Glossary
Cost per action (CPA)
What is CPA, and why is it important to your marketing efforts? Learn everything you need to know in our mobile marketing glossary.
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Glossary
Cross-device
What is cross-device user behavior, and what challenges can it solve for marketers? Learn all you need to know in our mobile marketing glossary.
Glossary
Click through rate (CTR)
What is CTR? Learn about the click-through rate formula, how it works, its difference from other marketing metrics, and understand how to improve it.
Glossary
Deferred Deep Linking: how it works
Learn what deferred deep linking is, how it works, and why it's essential for app user acquisition, onboarding, and campaign attribution.
Glossary
Device ID
What is a device ID, what types are there, and why does it matter? Read all about it in the AppsFlyer mobile marketing glossary.
Glossary
Identifier for advertisers (IDFA)
Learn about the identifier for advertisers that Apple assigns to every iOS device: How it works, recent updates, and the future of a post-IDFA world.
Glossary
Install referrer
What is install referrer, how does it work, and why is it important to attribution? Read all about it in the AppsFlyer mobile marketing glossary.
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Lifetime value (LTV)
What is the lifetime value metric, and why marketers need it when it comes to revenue measurement? Learn more in our mobile marketing glossary.
Glossary
Lookback window
What is a lookback window, and how does it work with the main social platforms? Learn all you need to know in our mobile marketing glossary.
Glossary
Mobile attribution
What is mobile attribution, and why is it so important to your marketing efforts? Learn all you need to know in our mobile marketing glossary.
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