App Marketing Glossary

A/B Testing

An A/B test is an experimental method that compares two versions (A and B). It is used on the product page of an app to compare user behavior and responses in order to find a more effective design or method of appeal.

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ARPDAU

ARPDAU refers to the "average revenue per active user per day", and is one of the important metrics used by operators of mobile apps and online games. This metric indicates how much revenue an app is generating from its daily active users, and helps evaluate the efficiency of the app's monetization.

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ARPPU

ARPPU stands for "average revenue per paying user", and is a particularly important business indicator for mobile apps and online services. This indicator shows how much revenue an app or service is generating from its paying users, and is useful for evaluating profitability and monetization strategies.

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ARPU

ARPU stands for "average revenue per user." It is a metric that shows how much revenue a business or app is earning per user. It is also known by the term "customer unit price." ARPU is useful for evaluating the monetization efficiency of an app and understanding the health of a business.

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Ad Campaign

An advertising campaign is a place where the objectives and KPIs of advertising delivery, target, budget, duration, and advertising creative are determined.

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Ads

Paid messages used by businesses and individuals to promote their products, services, or brands. Advertisements can be delivered through various media, including television, radio, newspapers, online, and outdoor advertising.

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Android

An open-source mobile operating system developed by Google. It is widely used on devices such as smartphones and tablets. Android holds a dominant share in the smartphone market, with over 70% of smartphones worldwide running on Android (estimated as of 2023).

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App Analytics (App Store Connect)

"App Analytics" is a feature within App Store Connect. It is a process that tracks and analyzes the usage and user behavior of mobile apps. This provides insights for improving app performance and enhancing user engagement.

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App Icon

A small image representing an app on the home screen of a smartphone or tablet, designed to allow users to easily identify the app.

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App Install Ads

An advertisement aimed at directing users directly to the app store and encouraging them to download and install the app.

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App Listing Page

The 'App Listing Page' (the app list page, or the app store page) is the official display page for the app within the app store, providing information about the app and encouraging users to download or purchase it. Optimizing this page has a significant impact on the discovery, install, and ultimately the user engagement of the app.

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App Marketing

A series of strategies and activities carried out to increase the recognition of an app and to increase the number of downloads and user engagement.

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App Store

An online platform where users can search, download, and purchase mobile apps. Notable examples include Apple's App Store and Google's Play Store. In particular, the 'App Store' is a digital distribution platform operated by Apple Inc., providing a venue for iOS device users to search, download, and install apps. The App Store was launched in 2008 and has since revolutionized the distribution and use of mobile apps.

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App Store Connect

A platform provided by Apple, used by developers to manage iOS, macOS, watchOS, and tvOS apps, and to support sales on the App Store.

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App Store Optimization

An optimization process to improve the visibility of apps in the App Store and increase the number of downloads. This includes the selection of keywords, app descriptions, and optimization of screenshots.

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App Store Product Page

The product page serves as a platform to introduce the main features, benefits, and usage of the app, and to conduct effective promotions. By using attractive screenshots and videos, it can draw users' interest and convey the value of the app.

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App Store Rank

"App Store Rank" is a ranking that reflects the popularity and number of downloads of an app within the App Store. This ranking is displayed in user search results and category-specific lists, significantly influencing the visibility and downloads of the app.

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App Title/Name

The name of the app. It is displayed in the App Store and on the device's home screen.

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App Unit

"App Unit" is a specific term used on App Store Connect, Apple's app management platform, which refers to the number of times a specific app has been installed on a specific device for the first time.

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App Updates

The release of a new version of an app. This may include bug fixes, addition of new features, and performance improvements.

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Apple Search Ads

Apple provides an advertising platform where developers can promote their own apps within the App Store.

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Bid

"Bid" refers to the maximum amount that an advertiser is willing to pay to display an advertisement for a specific keyword in a search-linked advertising campaign. Since the placement of the advertisement is determined by an auction format, the bid directly affects the visibility and performance of the advertisement, making it a crucial element.

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Brand Keyword

Keywords related to a specific brand or product.

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Broad Match

"Broad Match" is a type of keyword match setting in search advertising campaigns that allows advertisers to display ads for a wide range of search queries related to the specified keywords. Using Broad Match, ads may potentially match with the specified keywords, their synonyms, related search queries, and even spelling errors.

