Organic Install
Organic installs are app downloads that occur without direct marketing efforts through paid or owned media campaigns. These downloads result from users discovering the app independently through word-of-mouth or keyword searches in app stores. Unlike non-organic installs, which involve various tactics to persuade users to download an app, organic installs occur naturally.
In terms of measurement, organic installs occur when no specific marketing effort can be attributed to the user journey. Additionally, if a user interacts with an advertisement but downloads the app after the attribution window expires, the install is considered organic. This ambiguity arises because it's challenging to determine whether the download resulted from the ad interaction once the attributable time frame has passed.
Organic installs are significant for ROI and LTV (lifetime value) metrics, as organic users are often considered high-quality. However, achieving organic growth at scale has become increasingly challenging due to the saturation of app stores with millions of apps. Consequently, the organic multiplier, which measures the ability of non-organic campaigns to drive organic installs, has decreased significantly.
Despite these challenges, partnering with a reliable attribution and analytics provider can help optimize spending, maximize ROI, and enhance the quality of non-organic users. This data-driven approach enables app marketers to scale non-organic traffic effectively.