App marketing terms, explained in one paragraph each.

Improving how an app is found and chosen on the App Store and Google Play.

Apple's ad platform for placements in App Store search results and on the Today and product pages.

The share of users or subscribers who stop using or paying in a period.

A group of users who installed in the same period, tracked together over time.

The share of people who see your store page and install.

Ad spend divided by the number of free trials started from that spend.

Alternative App Store product pages with their own screenshots and text, each with its own URL.

Google's automated campaign type that places app ads across Search, Play, YouTube and the Display network.

A system where the output, a user, becomes the input that brings the next user.

How often your app appeared in search results, charts or featuring.

How hard it is to rank in the top ten for a keyword, based on who already ranks there.

The 100 character field on the App Store that is indexed but never shown to users.

The revenue one user is expected to generate over their whole time in the app.

Writing a store listing for a market in its own language and from its own keyword list.

The text and assets that describe an app in the stores: title, subtitle, descriptions, keywords, icon, screenshots.

A third party service that attributes installs and events to ad campaigns across networks.

Growth from search, content, comments and reviews, with no ad spend.

Revenue funds ads, ads bring users, their revenue funds more ads.

The number of days until the revenue from a cohort of users covers what it cost to acquire them.

The system dialog that asks users to allow notifications.

The share of users who return on a given day after install.

Users who stay make the other loops pay, and every fix raises the value of every install.

Revenue attributed to a campaign divided by its spend, usually within a fixed window.

An estimate of how often a keyword is searched in a store, per country and per month.

Apple's privacy preserving attribution framework for iOS ad campaigns.

TikTok ads that boost an existing organic post instead of running a separate creative.

The share of free trials that convert into a paid subscription.

Videos and posts made by users or creators in their own voice rather than by the brand.

An offer or message sent to users who stopped using the app or let a trial lapse.