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Categories

"App Categories" is a system used in the app store to classify and organize different types of apps. It plays a crucial role in helping users efficiently find the apps they are looking for and enabling app developers to reach their appropriate target audience.

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Churn Rate

"Churn Rate" is a metric that indicates the proportion of customers who leave a service or product within a specific period. This is particularly considered an important metric in subscription-based business models, apps, and online services.

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Click Through Rate(CTR)

Click Through Rate (CTR) is a metric that indicates the frequency at which an advertisement is clicked, and is widely used to measure the effectiveness of an advertisement. CTR is calculated as the ratio of the number of clicks to the number of times the advertisement is displayed (impressions).

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Click-Through to Conversion Rate(CTVR)

Click-Through to Conversion Rate (CTVR) is a metric that indicates the relationship between the number of clicks and the number of conversions, specifically calculated as the product of the Click-Through Rate (CTR) and the Conversion Rate (CR). CTVR is an important metric for evaluating the overall performance of advertising campaigns and websites.

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Cohort

"Cohort" refers to a group sharing common characteristics or experiences within a specific period. In the context of business and analysis, it is often used as "Cohort Analysis". This is an analytical method that divides users or customers into groups and tracks the behavior and performance of those groups over time.

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Combination Keywords

"Combination Keywords" refers to search keywords that are created by combining two or more words or phrases. This type of keyword is typically used by users who are searching for specific products, services, or information in more detail.

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Competitor Keywords

"Competitor Keywords" refers to the keywords that are emphasized or targeted by competing companies in business or marketing. Analyzing these keywords helps to understand the strategies of competing companies and optimize one's own marketing strategy.

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Confidence interval(CI)

A "confidence interval" is a measure in statistics that indicates the range of values within which a population parameter is estimated to be included. The confidence interval is used when making estimates about the population based on sample data, and it quantitatively expresses the uncertainty of the estimate.

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Conversion

"Conversion" refers to the completion of a specific target action by website visitors or app users. This target action can vary depending on the business goals, including purchases, lead generation, sign-ups, page views, downloads, etc. In the case of app marketing, "install", "download", "IAP (In-App Purchase)", and "user's reach to a specific point within the app" are also defined as conversions.

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Conversion Rate Optimization(CRO)

Conversion Rate Optimization (CRO) is the process of improving the ratio of converting app users into actual customers or leads. CRO focuses on optimizing the user experience and interface of the app, increasing the likelihood of visitors taking the desired action.

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Conversion Rate(CR,CR)

The Conversion Rate (コンバージョン率) is a metric that indicates the proportion of visitors who complete a specific target action (such as purchase, sign-up, download, etc.). This metric is widely used to measure the effectiveness of an app and evaluate the efficiency of marketing. In Japan, the conversion rate is often represented as 'CR', while in Western countries, it is mainly expressed as 'CR'.

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Cost Per Acquisition(CPA)

Cost Per Acquisition (CPA) is a marketing metric that represents the average cost of acquiring a single customer. CPA is useful for measuring the efficiency of advertising campaigns and assessing the return on investment for marketing efforts. In Western countries, the term CPA may sometimes be used interchangeably with "Cost per Install (CPI)." In Japan, however, the expression CPA is commonly used to mean "Cost Per Action (CPA)."

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Cost Per Action (CPA)

Cost Per Action (CPA) refers to the average amount of advertising cost that advertisers pay for each completion of a specific action (such as purchase, sign-up, form submission, etc.). CPA is used to measure the effectiveness of digital marketing and evaluate the efficiency of the advertising budget.

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Cost Per Click(CPC)

Cost Per Click (CPC) refers to the average cost that advertisers pay each time an ad is clicked in online advertising. CPC is an important metric for measuring the effectiveness of ads and managing advertising budgets efficiently.

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Cost Per Install (CPI)

Cost Per Install (CPI) is a metric that indicates the advertising cost per single app install. App developers and marketers use it to measure the effectiveness of advertising campaigns and manage advertising budgets efficiently.

