A/B Testing For Apps

Also known as split testing or bucket testing, this is a method of comparing two options and analyzing their respective results. It can be used to test, compare, and analyze any element of an app store page. The main utility of A/B testing for apps is collecting data for app store optimization. The best way to perform an A/B test is by using dedicated A/B testing tools for mobile apps such as SplitMetrics.

Abandonment Rate

The rate at which users stop interacting with the app after a certain period of time. Some cases of app abandomnent have customers abandoning the app after having used it once, or not using it at all, while others may occur after using the free app version and then leaving it before making a payment.

Ad Campaign

Also referred to as a promotional campaign. It is a planned advertising activity which aims to promote the app through different means and channels. The goal of running ad campaigns is to increase the incoming traffic, generate more revenue that covers the costs of the campaign, maintatin the postitive return on investment rate (ROI) and provide a profit for an app publisher or mobile advertiser.

Adjust Tracker

A service provided by Adjust. It helps app publishers keep track of their marketing campaigns. To do so, a URL is generated, through which statistics may be gathered. Those statistics involve either engagements or impressions, or interactions and views respectively. For iOS app publishers, there is a specialized iOS SDK available, which enables tracking of user actions within the app itself.

App Advertising

The process of actively promoting an app to grow its audience. It can be done by several means, which include the use of Apple Search Ads, social media, PR events, influencer endorsements, empowered with App Store optimization.

App Analytics

Systematized data of the app’s performance on the target market over a certain period of time. Basic and extended metrics help to do the app health check and provide meaningful insights for further app growth strategy improvement.

App Icon

The visual representation of the app that gives the potential customer a first impression of the whole app at a glance. The app icon is considered to be one of the most impactful app store product page elements, as a good icon helps you grow on the app store organically.

App Influencer Marketing

An app promotion method which involves having an influencer endorse the app in exchange for money and/or certain perks. Among the platforms, this method of advertising is most commonly used on YouTube. A successful influencer marketing campaign results in increased traffic as the app gets greater reach within the influencer’s audience.

App Launch Strategy

A plan of how the app is going to be released onto a store platform and promoted in order to achieve the best results from the first wave of traffic. A well-designed mobile app launch marketing strategy helps not only ensure a successful app launch, but also gives a head start for its successful growth.

App Marketing

The combination of all elements that make up an app’s digital presence. The main goal of app marketing is to ensure the constant growth of the app’s user-base while minimizing advertising costs.

App Monetization

A method of generating revenue from user interactions. App monetization models vary as they depend on multiple factors, including the functionality of the app, its features, and its target audience. The most commonly used monetization models are subscription services, in-app purchases, or upfront payments enabling app installation.

App Name

The very first and most important part of the text metadata of an app’s store presence. It helps users get a first impression of the app and its core functionality and make it appear in results for the relevant search terms. A well-thought-out, concise and memorable app title can significantly boost organic traffic.

App Promotion

The process of increasing app’s traffic and performance in app stores driven by marketing campaigns and metadata optimization. Search algorithms give suggestions to the app to potential users based on keywords and previous interactions that match the metadata of the promoted app.

App Store

A digital store platform that primarily focuses on providing apps to users. The two biggest app stores on the market are Google Play Store for Android and the App Store for iOS and MacOS users. Mobile publishers can reach a larger audience by placing their apps and games on the App Store and Google Play. Other companies, such as Amazon, Samsung and Huawei, feature their own app stores, which can be used to target more niche markets.

App Store - Apple

A digital app distribution platform operated by Apple Inc. It is featured on iOS, iPadOS, and MacOS as the main app distribution platform. The store consists of the Today page, and main sections for each major app category, with top charts for each subcategory of apps.

App Store Acquisition Channels

A potential source of user traffic for an app on the App Store. In order to spot the best acquisition channels, tools like Google Analytics are utilized. It helps publishers find the most cost-effective channel, streamline their marketing campaigns, cut advertising costs, and grow the number of app users.

App Store Advertising

The process of promoting an app inside a mobile app distribution platform. That can be done by purchasing dedicated ad slots located in different menus that users might open, i.e. when searching for apps or looking through recommended apps of a certain category. App store advertising is an essential paid growth method used by app marketers and UA managers to increase traffic to the app product page and grow the app’s audience.

