Glossary term
Engagement Rate
What is engagement rate?
Engagement rate is the ratio of an app’s engaged users (unique users who engage within-app ads) and active users. In other words, engagement rate is the percentage of users who actively engage with ads in an app.Engagement rate = engaged users / total active users
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Related terms
ROAS
Return on ad spend (ROAS) is a metric used to calculate the efficiency and performance of digital ad spend.
View-Through Attribution
View-Through Attribution measures how many users download an app after viewing an ad, rather than clicking on it.
IPM
IPM is the number of app installs per thousand ad impressions.