Mobile App Glossary: ​​what you need to know


We have prepared The Mobile App Glossary with the 25 most used words.

Does it sound repetitive when you hear CTR, API, or Cost per installation? You read the terms in several situations: reports about ads and wonder what they have to do with retargeting or user retention. 

Being part of the mobile app world means updating and learning new words to understand this versatile industry. 

Whether you are a seasoned app developer, a tech enthusiast, or someone venturing into the mobile app industry for the first time, this Mobile App Glossary is the perfect starting point.

Let's dive in and unravel the fascinating world of mobile apps together! 

Application Programming Interface (API)

A set of rules and protocols that allows different software applications to communicate and interact with each other, enabling integration of functionalities and data exchange.

App Store Optimization (ASO)

The process of optimizing mobile apps to rank higher in app store search results, increasing visibility and organic downloads.

Accelerated Mobile Pages Project (AMP)

It is an open-source platform for improving the performance of mobile websites for media purposes developed by Google.

Backend as a Service (BaaS)

A cloud-based service that provides the backend infrastructure for an app, including data storage, user management, and push notifications.

CPI  (Cost per Install)

The cost paid for each installation of a mobile application developed through an advertisement. It is a metric commonly used in in-app advertising campaigns. It is a metric used in mobile app marketing campaigns to measure the cost-effectiveness of acquiring new app installations.

CPM  (Cost per Mille)

Refers to the cost incurred for displaying a mobile ad to users' screens a thousand times. It is a commonly used metric in mobile advertising campaigns to calculate the expense associated with a thousand ad impressions.

Cross-Platform Development

Involves creating an app that can be utilized across multiple operating systems, such as iOS and Android.

CTA (Call to Action)

It's a phrase or visual in a mobile ad that prompts users to take a specific action, such as clicking a link, downloading an app, or making a purchase.

CTR (Click-Through Rate)

It is a metric to measure the effectiveness of an advertising campaign or a specific advertisement. CTR is calculated by dividing the number of clicks an ad receives by the number of impressions it generates and multiplying the result by 100 to get a percentage.

Deep Link 

A deep link is a strategy to promote your content. It consists of linking internal publications within a web page instead of taking the user to a generic page like the home page. They can use it to perform a punctual action within an app as a product, article, or with a click.

DSP (Demand-Side Platform)

Technological platforms are used by advertisers and agencies to purchase and oversee real-time advertising. This platform enables the optimization and segmentation of mobile advertising campaigns.

In-App Advertising 

A practice of displaying advertisements within mobile applications (apps) to generate revenue for app developers and provide a platform for advertisers to reach a targeted audience.


A type of mobile ad that is displayed in full screen before specific content is loaded or accessed within a mobile app or website. They typically appear at natural pauses in the user flow, such as during app launches, between game levels, or while transitioning between different sections of a mobile app.

MMP (Mobile Measurement Partner)

A company or service provider that specializes in measuring and analyzing mobile app performance and advertising campaigns. MMPs help mobile app publishers and marketers track and analyze key metrics such as app installs, user engagement, retention rates, in-app purchases, and the performance of mobile advertising campaigns.

Mobile Ad

It is an advertising message designed to be displayed on mobile devices. It can be in text, image, video, or a combination. These ads aim to capture the attention of mobile users, promote products or services, drive user engagement, and generate conversions.

Mobile Advertising 

It is the set of strategies and practices for delivering promotional messages and content through mobile devices, such as smartphones and tablets. Mobile advertising encompasses a range of advertising formats, including display ads, video ads, native ads, and interstitial ads, specifically tailored for optimal viewing and interaction on mobile screens.

Mobile Analytics 

The collection and analysis of data related to user interactions, behaviors, and patterns within a mobile app, provides insights for optimization and decision-making.

Mobile App 

Software applications specifically designed and developed to run on mobile devices such as smartphones and tablets.

Native Ads

A native ad refers to a form of advertising that blends seamlessly with the content and design of the platform where it is displayed. Native ads are specifically crafted to match the look and feel of the surrounding content, providing a more organic and non-disruptive advertising experience for users.

Push Notification

A message or alert that is sent directly to a user's mobile device, even when the app is not actively in use, typically used for delivering updates, reminders, or marketing messages. A message sent by an app to a user's device, even when the app is not open, to notify the user of an event or update.


A mobile advertising strategy. It consists of showing ads to users who have previously interacted with a brand or outcome, with the goal of reminding them of the offer and encouraging conversion.

SSP (Supply-Side Platform)

It is a technological platform used by publishers and application developers to sell advertising space in real time. Connect ad inventory with advertisers through DSPs.

User Acquisition

Entails the process of obtaining new users for an app by employing diverse marketing channels, including social media, app store optimization, and influencer marketing.

User Experience (UX)

The overall experience and satisfaction of users while interacting with a mobile app, encompass ease of use, navigation, and overall usability.

User Interface (IU)

The visual elements and design of a mobile app that users interact with, including screens, buttons, icons, and menus.

User Retention

Refers to the proportion of users who continue utilizing an app beyond a specific timeframe, commonly 30, 60, or 90 days. It reflects the capability of a mobile app to retain and actively involve users over time, and is often assessed through metrics like user churn rate, session duration, and repeat usage.


We hope this blog post has helped you understand fundamental mobile app concepts. You are prepared to make informed decisions and communicate effectively with your colleagues.