Airbridge
PricingCustomers
Log InGet Started Free
A

Airbridge AI

Ask anything about Airbridge

Responses are AI-generated and may not always be accurate.
Conversations may be recorded to improve answer quality.

Airbridge

Stop paying for ads that don't perform. Track ad performance to know exactly what's driving your ROI.

Plans

  • Compare All Plans
  • DeepLink
  • Core
  • Growth
  • Pricing

Features

  • Airbridge AI
  • Marketing Analytics
  • Fraud Protection
  • Web & App Attribution
  • ROAS Measurement
  • iOS & SKAN
  • Deep Linking
  • Data Export
  • Audience Manager

Resources

  • Blog
  • Case Studies
  • Glossary
  • Library
  • Academy
  • User Guide
  • Developer Guide

Company

  • About Us
  • Terms of Service
  • Electronic Payment Terms
  • Privacy Policy
  • Information Security
  • GDPR
  • Data Processing Addendum
  • System Status

© 2026 AB180 Inc. All rights reserved.

AB180 Inc. | Business Registration: 550-88-00196

Back to Glossary
T

Time of inactivity

Definition

The time of inactivity is a metric that measures the amount of time that passes from when a user first engages with an app or mobile website until their next engagement.

A
Airbridge
May 20, 2024·2 min read

Table of Contents

  • What is the time of inactivity?
  • Why is the time of inactivity important?

What is the time of inactivity?

The time of inactivity is the period that elapses between a user's initial engagement with an app or mobile website and their next engagement. For example, if a user engages with an app for the first time and then does not return for a week, the time of inactivity would be one week.

Why is the time of inactivity important?

Time of inactivity is an important metric for mobile marketers to understand and track because it can provide valuable insights into the behavior and engagement of users with mobile apps and websites. Below are some of the key reasons why the time of inactivity is essential for mobile marketers and how it can be used to improve the user experience, increase engagement and drive growth.

  1. Understanding user engagement: The time of inactivity can help mobile marketers understand how often users return to an app or mobile website and how long they spend in the app or on the website. This information can be used to identify patterns in user engagement and to develop strategies to increase engagement and retention.
  2. Optimizing the user experience: By understanding the time of inactivity, mobile marketers can optimize the user experience to encourage users to return to the app or mobile website more frequently. This can include making changes to the app or website design, adding new features, or improving the overall user experience.
  3. Targeted marketing campaigns: The time of inactivity can be used to create targeted marketing campaigns that are designed to re-engage users who have not used the app or mobile website for a certain period of time. These campaigns can include push notifications, email marketing, and social media campaigns.
  4. Identifying at-risk users: By tracking the time of inactivity, mobile marketers can identify users who may be at risk of becoming inactive or uninstalling the app altogether. This is a piece of valuable information for managing app engagement and creating targeted campaigns to re-engage these users.

‍

Put these concepts into practice

See how Airbridge helps teams implement mobile attribution strategies at scale.

Related Glossary Terms

Expand your understanding with related concepts.

Get Started Free
View Case Studies

A/B Testing

A/B Testing, a cornerstone of performance marketing, is a methodical approach that compares two versions of a webpage or app to determine which one performs better.

Active User

An Active user refers to an individual who interacts with a digital product, such as a website, app, or online platform, within a specific timeframe.

Ad exchange

An ad exchange is a facilitator of buying and selling advertising inventory.

Ad inventory

Ad inventory is the available spaces for ads on a particular platform or medium.

Ad mediation

Ad mediation is a technology that allows multiple ad networks to be managed through a single SDK. Ad mediation platforms streamline the ad delivery process and maximize revenue, CPM, and fill rates for publishers.

Ad monetization

Ad monetization generates revenue from advertising on a website or mobile app.