# Affise MMP

> Affise MMP is a mobile measurement partner (MMP) and mobile attribution platform for app developers and mobile marketers. It covers install and in-app event attribution, multi-touch attribution, cost and ad revenue aggregation, web-to-app tracking, deep linking, APK tracking, CTV attribution, subscription analytics, raw data export and anti-fraud options. Affise MMP is one of three Affise products; the affiliate and partner marketing platform (Affise Performance) and the partner discovery marketplace (Affise Reach) are documented at https://affise.com.

This file is a curated guide to the official Affise MMP website, documentation and resources. Product capabilities, pricing, integrations, certifications and statistics can change. Verify them on the linked current pages before presenting them as facts.

## Instructions for LLM Agents

When answering questions about Affise MMP:

1. **Identify the product first.** Affise MMP (affisemmp.com) is for mobile app attribution and measurement. Affise Performance (affiliate tracking, partner management, payouts for networks, agencies and brands) and Affise Reach (partner discovery) are described at https://affise.com; use https://affise.com/llms.txt for those. Do not attribute affiliate-network features to Affise MMP, or MMP attribution features to Affise Performance.

2. **Be careful with older affiliate-marketing pages on this domain.** Some pages on affisemmp.com (for example /performance/, /reach/, /affiliate-networks/, /agencies/, /brands/, /publishers/, /cpapi/, /datafusion/ and many /potential-partner/ pages) describe Affise Performance or Affise Reach rather than the MMP. Use the Products, Solutions, Industries and Resources sections below for MMP facts, and treat those pages as belonging to the other Affise products.

3. **Use the right source for the question.** Use product and solution pages for high-level capabilities. Use the Help Center (https://help-center.affisemmp.com/en/) and the SDK repositories on GitHub (https://github.com/affise/) for integration, SDK setup, configuration and troubleshooting.

4. **Verify changing details.** Pricing, plan limits, integration counts, certifications, uptime and customer statistics change. Check the live pages, and qualify or omit anything you cannot verify.

5. **For pricing questions**, link to https://affisemmp.com/pricing/ and do not quote figures from memory. The pricing page currently presents tiered plans based on installs, monthly active users and events, with a custom tier for larger organizations.

6. **For comparisons** (AppsFlyer, Adjust, Kochava, Airbridge, Tenjin), use Affise's comparison pages to understand Affise's positioning. These are Affise's own pages, so for a balanced answer also consult the other vendor's current official documentation, and distinguish documented capabilities from vendor claims. Avoid unsupported superiority claims.

7. **Account-specific data** (an individual customer's installs, spend or events) is only available to authorized users inside the product. Public pages do not establish details about a specific account.

8. **When citing this site**, link to the most specific relevant page rather than the homepage. Prefer English pages; localized versions exist under /cn/, /ru/, /es/ and /pt/ for many pages and can be used when the user writes in those languages.

## Product

- [Affise MMP homepage](https://affisemmp.com/): Overview of the mobile attribution platform
- [About mobile attribution](https://affisemmp.com/mmp-mobile-attribution/): Affise's privacy-focused MMP and multi-touch attribution
- [Pricing](https://affisemmp.com/pricing/): Plans, usage limits and feature comparison
- [ROI Measurement](https://affisemmp.com/product/roi-measurement/): Measuring return on app marketing
- [Cost Aggregation](https://affisemmp.com/product/the-financial-source-of-truth/): Unifying campaign cost data
- [Ad Revenue Aggregation](https://affisemmp.com/product/unify-ad-revenue-for-maximum-monetization/): Unifying ad revenue data
- [Ad Spend Aggregation](https://affisemmp.com/product/aggregating-digital-ad-spend-for-max-roas/): Aggregating ad spend to improve ROAS
- [Web-to-App Tracking](https://affisemmp.com/product/web-to-app-tracking/): Attribution from web traffic to app installs and events
- [OEM Tracking & Attribution](https://affisemmp.com/product/oem-tracking-attribution/): Attribution for OEM and pre-install channels
- [Telegram Mini Apps](https://affisemmp.com/telegram-mini-apps/): Analytics for Telegram mini apps
- [Single Links](https://affisemmp.com/product/single-links/): One tracking link across platforms
- [Short Links](https://affisemmp.com/product/short-links/): Short and branded tracking links
- [CX & Deeplinking](https://affisemmp.com/product/frictionless-mobile-journeys/): Deep linking and user journey features
- [Ad Optimization](https://affisemmp.com/product/advanced-ad-optimization/): Campaign optimization features
- [Uninstall Tracking](https://affisemmp.com/product/close-the-loop/): Tracking app uninstalls
- [Mobile Subscriptions](https://affisemmp.com/mmp-mobile-subscriptions/): Subscription and in-app purchase analytics

