All About Digital Turbine: Our Common Terms & Phrases

Before your campaign is live:

Original Equipment Manufacturer (OEM): An organization that makes devices. This Includes our partners like Samsung, Blu, Acer, and Archos.

Carrier: Cell phone companies that provide cellular service to mobile users. This includes our partners like AT&T, Verizon, and Cricket. 

Insertion Order (IO): The contract required to launch and renew campaigns with Digital Turbine.

Software Development Kit (SDK): A collection of software development tools in one installable package.

Site ID (SID): Maps to a unique carrier and device make & model. So even if you are running on Verizon Samsung Galaxy and AT&T Samsung Galaxy, they would have different SIDs.

Campaign ID (CID): This is a unique ID assigned by Digital Turbine to campaigns within our platform. Campaign IDs run on Site IDs. 

Conversion Rate (CVR): At Digital Turbine, conversion rates are pulled from Preload placement to first open.

Android Package (APK): The application’s file that we are dynamically downloading onto devices during the first-boot process.

When your campaign is live:

Fill Rates: The percentage of devices activated during a given time frame where your app has been preloaded.

Post-Install Events (PIE): There are multiple post-install events that Digital Turbine measures:

• Return on ad spend (ROAS): similar to return on investment, this measures how much you earn per every dollar spent on Digital Turbine app marketing.
• Average revenue per user (ARPU): How much in-app revenue is generated per user.
• Customer Acquisition Cost (CAC): The cost required to acquire a new user.
• Cost Per Action (CPA): The cost required to hit an action further down the user journey – this could be registration, subscription, deposit, etc.

Revenue Per Slot (RPS): We have a limited number of slots per device. RPS speaks to how our algorithm decides what campaigns in the inventory will be placed in these slots. In general, the higher the RPS = preload slot

Post Install Actions (PIA): These are also known as notifications, but you may hear this product referred to as PIA. They are essentially notifications used to target unopened preloads

Cost per Install (CPI): When the billing event occurs the first open of the app.

Cost per Preload (CPP): The billing event occurs when the application is successfully downloaded onto the device at first boot.

Effective Cost Per Action: We measure and report on multiple effective costs per action. These are calculated by dividing the total number action by the total cost.

• Effective cost per install (eCPI): Total cost divided by total number of installs.
• Effective cost per Preload (eCPP): Total cost divided by total number of Preloads.
• Effective cost per download (eCPD): When the app is physically downloaded onto the device. Commonly used when reporting on the effectiveness of products besides Preloads.
• Effective cost per impression (eCPM): New to the Digital Turbine suite of measurement! Stay tuned for updates on when this will be available across the board.

By Marissa Camilli

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