What is organic installs?Organic installs refers to the app downloads and installs by users that discover apps by themselves through word-of-mouth on app markets, or from an app store keyword searching result.
In addition, an app install is also considered organic if a user views or clicks an ad, but downloads the app after the attribution window has closed. Or, in other words, if the app download happens outside the attributable time frame, there is no way of knowing for sure if it resulted from an engagement with an ad and the install is considered organic install.
Why organic installs is improtant?Organic users are usually considered the highest quality users in ROI and LTV (lifetime value) during the app promotion performance. However, driving organic users at a large scale is no longer easy for most apps since more and more apps pouring into the app markets.
According to our research, the ability of non-organic campaigns to drive organic installs has decreased significantly during the past few years. This means your ability to use paid campaigns to scale organically has become very limited. And an effective strategy become more important for app marketers to grow their apps and drive the organic installs within the app visibility improvement.
Scaling non-organic traffic is a different story. The good news is that by working with a reliable attribution and analytics provider, you can use data to optimize your consumption and ROI, drive more scale and increase the quality of your non-organic users.