AppsFlyer Help Center glossary

A · B · C · D · E · F · G · I · J · K · L · M · N · O · P · Q · R · S · T · U · V · W · X · Y · Z

*Translated glossary terms are ordered according to the English alphabet.

 

A

Account owner
Also, Admin
Primary team member with super-user (Admin) access and permissions to an AppsFlyer account. 
Read: [Article] and [Article]
Ad
Uses a creative to promote a brand, product, or service on paid channels.
Ad cost
[Article]
Ad group
Contains one or more ads that share similar targets (such as different product or service types). Every campaign includes one or more ad groups/ad sets.
Example: Google Ads uses them to organize keywords that relate to specific ads.
Ad hierarchy
Ad > Ad set (also Ad group) > Campaign > Media source
Ad network
Connects advertisers to apps and websites that want to host ads. Ad networks aggregate publisher ad space and match it with advertiser demand. [Article]
Ad set
Contains one or more ads. They are used to define targeting, budget, schedule, bidding, and placement.
Ad spend
Amount of money spent on advertising for a product or activity.
Formula: Revenue produced by advertising / Advertising spend = Return on Ad Spend (ROAS).
Read: [Article] and [Article]
Ad types
Includes: Audio, banner, interstitial, playable, rewarded video, sponsored content, text, video
Ad-network integration
Process of setting up an ad network as an AppsFlyer partner. This is done for recording and attribution purposes. [Article]
Admin
Also, Account owner
Primary team member with super-user (Admin) access and permissions to an AppsFlyer account.
Read: [Article] and [Article]
Advertiser
Also, Marketer and App owner
Owns an app and advertises/markets it across various platforms in order to increase the user base.
Advertising ID
User resettable ID assigned by a device or OS that helps advertisers measure user movement and usage of applications.
AdWords
Now, Google Ads [Article]
Affiliate networks
Also, Publisher
Use their website real estate to promote advertiser offers and are paid per referred user. Publishers get a share of any revenue generated by visitors to the app OR a fee for every app visitor that completes a specific action. [Article]
Agency
Clients: Advertisers, marketers, and app owners
Third-party that runs, attributes, and measures app marketing campaigns (for clients) across various traffic vendors and direct publishers. [Article]
All-installs network
Ad network that accepts postbacks (from all sources) for every new app install, even if an install is not attributed to their network.
All-launches network
Ad network that accepts postbacks (from all sources) for every new app launch, even if a launch is not attributed to their network.
Analytics platform
Solution designed to address the demands of users, especially large data-driven companies by providing a library of elements.
Includes: Charts and other data visualization tools, dashboard components, customization themes
Android app link
URL-link that redirects a user from a webpage to specific content within an Android app. [Article]
Android ID
Unique to each device and is used to identify your device for market downloads.
Example: Gaming app need to identify devices to know if the device was used to pay for an app.
API
Application Program Interface
Routines, protocols, and tools used to move data between AppsFlyer and their customers and business partners.
Example: Postbacks to agencies; server-to-server attribution
API call
An process that takes place when you send a request. The request is transferred, processed, and feedback is returned.
App ID (Android & iOS)

Unique identifier that appears in the URL address of a store's app page. The format reflects the associated mobile operating system (OS). 

Examples:
Android App ID: https://play.google.com/store/apps/details?id=com.coolcompany.coolapp

