CAC payback period is the number of months it takes for the gross margin from an acquired user to repay

K-factor is the average number of new users each existing user brings in through invites, shares, and word of mouth.

UGC ads for mobile apps are creator-style creatives that cut CPI and lift ROAS. Admiral Media’s guide covers formats, testing,

Answer engine optimization for apps is the practice of structuring your app’s content, entities, and public evidence so that AI

SKAdNetwork conversion values are the small, privacy-limited signals an iOS app encodes after an install to tell an ad network

App retargeting is the practice of serving paid ads to people who already have your app installed, with the goal

Playable ads are interactive, HTML5-based ad units that let a user try a simplified version of an app or game

Meta Advantage+ App Campaigns (ASC) are Meta’s fully automated app-acquisition campaign type, where machine learning controls audience selection, placement, budget

Web-to-app advertising is a paid acquisition method where Meta sends the ad click to a mobile web page first, where

Google App Campaigns are Google’s fully automated campaign type for promoting mobile apps, running a single campaign that serves ads