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Cost Per Mille(CPM)

Cost Per Mille (CPM) means "cost per 1,000 impressions", and it is an advertising metric that indicates the cost an advertiser pays to display an advertisement 1,000 times. This metric is mainly used in online advertising and advertising networks, and is utilized in campaigns that prioritize ad visibility and brand recognition.

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Cost Per Tap (CPT)

Cost Per Tap (CPT) refers to the cost that advertisers pay each time a user taps on a mobile advertisement. This is an important metric, especially for in-app advertisements and mobile web advertisements, and it is useful for measuring the effectiveness of advertisements and managing budgets. In terms of meaning, it is similar to Cost Per Click (CPC), and there is a tendency to use CPT more often in Apple Search Ads.

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Creative Assets

Creative Assets refers to the visual and audio elements used in advertising campaigns and marketing activities. This includes images, videos, audio clips, graphics, animations, etc. Creative assets are extremely important for conveying the brand message and promoting engagement with the target audience.

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Creative Set(Apple Search Ads)

In Apple Search Ads, a "Creative Set" refers to a customized combination of assets used as part of an advertising campaign. Specifically, it can display a combination of app screenshots and preview videos, allowing you to deliver the most effective advertising message to specific audience segments or keywords.

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Custom Product Page(CPP)

The Custom Product Page (CPP) refers to the feature of creating a customized app product page in the app store, tailored to specific audiences or marketing campaigns. By utilizing this feature, app developers and marketers can provide optimized messaging and visual elements for different target audiences.

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Daily Active Users (DAU)

Daily Active Users (DAU) refers to the total number of unique users who use a particular app or website on a specific day. This metric is widely used to measure the engagement and health of a platform.

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Description (Apple App Store)

The "Description" in the Apple App Store is a text field that introduces the overview, features, and functions of the app, and provides users with reasons to download and use the app.

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Description (Long, Google Play Store)

A long-form text for introducing apps on the Google Play Store. It explains in detail the features, benefits, and how to use the app.

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Description (Short, Google Play Store)

A short format text for introducing apps on the Google Play Store. It succinctly explains the main features of the app.

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Developer/Publisher

Individuals or companies that develop and publish apps.

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Device

Hardware to run the app, such as smartphones or tablets.

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Download Growth Rate

The words or phrases that users enter into a search engine. Search queries reflect the user's intentions and interests, and affect the display of advertisements and search results.

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Downloads

The number of downloads refers to the number of times a user has downloaded an app to their device. This may include not only new downloads, but also the number of times the app has been re-downloaded after uninstall.

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Editor’s Choice (Google Play Store)

"Editor's Choice" is one of the featured sections provided by the Google Play Store, which introduces apps and games that offer excellent quality and user experience.

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Engagement

"Engagement" is a metric that indicates how actively a user is involved with an app. Engagement goes beyond simply downloading the app, reflecting how much activity the user is doing within the app, how much time they are spending, and how frequently they are using the app.

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Exact Match

"Exact Match" is a type of keyword match used in Apple Search Ads. When using Exact Match, ads are only displayed when the user enters a search query that exactly matches the keyword specified by the advertiser.

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Focus Keywords(ASO)

"Focus Keywords" refers to a set of keywords that are particularly important in App Store Optimization (ASO) to ensure that an app appears at the top of search results. These keywords correspond to the words and phrases that users are most likely to use when searching in the app store.

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Free App(App Store)

A "Free App" in the App Store refers to an app that users can download and use without paying a fee. These apps typically adopt a revenue model through in-app advertisements and in-app purchases.

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Freemium

"Freemium" is a portmanteau of the words "Free" and "Premium", referring to a type of business model. In this model, basic products or services are provided for free, while additional or extended features are offered at a cost.

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Generic Keywords(General Keywords)

"Generic Keywords" or "General Keywords" refer to broad terms or phrases that do not depend on specific brands or product names. These keywords represent general concepts or categories related to specific products or services, and may be applicable to various products or brands.

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Google Ads

Google's online advertising platform.

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Google Analytics

A Google tool that analyzes the traffic and user behavior of websites and apps.

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Google Play Developer Console

The Google Play Developer Console is a web-based platform that allows Android app developers to publish and manage their apps on the Google Play Store. This tool provides key features to track the performance of the app and enhance engagement with users.

