Install
Mobile & App Analytics terms
Downloads, attribution, engagement and store intelligence for mobile apps.
App store optimization (ASO) Improving a mobile app's visibility and conversion rate within app store search and browse listings. Crash rate The share of app sessions, or the rate per active user, in which the app crashed or force-closed unexpectedly. Daily active users (DAU) The count of unique users who take a qualifying action in a product within a single calendar day. Deep linking A link that opens an app directly to a specific piece of content or screen, instead of the app's default landing page. Identity stitching Linking the different identifiers a single person generates across devices, sessions, and platforms into one profile. In-app purchase (IAP) A purchase of digital content, currency, or a subscription made from within a mobile app. Install attribution Determining which marketing channel, campaign, or ad is responsible for a given app install. Mobile measurement partner (MMP) A third-party platform that attributes app installs and in-app events to the marketing source that drove them. Retention analysis The study of how many users keep returning to and engaging with a product after their first use. Session A grouped window of a user's activity on a site or app, bounded by an inactivity timeout or similar cutoff rule. Session length How long a single continuous visit or usage period lasts, from a user's first action until the session ends. SKAdNetwork (SKAN) Apple's privacy-preserving framework for attributing iOS app installs without identifying individual users or devices. Stickiness The ratio of daily to monthly active users, showing how often the average monthly user returns in a day.