ARPDAU: Average revenue per daily active user
Revenue earned per active user on a given day.
Mobile app and game glossary.
Short, plain definitions for the terms used in publishing, ASO and user acquisition.
A
ASO: App store optimization
Improving where an app appears in store search and how many people who see it install it.
E
eCPI: Effective cost per install
The average cost of each install, including organic installs the ads helped bring.
L
LiveOps: Live operations
Running a game after launch with updates, events and offers.
LTV: Lifetime value
The total revenue a player is expected to bring over time.
M
MMP: Mobile measurement partner
A service that attributes installs and events to the ads that drove them.
R
Retention: Player retention
The share of players who return after a set number of days.
S
Soft launch: Soft launch
A limited release in a few markets before the global launch.
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