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Google Play Listing

Google Play Listing is the product page for apps on the Google Play Store, where detailed information about the app, screenshots, reviews, and ratings are displayed. This listing plays a crucial role in helping users learn about the app and decide whether to download it.

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Google Play Store

Google Play Store is a digital distribution service that provides apps, games, music, movies, books, etc. for Android devices. It is operated by Google and has become the main platform for Android users to search for and download apps and content.

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Gross Sessions

One of the features of Apple Search Ads (ASA) is something called "Search Match". Search Match On (SMO) is an option that allows advertisers to let Apple's algorithm match their app ads with relevant search queries, instead of selecting specific keywords.

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Impression

"Impression" is a term in digital marketing that refers to the number of times an advertisement or content is displayed on a user's screen. Impressions are used to measure the visibility and reach of advertisements or content.

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Impression Share

Impression Share is a metric that indicates the ratio of the number of times an advertisement was displayed to the number of opportunities it had to be displayed. This metric is useful for understanding how much visibility an advertisement has gained in specific keywords, ad groups, and campaigns.

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In-App Purchases/In-App Billing

In-App Purchases (within the app purchases) refers to the act of users purchasing goods or services within iOS mobile apps or games. This feature is widely used by developers to generate revenue through additional purchases within the app, while offering the app for free or at a low price. In the case of Android, it is referred to as In-App Billing.

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In-House Advertising

"Return On Advertising Spend" (ROAS) is a metric that indicates the ratio of revenue to advertising expenditure. Specifically, it is calculated by dividing the revenue generated by advertising by the cost spent on advertising. This indicator is used to evaluate the effectiveness of advertising campaigns and optimize the allocation of marketing budgets.

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Incentivized Installs

Incentivized Installs is a strategy in app marketing where users are encouraged to download an app by offering them rewards. Users install the app to receive the reward, and sometimes they are required to complete certain actions.

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Install

Install is the process of making apps or software executable on a device. When a user installs an app, the necessary files are copied to the device, and settings are made for the app to function properly.

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Keyword / Keywords

"In app marketing, the term "Keyword" refers to the words or phrases that users enter when searching for apps in the app store. These keywords are crucial elements in determining whether an app appears in the search results and at what position it appears."

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Keyword Cannibalization

"Keyword Cannibalization" refers to a situation where advertisers compete multiple ads or ad groups against the same or similar keywords. This can lead to the dispersion of the effectiveness of the ads and the potential for wasted costs.

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Keyword Density

Keyword Density refers to the proportion of the number of times a specific keyword or phrase appears in the overall text on an app's product page or promotional content. From the perspective of ASO (App Store Optimization), keyword density is a crucial element in determining how an app appears in search results and how appealing and relevant it is to users.

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Keyword Discovery

Keyword Discovery is the process of finding and analyzing new keywords and phrases in search engine advertising. The aim is for advertisers to find effective keywords and optimize their ads using those keywords. This can improve the performance of the ads and is expected to increase conversions.

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Keyword Field(100-character keywords field)(App Store)

A field within App Store Connect for entering the keywords of an app.

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Keyword Optimization

The process of selecting keywords and positioning them to enhance the visibility and traffic of apps and web pages.

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Keyword Prominence

Keyword Prominence is a metric that evaluates the placement and emphasis of keywords within a webpage or app description page. If a keyword is placed in important areas such as the page title, meta tags, headings, the first paragraph, app descriptions, and titles, that keyword is considered 'prominent'. Prominent keywords play a crucial role when search engine or app store search algorithms analyze the content of the page to understand the theme or topic, and may potentially improve the page's position in search results or app store rankings.

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Keyword Proximity

"Keyword Proximity" is a metric in Search Engine Optimization (SEO) that indicates how closely specific keywords are located to each other within a webpage. This metric is important when search engines evaluate the content of a webpage and rank the page for relevant search queries.

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Keyword Rankings

In app marketing, 'Keyword Rankings' refer to the position of an app in the search results related to a specific keyword within the app store. When users search for apps in the app store, they mainly use keywords. Therefore, keyword rankings are an important metric that directly affects the visibility and number of downloads of an app.

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Keyword Suggestions

In app marketing, 'Keyword Suggestions' are extremely important as part of the App Store Optimization (ASO) strategy to increase the visibility and number of downloads of the app.

