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Impressions: Impressions refer to the number of times an ad is viewed or displayed.

CTR (Click-Through Rate): CTR is a metric that measures the ratio of clicks to impressions, indicating the effectiveness of an ad in generating clicks.

CCR (Conversion Rate): CCR measures the percentage of users who take a desired action, like app installation or in-app purchases, after clicking on an ad. It shows how effectively ads convert clicks into actions.

CVR (Conversion Rate): CVR, or Conversion Rate, measures the percentage of users who install an app after viewing an ad impression. It evaluates the effectiveness of ads in converting impressions into app installations.

Labs Score: Labs Score is a blended score that evaluates the effectiveness of creatives in generating performance across a range of metrics. It provides insights into the overall effectiveness of ad creatives in driving user engagement and conversions.

Installs: Installs refer to the number of times an app is downloaded and installed by users.

Organic Installs: Organic Installs are app installations not influenced by paid advertising, including unattributed installs due to data tracking policies.

Days Active: Days Active refers to the number of days during which an ad is live or actively running.

Ad Channel: Ad Channel identifies the platform or network through which an advertisement is delivered to users.

ROAS (Return on Advertising Spend): ROAS measures the revenue generated for every dollar spent on advertising.

All ROAS: All ROAS is the cumulative return on advertising spend across all channels and campaigns.

ROAS Projection: ROAS Projection is a method you use to forecast the expected return on advertising spend based on current ROAS metrics and past data collection. It helps you track your break-even point and ensure that your user acquisition remains profitable.

ROAS D0: ROAS Day 0 measures the return on advertising spend within the first day of displaying an ad. It evaluates the revenue generated from advertising relative to the amount spent specifically on the day the ad was served.

ROAS D X: ROAS Day X measures the return on advertising spend within the Xth day of displaying an ad. It evaluates the revenue generated from advertising relative to the amount spent specifically on the Xth day following the ad's display.

IAA (In-App Ads): IAA, or In-App Ads, are advertisements displayed within a mobile application, serving as a revenue stream for app developers and publishers.

IAP (In-App Purchase): IAP refers to transactions made by users within a mobile app to unlock premium content or features.

Ad Spending: Ad Spending represents the amount of money allocated to advertising campaigns.

eCPI (Effective Cost Per Install): eCPI calculates the average cost incurred to acquire each new app installation, factoring in the total ad spend and the number of installs generated.

Unique Selling Point: Unique Selling Point (USP) highlights the distinctive features or benefits of an app that differentiate it from competitors and appeal to target users.