App Store Category

A group of apps that share a similar key function and target the same audience. Saturated App Store categories are highly competitive, and promoting an app within one usually requires a thoroughly designed promotional strategy dedicated to standing the app out among others.

App Store Localization

The process of translating and adapting the app page metadata and elements and its store page in order to reach a new audience in a new region or country. Localization is the essential part of app store optimization when an app goes global. This includes localizing the keywords too to rank the app and improve visibility.

App Store Optimization (ASO)

The process of improving the elements of an app’s store page in order to keep up with current trends, get to the top positions in the app stores in search, and get highlighted in the suggestion section by the app store suggestion algorithms. App store optimization can be done by the publisher themselves, but it is highly advised to utilize dedicated app store optimization services like SplitMetrics to ensure the app’s optimization at 360 degrees.

App Store Seasonality

Adapting apps to be up-to-date with seasonal trends and events on app stores. The app description, icon and screenshots can be re-designed and adjusted to match the event or trend. In addition to the app listing redesign, some new app features may be added, with special deals and seasonal offers for customers.

App Tracking Platform

A service that provides data on user events related to the app including metrics like app downloads, subscriptions, in-app events, trials and etc. Using an app tracker provides the basic statistics of app performance and helps to make data-driven decisions while planning the next step in the app’s growth strategy.

Apple Search Ads

An integrated advertising platform by Apple that promotes apps on the App Store. Designed as a natural element of the App Store, Apple Search Ads works to increase traffic from search. Based on the package, different features are provided for the publisher to increase the app’s reach, bring new users and track the account performance over time.

Apple Search Ads Advanced

An Apple Search Ads package that provides advertisers with an extended variety of tools for Apple Search Ads account management. This includes an unlimited number of apps to promote and budget, keyword and ad group optimization, and a different pricing model based on cost-per-thousand impressions (CPT) along with advanced reporting and unlimited access to Apple API. Altogether the features give advertisers more flexibility and provide smoother campaign management. For more accurate optimization, insightful reporting, and cost-effective scaling, the advertisers can use third-party optimization solutions and platforms like SplitMerics Acquire.

Apple Search Ads Advanced

An Apple Search Ads package that provides advertisers with an extended variety of tools for Apple Search Ads account management. This includes an unlimited number of apps to promote and budget, keyword and ad group optimization, and a different pricing model based on cost-per-thousand impressions (CPT) along with advanced reporting and unlimited access to Apple API. Altogether the features give advertisers more flexibility and provide smoother campaign management. For more accurate optimization, insightful reporting, and cost-effective scaling, the advertisers can use third-party optimization solutions for advanced Apple Search Ads management like SplitMerics Acquire, which is an Apple Search Ads partner. 

Apple Search Ads Basic

An Apple Search Ads package that offers a simple and automated advertising ecosystem on the App Store platform. It requires little setup, but the automation comes at a cost of not being able to tune any elements of the promotional campaign, making relying on the systems provided by Apple the only option, hence the name “basic” for the package. Unlike the advanced plan which provides performance statistics to the publisher based on a cost-per-thousand-impressions model (CPT), the basic plan has cost-per-install pricing (CPI).

Apple Search Ads Best Practices

A set of strategies that were tested and proved to be effective for Apple Search Ads optimization and scaling. The real-life experience shared by trusted influencers and advertisers usually includes a problem, hypothesis and solution along with strategic insights, tips and tricks for Apple Search Ads opimization and scaling.

Apple Search Ads Cost

The cost related to using the Apple Search Ads services to achieve an increase in traffic. Those costs are split into cost-per-install (CPI), cost-per-acquisition (CPA) and cost-per-tap (CPT). All of them use the formula of total costs for running the promotional campaign divided by the number of actions relevant to the statistics.

