In today’s competitive mobile app market, relying solely on organic growth for sustained success is insufficient. While organic installs remain a valuable metric, apps that combine paid user acquisition (UA) with strategies to maximize organic uplift are better positioned to maintain strong growth momentum. Then, measuring organic uplift can significantly help you in that process.
Here are some steps to follow when measuring organic uplift to support the long-term growth of your app.
Understanding organic uplift and why it’s crucial
Organic uplift refers to increased organic installs as a direct result of paid marketing campaigns. When an app’s visibility improves through paid efforts, such as user acquisition ads, it typically boosts awareness and search volume, leading to higher organic installs. This concept is particularly important as app users often install apps they see repeatedly.
This exposure through paid UA can create an impression that eventually drives organic installs, especially as potential users search for your app or find it through improved app store rankings.
To clarify, a user clicking on an ad and downloading an app is simply paid user acquisition. However, if a thousand users were to click that ad and download the app, the subsequent influx of downloads would cause a ripple effect in the app store’s discoverability and visibility algorithms, thereby leading to greater organic discovery and downloads.
Moreover, organic uplift helps apps gain traction in app stores. A solid combination of paid and organic growth can result in higher rankings, ultimately leading to more visibility and downloads. Apps with consistent organic uplift can also grow their audience base without constantly increasing ad budgets, making it a cost-effective strategy.
Step 1: Measuring organic uplift with metrics
To measure organic uplift accurately, consider using a few key metrics:
- Organic Install Rate (OIR): Track the growth in organic installs over time, particularly after the launch of paid campaigns. An increase in organic installs alongside paid efforts suggests a positive organic uplift.
- Impressions and clicks: Impressions are vital in assessing the reach of paid campaigns. Tracking clicks on ads and the volume of impressions over time can help gauge if users are searching for your app after seeing it in an ad.
- Retention rate: Organic users typically show higher retention rates than those acquired through paid channels. Monitoring retention rates for both organic and paid users can help identify if your organic users are increasing due to uplift.
- App Store rankings: Increased downloads and engagement can improve your app’s position on the app store. Tracking your ranking pre- and post-campaign provides insight into the visibility impact of organic uplift.
- Return on Ad Spend (ROAS): Although ROAS usually relates to direct conversions from ads, observing long-term changes in ROAS can indicate if your organic uplift is driving more valuable, engaged users.
Step 2: Strategies to maximize organic uplift
Once you complete measuring organic uplift, implementing strategies to amplify it will help ensure sustained growth. Here are effective ways to achieve this:
1. Invest in consistent user acquisition campaigns
Consistent advertising keeps your app in front of potential users, creating familiarity and, eventually, encouraging installs. Braavo’s recent case study demonstrated that an app experienced a 10x increase in organic installs by incrementally increasing ad budgets within three months. This gradual investment in paid UA allowed impressions to grow from 17,000 to 80,000 per day, significantly boosting organic installs.
2. Optimize for App Store Search (ASO)
Your app’s visibility in search results plays a huge role in maximizing organic uplift. Enhance your app’s metadata (title, description, keywords, and visuals) to increase discoverability. Since users who view an ad often search for the app later, ASO can help convert these users to organic installs.
3. Utilize A/B testing for ads and App Store pages
Test different ad creatives and app store page elements to discover what resonates best with users. This approach can increase click-through rates and inspire curiosity in users who later search for your app organically. By continuously refining visuals and copy based on data, you can ensure that your app appeals to a broader audience.
4. Implement retargeting campaigns
Retargeting is a powerful tactic that keeps users who have previously engaged with your ads within your marketing funnel. By reminding users about your app, you increase the likelihood of eventual downloads and ongoing engagement, contributing to organic uplift by reinforcing your app’s presence in users’ minds.
5. Incentivize user referrals
Leveraging your existing user base is a smart way to drive organic installs. A referral program that rewards users for sharing your app can lead to new, highly engaged organic users. Since referrals often come with a degree of trust, they’re more likely to lead to installs with a higher retention rate.
Leveraging incremental growth for long-term success
Incremental growth through organic uplift is a long-term strategy. Even though increased spending on user acquisition may reduce short-term ROAS, the value of sustained impressions and visibility should not be underestimated. Apps that grow organically alongside paid efforts are more likely to secure a loyal, engaged audience, leading to higher profitability.
To sum up, maximizing organic uplift is essential for any app looking to grow sustainably. By measuring key metrics and implementing targeted strategies, you can make the most of organic uplift, ensuring your app achieves enduring success in a crowded market. Embrace a balanced approach to paid and organic growth, and watch your app’s audience expand steadily without constantly escalating ad spend.
Ready to Grow Your App? Leverage AVOW’s expertise in mobile OEM advertising to boost your app’s visibility and drive impactful organic uplift. Connect with us to discover growth opportunities tailored to your app’s needs.
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