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A retention rate is the percentage of users still using your app after a set period, commonly measured after Day 1, Day 7, and Day 30. The longer a user is retained, the more likely they are to increase revenue.

It tells you how much each new user is worth – and thus provides you a cap for how much you should pay to acquire that user.

The app churn rate regarding how many users have stopped using your app over time or canceled their subscription.

CTR = Click / Impressions CTR is the number of clicks that your ad receives divided by the number of times your ad is shown.

Cost-per-click (CPC) bidding means that you pay for each click on your ads. CPC = Ad Spending / Clicks

Conversion rate is defined as the number of visitors to a website that completes a desired goal (a conversion) out of the total number of visitors.

An impression is when a user sees an advertisement. In practice, an impression occurs any time a user opens an app or website and an advertisement is visible.