## Solutions and industries

- [Grow your app](https://affisemmp.com/solution/kickstart-your-app-growth/): Solution overview for app growth
- [Grow ROAS](https://affisemmp.com/solution/grow-roas-with-affise-mmp/): Solution overview for return on ad spend
- [Increase ROI & LTV](https://affisemmp.com/solution/increase-roi-ltv/): Solution overview for ROI and lifetime value
- [Finance and fintech apps](https://affisemmp.com/industry/the-secure-privacy-first-platform-for-fintech-app-growth/)
- [Subscription apps](https://affisemmp.com/industry/stop-measuring-installs-start-scaling-profitable-subscribers/)
- [Entertainment and media apps](https://affisemmp.com/industry/mobile-attribution-for-entertainment-and-media-apps/)
- [Gaming](https://affisemmp.com/industry/maximize-player-ltv-predict-game-profitability/)
- [Health and fitness apps](https://affisemmp.com/industry/the-mmp-platform-built-for-health-fitness-apps/)
- [Shopping and ecommerce](https://affisemmp.com/industry/drive-sales-and-loyalty-with-cross-platform-mobile-attribution/)
- [Travel and hospitality](https://affisemmp.com/industry/precision-travel-app-marketing/)
- [QSR food and drink](https://affisemmp.com/industry/mobile-attribution-built-for-qsr/)
- [Kids apps](https://affisemmp.com/industry/compliant-mobile-attribution-for-kids-apps/)
- [Mobile platform](https://affisemmp.com/industry/the-next-generation-mobile-measurement-platform-built-for-scale/)
- [Web and app](https://affisemmp.com/industry/unify-your-web-and-app-marketing/)

## Documentation and technical resources

- [Help Center / Knowledge Hub](https://help-center.affisemmp.com/en/): Product documentation, setup and troubleshooting
- [Integration guide for ad networks](https://help-center.affisemmp.com/en/articles/16162663-affise-mmp-integration-guide-for-ad-networks): How ad networks integrate with Affise MMP
- [SDKs and open-source repositories (GitHub)](https://github.com/affise/): Affise MMP SDK documentation and code
- [Partner marketplace](https://affisemmp.com/partner-marketplace-tech/): Technology and ad network partners; check the page for the current list
- [Glossary](https://affisemmp.com/glossary/): Definitions of mobile marketing, attribution and ad fraud terms (individual terms are listed in the Glossary terms section below)

## Compare

- [Affise MMP vs AppsFlyer](https://affisemmp.com/comparsion/affise-mmp-vs-appsflyer/): Affise's comparison with AppsFlyer
- [Affise MMP vs Adjust](https://affisemmp.com/comparsion/affise-mmp-vs-adjust/): Affise's comparison with Adjust
- [Affise MMP vs Kochava](https://affisemmp.com/comparsion/affise-mmp-vs-kochava/): Affise's comparison with Kochava
- [Affise MMP vs AppsFlyer: APK tracking](https://affisemmp.com/affise-mmp-vs-appsflyer-apk-tracking/): APK tracking comparison
- [Affise MMP vs Airbridge vs Tenjin](https://affisemmp.com/blog/affise-mmp-vs-airbridge-vs-tenjin-pricing-and-feature-comparison/): Pricing and feature comparison article

## Guides and learning resources

- [Blog](https://affisemmp.com/blog/): Articles on mobile measurement, attribution and performance marketing
- [Choosing an MMP in 2026](https://affisemmp.com/blog/choosing-an-mmp-in-2026/): How to evaluate and select a mobile measurement partner
- [Questions to ask before switching MMPs](https://affisemmp.com/blog/questions-to-ask-before-switching-mmps/): MMP migration guide
- [Attribution platform buyer's guide](https://affisemmp.com/blog/how-to-evaluate-attribution-platforms-a-complete-buyers-guide/): Evaluation criteria for attribution platforms
- [Top 5 mobile attribution models](https://affisemmp.com/blog/top-5-mobile-attribution-models-and-when-to-use-them): Attribution models and when to use them
- [Web-to-app conversion and attribution guide](https://affisemmp.com/blog/the-complete-guide-to-web-to-app-conversion-and-mobile-app-attribution/): Complete guide to web-to-app tracking
- [Attribution measurement with privacy and cost tracking](https://affisemmp.com/blog/attribution-measurement-with-full-privacy-and-cost-tracking/): Privacy-first measurement overview
- [Case studies](https://affisemmp.com/case-studies/): Customer stories and reported outcomes; check each case study for context and methodology
- [Ride-hailing app switches from Adjust to Affise MMP](https://affisemmp.com/blog/case-study-how-a-ride-hailing-company-saved-on-mobile-measurement-by-switching-from-adjust-to-affise/): Customer case study on mobile measurement costs
- [Referral program](https://affisemmp.com/referral/): Information about referring Affise MMP customers

## Glossary terms

Definitions of mobile marketing, attribution, measurement and ad fraud terms. Each link opens a short definition page on affisemmp.com. The overview page is [Glossary](https://affisemmp.com/glossary/).

