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

Marketing mix modeling for mobile apps is a statistical method that measures how each marketing channel, plus non-media factors like

App marketing metrics are the quantitative signals mobile marketers use to judge whether ad spend is producing real, profitable growth.

Creative win rate is the share of ad variants that become genuine scale performers, the ones a platform algorithm trusts

Creative fatigue is the predictable decline in advertising performance that happens when a target audience has seen the same ad

Retention-first user acquisition is a paid media strategy that judges every campaign, channel, audience, and creative by the share of