Fundamentals Flashcards

What is 'app store optimization' (ASO) most analogous to in digital marketing?

Answer: Search Engine Optimization (SEO)

ASO improves an app's visibility and ranking in app store search results, much like SEO does for websites on search engines.

Which mobile ad format overlays content over a full device screen and typically appears between natural content transitions?

Answer: Interstitial ad

Interstitial ads are full-screen ads that appear at natural transition points in an app, such as between game levels.

A user sees your app ad on Tuesday but installs the app after clicking a different ad on Friday. Which attribution model gives full credit to Friday's ad?

Answer: Last-click attribution

Last-click attribution assigns 100% of the conversion credit to the final touchpoint before the user converted.

What type of mobile marketing uses keyword-triggered ads within app store search results?

Answer: Search Ads (e.g., Apple Search Ads)

Apple Search Ads and Google UAC search placements deliver ads when users search specific keywords in the app store.

Which of the following is a key component of a mobile marketing funnel's 'acquisition' stage?

Answer: Running paid install campaigns to drive new users

The acquisition stage focuses on attracting new users, typically through paid or organic channels that drive app installs.

What is the purpose of a 'mobile measurement partner' (MMP) like Adjust or AppsFlyer?

Answer: To independently track and attribute app installs and in-app events across ad networks

MMPs act as neutral third-party platforms that collect install and event data from multiple ad networks and attribute them accurately.

In mobile marketing, what does 'churn rate' measure?

Answer: The percentage of users who stop using an app over a given period

Churn rate tracks how many users abandon or uninstall an app within a defined time frame, indicating retention health.