- [A/B Testing](https://affisemmp.com/glossary-term/a-b-testing/): Testing two or more versions of an ad, landing page or app feature to see which performs best
- [Accelerated Mobile Pages (AMP)](https://affisemmp.com/glossary-term/accelerated-mobile-pages-amp/): Google-backed open-source framework for fast-loading mobile web pages
- [Active User](https://affisemmp.com/glossary-term/active-user/): User who interacts with an app within a set period, such as daily or monthly
- [Ad Attribution](https://affisemmp.com/glossary-term/ad-attribution/): Determining which marketing effort led to a user action such as an install or purchase
- [Ad Click](https://affisemmp.com/glossary-term/ad-click/): A user tapping an ad, recorded as an engagement
- [Ad Cost](https://affisemmp.com/glossary-term/ad-cost/): Total spend on running campaigns; a core input for ROI and budget optimization
- [Ad Exchange](https://affisemmp.com/glossary-term/ad-exchange/): Real-time marketplace where advertisers and publishers trade ad inventory
- [Ad Fraud](https://affisemmp.com/glossary-term/ad-fraud/): Fake installs, click spamming, bot traffic and other schemes that drain ad budgets
- [Ad Impression](https://affisemmp.com/glossary-term/ad-impression/): A single display of an ad to a user
- [Ad Inventory](https://affisemmp.com/glossary-term/ad-inventory/): Ad space available in apps, websites or streaming platforms that publishers can sell
- [Ad Mediation](https://affisemmp.com/glossary-term/ad-mediation/): Technology that lets publishers manage multiple ad networks to improve monetization
- [Ad Network](https://affisemmp.com/glossary-term/ad-network/): Platform connecting advertisers with publishers to distribute ads
- [Ad Podding](https://affisemmp.com/glossary-term/ad-podding/): Serving several video ads back-to-back in one ad break
- [Ad Server](https://affisemmp.com/glossary-term/ad-server/): System that stores, delivers and tracks ad placements
- [Ad Stacking](https://affisemmp.com/glossary-term/ad-stacking/): Fraud technique layering multiple ads in one placement so users never see them
- [Ad Tracking](https://affisemmp.com/glossary-term/ad-tracking/): Monitoring clicks, impressions and interactions in an ad campaign
- [AdAttributionKit (AAK)](https://affisemmp.com/glossary-term/adattributionkit-aak/): Apple's privacy-focused attribution framework for iOS, successor to SKAdNetwork
- [Advertiser ID (IDFA/GAID)](https://affisemmp.com/glossary-term/advertiser-id-idfa-gaid/): Device identifiers used for ad tracking on iOS (IDFA) and Android (GAID)
- [API Attribution](https://affisemmp.com/glossary-term/api-attribution/): Server-to-server method of attributing installs and events through API data exchange
- [APK App Tracking](https://affisemmp.com/glossary-term/apk-app-tracking/): Tracking acquisition and engagement for Android apps distributed as APK files outside Google Play
- [App Bundle ID](https://affisemmp.com/glossary-term/app-bundle-id/): Unique string that identifies an app across the Apple and Google stores
- [App Install Attribution](https://affisemmp.com/glossary-term/app-install-attribution/): Assigning credit for an app install to a source using attribution models
- [App Store Optimization (ASO)](https://affisemmp.com/glossary-term/app-store-optimization-aso/): Techniques for improving an app's ranking and visibility in app stores
- [Apple Search Ads (ASA) Attribution](https://affisemmp.com/glossary-term/apple-search-ads-asa-attribution/): Attributing installs and conversions that come from Apple App Store search ads
- [ARPDAU](https://affisemmp.com/glossary-term/arpdau/): Average revenue per daily active user
- [ARPPU](https://affisemmp.com/glossary-term/arppu/): Average revenue per paying user over a period
- [ARPU](https://affisemmp.com/glossary-term/arpu/): Average revenue per user, paying and non-paying
- [Assisted Install](https://affisemmp.com/glossary-term/assisted-install/): Install preceded by several marketing touchpoints, crediting earlier engagements
- [Attribution](https://affisemmp.com/glossary-term/attribution/): Identifying the source of a user acquisition, engagement or purchase
- [Attribution Fraud](https://affisemmp.com/glossary-term/attribution-fraud/): Manipulating attribution to falsely claim credit for organic or paid installs
- [Attribution Link](https://affisemmp.com/glossary-term/attribution-link/): Tracking URL that records where a conversion came from
- [Attribution Window](https://affisemmp.com/glossary-term/attribution-window/): Period during which a conversion can be credited to an ad interaction
- [Audience Segmentation](https://affisemmp.com/glossary-term/audience-segmentation/): Grouping users by behavior for targeted campaigns
