Glossary
A short reference for the terms you'll come across in the PWA Hub interface. The definitions are given in plain language and in the spirit of the product - so that, whenever you read any section of the documentation or a hint in the interface, you understand what's being discussed. The terms are grouped by topic; within the page you can move between them via links.
Where to find the terms
You'll come across most of the concepts in the sidebar sections: Dashboard, PWAs, Splits, and Landings. This glossary is built around them.
Applications and traffic
PWA
PWA (Progressive Web App) is an installable web application designed to look like a page from an app store (Google Play or the App Store). A visitor sees a familiar card with an icon, screenshots, and reviews, and taps "Install". PWAs are created and configured in the PWAs section. The look of the card is set by a Template, and its content by the Description tab (see Storefront).
Split
Split is a traffic distributor across several PWAs. Instead of driving all the traffic to a single application, you assemble a split out of several flows and give each one a weight. Visitors arriving on the split's domain are automatically distributed among the applications in proportion to the weights. Splits live in the Splits section; a flow is added via the PWA search field - start typing a name and pick an app, and it's added to the flows table right away with a weight of 1.
Flow
Flow is one row inside a split: the chosen PWA plus its weight. The set of a split's flows is shown in the Flows block. The more flows there are, the wider the traffic distribution.
Weight
Weight is the number on a flow that determines its share of the split's total traffic. Weights work as a proportion: a flow with a weight of 3 gets three times as many visitors as a flow with a weight of 1. It's set in the Weight column.
Push notification
A push is a short message from an installed PWA that appears on the phone's screen even when the app is closed and opens the page you choose when tapped. Pushes are managed in the Pushes section: copy, schedule and audience are all set there. Pushes bring back the people whose install you already paid for - showing up again costs nothing.
Subscriber
A subscriber is someone who installed the app and allowed notifications. Each one carries a country, a language and a funnel status: installed, registered or deposited. The status is raised automatically by postbacks and serves as an audience filter in pushes.
Copy uniqueizing
Uniqueizing means writing push copy as options ({Hey|Hi}) that the system assembles into a random combination separately for each recipient. That way a single push does not look like one identical message across thousands of devices. The operators are listed right in the push form, on the Messages tab.
Domains and infrastructure
Domain
Domain is the web address at which your PWA or split opens (for example, example.com). Domains are added on the Domains tab. When adding one, in the Type of domain field you choose one of the options:
- System - a domain from the shared pool that has already been prepared for you. There's nothing to buy or configure - just pick a free address.
- My domain - your own domain, which you connect yourself.
- Buy new - buy a domain through the Namecheap registrar right from the dashboard (see Namecheap account).
Subdomain
Subdomain is the prefix in front of the main domain (the part before the first dot). For example, in the address app.example.com the subdomain is app. It's specified in the Subdomain field when adding a domain; you can leave it empty, and then the PWA will open right on the domain itself.
Template
Template is a ready-made visual layout of a PWA card that you choose on the General tab in the iOS template and Android template fields - separately per platform. The available options imitate the stores: Native Store (App Store) for iOS, Native Store Green and Web Store (Google Play in the green and the blue look) for Android. The template sets the overall look of the page, while the specific texts and images are configured separately (see Storefront).
Cloudflare account
Cloudflare account is the account through which DNS and traffic protection are configured for a domain. In the PWA form, on the General tab, you select the needed Cloudflare from the list. All accounts are prepared in advance - you just need to pick one of the available ones; there's no need to create or set them up separately.
Filter Account
Filter Account is an account with a traffic filtering service that decides who to show the working storefront with the offer, and who to show the safe white page. It's selected in the Filter Account field on the General tab. Like Cloudflare accounts, Filter Accounts are already prepared - you only pick a suitable one from the list.
Filter stream
A stream is a setting inside the filtering service that it uses to judge one particular app. It is picked or created in the PWA form, in the Stream field next to the Filter Account; one account serves many PWAs, each with its own stream.
Namecheap account
Namecheap account is a Namecheap domain-registrar account connected to the system, through which PWA Hub works with your domain names. Like Cloudflare accounts and Filter Accounts, it's an external integration: such accounts are connected in the Namecheap section (the INTEGRATIONS menu group), on the Namecheap Accounts tab, after which their domains become available when configuring a PWA.
Content and the white page
Landing page / White page
Landing page is a separate page that you upload as a ZIP archive (with .php, .html, .css, .js files) in the Landings section. Such a landing page can then be used as a white page for a PWA.
White page is a "safe" page that bots and off-target visitors see instead of the working storefront. The type of white page is chosen in the PWA form on the General tab, in the Landing page type field:
- Landing page redirect URL - a redirect to an address you specify.
- Load Landing page - show one of your uploaded landing pages.
- Off Landing page - no white page is used (the offer links then need an Any country block).
- Blank page - an empty placeholder is shown.