App Store ID: https://itunes.apple.com/us/app/coolapp/id123456789

App launch
An app is opened. The count is based on SDK launches or logic defined by an app owner.
Example: One day of antivirus app use may count as one session. See Session.
App owner
Also, Advertiser and Marketer
Owns an app and advertises/markets it across various platforms in order to increase the user base.
App-store analytics
Collect and analyze app data for App stores (Google Play, Apple App Store, etc).
AppsFlyer
Within AppsFlyer knowledge-base articles, it refers to the company platform.
AppsFlyer ID
Unique app identifier generated by AppsFlyer at installation. A new ID is generated if an app is deleted, then reinstalled. The ID appears in events recorded by AppsFlyer.
ARPDAU
Average Revenue Per Daily Active User
Average revenue generated by active users on a daily basis.
Formula: Total revenue / Number of active users (both within a 24-hour period) = ARPDAU
ARPU
Average Revenue per User
Average revenue generated by users within a time period.
Formula: Total revenue / Number of unique users = ARPU
ARPPU
Average Revenue per Paying User
Average revenue generated by a paying user within a time period.
Formula: Total revenue / Number of paying users = ARPPU
ASO
App Store Optimisation
Used to improve app visibility in the App Store.
Assisted installs
Also, Multi-touch attribution
Installs that have multiple engagements via various campaigns or media sources. The install is attributed to the last engagement. [Article]
Attribution
Installs and other events that are associated with a media source. Media sources encourage users to make an action (such as an impression or click). [Article]
Attribution link
Ad URL that contains information needed to record a click and redirect a user to download an app. It includes data used for attribution and analysis. [Article]
Example: User clicks on an attribution link, its URL is sent to AppsFlyer, and the user is redirected to download the app.
Audience
User profile targeted by an advertiser.
Audiences
AppsFlyer feature that lets advertisers segment users into audience groups for easy and precise targeting. [Article]

B

Banner
Graphic website ad. The ad links to the website or app it advertises.
Banner ad
Also called a web banner
Ad server advertising that embeds an ad into a web page. It is intended to attract traffic to a website by linking to the website of the advertiser.
BI system
Set of processes, architectures, and technologies that convert raw data into info that helps to direct business actions.
Bid
Price an advertiser pays for a campaign paid on the basis of CPM, CPI, CPC, or CPA.
Brand bundle
Group containing multiple apps They consolidate the attribution, activity, and revenue data of brand-related web and mobile apps. Encourages cross-selling. [Article]
Branded link
Shorter version of a URL that is built around a brand name or related term. [Article]
Example: If your brand is Great App, then a branded link could be promotions.greatapp.com.
Bundle ID
Unique identifier that Apple uses to identify individual apps. It can be registered, modified, and deleted.  
Example: An app cannot be submitted to iTunes before it has been assigned a Bundle ID.