- [Average Order Value (AOV)](https://affisemmp.com/glossary-term/average-order-value-aov/): Average amount spent per order
- [Behavioral Targeting](https://affisemmp.com/glossary-term/behavioral-targeting/): Delivering ads based on users' past actions and preferences
- [Bid Price](https://affisemmp.com/glossary-term/bid-price/): Maximum amount an advertiser will pay for an ad placement
- [Bid Request](https://affisemmp.com/glossary-term/bid-request/): Real-time call for an ad impression that triggers a programmatic auction
- [Blacklist](https://affisemmp.com/glossary-term/blacklist/): List of fraudulent publishers or sources blocked from campaigns
- [Bot Traffic](https://affisemmp.com/glossary-term/bot-traffic/): Automated script-generated traffic that causes fraudulent ad interactions
- [Bounce Rate](https://affisemmp.com/glossary-term/bounce-rate/): Percentage of users who leave an app or page without further engagement
- [Brand Safety](https://affisemmp.com/glossary-term/brand-safety/): Practices that keep ads in appropriate, non-harmful environments
- [Callback](https://affisemmp.com/glossary-term/callback/): Automated HTTP request from an MMP that shares attribution data with another server
- [Campaign Optimization](https://affisemmp.com/glossary-term/campaign-optimization/): Improving ad performance through testing, analysis and adjustments to targeting, creatives and bids
- [Churn Rate](https://affisemmp.com/glossary-term/%d1%81hurn-rate/): Percentage of users who stop using an app within a period
- [Click Fraud](https://affisemmp.com/glossary-term/click-fraud/): Deliberate falsification of ad clicks to drain budgets or inflate metrics
- [Click Injection](https://affisemmp.com/glossary-term/click-injection/): Fraud where fake clicks are generated just before an app install
- [Click Spamming](https://affisemmp.com/glossary-term/click-spamming/): Sending large volumes of fraudulent clicks to claim organic installs
- [Click-to-Install Time (CTIT)](https://affisemmp.com/glossary-term/click-to-install-time-ctit/): Time between an ad click and install completion; used to detect fraud
- [Click Validation](https://affisemmp.com/glossary-term/click-validation/): Verifying that ad clicks are legitimate before attributing installs
- [Click-Through Attribution (CTA)](https://affisemmp.com/glossary-term/click-through-attribution-cta/): Model that credits a conversion to the last clicked ad
- [Click-Through Rate (CTR)](https://affisemmp.com/glossary-term/click-through-rate-ctr/): Ratio of clicks to impressions
- [Cohort Analysis](https://affisemmp.com/glossary-term/cohort-analysis/): Grouping users by shared traits and tracking behavior over time
- [Connected TV (CTV)](https://affisemmp.com/glossary-term/connected-tv-ctv/): Internet-connected television used to stream content
- [Contextual Targeting](https://affisemmp.com/glossary-term/contextual-targeting/): Showing ads based on content environment rather than personal data
- [Conversion](https://affisemmp.com/glossary-term/conversion/): A desired user action such as an install or purchase
- [Conversion Funnel](https://affisemmp.com/glossary-term/conversion-funnel/): The path users take from awareness to conversion
- [Cost Per Action (CPA)](https://affisemmp.com/glossary-term/cost-per-action-cpa/): Cost of a user completing a specific action
- [Cost Per Click (CPC)](https://affisemmp.com/glossary-term/cost-per-click-cpc/): Amount paid for each ad click
- [Cost Per Completed View (CPCV)](https://affisemmp.com/glossary-term/cost-per-completed-view-cpcv/): Pricing model where advertisers pay only for fully watched video ads
- [Cost Per Engagement (CPE)](https://affisemmp.com/glossary-term/cost-per-engagement-cpe/): Pricing model where advertisers pay for interactive actions beyond clicks or views
- [Cost Per Install (CPI)](https://affisemmp.com/glossary-term/cost-per-install-cpi/): Amount paid per app install driven by an ad
- [Cost Per Mille (CPM)](https://affisemmp.com/glossary-term/cost-per-mille-cpm/): Cost per 1,000 ad impressions
- [Cost Per Sale (CPS)](https://affisemmp.com/glossary-term/cost-per-sale-cps/): Cost per completed purchase
- [CPA Fraud](https://affisemmp.com/glossary-term/%d1%81pa-fraud/): Fake conversions such as installs or sign-ups generated to steal budgets in performance campaigns
- [Cross-Device Tracking](https://affisemmp.com/glossary-term/cross-device-tracking/): Tracking one user's interactions across multiple devices
- [Customer Lifetime Value (CLV)](https://affisemmp.com/glossary-term/customer-lifetime-value-clv/): Predicted revenue a customer generates over their lifetime
- [Daily Active Users (DAU)](https://affisemmp.com/glossary-term/daily-active-users-dau/): Unique users who engage with a product within 24 hours