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LAT(Limit Ad Tracking)

Limit Ad Tracking (LAT) refers to an option that allows users to limit ad tracking in their device settings. On iOS devices, users can enable this option in the privacy settings of the 'Settings' app. When LAT is enabled, app developers and advertisers cannot access the Identifier for Advertisers (IDFA), making it difficult to conduct behavioral targeting advertising, measurement, and analysis for users.

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Latest Reviews

"Latest Reviews" refers to the most recent feedback and opinions from users, which are crucial indicators of an app's quality, user experience, and performance in the market. The following will provide a detailed explanation of the significance of Latest Reviews.

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Leverage Marketing

A strategy to maximize marketing effects by utilizing existing resources and assets.

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Localization

"Localization" is the process of adapting an app to a specific market or cultural area. This includes not only language translation, but also customization to match regional culture, customs, regulations, and user preferences and expectations.

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Media Mix Modeling(MMM)

Media Mix Modeling (MMM) is a statistical analysis method used to measure the effectiveness of various marketing channels and understand how each contributes to total revenue or the number of downloads. This modeling is used to optimize advertising expenditure, budget allocation, and to maximize the effectiveness of marketing strategies.

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Mobile measurement partner (MMP)

Mobile Measurement Partner (MMP) is a third-party service for accurately tracking and measuring the results of app advertising campaigns. MMP helps advertisers understand the ROI (Return on Investment) of mobile advertising, and optimize user acquisition and retention strategies.

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Monthly Active Users(MAU)

"Monthly Active Users" (MAU) refers to the total number of unique users who used the app in a specific month. MAU can potentially be a key indicator of app growth and engagement.

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Negative Keywords

"Negative Keywords" are keywords used in search ad campaigns to prevent ads from being displayed due to irrelevant or undesirable search queries. These play a role in saving wasted ad budget and improving conversion rates by ensuring that ads are not triggered by certain keywords or phrases.

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Negative Ratings

The quote indicates that users have given the app a low star rating, reflecting dissatisfaction and issues with the app. These ratings not only express user dissatisfaction, but also serve as important indicators for identifying areas of improvement in the app and shaping future marketing strategies.

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Negative Reviews

"Negative Reviews" also play an important role in improving the app and adjusting marketing strategies.

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Open Rate

Feedback and opinions written by users about the app. Reviews, like ratings, play a role in showing the quality of the app and user satisfaction to other users, and can affect the number of app downloads and its popularity.

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Organic Growth

"Organic Growth" refers to the process of an app increasing its user base in a natural way, without relying on paid advertisements or marketing campaigns.

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Organic Installs

"Organic Installs" refers to the install of apps not through advertisements or paid promotions, but through natural searches and word of mouth. This install occurs when users voluntarily search for and find apps in the app store and download them.

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Organic Potential

"Organic Potential" refers to the estimation of the number of users and the amount of exposure that an app can acquire in a natural way, that is, without using paid advertisements or promotions. This is a concept unique to V.O.X, and it indicates the estimated organic amount when the search ranking rises for each keyword.

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Organic User

"Organic User" refers to users who find and install apps not through paid advertisements or marketing campaigns, but through natural search results, word of mouth, or exploration within the app store. The presence of organic users is extremely important for the healthy growth and sustainable success of an app.

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Overall Ranking

"Overall Ranking" is an indicator that shows the positioning of an app within the app store. This shows how popular an app is and how much it stands out, directly affecting the possibility of users discovering and downloading the app.

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Page View

"Page View" is a metric that indicates how much a user has viewed a specific page or screen within an app. Similar to page views on a website, page views in an app are also important in measuring and analyzing user engagement.

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Paid App

A 'Paid App' refers to a model of an app where the user pays a fee in advance at the time of download or install. This revenue model is contrasted with other monetization strategies such as the freemium model and in-app advertising.

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Paying User Ratio(PU,PUR)

"Paying User Ratio" (Paying User Ratio, PU or PUR) refers to the proportion of users who made purchases within the app during a specific period. This metric is very important for measuring the effectiveness of monetization, as it indicates what proportion of the entire user base of the app is actually generating revenue.

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