C

CAC
Customer Acquisition Cost
Cost for an organization to convince a potential customer to buy a product/service. Involves advertising costs, salaries, etc.
Formula: Sales and marketing spend / Number of new customers = CAC
Campaign
Contains one or more ad group. Characterized by an objective and KPIs, target audience, budget and schedule, platform/s of choice, ad creative and format, strategy, etc. [Article]
Examples:
> Google Ads campaign houses most of your settings: daily budget, end date, geo targets, and opt-in/out of Search Partners.
> Facebook campaigns need an objective as it will apply to all ad sets in the campaign: page likes, website conversions, etc.
Carrier
Wireless carrier includes cellular data connections (but not Wi-Fi).
Channel
Used to advertise products and inform customers about a promotion.
Example: Television, radio, and print advertising are used with technology-based advertising like emails, websites, blogs, etc.
Churn
Loss of customers. Also called customer attrition, turnover, and defection.
Formula: Number of users lost in a timeframe / Number of users at the start of a timeframe = churn rate
Click
Action, such as a click on an ad, that redirects a user to an advertised page.
Click flood
Also called click spamming 
Ad network sends large numbers of fraudulent click reports in the hopes of delivering the last-click prior to installs.
Click URL
Also, Attribution link
COA
Cost of Acquisition
Cost incurred when a business takes on a new client, asset, or good.
Formula: Sales and marketing spend / Number of new customers = COA.
Cohort analysis
Data set that breaks users into related groups that more precisely present user-behavior patterns. Groups/cohorts usually share common characteristics or experiences within a defined timeframe. [Article]
Contributor
Media source/campaign with an assisted install. There was a user touchpoint within the attribution lookback window, but it wasn't the last one before an install.
Conversion
Occurs when a user completes an ad-related action that is considered good for business.
Example: View a video ad, then clicks. Click an ad, then downloads. [Article]
Conversion chain
Sequence of conversion events, from viewing an ad to performing an in-app action.
Example: Action needed to make a purchase.
Conversion event
Completed activity that is important to your business. Analytics cover a number of predefined events, including custom events.
Example: Product view, added to a cart, start a checkout process, make a purchase
Conversion rate
Percentage of users that move along the conversion chain, from one step to another.
Conversion types
Types: Click-through, cross-device, click-assisted, impression-assisted, view-through, etc.
Website actions: Make a purchase, sign up for a newsletter, fill out a form, download an offer
App actions: Download, install, and first-open; complete an in-app action (purchase/upgrade)
Cookies (HTTP)
Also, Web cookie, Internet cookie, or Browser cookie
Data sent, during browsing, from a website and stored on a user's computer to help a website track user visits and activity.
CPA
Cost per Action
Pricing model. Advertiser pays for designated user actions. Best model for advertisers, but risky for publishers.
Example: Submit a form, register to a website, make a purchase
Formula: Total spend / Number of actions = CPA
CPC
Cost per Click; Also, Pay per Click (PPC)
Pricing model. Advertiser pays for every click on an ad. Splits the cost risk between advertiser and publisher.
Example: Users see ads on search engines, social media platforms, and other publishers
Formula: Total spend / Number of clicks = CPC/PPC
CPD
Cost per Download
Pricing model. Advertiser pays for downloads such as online applications or downloadable products.
Formula: Total cost for downloads / Number of downloads = CPD
Also, CPC / Download rate = CPD
CPE
Cost per Engagement
Pricing model. Advertiser pays when a user actively engages with an ad.
Example: Hover or click on a lightbox ad
Formula: Total spend / Number of measured engagements = CPE
CPF
Cost per Follower/Fan
Pricing model. Advertiser pays for social media followers.
Formula: Cost per follower, for a promoted plan, or based on a budget
CPI
Cost per Install
Pricing model. Advertiser pays every time a new user installs their app from an ad.
Formula: Total spend / Number of new installs = CPI
CPM
Cost per Mille; Also, Cost per Thousand (CPT)
Pricing model. Advertiser pays for every 1000 ad impressions (ad views/clicks).
Formula: Preset cost per unit x 1000 = CPM/CPT
CPT
Cost per Thousand; Also, CPM
Advertising measurement and pricing model. Advertiser pays for every 1000 ad impressions (ad views or clicks).
Formula: Preset cost per unit x 1000 = CPM/CPT
CPV
Cost per View
Pricing model. Advertiser pays for visual contacts generated by requesting an ad medium (video ads) on a publisher's platform.
Formula: Total advertising costs / Number of view = CPV
Creative
Concept, design, and artwork that goes into an ad.
CRM
Customer Relationship Management
Technology used to manage company relationships and interactions with customers and potential customers.
Cross-promotion attribution
Marketing-campaign that target users of related apps.
CSV file
Comma-separated Value file
Used to import/export important information to/from a database such as customer or order data. Each line is a data record and each record consists of one or more fields.
CTA
Click-through attribution
After a click, an install is attributed to a specific ad. It measures the cause and effect of a mobile ad campaign.
CTI
Click-to-Install
Advertising measurement.
Formula: Number of installs / Number of ad clicks = CTI
CTIT
Click-to-Install Time
Distribution model used to detect install hijacking and click flooding.
CTR
Click-through Rate
Ratio of users who click on a specific link versus the total number of users who view a page, email, or advertisement.
Example: Used to measure the success of a given website's online ad campaign or the effectiveness of an email campaign
Formula: Users who clicked an ad / Number of impressions (ad views) = CTR
CUID
Customer User ID
Unique user identifier set by an app owner at signup, login, or page views. It is used to identify a user in order to cross-reference data. [Article]