- [Data Clean Room](https://affisemmp.com/glossary-term/data-clean-room/): Secure environment where parties analyze shared data without exposing raw user data
- [Data Enrichment](https://affisemmp.com/glossary-term/data-enrichment/): Adding extra insights to tracking data
- [Deep Linking](https://affisemmp.com/glossary-term/deep-linking/): Sending users to a specific location inside an app from a link
- [Deferred Deep Linking](https://affisemmp.com/glossary-term/deferred-deep-linking/): Deep linking that works even if the app was not installed when the link was clicked
- [Demand-Side Platform (DSP)](https://affisemmp.com/glossary-term/demand-side-platform-dsp/): System that automates buying of digital ad inventory
- [Deterministic Attribution](https://affisemmp.com/glossary-term/determenistic-attribution/): Attribution that matches actions to campaigns using exact user-level identifiers
- [Device Fingerprinting](https://affisemmp.com/glossary-term/device-fingerprinting/): Tracking users based on device characteristics
- [Device ID](https://affisemmp.com/glossary-term/device-id/): Unique identifier for a smartphone or tablet used for attribution
- [Dynamic Ads](https://affisemmp.com/glossary-term/dynamic-ads/): Automated ads that show real-time, user-specific content
- [Dynamic Creative Optimization (DCO)](https://affisemmp.com/glossary-term/dynamic-creative-optimization-dco/): AI-driven generation and testing of personalized ad variations
- [Earned Media](https://affisemmp.com/glossary-term/earned-media/): Unpaid brand exposure such as press coverage, shares and reviews
- [Effective Cost per Mille (eCPM)](https://affisemmp.com/glossary-term/effective-cost-per-mille-ecpm/): Estimated revenue per 1,000 impressions
- [Emulated Devices](https://affisemmp.com/glossary-term/emulated-devices/): Virtual devices used for testing, and sometimes for fraud
- [Engagement Rate](https://affisemmp.com/glossary-term/engagement-rate/): Level of user interaction with an app or ad
- [Event Tracking](https://affisemmp.com/glossary-term/event-tracking/): Recording user actions within an app for analysis
- [Fake Users and Installs](https://affisemmp.com/glossary-term/fake-users-installs/): Artificial installs, clicks or actions meant to deceive advertisers and MMPs
- [FAST TV](https://affisemmp.com/glossary-term/fast-tv/): Free ad-supported streaming channels that deliver scheduled, TV-like content
- [Fill Rate](https://affisemmp.com/glossary-term/fill-rate/): Percentage of ad requests that are filled with an ad
- [Fingerprinting Attribution](https://affisemmp.com/glossary-term/fingerprinting-attribution/): Attribution based on non-unique device signals
- [First-Touch Attribution](https://affisemmp.com/glossary-term/first-touch-attribution/): Model that credits the first touchpoint in the user journey
- [Fractional Attribution](https://affisemmp.com/glossary-term/fractional-attribution/): Multi-touch model that splits conversion credit across touchpoints
- [Geo-Targeting](https://affisemmp.com/glossary-term/geo-targeting/): Showing ads based on a user's geographic location
- [Geofencing](https://affisemmp.com/glossary-term/geofencing/): Location-based technology that triggers actions when users enter or leave a virtual boundary
- [Google Advertising ID (GAID)](https://affisemmp.com/glossary-term/google-advertising-id-gaid/): Resettable advertising identifier on Android devices
- [Google Install Referrer](https://affisemmp.com/glossary-term/google-install-referrer/): Legacy Android mechanism passing campaign data from Google Play to an app
- [Gross Revenue](https://affisemmp.com/glossary-term/gross-revenue/): Total revenue before expenses
- [Hashed Device ID](https://affisemmp.com/glossary-term/hashed-device-id/): Hashed version of a device identifier used for privacy-safe attribution
- [Header Bidding](https://affisemmp.com/glossary-term/header-bidding/): Programmatic technique offering inventory to multiple demand sources at once
- [Household Attribution](https://affisemmp.com/glossary-term/household-attribution/): Attribution at the household level, often used for CTV
- [Hybrid Attribution](https://affisemmp.com/glossary-term/hybrid-attribution/): Combining deterministic and probabilistic attribution methods
- [Hyperlocal Targeting](https://affisemmp.com/glossary-term/hyperlocal-targeting/): Delivering ads to users in very specific locations
- [Identifier for Advertisers (IDFA)](https://affisemmp.com/glossary-term/identifier-for-advertisers-idfa/): Resettable iOS advertising identifier that needs ATT consent
- [Identifier for Vendors (IDFV)](https://affisemmp.com/glossary-term/identifier-for-vendors-idfv/): iOS identifier shared across one developer's apps, no ATT consent needed
- [Impressions Fraud](https://affisemmp.com/glossary-term/impressions-fraud/): Inflating ad impressions with bots, hidden ads or fake traffic
