Mobile App Marketing Glossary - ASO Terms & Definitions

The ultimate ASO glossary to get up to speed on everything about App growth and App Store Optimization.

Home Glossary
App store optimization(ASO) is the process of increasing your app visibility within the app stores and improving app conversion rates. It is all about applying the scientific method to mobile KPIs that are related to the app stores.
The API uses a set of clearly defined methods of communication to make it easier to develop a computer program by providing all the building blocks.
The app category is the category in which an app is published in the app stores, that reflects an app's purpose.
iOS Store & Google Play Store be considered to be the main mobile market for Android and iOS applications.​
The position in which your app shows up in the search results of an app store for a certain keyword (search term).
Keywords placed in iOS & Google Play App Store metadata field have the strongest influence for App Store Rank. You’re allowed 30 characters for the App Name.​
The app subtitle is one of the fields of the app's metadata on iOS. It exists only on Apple (the corresponding field on Google is the short description).
App Store Acquisition Channels are all the potential channels that user acquisition (UA) teams can utilize, usually via a paid ad, to advertise an app or game and generate more visitors.
A/B testing is the science of conducting an experiment on components within a product page on the app store.
App Rankings refers to the progress that an app ranks in a search from the App Store, or it can reference the over-all app rankings from the App Store, or from a particular category in the App Store, based on downloads and revenue.
App Singles are the special display result about one single app in a Google Play search result.
App Rating (App Star Rating) references the total star average from App reviewers. It's a very important ranking factor in both the iOS & Google Play Store.
ASO Tools are the tools that are designed to monitor and capture specific keywords performance data, provide app developers with keyword analytics and suggest ways to optimize a mobile app marketing copy elements such as title, keywords set and des
As an ad’s primary function is to increase discoverability to directly drive downloads, by investing in them there’s scope for real app growth. ASA’s are really high-quality, high-target ad placements as they engage users who have a high intent.
Top quality App Store screenshots are critical to construct as they have to help promote the advantages of your app to a user compellingly.
App Size is a megabyte size that determines the amount of storage with which it has to operate on users’ devices. The typical app file size is currently 38 MB to get iOS mobile apps and 15MB for Android Mobile apps.
App Store Search plays a massive part in how users find and get content on the App Store. Discover how you can affect your search result position to help users easily locate and download your app and in-app purchases.
App Store featuring is the process whereby App Store editors feature an app in one of a few placement locations within the App Store.
App Store behavior is the science of understanding how users engage with app store pages. By taking a deeper look at user journeys and how they react to the options marketers present them, we can understand how we impact user behavior.
App Store Browse is an organic traffic source that includes all visitors that arrived at an app while browsing Top Charts, Category Charts, the Today tab, or Featuring placements.
App Store update is the process a developer completes in order to update an app in the App Store using App Store Connect, Apple’s platform for releasing new and updated apps.
App Store seasonality is the process of updating an app’s product page to coincide with seasonal events/public holidays.
The App Tracking Transparency (ATT) framework was released as part of Apple’s efforts to advance user privacy on the App Store.
Average revenue per user (or unit) aka ARPU, is a measurement that helps all types of companies understand how much money, on average, they are generating from a single customer over a set period of time.
AMP are a Google framework for building web pages that enhances loading speed and the user experience.
For organic users that find an app or game through top charts, search, or featuring placements, it appears in every listing.
App Store keywords research is the process of gathering insightful information that will help a developer or marketer decide which keywords to add to an app listing’s metadata, in order to achieve optimum App Store search success.
App Store localization is the practice of adapting and localizing the metadata (elements) that a user sees on an app’s product page into a target language, in order for the app to be found in the target App Store.
With PPO, developers will be able to run a “test” on their default App Store product page with three different treatments (variations) and their control App Store page.
The App Store product page is the landing page for a mobile app or game distributed and published on Apple’s App Store.
The App Store promo video is a short video that appears on both the App Store product page and within search results.
The pre-launch phase focuses on refining and optimizing the marketing messaging for an App Store product page in preparation for the actual launch.
App Store personalization is Apple’s process in surfacing the most relevant apps to individual users at the most relevant time.Apple is looking to show a user apps that they would most likely want to install.
App stores test traffic is a sample group of users being sent to a replicated app store test which is a statistically representative sample of the traffic an app will target outside the test.
Video watch rate is the percentage of users that start watching a video on a product page. It’s important to look at the watch rate metric against the average video watch duration.
App install rates are the percentage of users that decide to install an app after visiting an App Store or Google Play product page. It can be referred to as a conversion rate (CVR).
Influencers would likely have a sizable following that relates to the audience demographic an app developer/marketer is looking to tap into. Ultimately, an influencer’s recommendations can bring significant traffic.
App Analytics give you the capability to monitor, and thus gain insight into how your users engage with your app.
