- Ad Request: The request made to an ad server to display an advertisement. The request doesn't always result in an ad displayed, for a variety of reasons, including mobile network latency.
- Impression: When an ad is shown, regardless of whether it is viewed or clicked.
- Fill: The number of ads received. The number of Fills is always equal to or less than the number of Requests.
- Fillrate: The percent rate at which ads are received.
Fillrate = (Fills ÷ Requests) × 100
- CTR (click-through rate): The ratio of number of clicks per ad to the number of total impressions, as a percentage rate.
CTR = (Clicks ÷ Impressions) × 100
- DAU (daily active users): The number of unique users of the application, per day.
- Display Rate: An indicator that reveals how many of the downloaded or received ads were shown. A lower display rate means ad networks are negatively affected, and eCPM can drop. A low display rate is caused by the caching or logic of ad impressions.
Display Rate = (Impressions ÷ Fills) × 100
- ARPDAU: The income indicator from one user of the application per day. Used to compare returns.
ARPDAU = Revenue ÷ DAU
- Banner refresh period: Amount of time between banners being updated or refreshed.
- Bundle ID (package name): Unique identifier of the application in the store.
- Cache: Uploaded or received ads that have not been shown yet.
- Auto Cache: A mechanism through which ads will be loaded automatically without manual requests from the developer side.