Offer link
Offer link is the target address the user lands on after installing the PWA. The links are configured on the Offer links tab by country and language: with the Add Country button you add a GEO, and with the Add Link button - Language + Link pairs within a country. This way you can give a single application different offers for different regions, and with the Any country block - an offer for everyone else.
GEO
GEO is geographic targeting, that is, the visitor's country. Offer links are configured by GEO, and on the Dashboard the countries with the most installs are gathered in the Top GEOs widget. Visitors from countries that couldn't be determined fall into the "Unknown" category.
Storefront
Storefront is the "front-facing" page of a PWA that the target visitor sees: an app-store-style card with an icon, name, screenshots, description, ratings, and reviews. The storefront's content is configured on the Description tab. It's exactly the storefront that is shown instead of the white page when the Filter Account lets the visitor through as a target.
Metrics
Visit
Visit is a single entry (click) to your PWA or split. The number of visits for each application is visible in the Stats column, and the total over a period - in the Visits card on the Dashboard.
Installation
Installation is the event when a visitor installs the application from the storefront. This is the key target action. The total number of installs over a period is shown by the Installs card on the Dashboard.
Whites
Whites are visits the filter account sent to the white page instead of the storefront: bots and off-target GEOs. It's the one metric in the panel where growth is a bad sign - it means the filter is screening out more and more traffic. The Whites card sits on both the Dashboard and the Statistics page, and the day-by-day breakdown gives it a column of its own.
Offer open
Open offer is the funnel step between an installation and a registration: the visitor launched the installed app and followed the offer link. A large drop right here means people install the app but never reach the affiliate page. This event is never sent to Facebook - the panel needs it for itself.
Conversion (event)
Conversion (as an event) is a target action after an installation that an ad network or affiliate program has counted and confirmed via a postback (for example, a payment or a registration). Unlike an install, a conversion isn't just launching the app but a confirmed result, so it's counted separately. The number of conversions over a period is shown on the Statistics page (the funnel, the Splits and Sub Statistics blocks), and their share of installs is the CR.
Postback
Postback is a server-to-server notification by which an external system tells PWA Hub that a conversion happened for your traffic. Postbacks are exactly what confirm conversions: the CR calculation - the share of installs that reached a confirmed result - relies on them. The visitor identifier ({VISITOR_ID}) is convenient to pass as a click id so a postback can be matched to a specific visit.
Conversion (CR)
Conversion (CR, conversion rate) is the share of installs that ended in a successful conversion (confirmed by a postback). It's calculated by the formula: conversions ÷ installs × 100%. For example, 20 conversions out of 100 installs is a CR of 20%. The average conversion over a period is shown in the Conversion metric on the Dashboard.
How the metrics relate
Visit → Installation → Conversion is a single funnel: how many people came, how many installed, and what percentage that made up. On the Dashboard the same chain is shown in the Visits → Installs widget.
Sub tag
Sub tag (sub) - a sub_1 … sub_20 parameter in the ad link to a PWA that you use to mark the campaign, creative, source or buyer. Every visit stores its tags; the report on them is on the Statistics page (the Sub Statistics block), and the {sub1} … {sub20} macros put them into the offer link.
Pixel and tag
A Facebook pixel and a Google Ads tag are team resources from the RESOURCES menu group through which install, registration and deposit events reach the ad networks. They are attached to an app on the Metrics tab of the PWA form (see "Metrics: pixels & tags").
Organization and license
Team
Team is the top level of how work is organised in the panel. It's the team that owns the working projects: PWAs, splits, and landings are always created inside a specific team. Teams are managed in the Teams section (the MANAGE menu group).
User
User - a person who belongs to a team. Everyone has a role (admin, team_lead, customer) that defines access: a customer sees only their own resources and what is shared with them through access groups. Users are managed in the Users section (the MANAGE menu group).
Access group
An access group is a set of resources of one type (PWAs, landings, pixels or tags) of one team that an administrator shares with specific users - including ones from other teams. Whoever a group is shared with gets full access to its resources. Groups are managed in the Groups section (see "Access groups").
Logs and audit
Logs is the Logs section for administrators: the panel's system events, the audit (who changed what, with old and new values), received postbacks and the decisions of the traffic distributor. The retention period is set in Settings.
License / license key
License is the right to use PWA Hub. While it's active, all sections of the dashboard are open; without an active license only the License Expired screen is shown, and it won't let you go any further. It's activated with a license key: you paste the key into the field on that screen and confirm with the Update License button, after which the system verifies and renews the license on its own.
Plan / plan limits
Plan is the set of features and limits tied to your license. The plan determines which features and ready-made resources are available to you (for example, templates, Cloudflare and Filter Accounts), and it sets limits: the maximum number of users, domains and teams, plus access to the external API. When a limit is reached, creating a new record is blocked with a Limit reached message.