• A
  • AAP
    App Attribution Program
  • Ad
    A banner or text link displayed within a site or app for the purpose of promoting a commercial brand, product or service.
  • Ad Exchange
    Technology platforms in the ad space based on real time ad auctions for buying and selling ad impressions.
  • Ad Format
    The types of ads that can be displayed in your application.
  • Ad Impression
    An advertisement impression occurs each time a consumer is exposed to an advertisement.
  • Ad Integration
    The technical process of defining and making available ad slots within a publisher’s site or app.
  • Ad Network
    Platform that connects advertisers with publishers.
  • Ad Optimizer
    Helps publishers manage ad networks and optimize the monetization of their ad spaces.
  • Ad Server
    Tech-solutions that collect and deliver ad units from ad networks and publishers.
  • Ad Space
    An area within a mobile site or app that has been made available for display advertising.
  • Ad Unit
    Any advertising vehicle that can appear in a mobile ad space inside of a mobile application. For example, banner advertising is a common type of mobile ad.
  • ADID (Advertising ID)
    The advertising ID is a unique, user-resettable ID for advertising, provided by Google Play services. It gives users better controls and provides developers with a simple, standard system to continue to monetize their apps. It enables users to reset their identifier or opt out of personalized ads (formerly known as interest-based ads) within Google Play apps.
  • Advertiser
    Any person or company looking to promote his brand, service or product via banners and text links on publisher sites and apps.
  • Adview
    Sometimes called a view or an Impression, the point in which an ad is viewed once by a visitor to a network or website.
  • Android ID
    A randomly generated identifier that is assigned to a device upon its first start up and remains constant for the lifetime of the device.
  • API (Application Program Interface)
    The way for an application to interact with certain system/application/library/etc. For example, there are API's for OS (WinAPI), API's for other applications (like databases) and for specific libraries (for example, image processing), etc.
  • APK (Android Package Kit)
    Android application package file is the file format used to distribute and install application software and middleware onto Google's Android operating system; very similar to MSI package in Windows or Deb package in Ubuntu.
  • App (Application)
    A piece of software that is downloaded to run on a mobile phone, typically from an app store or mobile internet site.
  • App GUID
    Application Global Unique Identifier
  • ARPU
    The average revenue per user.
  • Audience
    A person or group of people that an advertiser wants to reach to promote his brand, service or product.
  • B
  • Banner
    A banner is a hypertext link with a graphic element.
  • Bid
    The price an advertiser selects for his ad campaign. Advertisers can bid on either a CPM or CPC basis.
    The MAC address of the radio interface the client device is currently connected to. This can help determine exactly which access point the client device is connected to.
  • C
  • Campaign Cost and ROI
    Cost data ingested into and visualized within the Kochava Analytics dashboard.
  • CID
    Windows Store Campaign ID
  • Click
    The act of clicking on an ad (banner or text link) that has been served to a mobile screen.
  • Click Cost
    The sum of click costs.
  • Click Postback
    Some networks do not rely upon the Kochava redirect URL, rather they provide Kochava with a direct feed of the click information through the parameter ‘pbr=1’. In this case, clicking on the Kochava redirect URL will not redirect the user to the destination URL.
  • Click URL
    Also redirect URL or tracking URL. The Kochava generated URL that contains dynamic parameters which are replaced with device identifiers from the network when properly placed within the networks system.
  • Click Volume
    Total number of clicks.
  • Click-Win Network
    Network where the last click before the install happened.
  • Clicks Per Conversion
    Aggregate number of clicks per single conversion.
  • Connected TVs (CTV)
    A television that can be connected to the internet and access content beyond what is available through the normal offering from a cable provider.
  • Conversion
    An install or event resulting from a click on an ad or an impression-served.
  • Conversion Rate
    Rate of users who have clicked and installed. Measured in percentages (1% should be entered as .01).
  • CPA (Cost per Action)
    Is cost per action, where the advertiser only pays when an agreed action has been performed, such as making a purchase, or requesting more information.
  • CPC (Cost per Click)
    The price paid by an advertiser for a single click on its ad that brings the end user to its intended destination.
  • CPM (Cost Per Mille)
    The price paid by an advertiser for a site displaying their ad 1000 times.
  • Creative
    The concept, design and artwork that go into a given ad.
  • CTR (Click-Through-Rate)
    Response rate, calculated by taking the number of clicks the ad received, dividing by impressions and multiplying by 100 to obtain a %.
  • D
  • DAU
    Daily active user.
  • DDM
    DoubleClick Digital Marketing: An integrated ad-technology platform that enables agencies and advertisers to more effectively create, manage and grow high-impact digital marketing campaigns.
  • Destination URL
    The resulting page an end user sees when they click on an ad.
  • Device
    A mobile handset that enables the end user to interact with sites and apps.
  • DMA (Designated Marketing Area)
    A media market, broadcast market, media region, designated market area (DMA), television market area, or simply market is a region where the population can receive the same (or similar) television and radio station offerings, and may also include other types of media including newspapers and Internet content.
  • DSP (Demand Side Platform)
    Advertising platform that makes it easier for an advertiser to buy and sell advertising on multiple ad exchanges.
