Glossary

Terms

Ad Fraud
Attempts to deceive advertising platforms with fake engagement activity, such as fake ad clicks and fake app installs. Learn more
Ad Monetization
Earning revenue by showing ads in your mobile app. Singular can track ad revenue as well as in-app purchase revenue to give you your complete campaign ROI. Learn more
Attribution
The process in which an ad network or attribution provider credits an install or conversion to a marketing means, such as an ad click. Learn more
Attribution Window
Also called the attribution lookback window, this is the number of days prior to the install that the tracker looks for ad views or ad clicks to attribute the install to. Ad engagements that are older (fall outside the attribution window) will not be considered for attribution. Attribution windows are configurable. Learn more
Click Injection
A form of ad fraud in which the fraudster detects a real app install and creates a fake click (or impression) in order to hijack the install attribution.
Click-Through Attribution
Attributing a conversion to a preceding ad click. Compare View-Through Attribution, in which a conversion is credited to a preceding ad view (ad impression).
Cohort
A group of users that share a conversion date. In the context of mobile app install measurement, this means a group of users who installed the app on the same date. Learn more
Conversion Model
A way to encode information about a user's post-install activity into the SKAdNetwork conversion value. Learn more
Conversion Value
A single number between 0 and 63 included in an SKAdNetwork postback. The conversion value is the only way to get any information about an install and the user's post-install activity in the SKAdNetwork framework. Learn more
Creatives
The images, videos, and text copy used in your ads.
Data Governance
Systems, rules, and processes for large organizations to manage large quantities of data.
Custom User ID
The internal ID of the user within an app or web product, sometimes consisting of the user's email address. Also called Customer User ID.
Deep Link
A tracking link that not only opens the app (if it already exists on the user's mobile device) but also leads to a specific page or experience inside the app, e.g., a specific product in an ecommerce app. Learn more
Deterministic
Deterministic attribution is attribution performed based on a device identifier. Learn more
Enrichment
A process Singular performs to fill in gaps in your network or tracker data using available context.
Estimated Metrics
Also referred to as interpolated data. When certain metrics from network data are unavailable in the same granularity as tracker data, Singular can interpolates these metrics proportionately. Learn more
Fraud Protection Methods
Out-of-the-box fraud detection and prevention tools that are part of the Singular tracker product. Learn more
Install Fraud
A form of ad fraud where the perpetrator creates fake app installs and fake users for the purpose of getting the installs attributed. Learn more
In-App Events
Any interactions between the user and your app following the install, such as logging in, leveling up, or making a purchase.
Join
A process of combining your network and tracker data using matching dimensions. Learn more
Last-Click Attribution
An attribution model in which the credit for the conversion (install/re-engagement) is given to the last ad the user interacted with.
Limit Ad Tracking
LAT: An Android feature that allows end-users to opt out of ad personalization and hide their Google Advertising ID from apps and MMPs.
Mediation Platform
A service that optimizes performance across ad networks by searching for the best ad inventory and opportunities. Singular can integrate with your mediation platforms to get ad revenue attribution data.
LTV
Lifetime Value: All the revenue gained by an app or other product from a user (as opposed to time-limited revenue metrics, such as 30-day revenue).
Macro
A dummy parameter value (e.g., "{os}") placed in a Singular Link or a postback definition in order to be replaced with the actual value (e.g., "android") in real time.
Media Source
An ad network or other entity that serves ads.
MMP
A mobile measurement partner is a service that helps brands and apps measure marketing campaign performance across all their sources and channels. Used interchangeably with "tracker". Learn more
Multi-Touch Attribution
MTA: An attribution model in which the credit for the conversion (install/re-engagement) is shared between different ads the user interacted with.
Network Data
The campaign data that is reported by your ad network. Usually includes upper-funnel metrics such as impressions, clicks, and cost. Learn more
Organic
A conversion that does not stem from paid marketing. If an install is deemed to be organic, it is not attributed to any network.
Placement
A field in Singular reporting that says where/when the ad was displayed in the website/app (the precise meaning varies between networks). Not to be confused with Ad Placement (which is an Ad Mon-specific dimension).
Postback
An automatic notification that Singular sends to a partner network or to an advertiser about an install (including attribution decision), a user session, a post-install user event, and more. Postbacks are configurable in the Partner Configuration page. Learn more
Probabilistic
Probabilistic attribution is attribution based on device properties such as the IP address rather than a device identifier. It is less accurate than deterministic attribution and is not supported on iOS devices. Learn more
Quality Score
A field in Singular reporting that contains the rating for the quality of ad content and landing pages, as compared to advertisers. Learn more in the Metrics and Dimensions Glossary
Re-attribution
The action of changing the attribution to a different source from the original one. In Singular, this can happen in cases of re-engagement. Learn more
Re-engagement
When the user clicks on a retargeting ad that leads them to open an app or webste that they have already used before. Learn more
Retargeting
A type of mobile marketing campaign that targets existing users of an app/website and aims to get them to re-engage with the product. Learn more
SAN
Self-attributing network: an ad network that makes attribution decisions for itself without the use of third-party MMPS. SAN campaigns do not use Singular tracking links. Also called "Self-reporting network" (SRN).
Session
Any time the end-user launches the app or opens the website. Sessions are used to measure user retention.
SKAdNetwork
An Apple framework for mobile app install attribution that preserves the user's privacy. Learn more
SKAN
Singular's SKAdNetwork solution, offering smart conversion value management that can be configured through the Singular app. Learn more
SKAN Managed Mode
A way of working with SKAdNetwork in which the Singular SDK takes care of updating the conversion value based on the conversion model you configured in the Singular app. Managed mode is the default and recommended way to use Singular's SKAdNetwork solution. Learn more in the iOS SDK integration guide
SKAN Manual Mode
A way of working with SKAdNetwork in which you update the conversion value by yourself in the code of your app. Learn more in the iOS SDK integration guide
Source
In Singular reporting, a source is an ad network or other third-party platform in which you advertised your product.
Touchpoint
An end-user's interaction with an ad (click or view).
Tracker Data
The performance data collected by your attribution tracker. This includes lower-funnel metrics such as installs, post-install events, and revenue.
Tracking Link
The link activated when an end-user clicks on an ad. The link notifies your MMP of the view or click and can include additional information, such as the campaign ID.
View-through Attribution
Attributing a conversion to a preceding ad view (ad impression) rather than an ad click.