What is the difference between organic and non-organic installs?

Organic installs happen naturally without marketing influence, while non-organic installs result from marketing or advertising campaigns.

How do you track non-organic installs?

Tracking is done using mobile measurement platforms (MMPs) that attribute each install to its original campaign, ad network, or media source.

Are non-organic users valuable?

Yes. When acquired through targeted campaigns, non-organic users can have high lifetime value, especially if campaigns focus on engagement and retention rather than volume.

Do apps need both organic and non-organic installs?

Absolutely. Organic users bring credibility and long-term loyalty, while non-organic campaigns drive scale and sustained growth.

How can marketers improve non-organic install performance?

By optimizing ad creatives, refining audience targeting, and continuously measuring CPI, retention, and ROAS (return on ad spend).

Non-Organic Install (NOI)

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