UA Glossary

Your source for everything mobile UA, from UA basics to mobile retargeting, measurement and fraud, to contentious standards, the glossary can help and inform both aspiring growth managers and experienced mobile app developers

Attribution

The importance of attribution, the different attribution models, how to choose an attribution platform, VTA windows, and more...

  • Why Attribution Matters

    Attribution is the ability to track the performance of each marketing effort and determine which of them are profitable and effective and which are…

  • View-Through Attribution

    The issue of view-through attribution is a controversial one amongst advertisers. The debate is around the importance and perceived contribution of…

  • Types of attribution

    In order to discuss the different types of attribution in-depth, we need to first address the importance of attribution modeling.

  • Mobile Measurement Platforms

    MMP (mobile measurement platform) is a platform in which advertisers can track the performance of their different marketing channels. The platform…

  • Mobile User Acquisition

    User acquisition, or in short, UA, is the process in which mobile apps (or other products) obtain new users through marketing. User acquisition in…

  • Retargeting in the Programmatic Ecosystem

    For the 2026 picture of mobile retargeting, including budgets, measurement, iOS after ATT and incrementality, see our new guide, What Is Mobile…

  • User Acquisition and Retargeting in iOS 14

    For the 2026 picture (ATT opt-in rates, AdAttributionKit), see iOS Retargeting After ATT.

  • Getting Ready for iOS 14.5 – An Extensive Guide for Mobile Marketers

    The release of iOS 14.5 is fast approaching. In order to help advertisers successfully transition, we’ve created this checklist. We’ve combined some…