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Demystifying Ad Tech Jargon & Acronyms
Glossary

Apple Search Ads & Mobile Growth Glossary

 

ASAs, ASOs, MMPs...the terms and jargon can be overwhelming for even the most seasoned growth marketing veterans. Below are definitions for some of the most common Apple Search Ads and mobile growth terms.

Generic

 

Apple Search Ads (ASA) – Ads triggered by a search at the top of the iOS app store. This is the iOS equivalent of search engine marketing (SEM) / pay per click (PPC) for the web.

App Store Optimization (ASO) – Organic listings triggered by a search at the top of the iOS app store. This is essentially search engine optimization (SEO) but for the App Store (or Google Play).

Mobile Measurement Partner (MMP) – Also known as “attribution provider”, these analytics tools provide rich data for app marketers, in particular in-app event tracking, assigning credit to marketing channels (i.e., “attribution”), cohort analysis, and more.

Apple Search Ads

Spend – How much you spend on an ad.

Impressions – When your ad is served.

Taps – When your ad is tapped (i.e., “clicked”).

Installs – App is downloaded.

New downloads – First-time download.

Redownloads – App downloaded previously.

LAT On Installs – Installs from users with limited ad tracking setting on.

LAT Off Installs – Installs from users with limited ad tracking setting off.

Avg CPT (“Cost Per Tap”) – Spend divided by Taps.

Avg CPA (“Cost Per Action”) – Spend divided by Installs.

TTR (“Tap Thru Rate”) – Taps divided by Impressions.

CR (“Conversion Rate”) – Installs divided by Taps.

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1. App Store data from all available countries and regions (excluding China), 2018 (https://searchads.apple.com).
2. Appsflyer 2019 Performance Index (https://www.appsflyer.com/performance-index).

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