  • Dynamic Event Registration
    Any event call instrumented within the SDK (or sent server-to-server) will automatically be provisioned within Kochava.
  • Dynamic Routes
    URLs that send users to predefined destinations based on device platform, OS (Operating System) version, location, and a variety of other defined targeting criteria.
  • E
  • eCPC (Effective Cost Per Click)
    Effective cost of each click, calculated by dividing total earnings by the total number of clicks.
  • eCPI (Effective Cost Per Installation)
    The total campaign cost divided by the amount of effective installations (i.e., installations as a direct result of an ad click).
  • eCPM (Effective Cost Per Mille)
    Metric for measuring revenue generated across various marketing channels, and is calculated by dividing total earnings by the total number of impressions in thousands.
  • Event Volume
    Total number of events.
  • F
  • Fill Rate
    The percentage of ad requests that are filled with ads (that is, where an ad is displayed to the end user).
  • FMP
    Facebook Marketing Partner: Trusted partners integrated with Facebook, organized by expertise such as Ad Technology, Media Buying, Facebook Exchange, Community Management, Content Marketing, Small Business Solutions, Audience Onboarding, Audience Data Providers and Measurement.
  • Fractional Attribution
    The practice of attributing an install or event across more than one source based on the recency of a click or impression.
  • Fraud Reporting
    A feature which identifies fraud and potentially-fraudulent traffic within campaigns.
  • G
    Google Click Identifier — A unique tracking parameter that Google uses to transfer information between a Google Ads account and a Google Analytics account.
  • GetDeviceUniqueId() as String
    Returns the serial number of the unit running the script. This is a 12 character alphanumeric string.
  • GMP
    Google Marketing Partner
  • Google Install Referrer
    An Android-specific identifier used for ad tracking. Install referrer is a unique string sent to the Play Store when a user clicks on an ad that is similar to device IDs and device probabilistic matching. When the app is installed, the referrer is sent to Kochava and may be used for attribution or to mitigate fraud. Per Apple’s user privacy & data use policy, fingerprinting and probabilistic forms of attribution are restricted when an iOS 14+ user has not opted-in to tracking under the AppTrackingTransparency (ATT) framework.
  • H
  • HLL (HyperLogLog)
    An algorithm for the count-distinct problem that approximates the number of distinct elements in a multiset.
  • I
  • Impression Cost
    The sum of impression costs.
  • Impression Volume
    Total number of impressions.
  • Influencers Per Conversion
    Aggregate number of influencers per single conversion.
  • Install Cost
    The sum of install costs.
  • Install Volume
    Total number of installs.
  • Interstitials
    Interstitials are full-screen ads that block out the app’s other content. Interstitials often freeze on the screen for a select number of seconds until a “x” out button presents itself.
  • J
  • JSON (JavaScript Object Notation)
    A lightweight data-interchange format. It is easy for humans to read and write. It is easy for machines to parse and generate. It is based on a subset of the JavaScript Programming Language, Standard ECMA-262 3rd Edition - December 1999.
  • K
  • K2K
    Also referred to as Kochava to Kochava. This is an internal relationship set up within Kochava so that Kochava clients can act as traffic supply and demand parties.
  • KPI (Key Performance Indicator)
    A business metric used to evaluate factors that are crucial to the success of an organization. KPIs differ per organization; business KPIs may be net revenue or a customer loyalty metric, while government might consider unemployment rates.
  • L
  • Landing Page
    The resulting page an end user sees when they click on an ad.
  • LTV (Lifetime Value)
    A prediction of the net profit attributed to the entire future relationship with a customer.
  • M
  • MAU
    Monthly Active User (MAU) is a key performance indicator often used by online games, mobile apps and social networking sites. MAU is calculated by counting the number of unique users for a 30-day period.    
  • MD5 (Message-Digest Algorithm)
    Cryptographic hash function producing a 128-bit hash value, typically expressed in a text format as a 32 digit hexadecimal number.
  • mGDN
    The inventory of mobile websites which serve Google ads are described as the mobile Google Display Network (mGDN)
  • Mobile Website
    Any internet site tailored for mobile and accessed from a mobile device.
  • MTTA (Mean time to action)
    The mean time it takes a user to perform an action on the installed app.
  • MTTI (Mean time to install)
    Mean time between click and install.
  • Multi-Touch Reporting
    A report that identifies the networks which influenced the installation of an app within campaigns.
  • O
  • OAID
    A non-permanent device identifier. You can use the OAID to serve personalized ads to users while protecting their privacy.
  • Over the Top (OTT)
    Content Provider that distribute streaming media as a standalone product directly to viewers over the internet, bypassing telecommunications, multi-channel television, and broadcasting television platforms that traditionally act as a controller or distributor of such content.
  • P
  • Postback (Conversion)
    Also called ‘pixel fire’ or ‘callback’. A string of information that is sent to a network’s specific URL that contains information about the conversion pertinent to the network.
  • Postback (Event)
    Also called ‘pixel fire’ or ‘callback’. A string of information that is sent to a network’s specific URL that contains information about the post-install event pertinent to the network.
  • Power Editor
    A feature allowing for bulk management and editing of campaigns.