AppsFlyer Tracker

A mobile app performance tracking solution provided by AppsFlyer. After integrating the AppsFlyer SDK into your mobile app, it automatically attributes data and tracks app downloads by channel. Along with tracking, AppsFlyer provides deep analytics, measurement, engagement, and fraud protection solutions. Among the attribution methods, AppsFlyer provides universal deep linking, fingerprinting, and probabilistic attribution. SplitMetrics provides easy access to your AppsFlyer data with built-in integration with the tracker for a full-funnel view.

Average Revenue Per User (ARPU)

A revenue performance metric that indicates, how much revenue a publisher can generate from users interacting with their apps. Calculating ARPU involves dividing the total revenue by the number of paying customers.

Banner Ad

An advertising method that utilizes a banner that is placed in its dedicated spot in a different app or on an online platform in order to increase the promoted app’s visibility. Those banners feature either an image, video, or gif, with a link that leads to the app’s store page.

CPM (Cost Per Mille)

Cost per thousand, also known as cost per mille. The mobile marketing metric and pricing model that indicates, how much a publisher pays for every 1000 advertisement impressions their app receives. The formula for CPM consists of the total cost of an ad campaign, divided by the total number of user impressions. The resulting number is then multiplied by 1000. CPM is mostly used to measure the success of ad campaigns dedicated to increasing brand awareness first rather than driving installs or subscriptions.

Churn Rate

The rate at which users stop paying for an app’s services or products usually measured within 1, 7 and 30 days after the app install. Churn rate is an essential metric used to design and evaluate the effectiveness of the app growth strategy over time as it helps see a which exact moment the users drop off the app.


Clusters of consumers that have factors shared between them over a specific period of time, defining a group, or a market segment. Cohort analysis helps mobile publishers to get a deeper understanding of the app performance and engagement, define user patterns, get insights, make predictions and plan out the marketing budget more efficiently. SplitMetrics Acquire platform provides the cohort metrics on day 1, 3, 7, and 30 to monitor dynamic and reveal segments that bring more revenue.

Conversion Rate (CVR)

Conversion rate is a metric that indicates, how many impressions were converted into a target action like install, in-app event or purchase/subscription. It is measured as a number of target actions, divided by the number of impressions an app’s store page receives. Conversion rate is an essential benchmark used to evaluate and optimize UA and improve ASO.

Cost Per Acquisition (CPA)

A marketing metric also used in mobile marketing to indicate how much an advertiser pays every time a user takes a target action on a mobile app sales funnel. The fundamental purpose of CPA metric is to know the full cost of earning a new customer in a period of time. The formula for CPA consists of the total campaign spends divided by the number of customers acquired within this campaign.

Cost Per Click (CPC)

Cost Per Click (CPC) is the mobile marketing metric that indicates the actual price an app publisher pays for each click within their pay per click (PPC) ad campaigns. PPC model presupposes an advertiser being charged based on the number of times visitors click on their displayed ad. Being one of the most important metrics, cost per click helps to optimize ad campaigns to ensure a decent return on investment and overall profitability of an app.

Cost Per Tap (CPT)

The mobile marketing metric and cost model that indicates, how much a publisher pays every time a user clicks or taps on the advertisement featuring the app. The formula for CPT consists of the total cost for the promotional campaign, divided by the number of interactions (taps) that they generate. CPT amount depends on the amount you and your nearest competitors are willing to pay for the ad taps.

Cost per Install (CPI)

An essential mobile marketing metric that indicates paid user acquisition costs of app installs. CPI is calculated as total ad spend over a specific period of time divided by total number of app installs. Installs do not necessarily mean new users, as existing users are able to reinstall the app as they please.

Creative Assets

Media materials that are uploaded to an app’s store page to fill it with content or used in an advertising campaign. Those assets may include trailers, promotional videos, sets of screenshots, etc.

Custom Product Page

Additional variations of the original app product page on the App Store, tailored to contain a custom set of features or content tailored to specific audience needs. Those can be utilized to promote the app to more niche audiences, match the audience segment needs, increase conversions, cut CPI, and grow the lifetime value rate.

Editor’s Choice

Editor’s Choice is a section within the Google Play Store that features reviews of apps and games that are curated by the editorial team. There are a few lists within this section for topical occasions. Editor’s Choice program makes it easier for users to discover the most innovative Android apps.

