Organic App InstallsAn organic install is an app install that happens as the result of a user choosing to install an app on their own, either from actively browsing and searching in an app store, or through word of mouth. Organic installs cannot be attributed to a mobile ad campaign. Nevertheless, organic installs can be affected by targeted and aggressive mobile advertising campaigns, where the increased visibility and brand awareness drive a lift in organic installs too. Organic installs are important because organic users tend be the most active, and therefore have higher app retention rates.
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