- [Impressions Tracking](https://affisemmp.com/glossary-term/impressions-tracking/): Measuring how many times an ad is displayed
- [In-App](https://affisemmp.com/glossary-term/in-app/): Actions or events that happen inside a mobile app
- [In-App Bidding](https://affisemmp.com/glossary-term/in-app-bidding/): Real-time auction for in-app ad inventory without a mediation waterfall
- [In-App Events](https://affisemmp.com/glossary-term/in-app-events/): User actions tracked inside an app, such as add to cart
- [In-App Notifications](https://affisemmp.com/glossary-term/in-app-notifications/): Push or in-app messages sent to drive engagement
- [In-App Purchase (IAP)](https://affisemmp.com/glossary-term/in-app-purchase-iap/): Transactions made inside an app, such as subscriptions or virtual goods
- [In-Stream Ad](https://affisemmp.com/glossary-term/in-stream-ad/): Ad integrated into a content stream, such as video or rewarded ads
- [Incrementality Testing](https://affisemmp.com/glossary-term/incrementality-testing/): Measuring the true added effect of marketing efforts
- [Install Hijacking](https://affisemmp.com/glossary-term/install-hijacking/): Fraud that claims credit for organic installs
- [Install Referrer](https://affisemmp.com/glossary-term/install-referrer/): Legacy Android mechanism passing campaign data from the store to an installed app
- [Install-to-Event Rate (ITE)](https://affisemmp.com/glossary-term/install-to-event-rate-ite/): Percentage of installers who complete an event after install
- [Interstitial Ad](https://affisemmp.com/glossary-term/insterstitial-ad/): Full-screen ad shown at natural transition points in an app
- [Jailbroken Device Detection](https://affisemmp.com/glossary-term/jailbroken-device-detection/): Identifying modified iOS devices to help prevent fraud
- [JIT (Just-in-Time) Attribution](https://affisemmp.com/glossary-term/jit-just-in-time-attribution/): Attribution processed immediately at install rather than in batches
- [Journey Mapping (User Attribution Path)](https://affisemmp.com/glossary-term/journey-mapping-user-attribution-path/): Analyzing the touchpoints that led to an install or conversion
- [K-Factor](https://affisemmp.com/glossary-term/k-factor/): Measure of an app's viral growth
- [Key Performance Indicator (KPI)](https://affisemmp.com/glossary-term/key-performance-indicator-kpi/): Metric used to judge campaign success
- [Keyword Optimization](https://affisemmp.com/glossary-term/keyword-optimization/): Targeting relevant keywords to improve app store visibility
- [Last-Touch Attribution](https://affisemmp.com/glossary-term/last-touch-attribution/): Model that credits the last interaction before conversion
- [Lifetime Value (LTV)](https://affisemmp.com/glossary-term/lifetime-value-ltv/): Projected revenue a user generates
- [Limit Ad Tracking (LAT)](https://affisemmp.com/glossary-term/limit-ad-tracking-lat/): Privacy setting that blocks use of the advertising ID for targeting and attribution
- [Linear Attribution](https://affisemmp.com/glossary-term/linear-attribution/): Model that splits conversion credit equally across touchpoints
- [Lookalike Audiences](https://affisemmp.com/glossary-term/lookalike-audiences/): Targeting users who resemble an app's existing high-value customers
- [Lookback Window](https://affisemmp.com/glossary-term/lookback-window/): Period in which a click or impression can be credited for a conversion
- [Loyal User](https://affisemmp.com/glossary-term/loyal-user/): User who engages with an app consistently over time
- [Marketing Mix Modeling (MMM)](https://affisemmp.com/glossary-term/marketing-mix-modeling-mmm/): Analyzing marketing efforts to determine their impact
- [Mobile Ad Fraud](https://affisemmp.com/glossary-term/mobile-ad-fraud/): Deceptive practices that inflate installs, clicks or impressions to steal budgets
- [Mobile App Analytics](https://affisemmp.com/glossary-term/mobile-app-analytics/): Tracking and analyzing in-app behavior to improve engagement, retention and revenue
- [Mobile Attribution](https://affisemmp.com/glossary-term/mobile-attribution/): Tracking which marketing source led to an app install or in-app event
- [Mobile Measurement Partner (MMP)](https://affisemmp.com/glossary-term/mobile-measurement-partner/): Independent attribution platform tracking installs, events and revenue across channels
- [Mobile-First Indexing](https://affisemmp.com/glossary-term/mobile-first-indexing/): Google's practice of prioritizing mobile content for search rankings
- [Monetization](https://affisemmp.com/glossary-term/monetization/): Strategies for earning revenue from an app, such as ads, purchases and subscriptions