D

Data Locker
AppsFlyer feature for the delivery of raw data to an AWS bucket (dedicated repository). Advertisers get raw data from the AWS bucket. [Article]
DAU
Daily Active Users
Number of unique users who open a specific app in a 24-hour period.
DAU/MAU rate
Measures the stickiness of your product. For example, how many users visit or interact with a product or service during a given interval.
Deep-linking
Link that sends a user to specific content within an app and not to an app store or website. [Article]
Deferred deep-linking
Link first sends a user to an app store or website to download and install an app. Then the link sends the user to specific content within the app. [Article]
Dev key
Also, API key
Unique identifier and authentication token used to configure an SDK, encrypt its messages, and authenticate a user, developer, or calling program to an API.
Example: Measures and controls API use to prevent malicious use or abuse of the API
Device ID
Every mobile device has a unique identifier that is retrieved by apps that are downloaded and installed.
Direct publisher
App owners who advertise other apps via their own apps. They don't use an ad network.
DMA
Designated Market Area; Also, media market
Geographic area, ranked by population size, that is used to measure audiences. DMAs get the same local TV and radio stations, as well as newspapers and online content.
DSP
Demand-side Platform
Digital-advertising buyers use one DSP platform to manage multiple ad-exchange and data-exchange accounts.
Dynamic banner
Used for site retargeting, and contextual personalization and continuous optimization.
Example: Drives in-store traffic by displaying the nearest store location or the real-time distance from each consumer.

E

Earned media
Byproduct of paid and owned media. Free publicity and brand amplification is generated when someone likes, shares, links to, or recommends your paid or owned media.
Example: Promotional video or new product release
eCPA
Effective Cost per Action
Indicates what the CPA would have been if an advertiser had purchased conversions instead of impressions or clicks. See CPA.
Formula: Total spend / Number of effective actions = eCPA (as analyzed by AppsFlyer)
eCPC
Effective Cost per Click
Indicates what the CPC would have been if an advertiser had purchased clicks instead of impressions or conversions. See CPC.
Formula:
Total spend / Number of clicks = eCPC (as analyzed by AppsFlyer)
eCPI
Effective Cost per Install
Indicates what it’s costing you to get a new user to use your app. It differs from C​PI as a good app can benefit from a "viral effect" that drives organic installs. See CPI.
Formula: Total spend / Number of effective installations = eCPI (as analyzed by AppsFlyer)
eCPM
Effective Cost per Mille / Effective Cost per Thousand
By definition, the CPM rate is identical to the eCPM value of a campaign. See CPM.
Formula: Total revenue / Total number of impressions (in 1000s) = eCPM (as analyzed by AppsFlyer)
Engagement
User interaction with an ad.
Example: Impression or click
eRPA
Effective Revenue per Action
Actions include opening an app or performing specific in-app events. See the [Article].
Formula: Total revenue / Number of trigger event instances = eRPA (as analyzed by AppsFlyer)
ESP
Email service provider Company that provides email marketing or bulk email services.
Event
Any action a user performs in an app.
Example: Sign-in, pass a game level, make a purchase, etc.
Event counter
Total number of performed in-app events.
Event time
Timestamp given to an in-app event.

F

Fingerprinting
Attribution method that identifies a device using publicly-available parameters.
Example: Device type, OS version, IP address, etc.
FMP
Facebook Marketing Partner
Partners must comply with criteria set by Facebook. There are two FMP categories--having a specific technology or for media buying.
Example: FMP allows advertisers to do automatic campaign optimization on Facebook. FMP can integrate with AppsFlyer (also an FMP) to receive postbacks in realtime.
Fraud
Ad fraud attempts to illegally generate attribution revenue by defrauding advertisers, publishers, or supply partners.
Example: Steal from advertising budgets by means of faked impressions, clicks, and conversion/data events.
Methods: Click spam and injection, and SDK spoofing.
Further reading: [Article] and [AppsFlyer mobile fraud glossary]