Engagement Rate

A metric that is used to measure the number of user interactions with an app’s store page. This rate is then used to help determine the app’s promotional campaign based on the retrieved data. The way engagement rate is calculated is by taking total engagement numbers, diving them by total users, and then multiplying the resulting number by 100.

Feature Graphic

The main graphic of the app’s Google Play Store page. It is made as an extension of the app’s visual design and is placed before the screenshots. The feature graphic can also be used as a thumbnail for the app’s promotional video. Google requires publishers to add a feature graphic to their apps in order to be able to have them featured on the platform.

Google App Campaign

Also known as a Universal App Campaign (UAC), it is a mobile app marketing tool made by Google that automatically picks data for an app’s promotional campaign, based on the contents of the app itself, as well as its store page. The material is then distributed across Google platforms such as YouTube, Search, Gmail, etc. as a finalized advertisement.

Google Play Store

A mobile app distribution platform operated by Google LLC. It is featured on devices running Android as the main app store. It operates based on Google’s search algorithms, tailoring the experience to each user or user group based on previous behavior.

In-App Advertising

The most popular traditional method of promoting an app. In-app advertising is done by purchasing an ad slot from the publisher of the app, the target audience of which might show interest in the app being promoted, thus improving its performance.

In-App Purchases

A monetization model based on offering perks and features in exchange for money. For example, an editing app may offer access to all of its templates and tools after the user pays for them.

Keyword Cannibalization

Keyword cannibalization occurs when multiple web pages on your site are optimized for the same or similar keywords. They compete against each other and deteriorate your website’s organic performance. Eventually, none of the pages ranks as high as it should. In the context of PPC (pay-per-click) advertising, this term refers to situations when you run 2 or more ad campaigns that target the same search query. By doing it, you sabotage your own ad margins and results.

Keywords Research

The evaluation of all potentially relevant keywords that can be used to top up a mobile app or game in App Store search results. Keyword research is a part of the app metadata optimization dedicated to increasing the app’s organic traffic.

Kochava Tracker

An app performance tracking ecosystem provided by Kochava. By integrating its SDK into the app’s, it can be used to track different statistics to help research new avenues for marketing and increased traffic.

Limit Ad Tracking (LAT)

A feature that prevents advertisements from being targeted specifically at users. This happens because ad targeting requires data collected from an ID for advertisers, which appears empty when that feature is enabled by the user. It is especially prevalent on iOS, MacOS, and iPadOS, due to Apple’s focus on user privacy.

Mobile App Acquisition Costs

Mobile app acquisition cost or customer acquisition cost (CAC) is a mobile marketing metric that indicates how much an app marketer spends to get each newly-acquired user over a certain period of time. This important metric helps app publishers estimate the overall profitability of their app as it considers marketing spending along with such hidden costs as development and overheads.

Preview Videos on the App Store

Preview Videos, or app previews, are short videos (up to 30 seconds long) that showcase the features and user interface of your iOS app on the App Store. There can be 3 video previews for each language your app supports.


SKAdNetwork, also known as StoreKit Ad Network, is the API that provides advertisers with information on the success of their mobile ad campaigns. Having privacy as a central focus, this Apple API limits app developers’ access to data at the user level. It means that developers must get consent before sharing the IDFA (iOS advertising device) with a third-party partner.

Screenshot on App Product Page

The visual representation of the app’s idea, content, and features. Screenshots play a major role in forming a customer’s impressions of the app, with a series of screenshots being able to convey a story, bring up a problem and offer a solution, or showcase in full the design of the app to attract users.

Subscription Service

A monetization model which involves paying a set amount of money over a period of time to gain access to an app’s features. For instance, YouTube Premium removes all ads for the user, among other perks. However, once the user stops paying for them, they are taken away, and they have to go back to using the free functionality of the app.

Text Metadata

Title, description, keywords, and other text-based elements of an app’s store page. By optimizing text metadata, the elements mentioned above are changed in order to make the search and suggestion algorithms suggest the app to a potential customer, which increases organic traffic.

Visibility of Mobile App

The likelihood of the app being seen by potential customers while browsing the app store. Publishers can increase it by optimizing their apps’ store page to make it appear for more users.