O
Organic Install
An install generated without direct paid advertising, for example through store search, word of mouth, or natural visibility.
What to understand
Organic installs are highly valuable because they reduce dependency on paid acquisition.
An increase in organic installs can come from stronger store visibility, better word of mouth, or brand effects.
ASO exists precisely to grow this type of acquisition over time.
Related terms
ASO
Short for App Store Optimization. It covers the set of optimizations that improve an app’s visibility and conversion on the App Store and Google Play.
Category Ranking
The position of an app within a given category, such as Productivity, Games, or Finance, in an app store.
User Acquisition
All marketing actions aimed at generating new installs and growing an app’s user base.
