Mobile Growth Glossary

The percentage of trial starters who become paying subscribers under a clearly defined conversion and billing window.

Why it matters: It should be segmented by offer, trial length, platform, market, acquisition source, and cancellation timing to identify sustainable growth.

Advertising designed in a creator- or customer-native style, often using direct-to-camera storytelling, demonstrations, testimonials, or everyday product context.

Why it matters: The format works when the insight and proof feel credible; imitating low production quality without a strong message is not a strategy.

The percentage of an installed or active cohort estimated to have removed the app during a defined period and measurement methodology.

Why it matters: Uninstall spikes can expose product defects, notification pressure, poor acquisition quality, storage concerns, or expectation mismatch.

The coordinated process of acquiring new users through paid media, owned channels, partnerships, referrals, and other scalable distribution systems.

Why it matters: Healthy UA optimizes for profitable activated and retained users, not isolated install volume or platform-reported efficiency.

A clear statement of the outcome a product creates for a specific audience, why it is preferable to alternatives, and what evidence supports the claim.

Why it matters: It aligns creative, store listing, onboarding, and product experience around one understandable reason to choose and continue using the app.

Attribution awarded when a user converts after an eligible ad impression without a recorded click, within the configured view window.

Why it matters: View-through credit can capture influence but is more vulnerable to over-attribution, so windows, exposure quality, and incrementality need close scrutiny.

The number of distinct users who meet the product's meaningful active-user definition during a seven-day period.

Why it matters: WAU bridges daily and monthly cadence and is often useful for products whose natural habit is weekly rather than daily.

A journey that begins on the web and routes a user into an installed app or app store while preserving eligible campaign, destination, and measurement context.

Why it matters: The entire handoff must be verified from click through landing page, store, install, first session, deep link, and downstream event.

A targeted intervention intended to reactivate lapsed, canceled, or dormant users with a relevant reason to return.

Why it matters: Success requires an inactivity definition, suppression rules, incremental measurement, and renewed value beyond the first reopened session.