Rewarded UA Glossary: 25 Terms Every Marketer Should Know (2026 Edition)

Rewarded User Acquisition (RUA) is one of the fastest-growing performance marketing models in 2026 — but the terminology can feel like alphabet soup.

This glossary breaks down the 25 essential terms every UA marketer, game studio, and app developer needs to know to stay ahead.

1. Rewarded UA (Rewarded User Acquisition)

A performance marketing model where users receive a reward (coins, credits, discounts) for completing an action such as installing an app or signing up for a service.

2. Rewarded Ads

Ad formats offering users value in exchange for engagement — including videos, playables, surveys, or offerwalls.

3. Offerwall

An in-app hub showcasing multiple offers users can complete for rewards. Popular in gaming, fintech, and lifestyle apps.

4. Rewarded Playable

An interactive ad that lets users try a short version of a game or app before installing — combining sampling with engagement.

5. CPI (Cost Per Install)

The price advertisers pay for each app install driven by an ad campaign. Rewarded UA platforms like Gamelight often use this model.

6. ROAS (Return on Ad Spend)

A performance metric comparing revenue generated from a campaign to the cost spent — a key measure of UA profitability.

7. LTV (Lifetime Value)

The total revenue a user is expected to generate during their time with an app. Rewarded UA helps attract high-LTV, motivated users.

8. CTR (Click-Through Rate)

The percentage of impressions that result in clicks — a measure of ad engagement and creative strength.

9. Conversion Rate (CVR)

The percentage of users who take a desired action after seeing an ad — like installing or signing up.

10. Retention Rate

The percentage of users who keep using an app after a certain period (e.g., Day 7). Rewarded users often show stronger retention.

11. Engagement Rate

Tracks how often and deeply users interact with the app after acquisition — vital for judging user quality.

12. Reward Type

The incentive offered: currency, bonuses, cashback, or premium features. Choosing the right reward drives higher-quality engagement.

13. Opt-In Rate

The percentage of users who choose to engage with a rewarded format. High opt-in rates (70–90%) signal strong motivation.

14. Hybrid UA

A strategy combining rewarded UA with non-rewarded channels like social ads or influencers for balanced growth.

15. Personalization

Tailoring rewards, creatives, or messages based on user behavior or demographics to improve conversions and retention.

16. A/B Testing

Comparing creative or reward variants to identify the best-performing version. Essential for optimizing campaigns.

17. Offer Completion Rate

The percentage of users who fully complete a rewarded action — a key indicator of campaign efficiency.

18. Fraud Detection

The use of AI and analytics to identify fake installs or fraudulent engagement — ensuring budget efficiency.

19. Cross-Promotion

Promoting one app within another (often via rewarded placements) to keep users within a studio’s ecosystem.

20. AI Targeting

Machine learning models that identify high-value users likely to engage and retain — powering precision-driven rewarded UA.

21. Retargeting

Using rewards to re-engage users who have lapsed, often with personalized offers or bonuses.

22. Reward Fatigue

When users lose interest due to repetitive or low-value rewards. Solved by varying incentives and optimizing frequency.

23. Reward Loop

The behavioral cycle that keeps users coming back — engage, earn, repeat — foundational to rewarded UA’s success.

24. Self-Serve Dashboard

A platform interface allowing advertisers to independently create, manage, and optimize campaigns — like Gamelight’s intuitive CPI dashboard.

25. Rewarded Ecosystem

The interconnected network of apps, advertisers, and users built on mutual value exchange — shaping the future of sustainable UA.

Final Thoughts

Rewarded UA has moved from niche to necessity.Knowing the terminology isn’t just vocabulary — it’s strategy.

Whether you’re optimizing for retention, LTV, or ROAS, these 25 terms form the foundation of scalable, high-quality user acquisition in 2026.

Are you ready to revolutionize your game's outreach? 

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