  • Probabilistic
    A method of performing attribution when no device identifiers are present. Probabilistic is 85 – 90% accurate and relies on IP address and user agent. Probabilistic is configurable on 3 levels Full Probabilistic , IP Only Probabilistic and IP Range Probabilistic. Per Apple’s user privacy & data use policy, fingerprinting and probabilistic forms of attribution are restricted when an iOS 14+ user has not opted-in to tracking under the AppTrackingTransparency (ATT) framework. Kochava does NOT support probabilistic forms of attribution that are not compliant with Apple policy. Two exceptions that are compliant and which Kochava supports, include:
    • Owned media wherein user or device data is NOT linked to that of another company.
    • Instances where a user has opted-in to tracking via the ATT framework in the target app and the impression or click occurred in mobile web, where no ATT framework applies.
    App developers and marketers are strongly encouraged to adopt the SKAdNetwork to achieve continued performance insights on in-app growth campaigns. SKAdNetwork attribution is available regardless of whether a user opts-in or opts-out of tracking through the ATT framework.
  • Publisher
    Any person or company that publishes content via a site, app or blog.
  • R
  • Request
    Occurs when a mobile browser or app requests an ad from the ad server.
  • Revenue
    Total revenue received via in app purchase type event(s). Measured in USD.
  • Revenue Per Device
    Total revenue divided by total number of users (installs). Measured in USD.
  • ROAS (Return On Ad Spend)
    Ratio of money gained or lost on an investment relative to the amount of money invested.
  • ROI (Return On Investment)
    Ratio of money gained or lost on an investment relative to the amount of money invested.
  • RTB (Real Time Bidding)
    Buying and selling of ad impressions on an online auction marketplace (or ad exchange) in real time. Online publishers auction off their ad inventory at an individual impression level in real time via an ad exchange supply side platform or SSP. Advertisers use the ad exchange Demand Side Platform or DSP in order to bid in real time per impression. Advertisers or media buyers can target based on content that the user is looking at or behaviors that they have exhibited online. Real Time Bidding allows them to decide in real time the value of an ad impression and decide whether or not to bid for that impression. Real Time Bidding lets advertisers target audiences by individual impressions, and publishers receive higher yields for impressions.
  • S
  • SAN (Self-Attributing Network)
    Self-attributing networks (SANs) are Super Publishers which perform attribution on their traffic independently and notify Kochava of which installs they have claimed. Within Kochava matched installs reports, SAN claims are noted to indicate the context of the claim. Examples of SANs are Facebook, Google and Twitter.
  • SDK (Software Development Kit)
    Code package that allows easily ad integration into apps. See available SDKs here.
  • SEO (Search Engine Optimization)
    Is the process of affecting the visibility of a website or a web page in a search engine's unpaid results—often referred to as "natural," "organic," or "earned" results.
  • SHA1 (Secure Hash Algorithm 1)
    A cryptographic hash function.
  • Site_id
    A value which signifies the App or Website in which an ad is served. In order to get meaningful data for attribution and performance analytics, networks should provide this information to allow advertisers a primary identifier with which to optimize their campaigns.(e.g.
  • SMS
    Short Message Service - Also known as "text message". SMS allows a user to send a short message of up to 160 characters from one mobile device to another mobile device.
  • SSCS
    Site-Supplied Click String: A third-party (usually site) redirect that can be used within an ad tag to allow that third party to count clicks.
  • SSID
    The MAC address of the radio interface the client device is currently connected to. This can help determine exactly which access point the client device is connected to.
  • T
  • Tag
    User-generated keywords that provide a concise description of a campaign, site or app.
  • Targeting
    Various criteria used to define the intended audience for a campaign.
  • Theta Sketch Framework
    The Theta Sketch Framework is a mathematical framework defined in a multi-stream setting that enables set expressions over these streams and encompasses many different sketching algorithms.
  • Tracking
    The ability to assess the performance of a site, app or ad campaign.
  • True LTV
    Device-level lifetime value (LTV) of a user within Kochava Analytics based on revenue from downloads, in-app purchases, subscriptions and ad-generated revenue.
  • U
  • UA (User Acquisition)
    The science of building an audience and brand. A quantitative approach to marketing with a specific goal of gaining customers.
  • UI (User Interface)
    The means by which the user and a computer system interact, in particular the use of input devices and software.
  • Unique User
    A particular individual end user of a site or app.
  • UTM (Urchin Tracking Module)
    A UTM code is a simple code that you can attach to a custom URL in order to track a source, medium, and campaign name.
  • UUID (Universally Unique Identifier)
    A universally unique identifier is an identifier standard used in software construction. A UUID is simply a 128-bit value. The meaning of each bit is defined by any of several variants.
  • V
  • VPPN (Virtual Private Publisher Network)
    A virtual network within the Kochava system that relies upon Kochava probabilistic logic for reconciliation and attribution. Per Apple’s user privacy & data use policy, fingerprinting and probabilistic forms of attribution are restricted when an iOS 14+ user has not opted-in to tracking under the AppTrackingTransparency (ATT) framework.
  • W
  • WAID
    Windows Advertising Identifier