What is Organic Uplift?
Organic uplift refers to the increase in organic downloads or engagements that a mobile app experiences as a result of paid marketing activities, often without any additional organic-specific strategies. This effect occurs when visibility and awareness generated from paid campaigns create a ripple effect, motivating more users to discover, search for, and install the app on their own.
Why is Organic Uplift Important?
Organic uplift is a crucial measure for app marketers because it highlights the indirect impact of paid marketing efforts on non-paid, organic user acquisition. This uplift often leads to higher user acquisition efficiency, as it implies that marketing investments are amplifying organic growth, which translates to cost savings. Essentially, a strong organic uplift suggests a resonant brand presence and solidifies the app’s position in app store rankings, as an increase in organic installs improves an app’s visibility, potentially leading to more downloads.
How Does Organic Uplift Occur?
The main driver of organic uplift is increased brand visibility. When an app runs paid ads, whether on search engines, social media, or third-party apps, it gains exposure among wider audiences. Even if not all users click on an ad, repeated exposure may prompt them to remember the app’s name and search for it later on in the app store. In addition, higher app store rankings from increased paid installs can push the app higher in search results, increasing its chance to be organically discovered by users.
Organic uplift also results from social proof. As more people download and engage with the app, it builds a perception of credibility and popularity, driving even more users to download it organically.
Measuring Organic Uplift
Calculating organic uplift involves monitoring organic install rates before, during, and after a paid campaign. By comparing these figures, marketers can quantify how much organic traffic can be attributed to the campaign. Advanced analytics platforms provide insights that allow marketers to assess whether spikes in organic downloads correlate with specific paid campaigns, helping them optimize future strategies.
Benefits of Organic Uplift
- Improved Cost Efficiency: Increased organic downloads reduce the cost per acquisition (CPA) as paid efforts lead to organic growth.
- Higher App Store Rankings: Boosted organic downloads enhance app store rankings, increasing visibility for new potential users.
- Brand Credibility and Recall: As the app gains visibility through paid campaigns, organic uplift strengthens the app’s brand reputation.
Conclusion
Organic uplift is a powerful effect that maximizes the value of paid marketing. It creates a natural flow of organic user acquisition and boosts app visibility without increasing ad spend. By understanding and leveraging organic uplift, marketers can drive sustainable growth, optimize their ad budgets, and build lasting brand presence in a competitive app marketplace.