The Adjust
Mobile Measurement Glossary

Welcome to Adjust's Mobile Marketing Glossary, where you'll find everything you need to know for a successful mobile ad campaign, and beyond. New to Mobile Marketing, or trying to broaden your industry knowledge? We've defined everything from User Acquisition to Deep Linking to help you build your knowledge – get ready to learn and dive in!


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What is a Conversion?

In marketing, including mobile, conversion occurs when a user does something in response to a call-to-action placed in an ad, an offer, or a notification. What the action is that qualifies as a “conversion” can vary – it could be a download or install, a sign-up, or a purchase.

Why Are Conversions Important?

KPIs associated with conversion are key to assessing the effectiveness of marketing campaigns. You can only determine your ROAS (return on ad spend) if you measure how much users convert with respect to that spend.

Conversion and AppLovin

AppLovin provides a platform for advertisers to reach new users that are likely to convert. Our algorithms identify pockets of inventory with users who are most likely to download after they have seen an ad.

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