G

GAID
Google Advertising ID
Unique and very accurate identifier used to identify Android users. It is used by advertisers to measure data so they can deliver customized advertising.
GCD
Get Conversion Data
Geo
In AppsFlyer, this is a list of countries.
Example: Used as a filter in the Overview dashboard

I

ID matching
Attribution method that compares unique identifiers. An identifier is retrieved from a click URL and it is compared to an identifier retrieved by the AppsFlyer SDK.
Identifiers: IDFA, GAID, OAID, Android ID, and IMEI
IDFA
Identifier for Advertisers
Individual and random device identifier assigned by Apple to identify and measure iOS user devices. It is used by advertisers to measure data so they can deliver customized advertising. [Article]
IMEI
International Mobile Equipment Identity
Every mobile device has this unique numerical identifier. It is used to identify a mobile device.
Impression
Act of viewing an ad for a minimum period of time (as defined by an ad network's terms).
In-app events
After an app install, any action performed by a user.
Example: Log in, complete a tutorial, make a purchase, etc.
Install
To download, install, and launch an app.
Install referrer
Attribution method that uses a Google Play referrer parameter.
Integrated partner
An ad network that is integrated with AppsFlyer. [Article]

K

Keywords
An advertiser pays to have an ad appear whenever a person uses a particular word/phrase during an internet search. 
Example: In Google Ads, they determine what queries will trigger ads to show and are important to account strategy. Facebook doesn't use them; they use audience targeting.
KPI
Key Performance Indicator
Ad metrics and KPI are used to evaluate efforts to impact a target audience.
Example: Seen through conversion rates, number of clicks, etc.

L

Landing page
First page a user sees after clicking on an ad.
Last-click attributions
Web analytics model. The “last click” is given credit for a sale or conversion.
LAT
Limit Ad Tracking
Feature that lets users opt-out of having an IDFA. When enabled, the user's IDFA appears blank when tracked and the user won't see targeted ads.
Link management
Ability to organize, edit, analyze and have complete control over all your links. It presents the opportunity to protect your brand and optimize your marketing. [Article]
Live alerts
Actively monitor your KPIs and send notifications to set team members if there are statistically significant changes in ad performance. [Article]
Localization
Process of adapting marketing material and communication strategies to fit with a foreign market's culture and social norms. It is far more than translating a message into a local language.
Lookback window
Maximum period of time, from engagement to install, during within an install is attributed to a specific ad. [Article]
Loyal user
User who opens an installed app at least three times after initial installation. An important KPI for user engagement. [FAQ]
LTV
Lifetime Value; Also, Customer Lifetime Value (CLTV)
Powerful KPI that indicates how much a user is worth to you during the time that they use your app (projected revenue that a user will generate). You want your LTV to exceed the cost of CAC. [Article]
Formula: ARPU / Churn + referral value = LTV

M

Macros
Patterns used in attribution links and postbacks. They define how certain input, such as user data, is translated into output.
Marketer
Also, advertiser and app owner
Owns an app and advertises/markets it across various platforms in order to increase the user base.
Marketing automation
Includes platforms that perform mobile email, push, and/or in-app messaging campaigns. After integration, AppsFlyer provides attribution data for these campaigns.
Master API
Aggregated data API that lets users create custom reports with groupings and KPIs of their choice. It helps automate the process of making API requests and testing API responses. [Article]
MAU
Monthly Active Users
Number of unique users (counted only once) who open a specific app within a 30-day period. they are counted during the previous 30 days or within a specific calendar month. [Article] 
Media source
Responsible for ad exposure. [Article]
Types of media sources: Self-reporting networks (SRN), non-SRN, and owned media
MMP
Mobile Measurement Partner
Official mobile measurement partner in Facebook's marketing partners program.
Example: AppsFlyer
Mobile app
Software designed specifically for mobile devices such as smartphones or tablets.
Multi-platform
Attribution link that records installs and events across different platforms.
Multi-touch attribution
Method used to identify touchpoints along a user journey. The touchpoints lead to an install or an in-app event.

