List of useful terms used by ByteBrew.


  • Attribution: Matching your game’s users to their acquisition channels.

  • Attribution Window: Timeframe that determines the eligibility of a click or impression.

  • Ad Spend: The amount of money spent over a period of time for advertising.

  • Ad Revenue: Revenue generated within your game from in-game ad placements.

  • Ad Group: A group of advertisements under a campaign on an ad network.

  • ARPDAU: Average revenue per daily active user is a metric used to describe the average amount of revenue generated from each user in your game.

  • ARPPU: Average revenue per paying user is the total amount of money generated by users who have purchased in-game goods divided by the number of purchasing users.

  • ARPU: Average revenue per user is the total money generated from the user divided by number of unique users.

  • Ad Type: The type of advertisement such as; interstitials, banners, reward video, etc.

  • Ad Placement: Advertisement location within your game.

  • Ad Network: The advertising provider.

  • A/B Testing: Controlled experiments between two or more versions of an in-game object to determine which of the versions is more effective than the other.

  • Automation: A system that relies on running machines or computers to perform actions.


  • Banner Ads: Ad placement that often remains static at the bottom of a game screen.


  • Custom Event: Tracked activity in your game.

  • CPI: Cost per install is a term used to describe the price generated by a user install.

  • CPA: Cost per action is a term used for pricing based on the number of user events.

  • CPE: Cost per event is a term to define pricing based on the number of user activated events.

  • CPM: Cost per mille is a number based on price per thousand impressions.

  • CPC: Cost per click is a number based on the price of each user generated click.

  • CPV: Cost per view is a number based on the price per view of an ad.

  • CTR: Click through rate is the percentage of users who click an ad verses the number of impressions.

  • Conversion funnel: The series of user events that activate within your game.

  • Callback: An HTTP request made from one server to another server to transmit data.

  • Campaign: An organized series of advertisements with user acquisition goals.

  • Creative: An advertisement for your game on an ad network.

  • Click: The tap, touch, or action of an advertisement.

  • Conversion Rate (Purchases): Number of in-game purchases divided by the number of users over a period of time (shown as percentage).

  • Conversion Rate (Marketing): Number of installs divided by the clicks from an advertisement (shown as percentage).

  • Conversion (Marketing): Users who install your game.


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  • Fill Rate: The number of times a network shows an ad in your game divided by the number of times a game requests an ad from the ad network (shown as percentage).


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  • IAP: In-app purchases are revenue generated from virtual goods in your game.

  • Impression: A view of an advertisement.

  • Interstitial Ads: Full screen ad placement that covers the entirety of a screen in a game.


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  • KPI: Key performance indicators are metrics that measure the performance of your game.


  • LTV: Lifetime value is a number that shows a prediction of profit from an average user over their lifetime.

  • Live Ops: Live operations refers to any changes or updates made to a game without having to create a new version of the game for the app stores.


  • MAU: Monthly active users is the number of users that are accumulated inside your game over the course of a month.


  • Non-Organic User: User who installs your game from the app store at the direction of paid user acquisition.

  • Native Ads: Ads that follow the natural flow of gameplay or user experience.


  • Organic User: User who installs your game from the app store without the direction of paid user acquisition.


  • Playtime: The summation of time a user has played your game over multiple sessions in a 24 hour period.

  • Playable Ads: Ad placements in games that users can interact with; often showing basic functionality of a game.

  • Postback: Used in attribution, a postback is a call that an ad network makes when there is a trackable in-game user event.


  • Banner Ads: Ad placement that often remains static at the bottom of a game screen.


  • Revenue: Any monetary value generated from your game.

  • ROAS: Return on ad spend is a percentage value that shows a prediction of when a developer will recuperate their advertising costs from an average user.

  • Retention: The percentage rate of users that install your game, play it, and return for subsequent days after installation day.

  • Returning Users: Users that return to your game within the same day.

  • Reward Video Ads: Ad placement that plays a video for a user in exchange for a virtual item or object in a game.

  • Remote Config: Remote configurations are customized gameplay parameters that can be changed without needing to submit updates to the app stores.


  • SDK: Software development kit that gives a specific function or tools.

  • Session: Any period of time a user plays your game.

  • Session Length: The time that passes between the start and end of a user session.

  • S2S: Server-to-Server


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  • User Event: User activity within your game.

  • Users: Players who install your game.

  • User Acquisition: The process of acquiring users through marketing or advertising efforts to generate installs for your game.

  • User Segmentation: Dividing users into groups based on determined user attributes.


  • View-Through Attribution: Measurement of users that installed after viewing an ad.


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