What is an Install?

An install occurs when an application is downloaded and set up to be ready to launch on a phone. The number of installs generated is the metric usually used to measure the results of your campaigns. When a user finds your app without advertising they create an organic install.

In mobile marketing, an install is defined as when someone downloads and sets up an app on their device, typically after seeing an advertisement for said app.

An “install” serves as an important metric when measuring mobile advertising campaigns‘ success by seeing how many users actually follow through and download an app after seeing it. 

Trackers typically utilize various attribution models to help marketers pinpoint which channels or campaigns generate more installs than others.

Installs are measured through various tools, like Mobile Measurement Partners (MMPs). Each MMP uses unique tracking links or user identifiers to track users when they click a mobile ad; once downloaded, they’re taken back to an app store, where their app will install automatically and eventually open for the first time, with its source then receiving credit for its installs.

 

Types of app installation

There are two general categories of app installations.

Organic installs: Organic installs occur when users discover apps independently without paid advertising intervention, usually by browsing app stores or receiving recommendations. Organic installs provide insight into an app’s visibility, reputation, and user satisfaction.

Non-organic installs (NOIs): NOIs are generated through paid marketing initiatives like social media ads, banner advertisements, or influencer promotions. Such strategies help reach a wide target audience with downloads. NOIs play a vital part in user acquisition strategies by helping reach larger target groups more quickly and driving greater downloads than organic installs alone can.

 

Tracking installs

Mobile marketers know the significance of tracking installs, as it gives insight into campaign performance, user behaviors, and app growth. By studying where installs come from (organic versus nonorganic sources), marketers can optimize their advertising strategies to focus on only effective channels and increase performance.

Install data can also be combined with post-install metrics like user engagement and retention to help businesses understand the quality of users they acquire; campaigns with high install volumes but low engagement may indicate an opportunity to revamp targeting strategies.

 

Beyond installs: Post-install events

Although installs are one element of campaign success, post-install events play just as big a role for marketers in measuring campaign effectiveness.

Marketers regularly observe events like in-app purchases, signups, or level completions to determine how valuable each install really is. They can then tailor strategies toward users who will engage and convert more likely, resulting in a higher return on investment (ROI).

Understanding install dynamics is critical in creating an effective mobile marketing strategy.