The gaming UA and attribution glossary

A

• Ad network
• Ad revenue
• App Tracking Transparency (ATT)
• ARPDAU
• ARPI
• ARPPU
• ARPU
• Attribution
• Attribution window

B

• Banner ad

C

• Churn
• Click spam
• Cohort
• Cohort analysis
• Consent
• Conversion rate (CVR)
• CPA (cost per action)
• CPC (cost per click)
• CPI (cost per install)
• CPM (cost per mille)

D

• DAU (daily active users)
• Deep linking
• Deferred deep linking
• Deterministic attribution

E

• eCPM (effective cost per mille)

F

• Fill rate
• Fraud (ad fraud)
• Funnel

G

• GAID (Google Advertising ID)
• GDPR

H

• Hybrid monetisation

I

• IDFA (Identifier for Advertisers)
• Impression-level ad revenue
• In-app advertising (IAA)
• In-app purchase (IAP)
• Incrementality
• Install hijacking
• Interstitial ad

K

• K-factor

L

• Level funnel
• Lifetime value (LTV)
• Lookback window

M

• MAU (monthly active users)
• Media mix modeling (MMM)
• Mediation
• Mobile measurement partner (MMP)

O

• Offerwall
• Organic install

P

• Postback
• Predicted LTV (pLTV)
• Probabilistic attribution

R

• Raw data export
• Re-engagement
• Reattribution
• Reporting API
• Retention rate
• Rewarded video
• ROAS (return on ad spend)
• ROI (return on investment)

S

• SDK spoofing
• Session
• Session depth
• SKAdNetwork (SKAN)
• Soft launch
• Source / channel

U

• User acquisition (UA)

W

• Walled garden