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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.

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A
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.
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.
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.
I
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.​
K
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.​
L
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.
P
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.
R
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.
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.
S
Short Tail keywords - are very competitive keywords and they have high search volume. Usually contains up to 3 words.
U
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.
V
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.