Action Item : Pending items that must be resolved quickly.

Active : User devices who use the app more than once. For example if a user device uses an app twice during the month, this device is considered an active user device.

Ad Activity : The behavior pattern related to ad events. This may be equated to events such as Impression and click behavior.

Ad Revenue : Revenue generated from advertisements within the app such as banner ads, video ads, etc. Typically apps generate revenue through banner and interstitial ads. Video banners are deemed similar to interstitial ads and are reported in the same form for revenue.

All Devices : The aggregate of all user device categories (New Install, Uninstall, Returning, etc.) within an application. These are all unique devices counts and contain no duplicates.

App Price : The price of an app when downloaded onto the device.

ARPD : Average revenue per device. Note this is based on device, not user.

Behavior : User activity within the app which includes pattern behavior, etc.

Churn Rate : The rate of attrition or percentage of devices who stop using the app within a given period. A positive ( - ) churn rate indicates that more users are retaining within your app, a negative churn rate ( + ) means that more users are leaving your app. Churn rate also applies to form and event counts.

Circular Reference : The action of viewing a form that displays multiple other forms. When a user scrolls through identical UI screens these actions cannot be accurately tracked. For example, a landing screen may have 5 different screens to scroll through in a carousel however, the tracking of all 5 screens is grouped into one action. This type of scenario is referred to as a circular reference.

Click : Unique items (such as devices/users/forms/events) aka non duplicate items.

Configuration : Tasks within Appreneur that require configuration within your app. These tasks range from integrating config files, push configurations, or managing app store settings.

Confirmed Engage : User devices that have reinstalled (Returned) the app and subsequently became Engaged users.

Country : The country set by the user within the device.

Crash : Any error or unexpected stop of the app due to system OS or additional system services. System error messages and any unusual app behavior is included in this definition.

Device : A device is defined as a user. Note that one user can have more than one device.

Dormant : User devices who have not used the app for more than 31 days but did not uninstall.

Engage : A user device with significantly more user activity (70%) than a normal user device within the app. Users are categorized into the Engaged category because of their highly engaged session, revenue, retention, usage period, form views, and event count data and should be specifically targeted for marketing purposes.

Event : Any identifiable occurrence a user performs on the app that has any analytical significance within the mobile app (i.e. ad clicks, payments, etc.).

Exception : An error message that occurs during app development or errors predefined by app developers.

Form : Each display screen shown to the user when navigating through the app. A form can be equated to a screen (landing screen, etc.).

Funnel Analysis : A method of measuring and filtering through a diverse group of users towards one desired outcome. By starting with one large group of users and applying specific conditions to this group, you can filter through your users and specifically segment one last target group in the funnel.

Impression : When an ad is pulled from the source and served to the app screen (clicks are not taken into account).

In-App Purchase : Users issuing payment through Google Pay / Apple Pay for contents in the app.

Location : Location information registered in the user device. Country/state/city information is directly extracted from the device and is only extracted if available.

LTV : LifeTime Value per each device. The amount of revenue extracted from a device throughout the device’s lifetime. Within Appreneur this revenue is represented by ARPD (Average Revenue Per Device). If your app has no revenue data then potential revenue will be shown. If no potential revenue is available then no data will be displayed.

Managed Device : All user devices managed by the Appreneur service. Appreneur maintains and analyzes user device behavior patterns for uninstalled users and separates new install users into user categories (Engage, Active, Return, etc.).

NEST Campaign : Free ad campaigns that are provided to Appreneur users.

New Install : The first user device install of an app. The new install time is logged after the first data is collected from the app after registration. If a user has installed the app in the past then this install is not counted as a new install, rather a returning install.

Non Engage : User devices who do not engage with the app and display inactive user device behavior patterns.

Payment : These are not payments made within the app through Google or Apple, rather the payments made directly from a Credit or Debit card. For example, a user may pay for home products directly with his/her credit card through a shopping mall app.

Potentially Engage : User devices that have reinstalled (Returned) the app and have the potential to be converted into Engaged users.

Rarely Engage : User devices that reinstall the app (Returned) but display normal user device patterns of a returning user device.

Reactivate : Users that perform actions on the device after a period of inactivity. Usually this situation occurs when a user is transitioning from a Dormant status to a Reactivated status. This does not include users who use the app after reinstalling on the device.

Referral : Any related service that drove traffic or was the source of an app download. iTunes and FB.com related services are an exception because they do not provide tracking information

Retention : User devices that continuously use the app on a daily basis. This definition is specific to Appreneur -- users must be active on the application daily in order to be included in retention metrics. If users are not constantly using the app then they will not be included in retention metrics.

Return : A user device that reinstalls the app after having uninstalled in the past.

Revenue Device : A user device that generates revenue.

Segmentation : The groups of users by user device type/behavior based on activity

Session : A session is a given time frame where a user device interacts with the app. If the app is loaded and running in the background this is also considered one session after 30 minutes have passed.

Session Duration : The total time frame from when a user device loads an app and subsequently exits or restarts the app. If the app is running in the background, the background runtime is not included in the session duration.

Session Out : Once a session is created and closed, the last form screen shown to user device is the session out screen.

Trigger : An action that tracks an object containing app version information. In Appreneur this is used for app version tracking.

Uninstall : A user who has deleted the app from their device.

Unique : Unique items (such as devices/users/forms/events) aka non duplicate items.

Unique Device Error : A device where an error has occurred.

User : Objects using an app. User information is provided at a user level even though one user can have multiple devices.

User Feedback : App user reviews from the Google and Apple store. You are able to reply to app store reviews through the Appreneur review monitoring system.

User Flow : User device pattern analysis through form and event structure connections. The form and event patterns are linked based on activity data in the app.

User Profile : User data information extracted from the device and user behavior data gathered from the app such as name, age, sessions, and usage flows.