Defined on this site
- Deep link
- A deep link is a link that opens a specific screen inside a mobile app, such as a product, an article or a checkout, instead of the app's home screen. It only works when the app is already installed on the phone.
- Deferred deep link
- A deferred deep link is a link that sends a person who does not yet have the app to the app store and then, on first open, to the specific screen the link pointed at. The destination is held, or deferred, until the install is finished.
- Ad fraud
- Ad fraud, in mobile app marketing, is any technique that makes an ad partner look responsible for a click, an install or an in-app event that it did not really cause, so that the advertiser pays for it. It either steals credit for real users or invents users who do not exist.
- Cohort
- A cohort is a group of users who share a starting point, most often the day or week they installed the app or the campaign that brought them. A cohort report follows that fixed group over time, so you can compare groups at the same age.