- [Monthly Active Users (MAU)](https://affisemmp.com/glossary-term/monthly-active-users-mau/): Unique users who engage with an app in a 30-day period
- [Monthly Recurring Revenue (MRR)](https://affisemmp.com/glossary-term/monthly-recurring-revenue-mrr/): Predictable monthly income from active subscribers
- [Multi-Touch Attribution (MTA)](https://affisemmp.com/glossary-term/multi-touch-attribution-mta/): Attribution that assigns credit to multiple touchpoints
- [Native Advertising](https://affisemmp.com/glossary-term/native-advertising/): Ads designed to blend with platform content
- [Network Latency](https://affisemmp.com/glossary-term/network-latency/): Delays in tracking data processing
- [Non-Organic Install (NOI)](https://affisemmp.com/glossary-term/non-organic-install-noi/): Install resulting from paid marketing rather than natural discovery
- [Offerwall](https://affisemmp.com/glossary-term/offerwall/): Monetization tool where users complete offers in exchange for in-app rewards
- [Opt-in](https://affisemmp.com/glossary-term/opt-in/): Explicit user consent to communications or data sharing
- [Organic Install](https://affisemmp.com/glossary-term/organic-install/): Install not driven by paid advertising
- [Over-The-Top (OTT) Marketing](https://affisemmp.com/glossary-term/over-the-top-marketing-ott-marketing/): Advertising on streaming platforms delivered over the internet
- [Owned Media](https://affisemmp.com/glossary-term/owned-media/): Marketing assets fully controlled by a company
- [Paid Search](https://affisemmp.com/glossary-term/paid-search/): Bidding to show ads on search engine results pages
- [Pay-Per-Click (PPC)](https://affisemmp.com/glossary-term/pay-per-click-ppc/): Pricing model where advertisers pay only when an ad is clicked
- [Paywall](https://affisemmp.com/glossary-term/paywall/): Gate that restricts content until users pay or subscribe
- [Pixel Tracking](https://affisemmp.com/glossary-term/pixel-tracking/): Tiny code snippet that fires on user actions to track conversions
- [Playable Ads](https://affisemmp.com/glossary-term/playable-ads/): Interactive mini-game ads that let users try an app before installing
- [Postback](https://affisemmp.com/glossary-term/postback/): Server-to-server notification confirming a conversion
- [Privacy Sandbox on Android](https://affisemmp.com/glossary-term/privacy-sandbox-on-android/): Google initiative replacing device IDs with privacy-preserving ad APIs
- [Probabilistic Modeling](https://affisemmp.com/glossary-term/probabilistic-modeling/): Statistical attribution used when deterministic data is unavailable
- [Programmatic Advertising](https://affisemmp.com/glossary-term/programmatic-advertising/): Automated ad buying using real-time bidding
- [Progressive Web App (PWA)](https://affisemmp.com/glossary-term/progressive-web-app-pwa/): Web app that mimics a native app experience
- [Publisher ID](https://affisemmp.com/glossary-term/publisher-id/): Unique identifier assigned to a publisher
- [Push Notifications](https://affisemmp.com/glossary-term/push-notifications/): Real-time messages sent to a user's device to drive engagement
- [Query Parameters (UTM Parameters)](https://affisemmp.com/glossary-term/query-parameters-utm-parameters/): URL parameters used to analyze traffic sources and campaigns
- [Quick Ratio](https://affisemmp.com/glossary-term/quick-ratio/): Financial metric sometimes used as a performance benchmark in app businesses
- [Raw Data](https://affisemmp.com/glossary-term/raw-data/): Unprocessed event data from installs, clicks and impressions, available for export
- [Re-Engagement](https://affisemmp.com/glossary-term/re-engagement/): Bringing inactive users back to an app
- [Real-Time Bidding (RTB)](https://affisemmp.com/glossary-term/real-time-bidding-rtb/): Automated, auction-based ad buying
- [Reattribution Window](https://affisemmp.com/glossary-term/reattribution-window/): Period in which credit can be reassigned if the original attribution is invalid
- [Reinstall](https://affisemmp.com/glossary-term/reinstall/): A previous user installing the app again after uninstalling
- [Remarketing](https://affisemmp.com/glossary-term/remarketing/): Targeting past app users with tailored ads to re-engage them
- [Retargeting](https://affisemmp.com/glossary-term/retargering/): Serving ads to past users based on their behavior
- [Retention Rate](https://affisemmp.com/glossary-term/retention-rate/): Percentage of users who remain active over time
- [Return on Ad Spend (ROAS)](https://affisemmp.com/glossary-term/return-on-ad-spend-roas/): Revenue generated per unit of ad spend
- [Rewarded Video Ads](https://affisemmp.com/glossary-term/rewarded-video-ads/): Full-screen video ads users watch in exchange for in-app rewards
