage of users who come back to use your app after downloading. Because a large proportion of apps that are installed are used once and then never again, retention has become an important metric for determining if users actually like your app and for calculating a user’s life cycle. If you want more detail on retention and how it is calculated, the good people at TUNE have a great guide, here.
Churn – essentially the opposition of retention. This refers to rate in which your users drop off or stop using your app.
LTV – Life Time Value. It takes into account things such as the cost of acquiring the user, their usage and revenue they generate, to determine the overall value of the user.
Onboarding – the process of helping your user know what your app does and how to use it. This includes elements such as screen grabs, video demo and app description in an app store, app look and feel, tutorial and menu structure.
MAU – Monthly Active Users. The number of users actually using your app over the course of a month. Typically used to demonstrate a game’s popularity because it paints a clearer picture of an app’s user base.
DAU – Daily Active Users. The number of users actually using your app on a given day. It’s typically used for revenue calculations.
ARPDAU – Average Revenue Per Daily Active User. The amount of revenue a game generates of the course of a day, divided by the number of active users on that day.
ARPU – Average Revenue Per User, average amount of revenue created over a certain period divided by the total number of users over the same period.
SDK – Software Development Kit. A tool that platforms providers give to developers so they can integrate the platform into their app. For example, you can install Facebook’s SDK in your app so users can seamlessly share content, or access Facebook’s Audience Network to monetize apps.
2. Mobile advertising Jargon explained
UA or UA Campaign – User Acquisition. A form of mobile advertising with the sole purpose of gaining new users for your app. They can be highly targeted to source high quality users who will use your app frequently, or can be done very cheaply – just to increase your install numbers without adding any real value.
Performance Campaign/Performance Marketing – a form of marketing campaign based on getting a customer or user to perform a specific action. This could range from download a game and progress past level, or download an e-commerce app and make a purchase. Performance campaigns are highly measurable and the marketer typically doesn’t pay the advertiser until the user performs the action.
Advertiser – a person looking to buy advertising space (inventory) to advertise their product or app.
Publisher – a person with an app (or website, news outlet, tv station, radio station etc) with advertising space they are looking to sell, so they can monetize their app (or similar).
Inventory – a term given to advertising space.
CPI – Cost Per Install. The price a developer pays for a person to install an app during a basic user acquisition campaign.
CPA – Cost Per Action. The price a paid for a person to perform the specified action in a performance marketing campaign.
CPM – Cost Per Mille. The cost per thousand impressions (mille being the latin word for 1,000) for a display ad, such as a banner. While still relevant for some publishers, CPM is becoming less used in the industry as people tend to prefer acquire users on CPI basis.
SSP – Supply Side Platform, a technology that helps people (see publishers above) sell advertising space in apps (or mobile web or online) automatically.
DSP – Demand Side Platform, a technology that helps people (see advertisers above) buy advertising in apps, mobile web or online, automatically.
RTB – Real Time Bidding Platform, a technology that allows advertising space to be bought and sold automatically via an (almost) instantaneous auction.
RTB’s allow you to set a maximum price you would pay to target users with a very clear set of parameters (such as location, demographics or anything you can think of) and buy an ad to serve to any user who meets those parameters, as soon as they are met. For example – imagine you want to target people under 25 who use Facebook, and are within a close proximity to St Paul’s Cathedral. You can send these parameters to an advertising network with an RTB and designate a maximum price you will pay to advertise to this person. Then anytime a person under 25 opens Facebook on their mobile within close proximity to St Paul’s, an instantaneous auction takes place with everyone registered on that RTB. The highest bidder will win the right to serve their ad to the 25 year old using Facebook near St Paul’s.
Programmatic – is a term given to automated buying and selling of advertising space. DSP’s, SSP’s and RTB platforms are all programmatic tools!
Native advertising – this is a form of advertising that essentially blends into its surroundings perfectly. Native ads look like they actually belong within an app and do not disrupt from the user’s experience – as a result are much more effective than traditional banner ads. Promoted tweets in Twitter or sponsored posts in your Facebook feed are the simplest examples of native ads.
It’s worth noting that native advertising has a somewhat different definition in the news industry – where paid editorial or advertising content is placed in a way that it supposed to look exactly like new content.
Attribution tracking – the process of determining which advertiser actually helped deliver you an app install or action. This is increasingly important when you’re using several providers to help you acquire users. It allows you to optimise your campaigns, to continue buy traffic that is working for you and spend less on traffic that’s not working.
3. General Mobile Tech Jargon
IOT – Internet Of Things, the process of ordinary objects becoming connected devices. For example refrigerators with sensors and internet connections to automatically order your food when you run out, or coffee machines that you can set to percolate from your phone.
Omnichannel – typically discussed in a retailing or shopping context. It’s the process where a shopper is able to engage seamlessly with a retailer across their physical, online and mobile stores.
4k – a term referring to ultra high definition display used for TVs and monitors etc. The term comes from the number of horizontal pixels, 4,000.
5g – the next evolution of the mobile telecommunications spectrum, it is an abbreviation for 5th generation. Just like 4g promised faster data transfer than 3g, 5g will be faster still.
BLE – Bluetooth Low Energy, an evolution of the wireless network technology Bluetooth. BLE has been marketed as a faster and less of a battery drain than original version Bluetooth.
SaaS – Software as a Service, a way of licensing or delivering software. Customer relationship management tool Sales Force is a popular example of software as a service. The ‘AAS’ suffix has been applied to a range of other areas such as Game as a service (GAAS), Platform as a Service (Paas), or Desktop as a Service (Daas).
Originally posted by dimoso in August 2015