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If you’re an app marketer, knowing these widely used industry terms is important when speaking to your team. Let's take a look at 20 common terms used in user acquisition for mobile gaming.

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Ad Creative Fatigue

This occurs when an audience has seen the same creative too many times resulting in increasing CPM, lowering ROAS.

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AI-Generated Ads

Ad creative assets created using Generative AI.

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App Store Optimisation (ASO)

App Store Optimisation (also known as ASO) is a tactic that improves an app’s visibility in an app store through optimal keywords, useful images and localised descriptions

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App Tracking Transparency (ATT)

App Tracking Transparency (also known as ATT) is Apple's opt-in privacy framework that requires all iOS apps to ask users for permission to share their data.

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Fake Games Ads

Video ads that show totally different gameplay from the actual game

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First-party Data (1P Data)

First-party data (also known as 1P Data) is data collected directly from mobile app users. This can be Play Time, Sessions, Event triggers, campaign origin etc.

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Hybrid Casual Games

Hybrid-casual games is a new game genre that evolved from hyper-casual games. It’s characterized by simple hyper-casual core gameplay and mid-core game elements.

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In-App Advertising (IAA)

In-game Advertising (also known as IAA) is a way of monetising games by incorporating ads within them. These ads can be shown in mobile games on all platforms and devices.

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In-App Purchase (IAP)

In-App Purchase (also known as IAP) is another way of monetising games where users get to pay for subscriptions, additional features, content, or services within an app.

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Identifier for Advertisers (IDFA)

Identifier for Advertisers (also known as IDFA) is an anonymised identifier assigned on a device level by Apple to identify users for targeted advertising without compromising PII (personally identifiable information).

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Identifier for Vendors (IDFV)

Identifier for Vendors (also known as IDFV) which allows app developers to measure user-level data across multiple apps from the same content provider without having to request their consent.

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Product Page

The first point-of-entry specifically made for promoting your mobile app that describes your app’s features and value proposition to drive click through, download, and installs

Localisation

The process of changing of mobile ads creatives or game content for a specific region to cater for a country's language, culture or religion.

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Media Mix Modelling (MMM)

Media Mix Modelling (also known as Marketing Mix Modelling) measures the impact of marketing and advertising campaigns to determine how internal and external elements contribute to a desired outcome, be it revenue or any other KPI.

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Mobile Ad Mediation

Ad mediation is a method that allows game developers to work with multiple ad networks simultaneously through a single SDK integration in order to maximise ad revenue. This allows for more effective and efficient use of advertising space and helps ensure that ads are properly displayed to the right audience.

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Mobile Measurement Partner (MMP)

A third-party provider to attribute, collect, and organise app data to deliver a unified overview of a brand’s campaign performance. Attribution links up the journey of what happens when a user interacts with a mobile ad.

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Post-install Events

Actions taken by users after installing an app such as such as purchasing an extra game life, utilising paid subscriptions etc

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SKAdNetwork (SKAN)

SKAdNetwork is a privacy-centric interface operated by Apple. It helps ad networks and advertisers measure their ad activity (such as impressions, clicks, and app installs) on an aggregated level, without accessing individual user data.

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tROAS Campaign

Automating campaign targeting using predefined rules or algorithms to reach different audiences and improve the UA campaigns, reaching their app growth KPIs.

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User Generated Content (UGC)

User-generated content (also known as UGC) is original, brand-specific content created by customers and published on social media or other channels. UGC comes in many forms, including images, videos, reviews, a testimonial, or even a podcast.

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