N

Native ad
Matches the form and function of the host platform by copying the content space around them. Example: Can act as an advertorial and manifest as a video, article, or editorial.
Native app
Developed for a specific platform such as iOS or Android.
NOI
Non-organic install
Download that occurs as a result of paid or owned marketing activity. [Article]
Example: Paid ad campaigns or owned media email or SMS campaigns

O

OAID
Open Advertiser Identifier
Unique app-user identifier that is available on some Android devices.
Huawei: OAID is available on Huawei mobile devices running HMS 2.6.2 and later.
Read: [Article] and [Bulletin]  
OneLink™
Unique AppsFlyer attribution link. Uses a single link to launch an app already installed on a device or, if not installed, to redirect users to the relevant store. Users are redirected to a web or app page. See Deep-linking, Deferred deep-linking[Article]
OneLink™ ID
Unique identifier given to a OneLink that is configured on the OneLink configuration page.
OneLink™ template name
Editable name given to apps in the template. If no name is set, the default name "Untitled OneLink" is generated for the template.
Organic install
Download that occurs without any direct effort by an advertiser to acquire users via paid or owned campaigns. It is not attributed to any media source. [Article]
Owned app
App owned by an individual who could be an advertiser, developer, etc.
Owned media
Media source that is owned/managed by an advertiser/app owner.
Example: Email, SMS, websites, social media, push/in-app notifications, etc.

P

Package ID
Also, App ID (Android & iOS)
Unique identifier that appears in the URL address of a store's app page. The format reflects the associated operating system (OS).  
Paid media
Pay to place your marketing message or offer in another company’s owned media. Works well at stimulating awareness, interest, and action.
Example: Search ads, web portal banners (Google or Yahoo!), rich media ads in online news outlets, native ads in social media (Facebook and SnapChat), etc.
Partner app
Person or company that works with an app owner to develop and bring an app to market.
PBA
People-based analytics
Offers a complete picture of user acquisition and conversion flows across platforms, devices, and marketing channels. Used to focus on specific metrics and to filter/group data according to location, device type, media sources, campaigns, and more. [Article]
PID
Partner ID
Partner/media source identifier used in data reports.
Postback
Install or in-app event notification sent from AppsFlyer to a partner (ad network). It helps partners optimize their campaigns.
PPC
Pay per Click
Advertising model commonly associated with first-tier search engines. It is used to drive traffic to websites and an advertiser pays a publisher when an ad is clicked.
Programmatic advertising
Ad network connects with different platforms and buys media (ad spots) without using a middleman.
Protect360
AppsFlyer feature that provides automatic and comprehensive anti-fraud protection. [Article]
Publisher
Any person or company that publishes online content (website, app, or blog) or sells ad space to ad networks or advertisers.
Pull API
URL-based API that gets aggregate and raw data from AppsFlyer. [Article]
Push API
Delivers real-time attribution data to an advertiser's database or their marketing automation system. [Article]

Q

QR code
Barcode that can be scanned and converted into a link.

R

Raw data
Event-level data [Article]
Re-attribution
During a retargeting campaign, a user who has uninstalled an app or hasn't used it for over 90 days is sent tailored messages to get them to reinstall/renew their use of an app.
Re-attribution window
Period of time, after an install, when reinstalls are not considered to be new installs. [Article]
Re-engagement
During a retargeting campaign, a user with an installed app is sent tailored messages to get them to renew their use of an app.
Example: Targeted discounts
Request
Also, API Call
An app uses an API to request data from another application.
Retargeting
To reach out to current or past users through ad campaigns. 
Retargeting network
Specializes in re-attribution and re-engagement. [Article]
Retention report
AppsFlyer product that measures current-user activity within an app. [Article]
Revenue
Ad revenue is the money apps generate from in-app advertising.
Formula: Number of impressions x eCPM = Ad revenue
Revenue attribution
To associate a given revenue event with a specific campaign/media source.
Revenue event
Any in-app event that is recorded with an associated revenue value.
Rich media ad
Includes advanced features that encourage viewers to interact and engage with the content. Offer more ways to involve an audience with an ad.
Example: Video and audio
ROI
Return on Investment
Ratio of money gained/lost relative to the amount invested.
Example: Revenue from a campaign vs. cost of running a campaign

