What is an Organic Install?
An organic install is when someone downloads an app for any reason other than direct marketing for that app, including things like advertising or user acquisition. Unlike installs from “non-organic” means (such as through an incentive marketing deal), organic installs do not result from offers or promotions.
If the user does not have a distinct or identifiable marketing listing that originated their product, the install is considered an organic install. Many of the organic installs would be due to the user genuinely being interested in the app, the company being well-known, or the app having been listed on the app store, or through marketing by word-of-mouth; these installs are sustainable and create long-term growth of the app for the app’s creator.
Why Do Organic App Installs Matter?
Organic app installs are crucial to the success of a mobile app. Here’s the explanation:
1. Better User Quality and Higher Retention
Unlike paid ones, organic users display a more profound commitment to your app. Higher engagement, longer session durations, and better retention rates are often a result of this feature.
The fact that they found the app through their efforts seems to be the main reason why they would be interested in it for a long time. And, at the same time, it might make them curious to explore the other elements.
2. Higher ROI and Lower Acquisition Costs
As for organic installs, there is no need for a direct marketing budget. Consequently, they offer a higher return on investment (ROI).
3. Increased Virality and Organic Growth
A delighted organic customer can be converted into a brand advocate. They help grow your app through word-of-mouth marketing, social media sharing, and organic referrals.
This method of converting satisfied users to share the app will have a drag effect on the costs and also contribute to the growth in numbers.
What are the Channels of Organic Installs?
Organic App installs can be classified into different categories based on their source:
1. Search-Based Organic App Installs:
Apps are found by keywords entered in the Apple App Store or Google Play Store. App Store Optimization (ASO) determines the app’s ranking in the search results.
2. Browse-Based Organic App Installs:
Users, when exploring the app store categories, stumble across an app they haven’t seen before. They have a stronger position if they are among the top results in certain categories.
3. Word-of-Mouth Organic App Installs:
Users get recommendations from their friends, influencers, or people in online communities, and from there, they download the app. This way of using the type is quite unique, as they would be more inclined to trust the words of a real friend or relative rather than an inauthentic robot.
4. Referral-Based Organic App Installs:
Users downloading the app are seeing Favorable Facebook mentions, tweets, and pins that are not sponsored by social sites like these. By contrast, a natural referral system looks different from an influencer’s. It occurs when energy and willing helpers are involved.
5. Branded Search Installs:
Users not only seek by application name but also by the kind of app. It shows that the company is starting to become successful and is increasing brand recognition. Occasionally, it could be the result of reports in the media or trends that go viral that might have been seen.
Challenges in Driving Organic Installs
Even though they have numerous benefits, organically getting people to install your app is currently more difficult due to these:
1. Intense Competition in App Stores
The visibility problem is one of the most common ones, with three million apps launched online on Google Play and Apple App Store. The lack of proper App Store Optimization (ASO), keyword research and user engagement strategies are the main reasons new apps could encounter such a serious problem.
2. Reduced Organic Multiplier Effect
A while ago, even non-organic campaigns had an impact on organic installs through indirect means. For example, a user might see an ad but download the app later through a search.
However, this approach becomes less effective with the change in attribution models and increasing privacy restrictions.
How does Apptrove help to Track Organic Installs?
Apptrove primarily employs deep linking as a mobile measurement partner to track organic installs. On the other hand, the platform also considers iOS attribution seamlessly for privacy-compliant tracking and audience segmentation for analyzing organic user behavior.
It resolves this problem by implementing a fake install filter for data accuracy against fake installs. Moreover, partnering with Apptrove and getting their integrations helps track throughout various platforms, ensuring precise attribution is possible.
All these attributes support businesses in measuring the growth of organic reach and optimizing their marketing efforts. Moreover, it increases the ROI without involving paid acquisition.
Bottom Line
Organic installs are an essential foundation for app growth in the long run. The activity also stimulates a higher ROI and the app’s viral progression without marketing expenses incurred. However, the difficulties in organic acquisition are the most challenging issues to be met, including high competition, low discoverability, and the transformations in attribution models.
An effective strategy for increasing these installs should include more from ASO, user engagement, and word-of-mouth marketing. For example, Apptrove allows its users to measure and take advantage of all the opportunities for organic growth by enabling deep linking, audience segmentation, and fraud prevention techniques.
FAQs
1. What is the difference between organic and non-organic installs?
Organic installations happen organically, whereas non-organic installations derive from advertising, promotional campaigns, or giving incentives to users. Organic users often find your app via internet search engines, referrals from friends and family, and by word of mouth about your app. Consequently, organic users have higher intent than non-organic users.
2. Why are organic installs considered high-quality users?
Users who organically decide to download your application have been shown to have superior levels of engagement, duration of sessions, and retention rates than those who were obtained through sponsored campaign methods.
3. How can you increase organic app installs?
By using effective ASO techniques, positive user reviews, referral and sharing programs, and by delivering high-value content, you will improve your ability to drive users to download your app through organic methods.
4. How do attribution models impact organic installs?
The transition from privacy-first to attribution has made it difficult to determine the exact source of each install. Due to this, we have seen a reduction in the organic multiplier effect that occurs when a paid campaign indirectly contributes to the growth of an organic campaign.
5. How can you track organic installs effectively?
Apptrove uses multiple technologies, such as deep linking, fully compliant privacy attribution, and audience segmentation, required to monitor organic installs from all platforms like themselves, as well as provide insights into user behaviour, and ultimately drive improved growth strategies.