Taps in the mobile marketing world, refer to the total number of times a user interacted with or clicked on your mobile app ad during the specified date range in the report. Clicks are an important metric as they represent potential opportunities to drive downloads or re-engagement with your existing users. Monitoring your tap count over time allows assessing if your creative, targeting or bids are effectively grabbing user attention and driving clicks – the first step toward conversion. It also provides insights into how many people are seeing and reacting to your ads in aggregate.