Definition
A Non-Organic Install (NOI) refers to an app installation that is the result of marketing activities, such as advertising campaigns, paid promotions, or other forms of direct marketing efforts. This is in contrast to organic installs, which occur without any direct marketing influence, such as a user finding the app through a search in the app store or a recommendation from a friend.
Key Aspects of Non-Organic Install
- Attribution: NOIs are tracked through attribution models to link the install to a specific marketing campaign or source.
- Campaign-Driven: They are the direct result of targeted marketing campaigns, including pay-per-click ads, social media ads, influencer promotions, etc.
- Measurable ROI: The effectiveness of the marketing spend can be measured by analyzing the cost versus the number of NOIs.
- Targeting: Marketers can target specific demographics, interests, or behaviors to optimize the number of NOIs.
Best Practices for Non-Organic Install
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Optimize Campaigns: Continuously test and optimize campaigns to improve performance and reduce costs.
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Use Analytics: Employ robust analytics and attribution tools to measure the effectiveness of each campaign and adjust strategies accordingly.
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Focus on Lifetime Value (LTV): Aim to acquire users who have a high potential LTV rather than just focusing on the quantity of installs.
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Creative Testing: Regularly refresh creative materials and test different ad formats to maintain user interest and engagement.
Conclusion
Non-Organic Installs play a crucial role in the growth strategy of mobile apps, allowing for rapid user acquisition and measurable results. While they involve a financial investment, when executed effectively, NOIs can lead to a significant return on investment through the acquisition of valuable users. It's important for marketers to balance their organic and non-organic user acquisition strategies, optimize their campaigns for quality installs, and continuously measure and refine their approach based on data-driven insights.
