Offerwall & Mobile Advertising Glossary
Definitions for every term in offerwall advertising, mobile monetization, and user acquisition.
Offerwall
An offerwall is an in-app advertising format that presents users with a list of tasks (install games, complete surveys, sign up for services) they can.
CPI (Cost Per Install)
Cost Per Install (CPI) is a mobile advertising pricing model where the advertiser pays a fixed amount each time a user installs their app.
CPA (Cost Per Action)
Cost Per Action (CPA) is an advertising model where the advertiser pays when a user completes a specific in-app action beyond installation — such as c.
CPE (Cost Per Engagement)
Cost Per Engagement (CPE) is a pricing model where the advertiser pays when a user engages with content for a specified duration or depth.
eCPM (Effective Cost Per Mille)
eCPM (effective Cost Per Mille) measures revenue per 1,000 impressions.
ARPDAU (Average Revenue Per Daily Active User)
ARPDAU measures the average revenue generated per daily active user.
LTV (Lifetime Value)
Lifetime Value (LTV) is the total revenue a user generates over their entire relationship with your app.
ROAS (Return on Ad Spend)
ROAS (Return on Ad Spend) measures the revenue generated for every dollar spent on advertising.
DAU/MAU (Daily/Monthly Active Users)
DAU (Daily Active Users) and MAU (Monthly Active Users) measure how many unique users engage with your app daily and monthly.
Rewarded Advertising
Rewarded advertising is an ad format where users voluntarily watch ads or complete tasks in exchange for in-app rewards (virtual currency, extra lives.
Incentivized Traffic
Incentivized traffic refers to users who are motivated to install apps or complete actions by the promise of a reward.
SDK (Software Development Kit)
An SDK (Software Development Kit) is a collection of tools, libraries, and documentation that developers use to integrate third-party services into th.
Postback (Server-to-Server Callback)
A postback is a server-to-server HTTP request that notifies your server when a user completes an offer.
Attribution
Attribution is the process of identifying which marketing channel or campaign drove a user to install or engage with an app.
Conversion Rate
Conversion rate is the percentage of users who complete a desired action after viewing an offer.
Fill Rate
Fill rate is the percentage of offerwall requests that return at least one available offer.
Revenue Share
Revenue share is the percentage of advertiser spend that the publisher receives.
Virtual Currency
Virtual currency is the in-app reward that users earn by completing offerwall offers.
Fraud Detection
Fraud detection in mobile advertising identifies and blocks fraudulent activities such as fake installs, bot traffic, click injection, device farms, a.
MMP (Mobile Measurement Partner)
An MMP (Mobile Measurement Partner) is a third-party platform that provides independent attribution, analytics, and fraud detection for mobile adverti.
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