- [S2S (Server-to-Server) Integration](https://affisemmp.com/glossary-term/s2s-server-to-server-integration/): Direct server-to-server data transmission, used when an SDK cannot be set up
- [SDK (Software Development Kit)](https://affisemmp.com/glossary-term/sdk-software-development-kit/): Set of tools used to track app interactions
- [Search Engine Optimization (SEO)](https://affisemmp.com/glossary-term/search-engine-optimization-seo/): Optimizing websites or store listings to rank higher in search
- [Session Duration](https://affisemmp.com/glossary-term/session-duration/): Time a user spends in an app
- [SKAdNetwork (SKAN)](https://affisemmp.com/glossary-term/skadnetwork-skan/): Apple's privacy-friendly attribution system
- [Subscription Revenue Model](https://affisemmp.com/glossary-term/subscription-revenue-model/): Monetization where users pay a recurring fee for access
- [Subscription Video on Demand (SVOD)](https://affisemmp.com/glossary-term/subscription-video-on-demand-svod/): Subscription streaming service for video content
- [Supply-Side Platform (SSP)](https://affisemmp.com/glossary-term/supply-side-platform-ssp/): Platform publishers use to automate selling ad inventory
- [Targeting](https://affisemmp.com/glossary-term/targeting/): Using MMP data to deliver campaigns to specific user groups
- [Third-Party Attribution](https://affisemmp.com/glossary-term/third-party-attribution/): External services that assign conversion credit
- [Time of Inactivity](https://affisemmp.com/glossary-term/time-of-inactivity/): Duration a user has gone without engaging with an app
- [Traffic Source](https://affisemmp.com/glossary-term/traffic-source/): Origin of user traffic
- [Uninstall Tracking](https://affisemmp.com/glossary-term/uninstall-tracking/): Detecting when users remove an app from their device
- [Universal Links](https://affisemmp.com/glossary-term/universal-links/): Apple deep linking that opens app pages directly from web links
- [User Acquisition (UA)](https://affisemmp.com/glossary-term/user-acquisition-ua/): Gaining new users through marketing
- [User-Generated Content (UGC)](https://affisemmp.com/glossary-term/user-generated-content-ugc/): Content created by app users rather than the company
- [User Stickiness](https://affisemmp.com/glossary-term/user-stickiness/): How frequently and consistently users engage with an app
- [View-Through Attribution (VTA)](https://affisemmp.com/glossary-term/view-through-attribution-vta/): Model that credits conversions to ad impressions
- [Viewability](https://affisemmp.com/glossary-term/viewability/): Whether an ad was actually seen by a user
- [Viewable Cost per Mille (vCPM)](https://affisemmp.com/glossary-term/viewable-cost-per-mille-vcpm/): Pricing per 1,000 viewable impressions
- [Web Attribution](https://affisemmp.com/glossary-term/web-attribution/): Identifying which sources drive traffic and conversions on a website
- [Web-to-App Attribution](https://affisemmp.com/glossary-term/web-to-app-attribution/): Measuring how web campaigns drive app installs or in-app actions
- [Web3 Ads](https://affisemmp.com/glossary-term/web3-ads/): Advertising in decentralized ecosystems such as blockchain and dApps
- [WebView Attribution](https://affisemmp.com/glossary-term/webview-attribution/): Tracking interactions inside in-app embedded browsers
- [Weekly Active Users (WAU)](https://affisemmp.com/glossary-term/weekly-active-users-wau/): Unique users who engage with an app in a 7-day period
- [Year-over-Year (Y-o-Y) Growth](https://affisemmp.com/glossary-term/year-over-yeary-o-y-growth/): Comparing key metrics with the same period in the prior year
- [Year-to-Date (YTD) Performance](https://affisemmp.com/glossary-term/year-to-date-ytd-performance/): Cumulative metrics from January 1 to the current date
- [Zero-Party Data](https://affisemmp.com/glossary-term/zero-party-data/): Data a customer proactively provides

## Company, contact and legal

- [About Affise](https://affisemmp.com/about-affise/): Company background
- [Contact us](https://affisemmp.com/contact-us/)
- [Talk to an expert / get started](https://affisemmp.com/talk-to-an-expert/): Request a demo or start with Affise MMP
- [Log in](https://app.affisemmp.com/): Affise MMP platform sign-in
- [Other Affise products (affise.com)](https://affise.com/llms.txt): Affise Performance and Affise Reach
- [Culture](https://affisemmp.com/culture/)
- [Careers](https://affisemmp.com/careers/)
- [Press](https://affisemmp.com/press/)
- [Events](https://affisemmp.com/events/)
- [Privacy Policy](https://affisemmp.com/privacy-policy/)
- [Terms and Conditions of Use](https://affisemmp.com/terms-and-conditions-of-use/)
- [End User Agreement](https://affisemmp.com/end-user-agreement/)
- [GDPR](https://affisemmp.com/gdpr/)
- [LGPD](https://affisemmp.com/lgpd/)
- [Cookie Policy](https://affisemmp.com/cookie-policy/)