S

SAN
Self-attributing Network Also, SRN, mobile marketing partner, and walled garden
Platforms belonging to super publishers who independently perform attribution (install and in-app event) calculations on their own traffic. They don't use the input of 3rd-party attribution providers.
Example: Facebook, Google Ads, Twitter. [Article]
SDK
Software Development Kit
Code integrated into an app for the purpose of attribution and analytics. [Article]
Segmentation
Marketing technique that uses criteria to group users into subgroups in order to provide them with personalized ads.
Session
An app must be launched. Number of sessions is based on SDK launches or logic defined by an app owner.
Example: For an anti-virus app, one day of use equals one session. [Article]
Single-platform
Attribution link that lets customers perform attribution for one platform (Android, iOS, etc.) at a time.  (There is also a multi-platform attribution link).
Slug
Also, App ID (Android & iOS)
Smart banner
Screen banner with an option to download or open the app. A smart link redirects the user to an app store and automatically opens the app when installed.
SRN
Self-reporting Network Also, SAN, mobile marketing partner, and walled garden
Platforms belonging to super publishers who independently perform attribution (install and in-app event) calculations on their own traffic. They don't use the input of 3rd-party attribution providers.
Example: Facebook, Google Ads, Twitter. [Article].
SSP
Supply-side Platform
Lets publishers maximize their inventory yield. This is done by automatically and efficiently managing inventory sales.

T

Targeting
Focus a marketing campaign on a specific audience.
Criteria: Location, demographics, mobile operator, etc.
Team member
User with login credentials for an AppsFlyer account. A team member is given access by the account owner/admin. [Article]
Touch time
Date and time (timestamp) of a user interaction (click or impression).
Touch type
Type of interaction (click or impression) a user has with an ad.
Touchpoint
Measures how users interact with an ad, website, app, etc. If the goal is to generate traffic, consider clicks or visits. If the goal is reach a wider audience, consider impressions.
TV attribution
App install that is attributed to a TV ad impression during a designated attribution window.
Twitter official partners
Partners must comply with criteria set by Twitter. There are two FMP categories--having a specific technology or for media buying.

U

UDID
Unique Device Identifier
Unique identifier for a single iOS device. It is fetched from Apple servers when a user tries to activate their device using iCloud or the Setup app.
Uninstall measurement
Assessment based on users who remove an app from their device. [Article]
Uninstall rate
Considered per vertical, country, platform and install type.
Unique user
AppsFlyer ID is used to determine unique users.
User
Person who downloads, installs, and launches an app using their mobile device.
User acquisition
Using market-driven activity to get new users.
User agent
String sent by a browser to a web server; it provides information about a user's device.
Device information (browser type, operating system, software version) is used in the Fingerprinting attribution method.
User invite attribution
Attribution and analysis of new users who install an app after an existing user (of the same app) sends them an invite. [Article]

V

Validation rules
Verify that the data a user enters in a record meets the standards you specify before the user can save the record. [Article]
Verticals
Niche markets (with specific needs) that are more likely to be interested in focused offerings. The customer base is smaller, but each potential customer is more likely to buy.
Video ad
Refers to advertising that occurs before, during, and/or after a video stream on the internet.
Example: Ads with banners or interstitials with embedded video.
VTA
View-through attribution
Installs or actions are attributed to an ad impression. Plays a part in indicating how views on a banner, video, or interstitial can convert. [Article]

W

Web app
Runs in a web browser. (Native apps run on a specific OS platform.)
Whitelisted device
Used for testing purposes and they are not affected by AppsFlyer re-attribution rules. [Article]
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