1. What is a Broad Match?
Keywords：
A keyword match type allows your ad to show on searches that are related to the meaning of your keyword, which can include searches that don’t contain the keyword terms. This allows you to reach more searches than with exact and phrase matches.
Broad match is the default match type that all your keywords are assigned. This helps your ads reach a wider audience without requiring you to build an extensive keyword list. For example, let’s say you have the broad match keyword car window repair. This keyword can reach searches such as automobile glass replacement, even though it doesn't include any of the words as your keyword because they relate to the query.
Negative Keywords：
A keyword setting that allows you to exclude your ad for searches where every word of your keyword phrase, in any order, appears in the search. Your ad may still show for situations where some of the keywords appear.
2. What is a Exact Match?
Keywords：
A keyword match type that allows you to show your ads on searches that have the same meaning or intent as your keyword. Exact match gives you the most control over who sees your ad, but reaches fewer searches than both phrase and broad match. This allows you to reach only users who make searches with the same meaning as your keywords.
Negative Keywords：
A keyword setting that allows you to exclude your ad for searches of the exact keyword phrase—without extra words. Your ad may still show for searches that include the keyword phrase with additional words.
3. Average CPA
Average cost-per-acquisition (CPA)
The average you have paid for each download.
This is calculated by dividing the total spent by the number of downloads.
4. Average CPT
Average cost per tap (CPT)
The average you have spent for taps.
This is calculated by dividing the total spent by the number of taps.
5. Average CPM
The average cost-per-thousand-impressions (CPM)
Average CPM is the average amount you pay per one thousand ad impressions.
6. LAT Off Installs
Installs from users who have not enabled Limited Ad Tracking (LAT) on their devices.
7. LAT On Installs
Installs from users who have enabled Limited Ad Tracking (LAT) on their devices.
8. TTR
The tap-through rate (TTR)
This is calculated by dividing your total tap numbers by your total impression numbers.
9. CR
The conversion rate (CR)
This indicates the rate of downloads you get compared to your total tap numbers.
10. Attr Install Rate
The rate of total attr installs compared to the total installs.
11. Goals
A custom in-app event set by the user during the creation of a custom conversion.
The goal is the most important action you have set up for custom conversion.
12. Cost Per Goal
The average you have spent to achieve a goal.
13. Goals Rate
The total conversion actions you’ve included in Goals
and accomplished by users divided by the total number of
installs from the mobile tracker within a period.
14. Goals Revenue
The total sum of conversion values (monetary values
associated with each in-app event included in conversions)
from your conversions that are included in “Goals”.
15. Revenue Per Goal
Indicates the average revenue you generate with each successful goal.
This is calculated by dividing the total number of successful goals to
the Goals Revenue number.
16. Goals ROAS
The rate of revenue generated from your total ad spend.
This metric considers the revenue from each identified goal under custom conversions.
17. ARPU
ARPU(Average Revenue Per User):
Displays the Average Revenue Per User.
The total sum of revenue is divided by the total number of installs.
18. Goals Count 1
The total number of goals occurred in 1 day for your app.
19. Goals Count 3
The total number of goals occurred in 3 days for your app.
20. Goals Count 7
The total number of goals occurred in 7 days for your app.
21. Goals Count 14
The total number of goals occurred in 14 days for your app.
22. Goals Count 30
The total number of goals occurred in 30 days for your app.
23. Goals Revenue 1
The total revenue your ad have generated in 1 day for your app.
24. Goals Revenue 3
The total revenue your ad have generated in 3 days for your app.
25. Goals Revenue 7
The total revenue your ad have generated in 7 days for your app.
26. Goals Revenue 14
The total revenue your ad have generated in 14 days for your app.
27. Goals Revenue 30
The total revenue your ad have generated in 30 days for your app.
28. Goals ROAS 1
The rate of revenue generated from your total ad spends for 1 day.
This metric considers the revenue from each identified goal under custom conversions.
29. Goals ROAS 3
The rate of revenue generated from your total ad spends for 3 days.
This metric considers the revenue from each identified goal under custom conversions.
30. Goals ROAS 7
The rate of revenue generated from your total ad spends for 7 days.
This metric considers the revenue from each identified goal under custom conversions.
31. Goals ROAS 14
The rate of revenue generated from your total ad spends for 14 days.
This metric considers the revenue from each identified goal under custom conversions.
32. Goals ROAS 30
The rate of revenue generated from your total ad spends for 30 days.
This metric considers the revenue from each identified goal under custom conversions.
33. Attr+LAT On Installs
Attribution Installs + LAT On Installs
34. Attr Installs
The number of times a user downloads an app and opens it for the first time.
A N/A figure means that you should integrate AppAds with an attribution tool
35. CPI
Average CPI(Cost per Install):
The total number of ads spent is divided by the total number of installs.
A N/A figure means that you should integrate AppAds with an attribution tool.
36. LAT On Factor
LAT On Factor can extrapolate LAT on users’ contribution to in-app conversions.
The data coming from your MMP (that represents only LAT off users data) is multiplied with LAT on Factor which presents a better calculation of what the real performance of any ad element is.
LAT On Factor = (LAT On + LAT Off users) / LAT Off users