Defined on this site
- Data point
- A data point is a single event that an attribution tool records for your app and counts toward your bill. An install, a sign-up and a purchase are each one data point. Vendors that price by data points include a monthly amount in the plan and charge a small rate for each one above it.
- Paid conversion
- A paid conversion, also called an attributed conversion, is an install or re-engagement that an attribution tool credits to a marketing source and counts as one billable unit. Vendors that price per conversion charge for each of these and usually do not charge separately for the in-app events that follow.
- MAU
- MAU stands for monthly active users: the number of distinct people who open an app at least once in a month. Some attribution vendors use MAU as the basis for pricing, placing you in a tier by the size of your active user base regardless of how many installs came from ads.
- Billing unit
- A billing unit is the thing a software vendor counts to work out your bill. In attribution software the common units are the attributed conversion, the data point (one event) and the monthly active user. The unit decides which kind of growth makes your cost rise, so it matters more than the headline price when you compare plans.