Non-Organic Installs (NOIs)

Non-organic installs occur when a user decides to download and install an app after being exposed to a marketing campaign. These installs are the result of user acquisition efforts through paid and owned media channels.

Paid Media vs. Owned Media

• Paid Media: Marketing efforts for which you pay, such as advertisements.

• Owned Media: Marketing conducted over channels you control, such as your website or email list, which do not incur additional costs.

The primary objective of both paid and owned media campaigns is to prompt users to download your app by viewing and clicking on an advertisement.

NOIs vs. Organic Installs

The main difference between non-organic installs and organic installs is the user's journey to the app. With organic installs, users find and download the app on their own, without being influenced by any advertising efforts.

Trends in User Acquisition

Every year, non-organic activity continues to rise, while the share of organic installs declines. With over 3 million apps in the Apple App Store and more than 3.5 million apps in Google Play, the likelihood of an app being discovered organically is increasingly slim—akin to winning the lottery.

Marketers are boosting their ad spend based on robust data insights and analytics, resulting in higher quality non-organic traffic. This shift has made non-organic traffic a goal in itself, rather than just a means to drive organic traffic. With precise data, non-organic installs can offer scale, control, and quality.

The Value of Organic Installs

Despite the rise of non-organic installs, organic installs are still highly valuable. They tend to provide the best quality users, reduce the effective cost per install (eCPI), and increase profitability. Ultimately, a balanced strategy that leverages both non-organic and organic traffic is essential for apps to achieve their objectives.