Artificial Intelligence (AI) stands for artificial intelligence. It is the simulated thought process built into modern software that allows applications to make basic decisions and take the needed actions to achieve goals.
The Average Revenue per Daily Active User (ARPDAU) is a mobile marketing metric used to measure how well your monetization strategies are working.
Boost\Burst Campaign - is an effective app promotion technique which helps you to reach a specific category/overall ranking by driving a large volume of installs in a short period of time, eventually for organic user acquisition. It helps startups an
A Banner Ad is a form of online advertising that is delivered by an ad server and displayed on a website. It is an image-driven visual ad deployed by a marketer, usually located at the top or bottom of a webpage, promoting your brand.
Bounce rate is the percentage of visitors who navigate away from a particular website after viewing only one page. Google Analytics defines bounce rate as the percentage of single-page visits.
Cost per install (CPI) is the term that describes the pricing model of mobile user acquisition (UA) efforts to drive installations.
CPA refers to a type of pricing model where marketers pay ad networks or media sources for certain conversions that happen inside of an app after engagement with an ad.
Click through rate (CTR) is a ratio of people that click on a given ad, link, email, etc. to the total amount of people that viewed it overall. In mobile marketing, CTR refers to clicks on an ad relative to total views.
CTA(Call To Action) is basically a message that nudges your app user, website reader, podcast listener, or customer to undertake a specific action.
Churn rate is the percentage of users who stopped using your app within a specific time period.
Conversion rate(CVR) is the proportion of google play and app store visitors that download your app after viewing your product page – as a key ASO metric to monitor your Ads performance.
Customer lifetime value (CLTV or CLV) is known as lifetime value (LTV), and refers to the profit margin a company expects to earn over the entire time it has a business relationship with an average customer.
Decisive users are visitors that present the following behavior: upon landing on an App Store or Google Play Store product page they make minimal engagement with anything presented to them before deciding to install or drop from the page.
Daily active users (DAUs) is a metric used to gauge the stickiness of your app. DAUs literally measure the number of users who engage in some way with your app at least once a day.
Engagement Rate - is a percentage of total impressions which includes ad clicks and other user activity in the app. Incentive installs don't influence engagement rank much but can increase keyword ranks of the app on the market.​
Explorative users are visitors that present the following behavior: upon landing on an App Store or Google Play Store product page they explore the content that’s presented to them before making the decision to install or bounce from the page.
Google Play Developer Console - a personal panel of a developer on Google Play. It gives all the necessary stats to measure your app's performance. You can track all installs by specifying the dates when you were promoting your application, using pro
Google Play creatives are all the visual elements that appear in a Google Play product page.
The Google Play long description is a full paragraph of text describing an app or game that appears on a product page.
The Google Play short description is a sentence that’ll appear in the first impression of your Google Play product page below the screenshot.
Google Play suggests apps to visitors to the store via a number of top charts that are algorithm dependent but also via specially curated lists, cherry-picked by the Google Play editorial team.
Google Play Explore is an organic traffic source that includes all visitors arriving at an app listing while exploring and navigating.
Google Play Search is an organic traffic source that includes all users who find an app after searching for a query or keyword in the search bar in the Play Store.
Google Play ranking has several meanings, the first is ‘keyword ranking’ which is the actual spot an app sits in the search results page, and the second is an app’s ranking in two chart areas of Google Play.
Google Play third-party referrals refer to traffic sourced by users that open a link, usually via an ad on another app such as Facebook, that takes them straight to the product page in Google Play.
Similar to their App Store counterparts, Google Play keywords are single words or part of phrases that a user uses to search for an android app or game.
Google Play personalization is the process of personalizing the Google Play experience for each user, surfacing apps that are relevant to them based on a variety of metrics.
The Google Play product page is the landing page for a mobile app or game distributed and published on the Google Play store.
Geofencing is the use of GPS, RFID, or even Bluetooth technology to create a virtual, location-specific boundary.It allows apps to trigger a response when a mobile device enters or leaves the established boundary.
Incentive (Motivated) Traffic refers to the traffic coming from all types of advertisements in return for a reward. In other words, it's the users who are paid or rewarded in some ways to install an app.
Incentive Acquisition - is a type of paid user acquisition whereby users receive a certain value exchange for installing an app. Examples of incentives include virtual currency or a game item.​
In digital marketing, impressions refers to the number of times your content is displayed. As a metric, impressions is one way marketers measure the ROI of ad campaigns.
Keywords - are words or phrases that represent users search queries. Using keywords in your app's name and description helps users find needed applications faster.​
Keyword Promotion - is a process of installing your app by the required keyword (by which a user finds your app). The more keyword installs an app has the higher it's ranked for the keyword.
