top of page
Ad Tech Glossary
User Engagement MetricsProfitability & Revenue MetricsThe Ecosystem: Who Does WhatAuction & Delivery MechanicsDeal Types & Programmatic BuyingPrivacy & AttributionAd FormatsPerformance MetricsCost & Bidding Metrics
DAU (Daily Active Users)
Number of unique users who engage with the app in a single day. A core indicator of daily health and stickiness.
MAU (Monthly Active Users)
Number of unique users who engage with the app over a 30-day period. Complements DAU to show the broader active base.
Retention Rate
Percentage of users who return to the app after their first interaction, measured at D1, D7, D30, etc. Typical D7 retention for mobile apps: 10–20%.
Churn Rate
Percentage of users who stop using the app over a given period. Formula: Lost Users ÷ Total Users × 100. Lower churn correlates with higher LTV.
Session Length
Average time a user spends in the app per session. Longer sessions indicate deeper engagement. Typical range for games: 5–10 minutes.
Healthy Installs
Installs that meet quality criteria — users who open the app or take a meaningful action. Distinguishes genuine acquisition from fraud or low-intent downloads.
bottom of page
.png)