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Incrementality
Last Updated: February 10, 2026What is incrementality? Incrementality is a term used in mobile advertising that refers to the additional (or incremental) impact of a particular marketing campaign or effort on conversions. More specifically, Incrementality works by tracking the performance of a campaign before and after its launch. It tracks metrics such as conversions, revenue, and other related metrics....
In-App Purchases (IAP)
Last Updated: February 10, 2026In-App Purchases (IAP) are a method of app monetization where something can be bought within a mobile app. This is any fee paid to the app developer in addition to the cost of downloading an app. How can IAPs can be implemented within my app? There are different types of IAPs that mobile developers can...
Impression-Level Revenue Data (ILRD)
Last Updated: February 10, 2026Impression level revenue data (ILRD) refers to the revenue data mapped at the individual impression level for an ad campaign. This data is sent to your MMP by your Ad Mediation Provider. What are impressions? An impression is defined as a single instance of an ad being displayed to a user. An ad impression is...
In-App Advertising (IAA)
Last Updated: February 10, 2026What is in-app advertising (IAA)? In-App Advertising or IAA is a method of ad monetization, where money is made through showing advertisements inside a mobile application. There are two main methods of mobile app monetization today, namely: in-app purchases (IAP) and in-app advertising (IAA). And mostly, a combination of both methods is used. IAA is...
IDFV (Identifier for Vendors)
Last Updated: February 10, 2026The identifier for vendors (IDFV) is a unique identifier that is assigned to an app on a device. It is used to identify the app and distinguish it from other apps on the same device. What is IDFV used for? The IDFV is used to track and manage the vendor’s data on a device. It...
Interstitial ads
Last Updated: February 10, 2026What are interstitial ads? Interstitial ads are full-page ads that are typically placed between two transition points within a mobile app. For example, these ads can be seen when transitioning from Level 1 to Level 2 in a game. They are usually placed in a format where the user is unable to interact with the...
Install
Last Updated: February 10, 2026What are installs? A mobile app install is counted anytime a user downloads an app and opens it for the first time. Installs are a key metric when determining the success of an app relative to your marketing ROI i.e how many installs an app generated after spending X dollars in marketing. Why is it...