Glossary
MENA mobile-growth glossary
Acronym soup, decoded. Specific to the MENA mobile-app market — heavier on regional payment + compliance terms than a global glossary would be.
- ARPPU
- Average Revenue Per Paying User. Not ARPDAU. Specifically the average revenue from customers who paid this period, ignoring the free/trial cohort.
- BNPL
- Buy Now Pay Later. Region-specific players: Tabby (KSA, UAE, KW, BH, QA) and Tamara (KSA, UAE, KW). Different commercial terms from Western Affirm / Klarna.
- CAPI
- Conversion API. Server-side replacement for browser pixels (Meta CAPI, TikTok Events, Snap CAPI). Mandatory post-iOS-14 for usable attribution on iOS.
- DPA
- Data Processing Agreement. Article-28 contract between data controller (customer) and processor (Madar). See /legal/dpa.
- GDPR
- EU General Data Protection Regulation. Madar is GDPR-ready by default for all customers.
- IAP
- In-App Purchase. Apple / Google native billing rails. 15–30% platform fee depending on tier.
- Iyzico
- Turkish payment processor — the dominant Stripe-equivalent for Türkiye. Native local card support, KVKK-aligned.
- KSA
- Kingdom of Saudi Arabia. The largest MENA mobile subscription market by revenue.
- KVKK
- Türkiye's data protection regulation (Kişisel Verilerin Korunması Kanunu). Madar is KVKK-aligned by default.
- LTV
- Lifetime Value. Total expected revenue from a customer cohort over a chosen horizon. Madar Oracle forecasts to 12 months by default.
- MMP
- Mobile Measurement Partner. AppsFlyer, Adjust, Singular. Sit on the attribution layer; Madar sits above them.
- MRR
- Monthly Recurring Revenue. Standard SaaS metric. Madar reconciles MRR across Stripe + Iyzico + IAP receipts.
- PDPL
- KSA Personal Data Protection Law. Came fully into force 2024. Madar is PDPL-aligned; in-region data residency available on the Enterprise tier.
- Papara
- Türkiye-native fintech wallet / payment rail. Useful as an alternative checkout for younger TR cohorts.
- ROAS
- Return On Ad Spend. (revenue from ad-driven customers) / (ad spend). Specific to a window — Madar defaults to 30-day post-install.
- SAR
- Saudi Riyal. Pegged to USD at ~3.75. The local-currency line on KSA invoices.
- SKAN
- SKAdNetwork. Apple's privacy-preserving attribution framework. SKAN 4.x adds delayed and multi-conversion postbacks. The hardest piece of iOS attribution.
- Tabby
- BNPL provider — Pay in 4. Available in KSA, UAE, KW, BH, QA. Mid-tier ticket size.
- Tamara
- BNPL provider — Buy Now Pay Later. Available in KSA, UAE, KW. Larger ticket size than Tabby on average.
- UAE
- United Arab Emirates. The most ARPU-rich MENA market per customer.