Keyword research is a process of analyzing and differentiating the most competitive keywords (that could bring the most organic traffic) for a particular app. It is one of the most important, valuable, and high return activities in-app promotion fi
Keyword strategy - is a step-by-step plan of app promotion in order to increase its keyword positions as much as possible, make an app rank for more competitive keywords which will lead to more organic installs and more profit.​
Keyword localization is the process of implementing translated and localized keywords/creatives located in the metadata of an app’s product page to enable users to find an app.
Long Tail Keywords are search phrases that are highly relevant to your specific niche, product, service or topic, have low competition level, comparatively low search volume.
A landing page is a targeted web page created to serve as a web visitor’s point-of-entry to your website, which is typically used in digital marketing to capture leads online via a form.
Mobile growth is the science of growing and gaining ground in reaching and retaining users in the App Store or Google Play; in other words, ongoing growth from user satisfaction in an active user base.
Marketing automation is the process of using software tools to accomplish tedious or repetitive marketing tasks. By enabling the automation of these low-level actions, marketers can focus on strategizing and bringing in new customers.
Monthly active users or MAUs refer to the number of users who engage in some way with your app at least once in a month. MAUs are a KPI used to measure the health of an app.
To measure the mobile user acquisition, the most important metrics for acquiring users to your mobile app are the number of app installs and install conversion rate.
Mobile Audience segmentation is the key to harnessing the right data points among millions of users and transforming them into installs, engagement, and revenue.
A native app is a type of mobile application that is stored on the local device. It is developed in a programming language that is native to a particular device.
Organic Flow - is a number of unique users that came from store's search, lists in categories etc. They are all potential customers interested in trying the product.​
Organic user acquisition (UA) is the science of leveraging a set of marketing initiatives to drive organic installs.
Offline mobile app marketing is the practice of using non-digital advertising and marketing to drive traffic to an app’s page in the App Store or Google Play store.
Opt-in or opt-out refers to user's decision to receive product information from you. The opt-in rates of first-time users for marketing campaigns hovers at 63%.
Package ID is a unique name that identifies your app that can be found in your URL address.
App Package ID install (Package ID install) is a direct install by a package ID of the app or in other words by an app's direct link. The more installs an app has the more reliable it looks to users and therefore attracts more potential customers.
App Positions(App Ranking) - is the ranked position of an app within the app store listings or 3rd party app catalog listing.
App Promotion Strategy(App Marketing Strategy) - a set of methods to make an app visible on the market. That includes app promotion with AdWords ads, promotion with incentivized traffic, social media promotion and other methods.
Paid user acquisition (UA) is the process of paying to advertise an app or game on UA channels in efforts to drive relevant traffic to an app store and convert new users.
A pre/post App Store test is the practise of testing a creative asset on an App Store page and measuring its impact on mobile marketing and growth KPIs before placement and after, with the aim of improving a specific metric.
App Rate - a star point from 1 to 5 that a user gives to an app. The more positive rates an app gets on the store the better it ranks in categories and keyword ranks.
Referral Program - is a way to encourage people to tell other people about a product or service, offering special bonuses.
Retention Rate(user retention) - a metric indicating how frequently a user opens the app after downloading the app.
App Reviews - comments that users write on app's page to evaluate the app on Google Play & iOS Store. Users are always tied to a rating, and provide additional information or feedback about the app.
Reward App(Offer-wall) - an app to which users receive tasks to install apps for a certain reward, usually for money. Such apps are created and used by incentive traffic providers or companies to promote apps on app markets.
Re-engagement is vital as it’s a new channel for growth. Any way of increasing growth of an app / game is important to see an increase in installs, or re-installs in this case.
A replicated app store page is a tool that third-party A/B testing platforms like ASOWorld use to replicate an App Store or Google Play environment in order to understand on-page behavior and run A/B tests.
Semantic core - is a set of keywords (key phrases) that describes an application in the clearest way possible. Creating your app's semantic core is one of the most important things in ASO.
Short Tail keywords - are very competitive keywords and they have high search volume. Usually contains up to 3 words.
An SDK, known as a software development kit or devkit, is a collection of software programs for the purpose of creating applications across web and/or mobile platforms for a particular operating system.
Session length is the amount of time spent by a user inside your app during a session. It tracks how long a user was having a continuous experience in your app and serves as an indicator of user engagement.
App Uninstall Rate - a ratio of app uninstalls to app installs (daily, monthly, yearly).
User acquisition - is a process that can include a variety of marketing initiatives, with the goal of increasing the number of users of your app.
Update Apps / App Store Update - An upgrade is a newer variant of this application compared to the one that is available to download from the App Store.
Customer lifecycle optimization is a matter of focusing on the entire customer lifecycle requires a larger perspective than just tracking a couple of datas.
Mobile User Behavioral Analytics (UBA) is a progress about tracking, collecting and assessing of user data
App Visibility - is a score that measures how visible your app is in app stores. High visibility will lead to more downloads and vice versa.