Glossary

Ad (Advertisement)
Ad Exchange
Ad Network
Ad Server
Ad View
AdAttributionKit
Adstock
Adstock Decay
Advanced TV
Advertiser
AI Content Generator
API (Application Program Interface)
APK (Android Package Kit)
App (Application)
App Analytics
App Bundle ID
App Clips
App GUID (App Global Unique Identifier)
App Install Tracker
App Measurement
App Metics
App Monetization
App Tracking
Apple Search Tab Campaign
AppTrackingTransparency (ATT) Framework
ARPU (Average Revenue Per User)
Artificial Intelligence (AI)
ASO
Attribution
Audience
Audience Segmentation

Base Sales
Bayesian Modeling
Bid
Bundle ID

Data Marketplace
DAU (Daily Active User)
DDM (DoubleClick Digital Marketing)
Deep Linking
Deferred Deep Link
Deterministic Attribution
Device ID
Diminishing Returns
DMA (Designated Marketing Area)
DSP (Demand Side Platform)
Dynamic Event Registration
Dynamic Routes

eCPM (Effective Cost Per Mille)
Elasticity
Engagement
External Factors

Fill Rate
Fine Grained Value
Flutter
FMP (Facebook Marketing Partner)
Fractional Attribution
Fraud Reporting

General Data Protection Regulation (GDPR)
Generative AI
Google Click Identifier (GCLID)
Google Install Referrer
Granularity

Hashing
HHL (HyperLogLog)
Holdout Testing

ICM™ (Intelligent Consent Manager™)
IdentityLink®
IDFA
IDFV
Impression
In-App Event
Incremental Sales
Incrementality
Install
Install Referrer API
Instant Apps
Interstitials
Inventory
iOS 14
iOS 14.4
iOS 14.5
iOS 15
iOS 16
IP Address

JSON

Kochava Foundry™
Kochava MCP (Model Context Protocol)
Kochava Query
KPI (Key Performance Indicator)

Lag Effect
Landing Page
Large Language Model (LLM)
Last-Click Attribution
Linear TV
Lookback Window
LTV (Lifetime Value)

Machine Learning
Marketers Operating System®
Marketing Mix Modeling (MMM)
MAU (Monthly Active User)
MCP (Model Context Protocol)
Media Channel Synergy
Media Index
Media Mix Modeling (MMM)
mGDN (Mobile Google Display Network)
Mobile Ad Fraud
Mobile Analytics
Model Validation
MMP (Mobile Measurement Partner)
MRR (Monthly Recurring Revenue)
Multicollinearity
Multi-Touch Reporting

Natural Language Processing
Network

OOH (Out-of-Home)
Organic
OTT (Over-the-Top)
Outcomes Measurement
Owned Media

PCM (Private Click Measurement)
Play Install Referrer API
Plist
Postback Conversion
Postback Event
Power Editor
Predictive Analytics
Predictive Validity
Privacy-Enhancing Technology
Probabilistic Attribution
Product Page ID (PPID)
Publisher
Push Notification

QR Code

Reengagement
Regularization
Recommendation Engine
Request
Response Curve
Retention Rate
ROAS (Return on Ad Spend)
ROI (Return on Investment)
RTB (Real Time Bidding)

SAN (Self-Attributing Network)
Saturation Curve
Scenario Analysis
SDK (Software Development Kit)
Seasonality Adjustment
SEO (Search Engine Optimization)
S2S (Server-to-Server)
Server-to-Server Integration
SKAdNetwork
SKAdNetwork Conversion Model
SKAdNetwork Conversion Value
SmartLinks™
Source Identifier
SSCS (Site-Supplied Click String)
Subscription
Supply Performance System

Tag (Tagging)
Targeting
TCR (Trial Conversion Rate)
Tracking
Traffic Verifier
True LTV (True Lifetime Value)

UA (User Acquisition)
UI (User Interface)
Unattributed
Unique User
Universal Links
User Agent
UTM (Urchin Tracking Module)
UUID (Universally Unique Identifier)

VPPN (Virtual Private Publisher Network)
VTA (View-Through Attribution)

WAID (Windows Advertising Identifier)
Walled Garden

Zero-Party Data